Unforgettable Croatia is reporting a surge in late bookings from UK customers, despite wider geopolitical uncertainty, as demand for European travel rebounds strongly.
Speaking during a trade update, the operator said its 2026 season is now 96.2% sold, having already reached 80% occupancy by the key “wave” booking period in January. The operator also said it had reached 50% occupancy within months of launch and built up a waiting list of more than 250 customers earlier in the cycle.
While the company acknowledged some cancellations linked to instability in the Middle East, it said many clients are now rebooking and returning to travel plans.
The line is also seeing a spike in short lead-in bookings, with customers securing trips just two to three weeks before departure. This is being driven by a combination of renewed confidence in travel and stable flight pricing, particularly on short-haul routes to Europe.
There is a growing opportunity in cruise-and-land sales, which now account for 27% of bookings, alongside rising demand for multi-generational private charters. The latter has grown to 11% of business, with groups of up to 36 guests booking full-ship or partial charters for milestone celebrations. The operator is actively encouraging agents to tap into this segment, offering flexible allocation models that remove the need to commit to full-ship charters upfront.
For UK travel agents, the trend presents a clear sales opportunity, particularly for flexible, high-end product that can be booked quickly. The company noted that demand for Croatia and wider Adriatic itineraries remains strong, with consumers still prioritising experiential travel.
Looking ahead, 2027 product is now on sale, with 136 guaranteed departures across 10 itineraries, alongside expanded cruise-and-land options and new themed sailings. These include a Croatia Heritage cruise and a food and wine itinerary, aimed at attracting new-to-brand clients.
Further enhancements for agents include a new Michelin dining concierge service, allowing pre-booked restaurant reservations, and continued investment in immersive, small-scale fam trips designed to give advisors a more realistic onboard experience.
The company also hinted at further product development beyond 2027, with potential expansion into wellness, active and “reunion” style cruises aimed at repeat customers.
Unforgettable Croatia said the combination of strong demand, late booking momentum and increased agent support positions it for continued growth in the UK market.
