The results of a market research study conducted by YouGov, one of the world’s leading market research companies, for the Uzakrota Travel Summit have been announced. The research reveals the direction of the travel economy, consumer behaviour and investment opportunities from a 2025 perspective, while also offering strong insights with a focus on Türkiye. According to the study, which emphasises that Türkiye is a strategic market with high growth potential in terms of the travel and tourism economy, consumers in Türkiye approach travel with greater interest and passion compared to developed markets such as Germany, France, the United Kingdom and the United States.
Based on a survey conducted with more than 20,000 participants by YouGov, which is headquartered in the United Kingdom and operates in more than 55 markets, the research shows that travel demand in Türkiye remains strong, but that this demand is flexible, opportunity-driven and inclined towards personalised products. The tendency to plan holidays well in advance is lower compared to other markets. According to the research findings, consumer behaviour is open to last-minute deals, dynamic pricing and flexible product structures.
Looking for personalised experiences instead of package holidays
While 58% of consumers prefer to research and create their own plans before a holiday, the proportion of those who choose pre-organised package holidays remains at 44%. This data indicates that the shift from standard products to personalised experiences in the travel sector is accelerating. While 65% of consumers participating in the research state that they manage their finances more cautiously, half of the respondents say they are financially better off compared to a year ago. The proportion of those planning to apply a budget during their holiday stands at 51%, while 50% state that they are willing to spend more during their trip. This picture points to significant revenue potential for correctly priced products that offer added value.
Beach holidays remain on top, but with declining interest
Although beach holidays continued to be the most popular type of holiday in both 2022 and 2025, the intention to take such holidays has declined. Demand for beach holidays fell from 39% in 2022 to 31% in 2025. Similarly, the intention to travel for family and friends visits decreased from 32% to 27%.
Türkiye stands out as a budget-friendly destination
Türkiye stands out as the most preferred and budget-friendly option among holiday destinations. Türkiye is followed by destinations in the United States and Europe. Holiday packages and last-minute deals still carry significant growth potential in the Turkish market.
Gökhan Erdoğan: “Flexibility, experience and data will shape the future of travel”
Drawing attention to the fact that consumers in Türkiye who are passionate about travel are flexible in their holiday plans and seek personalisation, Uzakrota Founder Gökhan Erdoğan evaluated the research results with the following words:
“This research clearly shows that travel in Türkiye is no longer a luxury, but a strong life motivation. There is a consumer profile with a high passion for travel, spending potential and openness to new experiences. Consumers want to travel; however, they want to do so on their own terms, within their own budget and according to their own timing. The traditional package concept based on fixed programmes is rapidly losing its meaning. In the coming period, the winners will be brands that can offer flexible planning, put experience at the centre and deliver data-driven personalisation.”
“Türkiye is one of the rare travel markets that has not yet reached saturation for investors”
Uzakrota Founder Gökhan Erdoğan also stated that the research reveals Türkiye as a market open to growth and development, adding the following:
“When the data revealed by YouGov’s research for Uzakrota is interpreted correctly, it clearly shows that the Turkish market still has very significant growth potential for the tourism sector and is open to development and expansion in terms of travel demand. It clearly shows that Türkiye is a market open to development and growth in terms of travel demand. However, sustainable growth in this market is not possible with standard products; it requires data-driven pricing, flexible product structures and local insight. For global travel brands and investors, Türkiye can become a growth hub that can be scaled in the short term and generate high added value in the medium term when structured correctly; it holds a strategic market position.”
