Bookings for summer 2026 are progressing more slowly than in the record breaking years, the number of houses and apartments on the market is higher than ever, and the German market is showing signs of caution. Is the season weaker, or has the market simply changed?

Bookings are not like they were in 2022 and 2023, but that is no longer a realistic comparison

In January and February 2022 and 2023, many properties already had a large part of the summer booked. It was a period of exceptional demand, when bookings were made early and with little comparison.

The year 2026 looks different.

The pace of early bookings is slower, there are more enquiries without final confirmation, and guests more often wait until March or April before making a decision. This does not mean there is no interest. It means the market is no longer euphoric.

February is no longer the final verdict on the season, but it is a good indicator of sentiment.

Never before have there been so many houses and apartments on the market

In recent years, the number of holiday homes and apartments has increased significantly. In many destinations, competition is now much stronger than it was five or ten years ago.

Holiday homes in particular have experienced strong growth. They are often built as investments, with higher costs and higher expectations of return.

When supply increases, the market becomes more demanding. Guests no longer choose between just a few options, but between dozens of similar properties in the same area.

In such an environment, differences in price and quality become decisive. A property that a few years ago was considered “excellent value for money” may today appear overpriced compared to newer and more modernly equipped competition.

Germany is no longer unconditionally stable

The German market remains the most important for Croatian tourism, but 2026 shows signs of caution.

Recessionary pressures and rising living costs are influencing guest behaviour. In practice, the following can be observed:

• shorter stays
• later bookings
• greater price sensitivity

This does not mean that German guests are disappearing. It means they are more cautious and compare offers more carefully.

If your guest structure is strongly tied to this market, it is logical that you feel the change in pace.

Where is the real problem in 2026?

Not every slower booking pace is a sign of recession or a “bad year”.

In many cases, the issue is simpler, the price is set according to the owner’s expectations rather than real competition.

Costs have increased. Investments were high. Comparisons with record breaking years create the impression that 2026 should be just as strong.

But the market does not operate according to our expectations. It operates according to comparison.

Guests do not know your loan instalments or maintenance costs. They see ten similar houses or apartments in the same location and choose the one that offers the most for the requested amount.

This does not mean that everyone should lower prices. It means that pricing must make sense within real competition, not only within personal calculations.

In 2026, more than ever, one rule applies, the market accepts a realistic price, but ignores an unrealistic one.

Is the season weaker?

At this point, it is too early to speak of a bad season. What is clear is that automatic occupancy is no longer a given.

The 2026 season requires:

• realistically set prices
• clear presentation
• strong reputation and reviews
• active listing management

Those who were used to record breaking years without adjustment may feel pressure.

Those who understand that the rules of the game are changing will likely manage the season in a stable way.

Conclusion

The 2026 season does not currently look catastrophic. But it does look more demanding.

Competition is stronger. The German market is more cautious. Guests compare more than before.

The question is not whether the season is slower.

The question is whether the price we are asking is aligned with the real market or with our own expectations.

And that is where the difference will soon become visible.