What holidays do Poles no longer want? And which country will be the new absolute star of tourism in 2026? We asked the head of the largest travel agency in Poland about this.
The clearest victim of the Poles' new elections is Bulgaria. Holiday sales in this country have fallen dramatically.
— We currently sell 60 percent. offers to Bulgaria compared to what we sold before the pandemic in 2020. This is the only country where we record declines. Everywhere else we are actually sending more planes, looking for additional hotels. However, when it comes to Bulgaria, demand is falling. And this despite the fact that prices are still relatively attractive because the flight is short and it is one of our cheapest destinations – explains Marcin Dymnicki, president of TUI Poland, the largest travel agency in Poland, in an interview with Business Insider Polska.
He adds: – For many customers, “cheap” is no longer enough. They prefer to pay extra and choose a different direction.
2. Less than four stars
Poles say goodbye to budget holidays. — When it comes to hotel standards, Poles no longer want to go below four stars – especially in Turkey, Egypt and Tunisia, where we practically only offer four- and five-star hotels – says a travel agency representative.
In Greece and Spain, three-four stars are still acceptable, but expectations are growing, and the demand for five stars is growing the fastest.
Price compromises on the quality of the room, food or animation are no longer as easy as they used to be.
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3. Holidays without all inclusive
Although last year there was a lot of talk about the Turkish authorities' idea to eliminate or limit the all-inclusive hotel program due to huge food waste, this solution is unlikely to be appreciated by Polish tourists.
— 90 percent our bookings are all inclusive. Poles do not want any price surprises on site or rushing to restaurants during the peak season. Transparency of travel costs remains the foundation of the decision, explains Dymnicki.
Read also: Fuel prices up. This will be done by Polish LOT
4. Crowded hotels for families
Hotels and restaurants without children's access in Poland still arouse a lot of emotions and controversy. It's different if Poles go abroad…
Hotels only for adults (16+/18+) are no longer niche. In the West this is the norm, in Poland the demand is growing dynamically.
— We see this trend clearly: we offer more and more “adults only” hotels. We have had such hotels on offer for many years, but there was not as much interest in them as now – reveals the president of the largest travel agency in Poland.
As he explains, it is still 80-90 percent. offers are hotels available regardless of age. – Hotels only for adults constitute several percent, but we see that this segment is growing much faster than the segment for families with children, which is obviously due to demographic factors – he says.
It turns out that low fertility in Poland also has a tangible impact on the tourism industry. We are experiencing a demographic crisis, fewer years of the so-called infants, i.e. children, he admits.
And he adds: – Let's face it, it's not a big secret: every tour operator earns more from families with children than from adults alone. Why? We have very large discounts for children, most of whom are included in the price, and it is always easier for us to add a margin there than for adults.
