Izvor: Lider
The share of reservations for 2026 is 5 percent higher than at the same time last year, and more and more domestic guests are filling the pre- and post-season through shorter holiday stays. !
The share of domestic bookings outside of July and August is no longer the exception and is increasingly becoming the rule. This is according to the travel agency NOVASOL, which operates as part of the international Awaze group. The company states that this year’s Black Friday cycle achieved its best results so far. With strong sales of holiday packages and an increasingly pronounced trend of early bookings for 2026.
Vacations are planned in advance
Accommodation units included in the Black Friday campaign achieved a 200 percent higher WPU – weekly booked revenue per unit, compared to the same period last year. At the same time, Croatia as a destination recorded a 200 percent increase in their sales. a five percent higher share of bookings for 2026 compared to the same period last year. This can be interpreted as a signal that the next season is being planned earlier than in years when ‘last minute’ was dominant.
NOVASOL representative in Croatia Josip Stulić points out that such shifts are ‘not common in tourism’. Black Friday further confirmed the market’s readiness for earlier planning for 2026. He particularly highlights the growth in interest from domestic guests outside the main season, including shorter stays and weekend packages during holiday periods and during Advent weekends.
Local guests
The statement states that demand from domestic guests is increasingly spilling over beyond urban destinations. To holiday homes and apartments in Istria, Kvarner and Dalmatia. The agency says that ‘stabilisation of the pre- and post-season’, along with the strengthening of the domestic market, can mean a more sustainable rhythm of the tourist year and greater predictability of income for accommodation owners.
– Holiday periods and Advent weekends have gained new momentum in recent years, with more and more domestic guests choosing holiday homes and apartments, not only in cities but also in Istria, Kvarner and Dalmatia. Stabilisation of the pre- and post-season, with the increasingly prominent role of the domestic market, contributes to a more sustainable rhythm of the tourist year and greater predictability of income for accommodation owners. The fact that direct channels exceed half of total reservations indicates the maturity of the market, as it provides greater security to owners and a clearer relationship of value and trust to guests. He adds that, in combination with earlier bookings, Croatia is entering a phase in which, unlike previous last-minute trends, the season for the upcoming season is planned significantly earlier – says Stulić.
For 2026, there are several patterns that could mark the next season. May and July show strong early demand, while August maintains the highest level of interest. Interest in apartments is growing, while maintaining the previous levels of premium demand for villas with a pool. This points to a more rational budget planning for guests. Longer stays of 8 to 13 days are also on the rise. Which brings greater profitability to the owners and more stable operation. The German market shows a strong return of interest. And the emphasis is on stable and responsible price management, they state in the announcement.
