September Prices Increased for Turkey Holidays from Russia, October Up to 30% Cheaper

Fall prices for Turkey packages in the Russian market are distinctly diverging. According to an analysis by the Russian Union of Travel Operators, September tours have become more expensive during the summer, while October has become a cheaper alternative at the same hotels.

The research reported by Turizm Güncel compares two-person, 10-night package tours departing from Moscow. There is a significant price difference between those who made early bookings for September holidays in April and those who purchased the same packages in August.

The general trend indicates that September tours have increased by approximately 20% compared to prices at the beginning of summer. In some popular and high-occupancy facilities, the increase reaches up to 40%.

The Early Booking Difference Grows as Segments Expand

According to the ATOR study, the difference in reservation prices between April and August varies significantly depending on the hotel's segment.

For two-person packages in four and five-star hotels, the early booking advantage is approximately 13,000–32,000 rubles. In mid-range five-star facilities, the difference is 20,000–80,000 rubles, while in luxury five-star hotels, it can reach up to 100,000 rubles. It is noted that the difference between April and August reservations in the ultra-luxury segment varies between 115,000 and 490,000 rubles.

These figures are not the average of all hotels in Turkey; they are the results of ATOR's comparison based on selected packages and facilities. Therefore, it would not be accurate to generalize that "Turkey holidays have increased by 490,000 rubles."

The main message is the absolute monetary value growth of early booking in the high-priced segment.

Currency Movement is Not the Only Reason

One of the reasons for the price increase indicated in the ATOR analysis is the exchange rate. According to data reported by Turizm Güncel, since mid-July, the value of the euro against the ruble has increased by 10.7%.

However, in some hotels, the increase in package prices has exceeded the currency movement. Sources attribute this particularly to the strengthening demand in high-occupancy facilities.

Since the package tour price does not only include the hotel price, it would also be misleading to attribute the increase solely to the accommodation facility. In packages departing from Moscow, flight costs, the seat capacity purchased by the tour operator, transfers, and currency effects work together.

For this reason, a more accurate indicator for hoteliers is to monitor the total product cost of the tour operator rather than directly comparing the market package price with their ADR increase.

September "Last Minute" Capacity is Shrinking

Another statement from ATOR reported on August 18 shows that hotel and flight quotas are highly filled in September. According to the union, tour operators have well filled both their guaranteed quotas in Turkish hotels and the airplane seat blocks they purchased, so the capacity for last-minute discounts is limited.

This explains why prices do not automatically drop as the season approaches its end.

The classic assumption may be that Turkey packages will become cheaper as summer ends. However, when demand in September remains strong, the tour operator's need to aggressively lower prices to sell empty seats or rooms decreases.

For hotel operators, this means that September is increasingly moving away from being the "discount month" after August and can function more like the continuation of high season.

The Picture Changes in October

In October packages, however, the price curve turns downward.

According to ATOR data, October tours in the Antalya region are generally 15-20% cheaper compared to September packages. In the luxury segment, the difference can approach 30%.

Turizm Güncel cites Maxx Royal Kemer Resort as a concrete example. The report states that the selected September package is 1,697,000 rubles, while the October package is 1,196,000 rubles; the difference reaches approximately 29.5%. This example is a comparison of a single facility and period, not the market average.

ATOR considers October to be one of the most advantageous periods in terms of price for Turkey's beach season. The same statement warns that October prices may also rise as demand increases.

Russian Tourist Demand Extends into September

According to ATOR data reported by Turizm Güncel, the number of tourists coming from Russia to Antalya increased by 7% in July compared to the same period last year, and tour operators expect the positive trend to continue in August and September.

If this expectation materializes, Turkey could gain a significant advantage in terms of season extension capacity in the Russian market.

Because extending the season for hotels does not only mean selling rooms for a few more weeks. If occupancy in September and October can be maintained above a certain threshold, fixed costs can be spread over a longer period, the employment duration of seasonal workers can be extended, and the closing schedule of F&B areas can be postponed.

However, extending the season also means extending operational costs. Therefore, it should also be measured how much of the energy, personnel, and food and beverage costs can be covered while selling rooms at low prices in October.

October Discounts Are Not Necessarily Bad News for Hotels

The 15-20% price difference between September and October may initially seem like a loss of income.

However, the goal in end-of-season pricing may not always be to maintain September ADR. If the alternative scenario in October is empty rooms, creating additional occupancy at a lower price may yield better results in terms of total revenue and contribution margin.

The critical point here is not the discount rate but the minimum profitable price.

When determining the October price, the hotel must take into account variable costs including room cleaning, food and beverage consumption, energy, tour operator commission, and employee costs.

Making sales below this threshold for the sake of occupancy can weaken profitability despite a high number of rooms.

Early Booking is Regaining Importance for the Russian Market

Another outcome of ATOR data is that early booking is once again creating a more visible price advantage.

The fact that the September package purchased in April is significantly cheaper than the one bought in August for Russian tourists shows that the behavior of "getting a better price last minute" does not work every season.

The advantage of early booking for the tour operator and hotel is not just about making sales.

Earlier visibility of occupancy helps the hotel to plan its personnel, purchasing, and pricing decisions more effectively. Especially in the high-volume Russian market, early filling of guaranteed quotas can strengthen price discipline during the September period.

Stafflink’s View

In our opinion, the most important message in this data for businesses is not that "October is cheaper," but the changing boundaries of the season for Turkey in the Russian market.

The strong demand in September approaching high season is positive for hotels. The price advantage in October creates a second layer of demand that could extend the season for a few more weeks.

However, success should not only be measured by occupancy.

A resort's ability to maintain high prices in September and continue operations with controlled discounts in October may be a healthier revenue management model than dropping prices at the last minute.

The lesson for the Russian market in the fall of 2026 is this: early booking visibility, proper quota management, and pricing that maintains profitability for October are becoming essential tools for extending the season.