"Last year, it was evident that customers made significant efforts to find the best-priced trips. For example, many inquired whether booking in advance or waiting for last-minute deals was cheaper. To secure better prices, people planned their trips well in advance—bookings for school holidays and other peak travel periods were made early," said Marge Zirel, CEO of AirGuru Estonia.
Egypt has been a popular winter destination for Estonians for decades, but in recent years, interest in Sri Lanka has increased, largely due to the availability of direct flights from Tallinn. "In the summer, alongside traditionally popular destinations such as Turkey and the Greek islands, Montenegro has become a highly sought-after destination. While price remains an important factor, travelers are increasingly prioritizing higher-quality hotels and seeking the best price-to-quality ratio," Zirel explained.
According to Trip.ee travel expert Andres Lahtvee, last year, there was a clear trend of travelers searching for discounts. "The most popular deals were for Mediterranean destinations, city trips to major European cities, and there was also a strong resurgence in Southeast Asia—particularly Thailand, Sri Lanka, and Indonesia," Lahtvee stated.
He also highlighted a growing interest in Central and South America among Estonians. "When planning a trip independently, without a travel agency, the number one deciding factor is often the cost of plane tickets. For instance, if flights to Mexico are available for €300, people will purchase them immediately," noted the Trip.ee expert.
Rising prices for Egypt and Turkey trips
Lahtvee predicts that airfare prices in 2025 will remain similar to last year. "We expect ticket prices to stay roughly the same, and if travelers have flexible dates, they might even find cheaper tickets than in previous years. A lot depends on how flexible they are," he said.
According to AirGuru’s CEO, package tour prices have slightly increased, and this year, unlike previous winters, there have been no last-minute discounts for Egypt. "We are also seeing price increases for package tours to Turkey," Zirel added.
Travelers prefer to pay in installments
"People are planning their trips further in advance than before, and as a result, they prefer to pay for their trips in installments—paying a fixed amount every month rather than waiting until the final payment deadline. Since we offer an interest-free financing option, this has been a very popular choice among customers. Installment payments are particularly common for last-minute deals, as these offers often appear unexpectedly and without prior planning," Zirel described.
An Inbank consumer trends survey also confirmed that the number of people using various payment solutions for travel has grown compared to the previous year. While only 6% of respondents used alternative payment methods for travel two years ago, this number doubled to 12% last year.
"This trend is driven by an increased availability of installment payment options, greater awareness of different financing solutions, and overall rising travel costs. Today, most travel agencies offer flexible payment options and schedules for paying for trips," explained Evelin Rahkema, Head of Card and Loan Sales at Inbank.
She emphasized that although financing solutions are designed for convenience, every loan or payment plan comes with financial responsibility, and consumers should carefully evaluate each purchase decision. "An essential part of travel planning is understanding the total cost involved. Before booking a trip, it’s important to assess all expenses, including airfare, accommodation, and local costs. Then, one should analyze whether they have the necessary funds, need to save up, or require bank assistance," Rahkema advised.
