The search for new markets for Greek tourism is considered imperative by industry players in order to create new prospects in the hospitality sector, despite the geopolitical conditions, which are not ideal in the current situation. At the event “Commercial Strategy Forum” by HSMAI Europe, held for the second consecutive year in Athens, senior tourism executives met and presented their concerns and the need to redefine the tourism market.
One of the Forum’s panels included Panos Almyrantis, Chief Growth & Commercial Officer Ella Resorts and President of EHMA. Sissy Lignou, President at IAPCO, President at HAPCO & DES and President and CEO at AFEA Congress, George Spyropoulos, COO at Electra Hotels & Resorts; Natalia Strafti, CEO at Grivalia Hospitality; and Yannis Fotis, Group General Manager of webhotelier, moderated by Dimitris Manikis, President EMEA at Wyndham Hotels & Resorts and Member of the HSMAI Europe Board of Directors, discussed the concerns in the evolution and expansion of the tourism market, the role of air connectivity, and competitive markets such as Turkey that may cause changes in Greek tourism.
Although tourism is the “backbone” of the Greek economy, geopolitical developments, which include the resumption of the US-China trade war, warnings from the IMF about reduced yields, the Russia-Ukraine spring offensive, and the economic slowdown in the UK, are projecting a generalized instability with significant impact on the global economy and security, dragging Greek hotels into it.
Concerns and targets for the hospitality industry
“A key question is whether we know where the market really is and where it should be directed and how the industry can optimize its revenues,” according to Panos Almyrantis. He continues, “The impact of AI that combines knowledge with technology is the tool that has started to cause a transformation of the ecosystem and provides solutions in a different way. A typical example of the huge change in the industry over the years is the all-inclusive provision in hotels, which was intertwined with luxury. Now with AI, all-inclusive hotels have new features (chatbots & virtual assistants, automatic staff management, smart rooms) that offer an enhanced stay experience. These, combined with a focused interest in improvement, can deliver a desirable outcome for the market in 3 to 4 years. However, of concern is the increased demand in the summer months, with prices being twice as high as in other months.”
In the tourism industry, the constant and uninterrupted demand and need for good workers and staff create insecurity and instability, as it is the people who show the value of the country and its vision.
Based on what Sissy Lignou said, “The conference and organized meetings sector is dominant and strong. Through the so-called “meeting industry,” Greece creates the advantage to influence the Greek economy positively. These business meetings and the continuous discussion on issues of concern show the way in which any country, and Greece in particular, can face any upcoming crisis such as the Covid-19 pandemic.”
The development of Turkey, which is now expanding into the hotel sector and has invested 65 million in it, was also discussed. On the basis that Turkey can be a competitor to Greece, Natalia Straftis replied that “Greece’s goal should be to strengthen Greek identity and hospitality, as this is considered our advantage. Grivalia Hospitality promotes Greek culture and civilization to clients, since tourists are attracted by the different culture and not by hotels as infrastructure.”
Constantly the hospitality industry is changing and expanding, attracting new markets. There has already been a new approach to the Indian and Chinese markets, while the British and Swiss markets have been following over time. In this expansion of new markets, air connectivity combined with accommodation also plays a dominant role. In Greece, the concern is that slots at airports are not enough, so there are delays that cause dissatisfaction among travelers. This is a handicap that needs to be solved if Greece wants to expand and have a positive impact on foreign markets.
