With August just around the corner and hotel occupancy in many parts of Greece still hovering around 50%—a previously unheard-of figure for hospitality professionals—this summer is proving to be a difficult equation for the tourism sector and the local communities relying on it for increased revenue.
As Christina Tetradi, Vice President of the Hellenic Chamber of Hotels (HCH), tells Tornos News, this year will be shaped by last-minute bookings, mainly from younger travelers who choose their destination based on price, not preference. For them, it doesn’t matter whether they book Crete, Zakynthos, or Ibiza at the last minute—the decision hinges entirely on the cost of the travel package. In response, Greek hoteliers are offering discounts to attract them.
A Promising Start, Then a Sudden Slowdown
Tetradi explains that conditions changed rapidly starting in spring. The year began on a highly optimistic note for Greek tourism, with early bookings up over 20% compared to 2024. Industry sentiment remained strong through the ITB travel fair in Berlin. However, after Easter, growing economic pressures on European households slowed demand, causing a “freeze” that was soon reflected in declining hotel bookings across Greece.
“European families stretched their budgets and rushed to grab early deals—those typically come with discounts of at least 20%,” says Tetradi. “As a result, there was a long delay in new bookings, which continues today, with everything happening at the last minute.”
Tourists Choosing Destinations Based on Price
In Northern Greece, businesses are still fighting to attract tourists from the Balkans, while on the islands, travelers are deciding at the very last moment whether to visit Zakynthos or Ibiza, depending purely on pricing.
A significant factor in this shift is also short-term rentals, whose prices are often highly competitive, costing hotels a substantial market share.
Hotels Turn to Costly Digital Marketing
To counter this trend, hotels are investing in digital marketing strategies, including Google Ads, Trivago, and Expedia promotions. While effective, this strategy comes with high advertising costs for hotel operators.
Despite these efforts, this August is unlike previous years, when hotels would reach full capacity by May. The hope is that, even at the last minute, occupancy rates will climb to match last year’s levels.
Opportunities for Greek Travelers Too
Tetradi points out that this environment also presents an opportunity for Greek travelers, who can still find excellent deals—as long as they actively search for them online.
She also clarifies that there is no pricing discrimination between domestic and international guests:
“There are no separate prices—everything is online and visible to everyone globally. The rates are the same for Greeks and foreigners.”
In summary, 2025’s summer season in Greece hinges on last-minute decisions, competitive pricing, and a fluid, digitally driven market—with challenges and opportunities for both businesses and travelers.
