Lake Balaton continues to be the most popular destination among domestic travellers, with Budapest, Siófok and Eger topping the municipal rankings last year, according to Szallas.hu’s latest analysis of domestic travel trends. The study also found that more than a quarter of the total value of online-paid bookings was covered by SZÉP cards.
In a statement on Thursday, the accommodation booking portal said that 22 per cent of its bookings for 2025 were for the Lake Balaton region, while 18 per cent targeted Northern Hungary. Budapest and its surrounding area ranked third with 12 per cent. Western Transdanubia and the Southern Great Plain followed closely behind, while the Northern Great Plain placed sixth with 9 per cent and Southern Transdanubia seventh with 8 per cent of bookings.
More than half of domestic bookings last year, accounting for 56 per cent, were valued at up to 70,000 forints. A further 31 per cent fell between 70,000 and 170,000 forints, while 8 per cent were worth between 170,000 and 270,000 forints. Bookings exceeding this amount accounted for less than 5 per cent of the total.
SZÉP cards were used to pay for nearly 27 per cent of online bookings made through Szallas.hu during the year.
Short stays remained dominant, with one- and two-night trips accounting for 70 per cent of bookings in 2025. Reservations for three nights made up 17 per cent, four-night stays 8 per cent, and five-night stays 3 per cent. Trips lasting six nights or longer represented just 2 per cent of all domestic bookings.
Hotels attracted 31 per cent of domestic reservations on the platform, with three- and four-star properties being the most sought after. Apartments accounted for 29 per cent of bookings, followed by guesthouses at 21 per cent. Boarding houses represented 13 per cent, while other accommodation types made up 6 per cent.
Half of all bookings were made for two people, while three-person trips accounted for 14 per cent and four-person stays for 13 per cent. Bookings for five or more guests represented 10 per cent of the total.
According to Szallas.hu, large spa complexes, historical sites and family-oriented attractions remained among the most popular domestic tourist draws. Frequently visited locations included the Zalakaros Spa, Hungarospa in Hajdúszoboszló and the Sárvár Spa and Wellness Centre, as well as iconic sites such as Eger Castle, the Festetics Palace in Keszthely and the Budapest Zoo and Botanical Garden.
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