The strong brand of Greek tourism is confirmed by the results of a survey on “Trends and preferences for international travel in Greek markets in Europe and the US” conducted by Censuswide on behalf of the Institute of the Hellenic Tourism Business Association (INSETE). In particular, the research showed that Greece is a very popular destination, as it is in the top-10 of European destinations in the markets under consideration. Greece’s best position is 2nd in the Italian market, while it is 3rd in the markets of the United Kingdom, Germany and France and 5th in that of Austria.
The survey was conducted in 8 of the most important markets of inbound tourism in Greece (Germany, United Kingdom, France, Italy, Austria, Switzerland, the Netherlands and the USA) and focuses on potential travelers to Greece, avoiding citizens to take into account who did not travel abroad, not even before the pandemic. In particular, for European markets the sample was selected from those who traveled abroad by air for holidays, at least once between 2017 and 2020, while for the USA the sample was selected from those who traveled by air for holidays outside North America, at least once between 2017 and 2020 In addition to the general part, the research has two specific parts related to the main products of inbound tourism: City Tourism and Sun and Sea Tourism. The survey was conducted in the second fortnight of September 2021, on people aged 17 and over and in a sample that exceeded a total of 7,100 people.
According to the research, the largest percentage of those who had made an international trip in the pre-pandemic era, intend to travel abroad again. Nevertheless, a significant proportion of travelers – ranging from 1 in 7 in Austria and Switzerland to 1 in 4 in the United Kingdom – will remain in their home country. The product Sun and Sea is the most popular in most markets, followed by City Tourism. Also, the cost of travel has returned as a very key factor influencing travel, along with the factors directly related to the pandemic. Trips of 3 to 7 nights are the most common choice, while Germany, France and the Netherlands have the relatively highest frequency of trips of more than 10 nights. When it comes to Sun and Sea travel, there is a clustering of market characteristics, with several features in common between European markets other than the UK and between Britain and the US. Also, according to the research, there is a stronger clustering between the German-speaking markets (Germany, Austria and Switzerland).
Remaining in the results of the research, the data obtained by country are interesting. Particularly:
– The Germans, the French, the Italians, the Austrians, the Swiss and the Dutch mainly prefer the summer months of 2022, while the British and the Americans have priority in the following months until March. Despite the general preference for trips of 3 to 7 nights, Germany, France and the Netherlands show the relatively higher frequency (31%, 32%, 30%) for trips of more than 10 nights.
– The predominant choice of accommodation are 4 or 5 star hotels with the exception of the United Kingdom and the USA, where the first choice is for lower categories.
– Sun and Sea holidays are not monothematic but, on the contrary, travelers seek – with a high frequency that in some cases exceeds 50% – a variety of activities ranging from city visits and cultural activities to excursions and concerts or theatrical performances.
Regarding Travel for City Tourism:
– The British, French and Americans intend to travel to City Tourism in the next six months until February, while the majority of Germans, Italians, Austrians, Swiss and Dutch have priority from March onwards.
– Trips of 3 to 7 nights are the most common choice.
– Regarding the choice of accommodation, there is a significant difference with 4 or 5 star hotels being the dominant choice for the United Kingdom, Austria and the Netherlands, while for the rest of the countries there is a strong demand (and) for lower categories. For all markets, short-term leasing is also a very popular option.
– Travelers are often looking for a wide variety of activities in the city (eg walking, dining, shopping) or outside it (eg excursion, sports activities). Where appropriate, the desire exceeds 50%, while for all markets and all activities, the percentage of those who wish to participate in an activity exceeds 10%. That is, a successful city break destination must satisfy a wide range of options.
Source: AMPE
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Source From: Capital
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