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Five Traveler Types Shaping Greece’s Summer 2025

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As the sun-soaked Greek islands once again take center stage in European summer getaways, new insights reveal how travelers are vacationing this year. According to data from Ferryscanner, a Greek ferry booking platform, summer 2025 is seeing a diverse wave of movement—each traveler group bringing its own rhythm, preferences, and priorities to the Aegean.

The platform has identified five distinct traveler profiles that are shaping the season, from solo adventurers to long-stay retirees. Despite their differences, they all share one common thread: a deep-seated love for Greece’s island escapes.

1. The Solo Traveler

Independence takes the lead in 2025. Solo travelers account for over a quarter of all ferry bookings (27.3%), with younger globetrotters (aged 18–30) making up a striking 45.5% of this group. These travelers are embracing spontaneity, short breaks, and affordability, averaging 3.5 days per trip. This is part of a growing global trend toward solo exploration and self-guided discovery.

2. The Family Vacationer

Family travelers, accounting for 11.7% of total bookings, prioritize well-planned, balanced holidays that blend relaxation with logistics. Dominated by Millennials (aged 31–45), this group shows thoughtful planning and a preference for destinations that offer comfort without compromising on kid-friendly options. The average family trip lasts just under four days, with a clear focus on convenience.

3. The Weekend Escapist

For those chasing quick getaways, the weekend traveler is a prominent presence in this summer’s landscape. Often younger or working professionals, these travelers favor nearby islands, easy ferry routes, and minimalist packing. With trip lengths averaging 3–4 days, this segment thrives on maximizing limited time off.

4. The Mature Traveler 45–60

With more time and resources, mature travelers are approaching their island vacations with comfort and structure. Around 16.6% of bookings from this demographic are for family-oriented trips, while overall stays extend to 4.5 days on average. Their choices often lean toward well-developed destinations that offer both tranquility and reliability.

5. The Long-Stay Voyager

For travelers over 60, summer is a time to slow down and settle in. With average trip lengths reaching 4.8 days, this group shows a clear preference for extended stays in serene, less crowded destinations. Solo travel is less common here (just 12.1% of bookings), suggesting a stronger inclination for shared experiences—whether with partners, friends, or organized groups.



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Renting a Camper Van for a Road Trip of Stargazing, Cook Outs, and Red Rock Hikes

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For Jo Piazza and Nick Aster, a camper van trip through the national parks of Colorado and Utah wasn’t just a summer escape—it was a way to reconnect with the adventures they loved pre-kids. “It was time for a trip out west,” Jo says. “We’d visited a lot of these national parks when we lived in San Francisco, but now it was about showing our kids—Charlie, 5, and Beatrix, 3—what makes these places so special.”

The couple, who live in Philadelphia and were expecting their third child at the time (Eliza, now born), mapped out a 10-day loop that started and ended in Denver. Along the way, they visited Rocky Mountain National Park, Steamboat Springs, Dinosaur National Monument, Moab, Arches, Canyonlands, Black Canyon of the Gunnison, and Breckenridge. “It was a bit of an epic romp,” Jo laughs. Here’s how they spent their family vacation—and how much it cost.

Dead Horse Point State Park at Moab National Park

Karl Hendon/Getty

Why rent a camper van?

Pregnant, outdoorsy, and realistic about the physical demands of camping with two small kids, Jo knew she needed more than a tent. “Sleeping on the ground just wasn’t going to cut it,” she says. “A van gave me a good place to sleep—and full disclosure, Nick often slept out in the tent with the kids to give me a bit of luxury.”

They rented their “cabin camper” through Outdoorsy—a fully tricked-out truck with a massive cap in the back that felt like a log cabin on wheels. “People commented on it everywhere we went,” Jo says. “We’d get high fives, people asking to take pictures. At one point, someone said, ‘Hey man, we saw you in Canyonlands two days ago! That thing is awesome.”

Planning a flexible route around national parks

Unlike their usual meticulously planned vacations, this one was intentionally open-ended. “We had a general loop in mind,” Jo explains. “We knew we wanted to hit Rocky Mountain right away since it’s so close to the airport, and we knew Charlie would go bananas for Dinosaur. But the rest we figured out as we went. That’s the beauty of traveling by van—you don’t need to lock in hotels every night.”

This flexibility came in handy during a July heatwave in Moab. “We broke up the camping with a stay at the super-unhip Marriott,” Jo says. “It had a fake red rock pool and a mini water park. It flew in the face of the National Park ethos, but with 100-degree heat and two little kids, we just leaned in. They loved it.”

Jo Piazza and Nick Aster with Charlie, 5, and Beatrix, 3

Jo Piazza

Dinosaur Monument Quarry wall shows visitors dinosaur fossils still half buried in stone.

Peter Unger/Getty

Top highlights for parents and kids

The kids’ favorite moments weren’t always the ones Jo and Nick would’ve picked, but they rolled with it. “They’re still talking about the pool in Moab and the fossil quarry at Dinosaur National Monument,” Jo says. “Also, they were weirdly into how much attention the van got.”



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A pristine alternative to the Channel: long-distance swimming in Croatia | Swimming holidays

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From the port of Stari Grad, one of the oldest towns in Europe, we slip into the water and begin swimming out of the harbour, past the church of Saint Jerome and around a pine-clad headland to a nearby bay on Hvar’s northern coast. We emerge like an amphibious invasion force – about 160 swimmers, making our way to the hotel pool bar where drinks await. So far, so civilised. But this is only a warm-up …

On 24 August 1875, Captain Matthew Webb became the first person to swim the Channel, slathered in animal fat to fend off the cold. At the time, it was heralded as a feat of near-superhuman endurance. One hundred and fifty years later, I signed up for a modern take on the 33.3km (21-mile) swim (the shortest distance across the Channel, although Webb was blown off course and ended up swimming something like 63km). This Croatian adaptation involves swimming between islands off the Dalmatian coast, is split across four days and includes a welcoming hotel (the three-star Places Hvar by Valamar) to recuperate in at the end of each day. And thankfully, neoprene has replaced tallow.

The trip is run by UltraSwim 33.3, a new company named after the Channel stretch, offering multiday swim challenges in spectacular locations – Croatia, Montenegro, Greece and Switzerland – with an emphasis on comfort and support.

“The Channel is the Everest of swims,” says Mark Turner, UltraSwim 33.3’s co-founder. “But the window to do it is short, it’s expensive, and – let’s be honest – not a particularly appetising stretch of water. With us, you get the same distance in beautiful surroundings, without having to rough it.”

The writer, ‘trying not to think about how far I am from dry land’

I’ve been on swimming holidays before with companies such as SwimTrek and Strel Swimming Adventures, and I’ve swum up to 5km a day, but with breaks for drinks, lunch and soaking up the sun. UltraSwim takes a more structured, challenge-oriented approach. Each day begins early – we are in the water by 8am, before boat traffic picks up – and swimmers go up to 12km without pausing for more than a quick pit stop.

A detailed training plan landed in my inbox after I’d signed up and I quickly realised I wasn’t fit enough, or perhaps was mentally unprepared, for the full 33.3km swim. Thankfully, there were two shorter options available: the 11.1km “Discovery” and the 22.2km “Build” packages, both nodding to the Channel challenge.

On the first day, we set off from a jetty close to the hotel and, within minutes, I spot an octopus waving lazily from its underwater garden. I’d love to linger, but time and tide wait for no swimmer. Several kilometres later, I stumble out of the water on to the beach at Uvala Veli Dolac, exhausted but elated. We are greeted by a spread of high-energy snacks and a lot of talk about carb loading – a far cry from Webb’s fuelling strategy of beer, brandy and beef tea.

According to the Channel Swimming and Piloting Federation, Webb’s swim has now been repeated 3,250 times. The endurance trend is visible in other areas, too, from ultramarathons and multiday cycling tours to open-water relays. Increasingly, it seems, people want to return from holiday not rested but with a sense of accomplishment.

On days two and three, we tackle some proper “Channel” swims across 2-3km stretches of open water, from the Kabal headland to Stiniva beach, and Cape Pelegrin to Palmižana. On the map these are marked as ferry routes, but the views I enjoyed from the deck when I arrived in Hvar – all pine-studded islands and turquoise waters – feel very different when in the water: a distant headland to aim for, choppy seas and the occasional jellyfish.

I’ve never attempted anything quite like this before, and it’s not a challenge I relish. But I put my head down and try not to think about how far I am from dry land. There’s a GPS tracker in my tow float, kayakers on either side, and a clear course to follow – thankfully more straightforward than the one Webb swam, where strong tides dragged him way off course, turning a 21-mile crossing into a 39-mile slog.

Stari Grad on Hvar, one of the oldest towns in Europe. Photograph: Nathaniel Noir/Alamy

As I swim for just over two hours, I find it hard to fathom how he kept going for nearly 22. I distract myself by recalling snapshots from the trip: the 16th-century Tvrdalj Castle in Stari Grad, where the poet Petar Hektorović once lived; and the Diocletian’s Palace in Split, where I spent a relaxed day exploring its golden alleyways and multiple layers of history, from the Roman and Venetian empires to Yugoslavia and the past 30 years of an independent Croatia.

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Once we complete the open-water channels, we circle back into gentler waters around the Pakleni archipelago, covered with the pine, wild rosemary and lavender that flavours the local honey. The name “Pakleni” comes from paklina, a pine resin once used for boat building.

Our 160-strong group is made up of swimmers from across the globe, from as far and wide as Brazil, Dubai and Australia. There are almost equal numbers of men and women, with ages ranging from 20 to 73. Some are training for an actual Channel crossing, others just want a challenge.

“It’s type-two fun,” Joe from Dublin tells me. “The kind that’s only fun after it’s over.” I think I’m more of a type-one (enjoying things at the time) person, but I do enjoy swimming across the sun-dappled kelp forests, the calm rhythm of stroke after stroke, and the quiet pride of finishing each day’s swim.

The Pakleni archipelago, off the southwest coast of Hvar island. Photograph: Ivan Coric/Alamy

“We find that people surprise themselves,” says Turner. “The way we structure it with pacing and support, swimmers who’ve never gone beyond a few kilometres leave feeling they’ve done something extraordinary.”

Non-swimming partners aren’t left out. They can follow by boat, cheer from the shore or explore Stari Grad and Hvar. One non-swimmer told me he’d racked up a fair few kilometres on an ebike, visiting lavender farms, vineyards and sleepy fishing villages. “Other than a brief dip, swimming’s not really my thing,” he shrugged. “But my girlfriend loves it, so we’re both happy.”

On the final day, we aim for the bell tower of St Stephen’s Cathedral and swim the last few kilometres into Hvar’s harbour, emerging beside the Venetian arsenal to a glass of champagne, handed to us after we pass the finishing posts, to bemused stares from regular tourists.

A few hours later, after a soothing massage in a spa hotel, I’m wandering Hvar’s labyrinthine streets, stopping to enjoy fresh fish and Croatian wine, with no more talk of carb loading. I didn’t win anything. I didn’t swim the full 33.3km. But I completed the 11.1km course and tasted something akin to what Captain Webb must have felt: the slow, steady triumph of body over distance, albeit without the freezing water of the Channel, or the beef tea. And, instead of the pale grey cliffs of Cap Gris-Nez to signal the end, the golden limestone of Hvar.

The trip was provided by UltraSwim 33.3. Packages from €1,800pp for four nights (in a group of four, the fourth swimmer goes half-price), including hotel accommodation, breakfasts, post-swim lunches and guided swims. The next Croatia dates are in 2026 but places are available this year on trips to Montenegro, Greece and Switzerland



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Going solo in Japan … 7 reasons why it’s a top spot

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Ohitorisama. This Japanese word means “party for one” – a celebration of being solo.

And, with the rise and rise of the solo and single traveller, the Japan National Tourism Organisation sees the synergies.

For it is perfectly acceptable – normal – to venture alone into standing sushi bars, stay in small single rooms in capsule hotels and even sing “karaoke for one”.

A JNTO spokesperson says: “The concept of spending time alone has been somewhat of a cultural evolution in Japan, spurred by younger generations and a nation with one of the world’s highest rates of single-dweller households.

“This is the ultimate destination for independent travellers keen to embrace the Japanese version of ‘me time’.

“For solo travellers ready to combine cultural immersion and superb scenery with a journey of self-discovery, personal freedom and the chance to pursue their passions, Japan ticks all the boxes.”

And the JNTO team has identified these seven reasons that Japan is ideal for solo travellers, in their own words …

It’s super safe

Japan consistently ranks among the top 10 countries in the world for safety, and with a lively entertainment scene and fantastic public transport, you won’t be alone exploring after dark or travelling by train.

Cute capsule hotels

Don’t need much space? Just somewhere clean, compact and convenient to lay your head? Then check out one of Japan’s many capsule hotels, which often also include communal spaces to connect with fellow solo travellers, speedy wi-fi, luggage storage spaces and tasty snacks. There are also female-only capsule hotels or female-only floors in both capsule and more conventional hotels for women travelling independently.

Adventures after dark

From tachinomi (standing bars) serving local beer, sake and affordable snacks, to the rise of single-person karaoke parlours such as 1Kara in response to growing demand from those who want to belt out a tune or two on their own terms in the privacy of their own booth, Japan’s nightlife offers diverse options for individual travellers. independent travellers.

Memorable meals

There’s no stigma attached to dining solo in Japan, in fact, there are style of dining specifically designed for it. From standing sushi bars, known as tachigui, where solo diners can enjoy authentic, affordable sushi to ramen restaurants where diners sit side-by-side between partitions watching the chefs in action, there’s no need to miss out on a magnificent meal if you’re travelling solo. Even yakiniku restaurants have evolved to welcome solo diners by adding personal grills at the counter to cook your own sizzling cuts, whilst conveyor belt venues make it easy to mingle with fellow diners.

Slick public transport

Japan’s train network is second to none: clean, reliable and on time, literally down to the second. You can easily navigate to the right station entrance with Google Maps and pay using your phone by downloading the Welcome Suica Mobile app (iPhone only).

Cultural experiences

From art galleries and museums to temples and creative classes in everything from calligraphy and lacquerware to silk painting and sushi-making, there are endless cultural and historic activities to enjoy as a solo traveller, and many are free.

Wellness for one

Onsen bathing is delightful as a solo activity, providing an opportunity to enjoy the serenity and focus on self-care and wellness. Most onsen offer single-sex bathing options, and some ryokan and onsen towns also allow bathers to book a kashikiri buro (private bath) for the ultimate solo soak. If you have a tattoo, no worries, there are tattoo friendly onsens too.

japan.travel/en/au/

Camera IconA Japanese Onsen for one. Credit: Supplied/Supplied
Camera IconKaraoke for one is fine. Credit: Supplied/Supplied
Camera IconA Shinkansen train pulls into Tokyo Station. Credit: Supplied/Supplied
Camera IconKawaguchiko railway station platform and Fuji Mountain at spring. Credit: Supplied/Supplied
Camera IconMaking sushi. There’s no stigma attached to dining solo in Japan. Credit: Fabio Sasso/Supplied



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