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Sunweb Danish Travel Trends 2026: From Research to Reach
- GDR
- Oct 20
- 2 min read
Updated: Oct 21
It could be the weather 😉🌨️, but in Denmark, they're planning the summer holidays earlier than ever (in our experience, the same goes for other Nordic countries). Sunweb reports a significant increase in early bookings, with many securing trips months in advance.
This reflects a broader shift toward highly personalised vacations, focusing on wellness, nature, and meaningful experiences.
So, how can brands effectively reach these engaged, quality-conscious travellers?
The answer lies in combining deep insight from lifestyle & location data with omnichannel activation. And this is where GDR’s IDfree Geo-Intelligence shines!
Simplifying Global Consumer Data
At GDR, our International Consumer Classifications (ICC) make complex global consumer data actionable, helping brands understand and reach the right audiences with precision and insight.
Read more about how GDR can help you activate the right audiences in our white paper: Precision Meets Privacy: Global Data Resources' Approach to Geo-targeted Advertising
The Ultra-Personalised Vacation
The Danish travel trends for 2026 point to meaningful experiences that reflect the individual's interests and passions as topping the list of ultra-personalised travel plans. From wellness to nature, it's about finding inner peace.
Other Danish travel trends for 2026 show an increasing demand for active travel, where you either practice your sport, use your body for dancing, hiking or learning new forms of exercise.
"Travellers know exactly what they want, and having their vacation planned contributes to the peace and joy people are seeking," says Jan Lockhart, Nordic Head at Sunweb.
Ethical Targeting with Geo-Intelligence
With early planning and high expectations, travel brands need to:
Understand the unique needs of audience segments, such as families, adults without children, or wellness-focused travellers
Leverage geo-intelligence to deliver relevant messages based on location and life stage
This ensures brands reach the right audience at the right time, in the most relevant context.
Build Trust with Privacy-First Data
GDR’s audiences and idfree.com, our omnichannel activation platform, allow marketers to:
Build precise, ID-free audiences based on geo-location, life stage, and interests
Activate campaigns across social, display, CTV, and video platforms
Ensure GDPR-compliant, high-quality data, without cookies or personal identifiers
Create meaningful, personalised experiences that resonate with travellers’ values
With ID-free targeting, every reach comes with integrity, transparency, and performance.
Ready to Activate Travellers?
To engage quality-conscious, early-booking travellers in 2026, now is the time to adopt an ethical and effective approach to targeting and activation.
Our IDfree Geo-Intelligence platform combines deep insight with privacy-first data, helping you reach the right audiences everywhere they are while building trust.
GDR - Where Performance Meets Principles
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