OLX – Kamil Szabłowski, PR & Communication Manager
Intimate lakelands challenge the Masuria region
Data analysis from the OLX search engine perfectly illustrates how Poles’ tourist choices are changing. Smaller towns are gaining increasing popularity, successfully competing with popular resorts. This year, this shift is even more pronounced, and its measurable effect is a clear increase in inquiries for accommodation located in the lakelands of the Lublin and Świętokrzyskie regions. Okuninka by Lake Białe has already generated 27.5 thousand accommodation inquiries—more than Sopot or Łeba—and, with a result of 87 inquiries per listing, has surpassed both Giżycko (45) and Mikołajki (50) in terms of interest. Sielpia Wielka is experiencing an even greater siege, with an average of as many as 148 inquiries per listing. This is more than twice as much as in Zakopane (34) or Gdańsk (65)[1].
A new model of recreation. Fewer resorts, more intimate directions
The current interest in smaller towns is a trend that was already visible in previous years. It is perfectly illustrated by the interest in accommodation in Skorzęcin, a town that in July 2024 was the absolute leader in terms of the number of inquiries per listing (111)[2]. The growing popularity of intimate destinations fits well with the motivations that drive Poles to go on vacation. According to a survey commissioned by OLX, the most important goals of trips are rest and relaxation (67%), breaking away from everyday life (48%), discovering new places (46%), and spending time with loved ones (42%). Contact with nature is also important, as indicated by every fourth respondent[3]. This shows that holiday recreation is increasingly understood as a search for a place that allows you to slow down, take a break from everyday life, and spend time in more intimate conditions.
In search of greater independence
Changes in Poles’ holiday habits go far beyond the choice of destination. They also concern the very way of organizing the stay. Equipment and the ability to prepare meals independently are gaining increasing importance. This trend quickly found reflection in the offers available on OLX. Back in 2024, offers with a kitchenette or access to a kitchen accounted for 22% of all active listings. In 2025, their share increased to almost 52%, and in the 2026 season, it reaches nearly 60%. However, it turns out that despite the growing share of such offers, the demand for them is greater than would result from their share in supply. In the ongoing season, they generate almost 63% of inquiries, and a single accommodation offer equipped with a kitchenette achieves an average of 41 inquiries, while in the case of a facility without self-catering capabilities, there are 35[4].
The growing interest in places with kitchen facilities may be related, among other things, to the increasing need to control holiday expenses. This is confirmed by the results of a survey commissioned by OLX: among the most important criteria for choosing accommodation during trips in Poland were price and the total cost of the trip. Comfort, standard, and location are equally important. The ability to prepare meals independently thus fits into the broader need to combine convenience with budget planning.
- Poles’ holiday choices show how our way of thinking about recreation is changing. This is significantly influenced by the rising costs of trips, which make us pay more attention to their total budget. However, this does not mean that we are giving up comfort or quality. On the contrary. It turns out that we are looking for solutions that allow us to better manage our expenses without depriving ourselves of the pleasure of a holiday. Hence the interest in smaller, often intimate towns and the growing popularity of accommodation with kitchenettes. Combining these elements gives us greater freedom in managing our budget, and thus control over expenses does not take away the joy of relaxation—says Kamil Szabłowski, PR & Communication Manager at OLX.
[1] OLX proprietary data
[2] Ibid.
[3] Public opinion poll conducted by SW Research on behalf of OLX, n=800, June 2026.
[4] OLX proprietary data
