45% of Ukrainians Travel Less Due to War, but Demand for Travel Remains

The war has affected the travel habits of Ukrainians, but it has not changed the need for vacations. Some citizens have started to travel less, but the demand for summer trips remains: most plan to take a vacation in 2026.

This is reported by Delo.ua, citing the results of a study by Ribas Hotels Group and Ribas Invest.

According to the study, 45.3% of respondents have started to vacation less due to the military situation, 34% have not changed their habits, and 20.8% noted that they have started to vacation more often.

At first glance, these data seem contradictory. However, they accurately depict the new reality of Ukrainian vacations. For some people, the war has led to savings, caution, and postponed trips. For others, vacations have become a way to cope with constant stress.

This is also confirmed by the overall regularity of summer trips. 75.5% of respondents say they vacation every year. Another 9.4% vacation every two years, and 5.7% every three years. Only 9.4% responded that they have not had a summer vacation in the last three years.

Thus, even in difficult conditions, summer vacations remain a part of the life rhythm for most Ukrainians. They may be shorter, more practical, and closer to home, but they do not disappear. 92% of respondents plan to vacation this summer. Almost 70% choose Ukraine, 22.6% go abroad, and only 7.5% do not plan a trip.

"For a significant portion of men, traveling abroad has become impossible, and for many Ukrainians, international travel has become significantly more complicated due to the lack of air connections, long and complex logistics, and the overall level of uncertainty. Against this backdrop, domestic tourism has begun to grow actively," says Rostyslav Khoma, head of consulting services in real estate at EY Ukraine.

Ukrainians are not just staying in the country due to restrictions or risks. They increasingly perceive Ukrainian destinations as a normal option for summer vacations—provided they receive comfort, service, and clear value for their money.

The most popular destinations remain Odesa and the coast, considered by 69.8% of respondents, as well as the Carpathians—52.8%. These two formats—sea and mountains—remain the basic scenarios for summer.

At the same time, motivation is changing. If earlier summer vacations were often associated with entertainment, activities, and switching off, now recovery takes center stage. Among the most popular activities are nature walks (71.7%), beach vacations (67.9%), restaurants and cafes (62.3%), and spa treatments (47.2%). It is no longer just about impressions. It is about the need to relieve tension, be in a safer environment, restore sleep, body, and emotional resources.

"People are tired of stress, shelling, and power outages. The demand for rest and recovery has only increased. And all this demand has remained within the country—in the safe regions of western and central Ukraine," explains Arthur Lupashko, co-founder and CEO of Ribas Hotel Group.

Another change is the duration of vacations. The most popular format among respondents is 3-5 nights, chosen by 45.3% of respondents. Every fourth person plans a trip for 6-10 nights. Another 11.3% choose several short trips throughout the summer. Ribas Hotels Group records a similar trend: the average duration of confirmed bookings for summer 2026 has increased to 3.8 nights from 3.1 nights in 2025. Family bookings average 4.6 nights, while group bookings average 5.4 nights.

This means that some guests are moving away from the quick weekend model in favor of a short but full vacation. People want to get more out of each trip, especially if they are already spending time and money on travel.

Price remains a key barrier. 83% of respondents cited high costs as a factor that could influence their choice of vacation spot. 75.5% pay attention to the level of comfort, and 62.3% to the location.

Willingness to pay also has clear limits. The majority of guests are willing to pay 3000-6000 UAH per night for two—43.4%. Another 39.6% consider the range of 1500-3000 UAH. Thus, the main market is concentrated within 1500-6000 UAH per night. There is a premium segment, but it is narrow: 5.7% are willing to pay 7000-12000 UAH, and more than 12000 UAH—1.9%.

This means that for most Ukrainians, vacations remain important, but the decision to book is very rational. Guests want to see what they are paying for: a comfortable room, a convenient location, meals, service, activities, safety, and the ability not to deal with daily life during the trip.

The factor of safety is no less important. In the study, it manifests itself in two ways. Only 1.9% of respondents directly named safety as an important criterion for choosing a place. But 45.3% indicated safety concerns as a barrier.

This means that safety has become a "silent condition." A guest does not always name it among the advantages, but if there is no basic sense of safety, the trip may not take place.

Ukrainian vacations in 2026 are no longer a return to the pre-war model. This is new behavior that combines fatigue, a desire for normalcy, a need for recovery, and a cautious approach to expenses.

People have not stopped vacationing. They have become more demanding about the meaning of the trip. And this is what shapes the new market: fewer random decisions, more conscious choices, and a greater demand for comfort, nature, spa, family, and the simple opportunity to breathe for a few days.

It is worth noting that in the current season, expenses for summer vacations in Ukraine have increased by 25-40% compared to 2025. The biggest hit to wallets has come from accommodation, which accounts for up to 50% of all expenses.