Ukrainians Are Booking Earlier, Staying Longer, and Spending More: What the 2026 Summer Tourism Season Will Look Like

The 2026 summer season may become one of the strongest periods for domestic tourism in recent years. Despite martial law, rising prices, and ongoing security risks, Ukrainians are not giving up on vacations. On the contrary, the market is showing signs of more mature consumer behavior: travelers are planning their trips earlier, staying longer, choosing domestic destinations more often, and increasingly purchasing additional wellness and recovery-related services.

According to a market study conducted by Ribas Hotels Group and Ribas Invest, 92% of respondents are planning a vacation this summer. Nearly 70% of them are considering traveling within Ukraine, while another 22.6% are planning trips abroad. Only 7.5% of those surveyed do not intend to travel this summer.

This is an important signal for the market: domestic tourism is no longer viewed merely as a forced alternative to international travel and is gradually becoming an independent consumer choice. Ukrainians have adapted to the new reality, but they have also become more demanding when it comes to service quality, location, comfort, and the clarity of the overall offer.

Odesa and the Black Sea coast remain the most popular destinations for the summer season, with 69.8% of respondents considering them for their vacation plans. The Carpathian region follows closely behind, attracting 52.8% of surveyed travelers. This confirms the lasting appeal of Ukraine’s two core summer vacation formats: seaside and mountain getaways.

At the same time, the market is no longer limited to traditional tourist routes. Interest is growing in Zakarpattia, Volyn, Cherkasy region, and other “green” destinations that combine nature, relative safety, and a calmer travel experience.

According to Ribas Hotels Group, Zakarpattia, the broader Carpathian region, and Odesa region already account for more than 58% of all confirmed summer bookings within the network. Demand for Bukovel and nearby locations has increased by approximately 19% compared to the same period last year, while inquiries for the Odesa region have grown by 14%.

Another important indicator is the booking window. As of early May, 21% of the projected booking volume for July and 12% for August had already been confirmed within the Ribas Hotels Group network. For comparison, on the same date in 2025, these figures stood at 15% and 7% respectively.

The average booking window this season has increased to 62 days, compared to 44 days last year. This suggests that Ukrainians are approaching vacation planning more consciously: they want to secure prices in advance, choose high-quality properties, and avoid making decisions at the last minute.

At the same time, the share of last-minute bookings remains significant — 28% of reservations are made within five days of arrival.

The average length of stay has also changed. In the Ribas Hotels Group network, the average duration of confirmed bookings for the 2026 summer season has reached 3.8 nights, compared to 3.1 nights in 2025. Group travelers tend to stay the longest — an average of 5.4 nights, while family bookings average 4.6 nights and individual travelers 3.2 nights.

This indicates a shift from short weekend getaways toward more полноценний отдых? Wait; we need proper English. Let’s do correct final: full-scale vacations. People are no longer looking simply to change locations for a weekend; they want to genuinely recover and recharge, especially considering the time and money spent on travel.

Guests’ financial behavior has also evolved. According to the survey, 83% of respondents are willing to pay between UAH 1,500 and 6,000 per night for a double hotel room. The most popular price segment is UAH 3,000–6,000, selected by 43.4% of respondents. The premium segment, with rates starting from UAH 7,000 per night, remains relatively niche, attracting around 8% of travelers.

The Odesa region is showing the most aggressive growth, with prices increasing by 27%, driven by strong demand and a limited supply of high-quality accommodation. In Zakarpattia and Bukovel, growth has been more moderate — around 16% — due to stronger competition and greater price sensitivity among travelers.

Booking channels are changing as well. Social media has become the primary source for vacation discovery, used by 79.2% of respondents. Booking platforms are chosen by 56.6%, recommendations from friends and acquaintances by 45.3%, and official hotel websites by 24.5%.

Ribas Hotels Group is also recording growth in the share of direct bookings: while they accounted for 65% during the summer season of 2025, they now exceed 70%. Phone calls and messaging apps generate around 22% of all reservations. This demonstrates that Ukrainian travelers want more than simply clicking a “Book Now” button — they seek clarification, personalized offers, confirmation of conditions, and a sense of control over their booking experience.

For the hotel industry, this points to a simple conclusion: in 2026, the winners will be those who know how to work not only with room inventory, but also with trust, service quality, communication, and direct sales channels.

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