Early booking and more expensive vacations: what the study showed about the summer vacation season of Ukrainians

The 2026 summer season for Ukrainian tourism is shaping up at the intersection of several important changes: people are ready to relax despite difficult circumstances, are more likely to choose Ukrainian resorts, set larger budgets and are looking for not just a room for a few nights, but a full-fledged space for recovery. The expert study shows that the demand for vacations remains high, and the behavior of tourists is becoming more balanced.

Domestic tourism consolidates its position

According to the results of a study by experts from Ribas Hotels Group and Ribas Invest, 92% of Ukrainians surveyed are planning an outbound vacation this summer. The largest share of respondents — 70% — intends to spend a vacation in Ukrainian resorts, while 22.6% are considering foreign destinations. Another 7.5% of survey participants do not plan to go on vacation to other locations.

Such indicators indicate a noticeable change in attitude towards domestic tourism. Ukrainian resorts are increasingly perceived as an independent choice, in which affordable logistics, familiar conditions, the ability to quickly clarify booking details and respond more flexibly to circumstances play an important role. For many tourists, a trip to Ukraine seems more practical, especially when you need to combine relaxation, safe routes, a clear budget and an acceptable level of service.

Odessa and the sea coast remain the most interesting among Ukrainians: this destination was chosen by 69.8% of respondents. The Carpathian region is considered by 52.8% of respondents. Thus, the two classic formats of summer vacation — the sea and the mountains — continue to maintain leadership, although the motives for choosing in each case are different.

Seaside vacations attract with their summer atmosphere, familiar resort rhythm and the opportunity to spend a vacation by the water. The Carpathians, Transcarpathia and Bukovel, on the other hand, offer a different scenario – cooler air, natural surroundings, a calmer pace and a wider choice of hotels with wellness services. Against the backdrop of general fatigue and the need for recovery, mountain destinations gain an additional advantage, as they combine accommodation, nature, food, walks and SPA infrastructure in one space.

At the same time, the geography of trips is gradually expanding. Tourists are paying attention to Transcarpathia, Volyn, Cherkasy region and other regions, where you can find less congested locations, lower prices and a calmer atmosphere. Such routes are especially interesting for those who seek to avoid large resort flows, but are not ready to give up comfortable accommodation and natural surroundings.

According to Ribas Hotels Group, more than 58% of all confirmed bookings for the summer season fall on Transcarpathia, the Carpathian region and the Odessa region. These destinations remain the most attractive for domestic tourists, as they meet various needs: from family vacations by the sea to a relaxing vacation in the mountains with additional health services.

The highest dynamics are demonstrated by Bukovel and surrounding locations, where demand increased by 19% compared to the same period last year. This result is explained not only by the popularity of the resort itself, but also by the development of infrastructure, the availability of hotels of various levels and a wide selection of services that go beyond standard accommodation.

The Odessa region also shows growth: the number of requests increased by 14%. Despite restrictions, security factors and price increases, the sea direction maintains stable demand. For some Ukrainians, a summer vacation without the sea loses its usual meaning, so the Odessa region remains among the key points of the season.

Ukrainians book earlier to have choice and control over costs

One of the noticeable changes in the season was the increase in the period between booking and travel. By the beginning of May, 21% of the predicted bookings for July and 12% for August had already been confirmed on the network. For comparison, last year these figures were 15% and 7%.

The average period from the moment of booking to arrival has increased from 44 to 62 days. This means that tourists are more likely to choose a property in advance, check the conditions, fix the cost of accommodation and avoid a situation where only expensive or less convenient options remain on the desired dates.

Early planning is also associated with the desire to receive better service. Guests study photos more carefully, read reviews, clarify the availability of shelter, food, children’s infrastructure, swimming pool, SPA area or the possibility of individual selection of services. In conditions where a vacation is often perceived as a rare opportunity to recover, a mistake in choosing a hotel costs not only money, but also lost time.

Despite this, spontaneous demand remains tangible. Almost 28% of bookings are made less than five days before arrival. This behavior is explained by the unpredictability of plans, work circumstances, the security situation and the habit of some tourists to make decisions at the last minute.

Vacations are getting longer

Not only the number of bookings is growing, but also the average length of stay. In 2026, guests will book accommodation for an average of 3.8 nights, while last year this figure was 3.1 nights.

Groups stay the longest — an average of 5.4 nights. Family tourists stay for 4.6 nights, and individual travelers — for 3.2 nights. This difference is explained by the format of trips: companies and families are more likely to plan a full vacation, while independent travelers often choose shorter stays.

The increase in the duration of vacations shows that Ukrainians are gradually moving away from the model of short weekend trips. Many are looking not just to change the environment for two days, but to spend enough time in a new place to really recover, get enough sleep, be with their family, take advantage of additional services and not return home with a sense of urgency.

Budgets are growing, but the premium segment remains narrow

The survey showed that 83% of respondents are willing to pay from 1,500 to 6,000 hryvnias per night for accommodation in a hotel for two. The most popular range remains from 3,000 to 6,000 hryvnias, which was chosen by 43.4% of respondents.

The premium segment with a cost of over 7,000 hryvnias per night is of interest to about 8% of tourists. This indicates that there is demand for more expensive vacations, but the main part of the market is still focused on a moderate price with the expectation of proper quality.

Prices are rising the fastest in the Odessa region — by about 27% per year. The reason is a combination of high demand and a limited number of quality properties. In Transcarpathia and Bukovel, the price increase is about 16%, which is associated with higher competition between hotels and a wider choice of offers.

For tourists, this means that the price is increasingly assessed through a set of services. Guests want to understand what they are paying for: is breakfast included, is there a pool, is a SPA area available, what are the conditions for children, how convenient is the location, and can you get a consultation before booking. The cost itself is no longer a sufficient argument if it is not backed by clear quality.

Rest is turning into a way of recovery

One of the most noticeable trends of the summer of 2026 was the increase in demand for recovery services. Tourists are increasingly looking for not just a place to stay, but a comprehensive format of stay that combines comfortable accommodation, wellness procedures, quality food, silence, nature and the opportunity to switch from daily stress.

The greatest growth among additional services is demonstrated by SPA and wellness directions. The number of requests for such services increased by 44% compared to last year, and the average check increased by 31%.

This dynamics explains why hotels that can offer more than a standard room are preferred. Guests are important for swimming pools, hot tubs, massages, wellness programs, balanced nutrition, children’s areas, well-groomed territory and natural surroundings. In such conditions, recreation becomes not a separate service, but a holistic experience, where every detail affects the overall impression.

Social networks determine the choice of tourists

The way of searching for recreation is also changing. The main source of tourist offers has become social networks, which are used by 79.2% of respondents. For hotels, this means that visual presentation, relevant pages, quick responses in messages and real reviews are almost as important as classic sales channels.

Booking.com is used by 56.6% of respondents, recommendations from friends and acquaintances are taken into account by 45.3%, and official hotel websites are viewed by 24.5%. At the same time, Ribas Hotels Group records an increase in the share of direct bookings: if in the summer of 2025 it was 65%, then in 2026 it will exceed 70%.

About 22% of all bookings are made via phone calls and instant messengers. This format shows that guests want not only to click the booking button, but also to receive confirmation of details, clarify the conditions of accommodation, agree on additional services and feel more confident before the trip.

Safety has become a basic condition for travel

The study shows an ambiguous but indicative attitude of tourists to safety. Only 1.9% of respondents named it among the key criteria for choosing a vacation spot. At the same time, 45.3% of respondents noted that security risks can be a reason for refusing to travel.

This means that security is not always perceived as an advantage that tourists separately compare between hotels. It has become a basic condition without which a booking may not take place. People may primarily look at the price, location, service and reviews, but the final decision depends on whether the trip does not create unnecessary risks.

For the hotel business, such behavior requires clear communication. Guests expect clear information about the location, rules of stay, availability of shelters, the ability to contact the administration and the procedure for action in case of a change in circumstances.

The summer season of 2026 demonstrates that the Ukrainian tourism market is becoming more demanding. Travelers are willing to pay more, but expect the declared price to correspond to the real level of service. They book earlier, stay longer, compare offers more actively and more often choose those facilities that can meet several needs at once: accommodation, food, recovery, safety, leisure for children and convenient communication.

For hotels this season, not only location or beautiful photos of rooms will matter. The competitive advantage is trust, stable quality, attentive communication with the guest, transparent booking conditions and the ability to create a feeling of well-thought-out rest. It is such facilities that have the most chances to win the season in which Ukrainians plan to rest longer, spend more and choose a place to recover more carefully.