A new report by Data Appeal Mabrian (Almawave/Almaviva Group), highlights how European destinations can strategically boost low-season demand by expanding and diversifying their offerings beyond traditional peak periods, signalling the need for a coordinated shift in how destinations design and promote year-round travel experiences.

The study, presented by Emilio Inés, Tourism Global Director at The Data Appeal Company at the Seasonality Summit 2026 in Rimini, analyses low-season inbound demand trends across Italy, Spain, Greece, Croatia and Portugal within the South Mediterranean context. It examines seasonality patterns, traveller profiles, air connectivity, pricing trends and demand drivers across key Southern European destinations, providing strategic insights to support the development of more balanced year-round tourism models.

Key findings show that destinations are progressing at different speeds in addressing seasonality. According to the Summer Dependence Rate*, Spain records the lowest peak-season dependence (52.8%), well below the South Mediterranean average of 59.1%, followed by Portugal (54.5%) and Italy (58.7%). By contrast, Greece (72.9%) and Croatia (79.1%) remain significantly more reliant on summer demand, although Greece is showing early signs of extending tourism activity into the shoulder seasons.

The report identifies distinct low-season traveller profiles. From January to March, demand is largely driven by couples from nearby markets in midscale accommodation; whereas October to December sees a shift towards established European markets, with travellers more likely to extend summer and opt for upscale hotels.

According to the analysis, in-destination events are also playing a key role in driving low-season demand. As Emilio Inés noted at the Seasonality Summit: “Organically counter-seasonal, between 53% and 72% of events already take place outside peak months, while 58% to 73% of total attendance is concentrated in the low season, effectively turning events into a demand powerhouse for low season periods.”

Connectivity, Climate, Pricing and Experiences: Key Levers for Seasonality Mitigation
The report highlights that improving low-season performance requires a deeper understanding of traveller motivations, better alignment between event calendars and tourism products, and stronger targeting of high-connectivity source markets. Climate perception, pricing advantages and curated experiences are identified as key levers to redistribute demand more evenly throughout the year.

Air connectivity across the five destinations studied is set to expand further in late 2026. Between October and December 2026, a total of 96.64 million seats will connect Italy, Spain, Greece, Croatia and Portugal, representing a +4.6% increase compared with the same period in 2025. All destinations are expected to record growth in Q4 2026 except Portugal (-2.5%). Greece leads expansion with +10.7%, followed by Spain (+5.4%) and Italy (+4.2%).

According to the Data Appeal expert, “leveraging inbound markets with increasing low-season connectivity is essential, alongside strengthening airline networks that extend beyond peak months.” This includes both low-cost carriers—particularly relevant in Italy and Spain—and traditional airlines, which are expanding seat capacity in the low season across Italy, Spain and Greece. In Croatia and Portugal, low-season connectivity accounts for an average of 58.5% of total capacity.

The report identifies climate perception as a growing competitive advantage for low season travel, particularly among short- and medium-haul repeat visitors, as well as flexible segments such as young adults, digital nomads and senior travellers. Based on the Perception of Climate Index (PCI), the study unveils “windows of climate opportunity” when actual weather conditions exceed traveller expectations. Italy, Spain and Greece typically show two such windows—late winter/early spring and autumn—while Croatia and Portugal benefit from an additional spring window.

“When aligned with inbound holiday calendars, these periods present significant opportunities to stimulate low-season demand,” highlights Data Appeal’s Tourism Global Director. Data indicates that the UK, Germany and France represent a structural base for low season travel, with 63%, 60% and 53% of holidays respectively taking place outside peak periods.

Pricing also plays a key role in shaping demand. In winter 2026, hotel rates across the destinations analysed are significantly lower than in summer 2025, with average reductions of 24.6% for 3-star hotels, 22.4% for 4-star hotels, and close to one-third for 5-star properties.

Finally, the report highlights that many of the most engaging tourism activities for travellers visiting the studied European destinations—including cultural, nature-based, gastronomy and active experiences—are inherently less seasonal and highly adaptable throughout the year, offering strong potential to further redistribute demand beyond peak periods.

* Summer Dependance Rate: Proprietary indicator that measures the concentration of tourist activity during the summer period. It represents the percentage of total annual tourism activity — based on reviews from verified and completed accommodation stays — that occurs between May and September (inclusive), relative to overall year-round activity.

MakeMyTrip Limited has announced its unaudited financial and operating results for the fourth quarter and full year ended March 31, 2026, reporting record annual gross bookings and continued growth across its travel segments.

The company recorded gross bookings of USD 10.4 billion in FY26, representing a 10.4 per cent year-on-year increase in constant currency. Revenue for the financial year rose 10.7 per cent year-on-year in constant currency, while results from operating activities grew 30.1 per cent to USD 156 million.

MakeMyTrip stated that adjusted margins recorded double-digit growth across all major business verticals during the year. Air Ticketing adjusted margins grew 13.4 per cent year-on-year in constant currency, while Hotels and Packages increased by 15.7 per cent. Bus Ticketing recorded the highest growth at 29.3 per cent, followed by the ‘Others’ category, which grew 37.1 per cent year-on-year.

The company said the performance was achieved despite external factors affecting overall travel sentiment during the year.

Commenting on the results, Rajesh Magow, Group Chief Executive Officer, MakeMyTrip, said:

“We surpassed our annual Gross Bookings milestone of USD 10 billion and strengthened our position as the travel platform of choice. Despite a challenging market environment, it is encouraging to see double-digit, year-on-year growth in Adjusted Margins in constant currency across all our major verticals.”

He added that the company’s ancillary and non-core offerings also contributed significantly to growth during the financial year.

MakeMyTrip also highlighted advancements in its artificial intelligence initiatives through its AI-powered travel assistant, Myra. According to the company, the conversational AI platform is now capable of handling the entire booking journey, from travel search to completed paid booking, including voice-based interactions.

During Q4 FY26, Myra handled more than 54,000 daily conversations, with over 45 per cent of usage originating from Tier-2 and smaller cities.

The company stated that Myra also contributed to operational efficiency by autonomously resolving approximately 55 per cent of post-booking customer queries across Flights and Hotels during the quarter.

“Our focus on enhancing our AI capabilities is beginning to show results and shape how consumers experience the platform. Myra is unlocking first-time users from Tier-2 cities and beyond and resolving over 55% post-booking queries across Flights and Hotels in Q4 FY26,” Magow added.

MakeMyTrip continues to invest in technology-led customer experiences as competition intensifies in India’s online travel sector and digital adoption expands across emerging markets.

At Enduata Camps’ Wild Wakati Camp, which opened in 2026 by Tanzanian guide Michael Shayo and British hospitality expert Matt Wilkey, the sundowners are recognised as a central part of the safari experience, elevating remote wilderness hospitality with a curated and highly considered wine and cocktail offering.

Far beyond the expectations of a typical safari lodge, the wine list is carefully selected to bring balance, freshness and depth to life in the bush – from crisp, expressive whites enjoyed at long, open-air lunches to structured reds poured as the sun sets over the Serengeti. Each selection is chosen to complement both the climate and the moment, reinforcing a sense of place without compromise on quality. Alongside this, a creative cocktail programme draws on local ingredients and premium spirits, reimagining the classic sundowner as a tailored, sensory ritual. The result is an experience that feels both immersive and refined, a reflection of Enduata’s wider ethos of low-impact luxury delivered with precision, character and quiet sophistication.

HOW: Enduata Camps offers full board and game packages with prices per person based on sharing or single occupancy. Ranging from: $510 – $630 (£381 – £471) in the green season, $610 – $730 (£456 – £546) in the shoulder season and $810 – $1,395 (£605 – £1,043) in the high season. For more information please see

Roseate House London is one of central London’s most elegant hidden gems for wine lovers, offering a cosy and intimate drinking and dining experience at The Hyde Restaurant & Bar. Renowned for its outstanding curated wine list, widely considered one of the finest in London, guests can explore an exceptional collection of distinctive vintages and expertly selected labels in a setting defined by vintage luxury and understated sophistication.

Alongside its impressive wine offering, The Hyde Bar is equally celebrated for its rare whiskies, premium spirits and signature cocktails, creating a refined yet relaxed atmosphere ideal for everything from intimate evenings to celebratory occasions. The experience extends into The Hyde Garden, a tranquil al fresco retreat tucked away in the heart of the capital.

Housed within three beautifully restored Grade II listed Victorian townhouses near Hyde Park and Paddington, Roseate House London effortlessly blends residential charm, contemporary elegance and exceptional hospitality, making it one of London’s standout destinations for wine and cocktail enthusiasts alike.

HOW:
The Hyde Bar is open from Monday to Sunday 12:00 – 23:00. For more information please visit
Room rates at Roseate House London start from £400 (€462/$544) per room, per night. For more information, please visit

SWISS International Air Lines has announced the launch of a new nonstop service between Bengaluru and Zurich, further expanding connectivity between India and Europe. The new route will commence in October 2026 with five weekly flights and will position Bengaluru as SWISS’s latest destination in India. The service will provide onward access to destinations across Europe and North America through the broader Lufthansa Group network via Zurich.

The airline said the route is aimed at meeting growing demand from business travellers, the technology sector, premium leisure customers and the Indian diaspora travelling between southern India and Europe. Kevin Markette said India remains a strategically important market for the group and highlighted Bengaluru’s importance as a global technology and innovation centre.

“As our third Lufthansa Group gateway from the city, alongside Frankfurt and Munich, this new SWISS service significantly enhances connectivity for travellers from southern India,” he said.

Passengers travelling on the route will have access to SWISS services across First, Business and Economy Class, including premium lounges, Swiss-inspired onboard dining and onward international connectivity through Zurich Airport. The launch also strengthens Bengaluru’s growing international aviation network and reflects increasing long-haul demand from southern India.

Girish Nair said the service validates Bengaluru’s long-term aviation and business growth potential.

“The introduction of SWISS’ direct BLR-ZRH service is a strong validation of the market maturity and long-term potential that Bengaluru continues to demonstrate,” he said.

According to Bangalore International Airport Limited, the new route will also support seamless single-ticket domestic transfers through Bengaluru Airport’s network of 78 domestic destinations, including Tier II and Tier III cities.

The launch forms part of the Lufthansa Group’s broader India expansion strategy. The group said it plans to operate more than 70 weekly flights to and from India during the Winter 2026 schedule through its portfolio of airlines. Tickets for the new Bengaluru-Zurich route are now available through the airline’s official booking channels and travel agency partners.