Hotel and flight prices in Europe rose 4% to 6% this summer, and travellers are booking later
A RateGain study finds demand held up despite higher prices, while the average booking window fell to 33 days. A good moment to review how you set last-minute prices.
- Review your pricing rules for the four or five weeks before each date, which is when many bookings now come in.
- Do not cut rates too early if autumn looks slow: bookings arrive later than they did a year ago.
- Keep your prices in line with the market, as higher rates have not dampened demand.
What happened
According to a study by RateGain and its brand Sojern, hotel and flight prices in Europe rose by between 4% and 6% in summer 2026. Even so, demand stayed firm throughout the high season. Bookings over the three months exceeded those of the two previous summers: July grew 5% year on year and August saw the highest volume.
Spain remained Europe’s favourite destination, with 11% of air bookings between June and August and 5% more flight demand than a year earlier, concentrated in a handful of tourist hotspots. The average booking window was 33 days in June, down from 37.5 in 2025. For autumn and winter, RateGain expects Germany and the UK to stay strong.
What it means for your property in Málaga
For a holiday let in Málaga, the most useful figure is the booking window. If guests are booking around four days later than last year, a quiet calendar six weeks out is not necessarily a bad sign. Dropping prices out of nerves at that point can cost you money on dates that would have filled anyway.
The other takeaway is that prices have risen without holding back demand, so there is no reason to sit below the market this autumn. Compare your rates with similar properties in your area before offering discounts.
How I handle it in the properties I manage In the properties I manage I use PriceLabs with last-minute rules that I review every month, so we never discount too early when bookings come in late.
Summary written with the help of AI and reviewed by Brian Donneys on 9 Oct 2026. General information, not legal or tax advice.