Travel And Tourism in Greece
Euromonitor International's Travel And Tourism in Greece report offers a comprehensive guide to the market at a national level. It looks at travel accommodation, transportation, car rental, tourist attractions and retail travel. It identifies the leading companies and offers strategic analysis of key factors influencing the market, including background information on disposable income, annual leave and holiday taking habits.
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Tables: 97 | Publication date: Apr 2008
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- Get insight into trends in market performance
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Product coverage
Car rental; Demand factors; Health & wellness tourism; Tourism flows domestic; Tourism flows inbound; Tourism flows outbound; Tourism receipts and expenditure; Tourist attractions; Transportation; Travel accommodation; Travel retail
Executive summary
Tourism product differentiation is the main governmental objective
The Greek Tourism Authorities have set as their main objective the differentiation of the Greek tourism product. Trying to achieve this goal involves the development of alternative and niche types of tourism, the improvement of the tourism infrastructure as well as the provision of incentives for private investments in the tourism industry, the promotion of Greek tourism in new dynamic geographical areas, such as Asia and Russia, and the development of aggressive promotional campaigns both domestically and internationally.
Tourism demand is experiencing an upwards trend
Incoming tourism demand experienced an increase due to the positive impact of the successful hosting of the Olympic Games, along with the various promotional activities undertaken by the Greek tourism authorities afterwards.
External factors played a significant role too: the unexpected increase of arrivals during the summer of 2006 was caused by the negative impact terrorist attacks had in other Mediterranean countries.
Domestic tourism also showed a considerable increase, as a result of the successful campaign “Staying in Greece” in combination with the financial difficulties faced by the majority of Greek households that inhibited outgoing trips.
A favourable year for hotels
Travel accommodation sales recorded a significant increase in 2006 compared to 2005, both in volume and value terms. Over the review period, chained hotels achieved the highest growth, doubling their sales, while self-catering apartments suffered the worst performance. The highest growth categories in 2006 were guesthouses and chalets. With respect to average sales per outlet, chained hotels recorded the highest, at €2 million per outlet, since they enjoy higher occupancy rates and charge higher room fares compared to independent hotels.
Transportation industry growth driven by low-cost carriers and charters
Air transportation represented again the key means of travelling to and from Greece. Value growth of the industry was driven mainly by the huge increase in low-cost and charter flights sales. Cruises also recorded a notable increase, which is expected to be even higher after the forthcoming liberalisation of sea transportation in Greece. At the same time, liberalisation is expected to influence the ferry sector, making competition even stronger for the Greek shipping companies.
Internet penetration and sales are growing
Although internet transactions still represent a small fraction of total value sales of the Greek travel and tourism industry, during the review period internet reservations increased steadily. Greeks are increasingly keen on using the Internet, especially the younger generation. The 2004 Olympic Games created the need for many sectors of travel and tourism, such as travel accommodation, to upgrade their websites and offer on-line reservation services, especially for inbound travellers. It is forecasted that bookings via the Internet will continue to grow in the near future.
Table of contents
TRAVEL AND TOURISM IN GREECE : MARKET INSIGHT
EXECUTIVE SUMMARY
Tourism product differentiation is the main governmental objective
Tourism demand is experiencing an upwards trend
A favourable year for hotels
Transportation industry growth driven by low-cost carriers and charters
Internet penetration and sales are growing
KEY TRENDS AND DEVELOPMENTS
Economic drivers
Legislative environment
Government tourism policy and sustainable tourism
Consumer lifestyles
Low cost carrier development
Emerging niche sectors
Internet developments
TERRORISM AND SECURITY
LEAVE ENTITLEMENT
CONSUMER DEMOGRAPHICS
Balance of payments
MARKET INDICATORS
Table 1 Leave Entitlement: Volume 2005/2006
Table 2 Holiday Demographic Trends 2001-2006
Table 3 Holiday Takers by Sex 2001-2006
Table 4 Holiday Takers by Age 2001-2006
Table 5 Length of Domestic Trip: 2001-2006
Table 6 Length of Outbound Departure: 2001-2006
Table 7 Seasonality of Trips 2005/2006
MARKET DATA
Table 8 Balance of Tourism Payments: Value 2001-2006
DEFINITIONS
Tourism PARAMETERS
Travel accommodation
Transportation
Car rental
Travel retail
Tourist attractions
Health and wellness
Internet sales
Internet sales: dynamic packaging
Internet sales: traditional package holiday
Sustainable tourism
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - GREECE
AEGEAN AIRLINES SA - TRAVEL AND TOURISM - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Aegean Airlines SA: Key Facts
Summary 3 Aegean Airlines SA: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 4 Aegean Airlines SA: Competitive Position 2006
AUTOHELLAS HERTZ SA - TRAVEL AND TOURISM - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Autohellas Hertz SA: Key Facts
Summary 6 Autohellas Hertz SA: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 7 Autohellas Hertz SA: Competitive Position 2006
GRECOTEL SA - TRAVEL AND TOURISM - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Grecotel SA: Key Facts
Summary 9 Grecotel SA: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 10 Grecotel SA: Competitive Position 2006
LOUIS HELLENIC CRUISES - TRAVEL AND TOURISM - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Louis Hellenic Cruises SA: Key Facts
Summary 12 Louis Hellenic Cruises SA: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
TOURISM FLOWS INBOUND IN GREECE
HEADLINES
TRENDS
COUNTRY OF ORIGIN
INBOUND DEMOGRAPHIC PROFILE
MODE OF TRANSPORT
PURPOSE OF VISIT
INCOMING TOURIST RECEIPTS BY COUNTRY
PROSPECTS
SECTOR DATA
Table 9 Arrivals by Country of Origin: 2001-2006
Table 10 Arrivals by Purpose of Visit: 2001-2006
Table 11 Leisure Arrivals by Type 2005-2006
Table 12 Business Arrivals: MICE Penetration 2005-2006
Table 13 Arrivals by Method of Transport: 2001-2006
Table 14 Incoming Tourist Receipts by Country 2001-2006
Table 15 Tourism Expenditure by Sector: Value 2001-2006
Table 16 Method of Payments for Incoming Tourist Receipts: % Breakdown 2005/2006
Table 17 Forecast Arrivals: 2006-2011
Table 18 Forecast Incoming Tourism Receipts: 2006-2011
TOURISM FLOWS OUTBOUND IN GREECE
HEADLINES
DESTINATIONS
MODE OF TRANSPORT
PURPOSE OF VISIT
OUTBOUND DEMOGRAPHIC PROFILE
OUTGOING TOURIST RECEIPTS
PROSPECTS
SECTOR DATA
Table 19 Departures by Destination: 2001-2006
Table 20 Leisure Departures by Type 2005-2006
Table 21 Business Departures: MICE Penetration % Breakdown 2005-2006
Table 22 Departures by Mode of Transport: 2001-2006
Table 23 Departures by Purpose of Visit: 2001-2006
Table 24 Outgoing Tourist Expenditure by Sector: Value 2001-2006
Table 25 Method of Payments for Outgoing Tourism Spending: % Breakdown 2006
Table 26 Forecast Departures: 2006-2011
Table 27 Forecast Outgoing Tourism Expenditure: 2006-2011
TOURISM FLOWS DOMESTIC IN GREECE
HEADLINES
TRENDS
DESTINATIONS
MODE OF TRANSPORT
PURPOSE OF VISIT
DOMESTIC TOURISM RECEIPTS
PROSPECTS
SECTOR DATA
Table 28 Domestic Tourist Expenditure: 2001-2006
Table 29 Expenditure per Domestic Trip: 2001-2006
Table 30 Domestic Trips by Destination: 2001-2006
Table 31 Domestic Trips by Purpose of Visit: 2001-2006
Table 32 Method of Payments for Domestic Tourism Spending: % Breakdown 2005/2006
Table 33 Forecast Domestic Tourism: 2006-2011
Table 34 Forecast Domestic Tourist Expenditure: 2006-2011
TRAVEL ACCOMMODATION IN GREECE
HEADLINES
TRENDS
HOTELS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 35 Travel Accommodation Sales by Sector: Value 2001-2006
Table 36 Travel Accommodation by Sector: Units 2001-2006
Table 37 Regional Hotel Parameters 2006
Table 38 Travel Accommodation Internet Sales by Direct Suppliers and Intermediaries: Internet Transaction Value 2001-2006
Table 39 Hotel National Brand Owners by Market Share 2002-2006
Table 40 Forecast Travel Accommodation Sales by Sector: Value 2006-2011
Table 41 Forecast Travel Accommodation by Sector: Units 2006-2011
Table 42 Forecast Travel Accommodation Internet Sales by Direct Suppliers and Intermediaries: Internet Transaction Value 2006-2011
Table 43 Hotel National Brand Owners by Key Performance Indicators 2006
TRANSPORTATION IN GREECE
HEADLINES
TRENDS
AIRLINES
PRIVATE JETS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Transportation Sales by Sector: Value 2001-2006
Table 45 Airline Capacity: 2001-2006
Table 46 Airline Utilisation: 2001-2006
Table 47 Airline % Utilisation 2001-2006
Table 48 Airline Volume Sales by Seat Class: % Breakdown: 2001-2006
Table 49 Airline Volume Sales by Distance: % Breakdown: 2001-2006
Table 50 Transportation Internet Sales by Direct Suppliers and Intermediaries: Internet Transaction Value 2001-2006
Table 51 Airline Market Shares 2002-2006
Table 52 Forecast Transportation Sales by Sector: Value 2006-2011
Table 53 Forecast Transportation Internet Sales by Sector: Internet Transaction Value 2006-2011
Table 54 Key Airlines Key Performance Indicators 2006
CAR RENTAL IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 55 Car Rental Sales by Sector and Location: Value 2001-2006
Table 56 Structure of Car Rental Market: 2001-2006
Table 57 Average Car Rental Duration by Sector 2004-2006
Table 58 Average Car Rental Duration: % Breakdown 2005/2006
Table 59 Time of Booking: % Breakdown 2005/2006
Table 60 Car Rental Internet Sales by Direct Suppliers and Intermediaries: Internet Transaction Value 2001-2006
Table 61 Car Rental Market Shares 2002-2006
Table 62 Forecast Car Rental Sales by Sector: Value 2006-2011
Table 63 Forecast Car Rental Internet Sales by Sector: Internet Transaction Value 2006-2011
Table 64 Key Car Rental Companies’ Key Performance Indicators 2006
TRAVEL RETAIL IN GREECE
HEADLINES
TRENDS
GROWTH SECTORS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 65 Travel Retail Outlets by Sector: Units 2001-2006
Table 66 Travel Retail Sales by Product: Value 2001-2006
Table 67 Travel Retail Sales by Destination: % Value Breakdown 2001-2006
Table 68 Travel Retail Internet Sales by Direct Suppliers and Intermediaries: Internet Transaction Value 2001-2006
Table 69 Travel Retail Internet Sales by Sector: Internet Transaction Value 2001-2006
Table 70 Travel Retail Products Market Shares 2002-2006
Table 71 Forecast Travel Retail Outlets by Sector: Units 2006-2011
Table 72 Forecast Travel Retail Sales by Product: Value 2006-2011
Table 73 Forecast Travel Retail Internet Sales by Direct Suppliers and Intermediaries: Internet Transaction Value 2001-2006
Table 74 Key Travel Retail Companies by Number of Outlets 2006
TOURIST ATTRACTIONS IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 75 Tourist Attractions by Sector: Value 2001-2006
Table 76 Tourist Attractions by Sector: 2001-2006
Table 77 Tourist Attractions Internet Sales by Direct Suppliers and Intermediaries: Internet Transaction Value 2001-2006
Table 78 Leading Tourist Attractions by Visitors 2001-2006
Table 79 Forecast Tourist Attractions by Sector: Value 2006-2011
Table 80 Forecast Tourist Attractions by Sector: 2006-2011
Table 81 Forecast Tourist Attractions Internet Transaction Value Sales by Sector: Internet Transaction Value 2006-2011
HEALTH & WELLNESS TOURISM IN GREECE
HEADLINES
TRENDS
PROSPECTS
SECTOR DATA
Table 82 Number of Hotel/Resort Spas: Units 2001-2006
Table 83 Spa Sales by Type: Value 2001-2006
Table 84 Spa Consumer Markets: Domestic Tourism 2005-2006
Table 85 Spa Consumer Markets: Arrivals 2005-2006