Christina Tetradi, Vice President of the Hellenic Chamber of Hotels (HCH), told Tornos News that last-minute bookings will define the outcome of this year’s tourism season. Despite a promising start with over 20% higher pre-bookings compared to 2024, demand dropped sharply after Easter due to financial pressure on European households.
Young travelers are now choosing destinations based solely on price, often booking between destinations like Zakynthos and Ibiza at the last minute. Greek hotels face fierce competition from short-term rentals, while investing heavily in digital marketing to stay competitive.
Occupancy remains low—around 50% in some regions—with August seen as a last chance to recover. Tetradi also notes that pricing is unified across all markets, encouraging Greeks to seek last-minute hotel deals online.
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