Russian travelers are showing less interest in booking premium hotels in Turkey, according to the Russian Association of Tour Operators (ATOR). The shift is tied to higher service prices this season and the euro’s strength against the ruble during the summer. When hotels in Turkey quote prices in euros, the gap widens as the euro strengthens, making trips more expensive for ruble-based budgets.
Even with a similar overall travel budget in rubles, many Russians who previously targeted five-star stays are now considering more affordable options or redirecting to destinations where pricing aligns with their currency. In practice, this means a growing pull toward midrange hotels or entirely different markets such as the UAE, Egypt, Thailand, and the Maldives, where the ruble value can stretch further in euro and dollar terms. Observers note that buyers adapt by shifting emphasis to destinations with price points that feel fair given the exchange dynamics. [Source attribution to ATOR and market observers]
Turkey’s tourism minister, Mehmet Nuri Ersoy, attributes the July drop in occupancy for premium facilities to multiple factors. A recent earthquake, ongoing presidential elections, and unusually cool early June weather are cited as deterrents to higher-end bookings. Early June economists warned that holiday prices for Russian travelers could rise due to ongoing price pressures and the exchange rate against the Turkish lira. The combination of these macro factors helps explain why premium segments cooled during this period. [Source attribution to Turkish tourism authorities and market analysts]
Industry voices point out that the evolving price landscape is shaping traveler choices more than ever. While Russian tourists have historically sought luxury accommodations, the current environment encourages a broader review of value, location, and overall travel cost. This recalibration mirrors a broader pattern seen in inbound tourism as households reassess discretionary spending in light of currency movements and local price levels. [Additional market analysis]
In sum, the premium hotel sector in Turkey is feeling the impact of exchange-rate swings, higher service charges, and macro events. Travelers are responding by weighing cost against comfort and seeking destinations where the value proposition remains compelling despite currency fluctuations. The market will likely continue to adjust as exchange rates stabilize and price perceptions evolve, with lenders and operators watching the balance between demand and room rates closely. [Market outlook and attribution]