Greece chose to delay requiring travellers from Britain, one of its top source markets, to complete the new EU Entry-Exit System (EES) checks, while Turkey sits outside the European bloc, meaning travellers there don't have to clear EES.
Julia Lo Bue-Said, Advantage Travel Partnership Chief Executive, said: “Greece tops the charts as the highest growing summer holiday destination, in part thanks to the delayed rollout of the EES scheme, while Turkey has seen a last-minute rise in bookings by travellers seeking fantastic value for money and beautiful destinations.
"Once again, we see Brits are determined to go on their summer holidays. Traveller confidence remains high, despite a tumultuous year for travel."
Lo Bue-Said insisted families are chasing "true value for money rather than simply racing to the lowest prices". Family bookings have increased by 3% for the summer school holidays compared with 2025, with the top destinations being Greece, Turkey, the Western Mediterranean, and the Canary Islands.
Meanwhile, Dubai bookings are down by nearly 40% despite a 15% year-on-year uptick in overall long-haul demand. Advantage said demand for Gulf destinations has been redirected to the Caribbean and the Far East, including Thailand.
Late booking volumes are also growing, currently up by more than a quarter making up 12% of all summer bookings. According to the consortium, couples are booking more late getaways than any other group, accounting for 45% of bookings made with Advantage within 14 days of departure, whereas families represent just 10% of those bookings made within 14 days.
The average spend on bookings has also risen by 5% this year. This, Advantage says, shows UK travellers aren't being put off by high prices and continue to prioritise their holiday over other expenditures.
The US state of Florida is currently the most popular long-haul destination for Advantage members, while cruise is currently growing much faster than the overall market, with a particular interest in no-fly cruises.
Advantage explained: "[These no-fly sailings] can take customers as far as the Mediterranean without the need to book flights and has grown in popularity due to fewer barriers such as the EES rollout across Europe."