Getting a group trip out of the chat and onto the calendar is rarely straightforward. The group may be enthusiastic in theory, but coordinating schedules, budgets and preferences often turns “let’s plan it” into a long-running thread that never quite becomes a booking.
When the timing finally works, however, travelling with friends can deliver clear financial advantages. Splitting accommodation, rental cars, fuel and meals across several people can significantly reduce the per-person cost of a trip. In some cases, a larger villa with an ocean view becomes far more accessible once the nightly rate is divided among five or more travellers.
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Europe Dominates Group Travel Demand
According to Kayak, which analysed hotel and holiday rental searches for bookings made by parties of five or more between March and September for stays from July through December 2026, Europe dominated the list of the most searched destinations.
London ranked as the most searched hotel destination for groups. The average nightly rate was €181, down 6% year on year. Paris followed in second place, with an average hotel price of €144 per night, representing a 3% decline from the previous year.
The French capital also led the holiday rental category for group travellers, with average nightly rates of €151. France featured prominently overall, with Marseille and Nice also appearing on the holiday rental ranking.
Why France Keeps Appearing On Group Itineraries
Marseille, in particular, offers a compelling mix of culture, history and relative value. With more than 26 centuries of history, the port city is often less crowded in October and November, when temperatures begin to cool. That makes it well suited to exploring the Panier District, Marseille’s oldest neighbourhood, which dates back to 600 BC.
According to the city’s tourism board, its streets function like open-air museums, lined with murals, street art and workshops where artisans and designers sell their work. For group travellers, that combination of atmosphere, walkability and authentic local character can be as important as price.
The Most Searched Hotel Destinations For Groups Of Five Or More
1. London, England — €181 average per night
2. Paris, France — €144
3. Barcelona, Spain — €176
4. Madrid, Spain — €124
5. Rome, Italy — €143
6. Amsterdam, Netherlands — €165
7. Marseille, France — €100
8. Marrakech, Morocco — €188
9. New York, United States — €307
10. Berlin, Germany — €115
The Most Searched Holiday Rental Destinations For Groups Of Five Or More
1. Paris, France — €151 average per night
2. Marseille, France — €89
3. London, United Kingdom — €166
4. Marrakech, Morocco — €101
5. Madrid, Spain — €119
6. Gdansk, Poland — €110
7. Barcelona, Spain — €149
8. Nice, France — €141
9. Rome, Italy — €107
10. Krakow, Poland — €76
The data suggests that group travellers are increasingly looking for destinations that combine familiar city appeal with the potential for better value at scale. For travelers willing to coordinate early, the payoff is clear: more destination choice, lower per-person costs, and a trip that feels premium without the full price tag.
