Greece appears to be gaining in its efforts to increase bookings from the United Kingdom, following the decision to temporarily suspend the implementation of the new biometric Entry/Exit System (EES) for non-EU citizens, including holders of British passports.
According to data from Advantage Travel Partnership, this move resulted in an immediate boost in demand for Greece, with its share of bookings in the UK market rising from 7.7% in mid-April to 9.8% by the end of the month.
Arrival experience is a key factor in destination choice
As confirmed by Julia Lo Bue-Said of Advantage Travel Partnership, following Greece’s decision to remove the new checks for British travelers, there has been a clear and consistent increase in demand, with the country’s share of sales rising to 9.8% by the end of April.
In contrast, a decline has been observed in traditionally dominant markets such as Spain and its islands.
“This shift suggests that travelers are now taking the border experience into account when choosing a destination, preferring countries where the arrival process is smoother and more predictable,” Ms. Julia Lo Bue-Said emphasized.
Strategic planning with a focus on all-inclusive holidays
According to Julia Lo Bue-Said, British travelers remain loyal to their summer holidays despite economic challenges and geopolitical tensions; however, the way they organize their trips has changed—it is now more strategic and targeted.
“Consumers are more conscious of their spending, and this is reflected in the strong demand for all-inclusive packages,” notes the head of Advantage Travel Partnership. At the same time, she points to growing interest in long-haul experiential travel and cruises.
On the one hand, budget-friendly all-inclusive holiday packages are the most popular choice for families, accounting for 38% of bookings, while couples and high-income travelers are investing in long-haul trips and cruises, which represent 15% of total booking revenues. On the other hand, difficulties remain for travel to the Far East, as tensions in the Middle East have forced airlines to reroute flights due to airspace restrictions.
Greece, Spain and Turkey the leading trio
Greece, along with Spain, the Canary Islands and Turkey, are the most popular destinations for British travelers this summer, with Turkey recording a recovery in sales thanks to targeted campaigns that have been launched.
According to data from Advantage Travel Partnership, travelers—beyond focusing on cost and services—are also placing increasing importance on the border and arrival process, which can add either an advantage or a disadvantage to the overall travel experience. In this context, Greece, with the temporary suspension of the EES system for British travelers, appears to gain a competitive advantage in this year’s summer tourism season.
