UK summer bookings to Greece have been like a “crazy rollercoaster”, with water shortages and wildfires likely to have played a role in holidaymakers’ choices.
But Greek National Tourism Organisation director Eleni Skarveli said the UK was currently holding on to the top spot as the country’s biggest international market for the peak season, which this year has been extended until mid-November.
Speaking on a Travel Weekly webcast, she described sales as up one week and down the next.
“This year has been really crazy. One moment bookings were not going well and then the week after they would be great,” she said. “It’s hard to capture the customer behaviour behind this.”
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Skarveli sought to reassure the trade their customers could still enjoy a holiday in Greece without these challenges negatively impacting their trips, but said the GNTO was trying to be open so holidaymakers knew what was happening and got the best advice prior to travel.
“It’s important to be open about the issues,” she said. “We are not trying to say everything is perfect but at least people know what to expect and when [to visit].”
September and October sales for Greece were already up on last year, she added, while summer revenues to date were up from the UK market.
Skarveli also reported a bigger shift to late bookings this year, a trend seen by hotel chains in the country.
Grecotel sales and luxury director Konstantinos Sinis said this shift by UK holidaymakers had taken the hotel chain by surprise.
“We did anticipate some last-minute enquiries, but not for the market to be so last-minute,” he said, reporting a rise in holidaymakers looking to travel within three to four weeks of departure.
He described the UK market as “an absolute success”, with bookings for Grecotel 20% up year on year.
Skarveli and Sinis were speaking to mark the official launch of the Travel Weekly Inspiring Women Retreat, which will host 30 female industry leaders in Greece this November.
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