Although revenues have been affected by travel restrictions and the impact of COVID-19 on tourism, the share of intermediaries within travel increased in 2020, and this is set to continue in 2021. The competitive advantage these players offer compared with direct bookings is that there is an insurance policy which fully covers the consumer in case of changes in travel plans.
A number of small domestic intermediaries may be driven out of business due to plummeting revenues as a result of the pandemic. However, more domestic companies have been investing in their online presence with websites to attract a wider consumer base and to compete with international players.
MICE and business travel is predominantly organised via travel intermediaries, and this will not change in the forecast period. However, the revenues of travel intermediaries from business and MICE will take longer to recover than leisure.
An emerging trend in travel intermediaries is specialising in a niche type of tourism instead of offering all types of travel services. This is a strategy which is particularly being followed by domestic players in order to compete with leading international companies, which have the competitive advantage of strong brand names and wide consumer recognition.
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Understand the latest market trends and future growth opportunities for the Travel Retail industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Travel Retail research and analysis database.
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