The category sees record-breaking dramatic declines in 2020 due to the collapse of outbound tourism and the COVID-induced crisis in domestic tourism. Value sales in travel intermediaries are plummeting by 56% in 2020, compared to a 6% rise in 2019, with online sales dropping by 53% and offline sales by 61%.
A high-profile dispute between Booking.com and Greek hotels captured media attention in 2020 as the global online giant tried to force Greek hotels to offer immediate refunds for non-refundable bookings.
Online sales will continue to outpace offline sales over the forecast period. Walk-in customers will increasingly become a thing of the past as online sales offer greater convenience and consumers remain cautious and keen to reduce unnecessary contact.
The continued shift towards digitalisation and rising demand for efficient, contactless solutions will prompt players to invest in development of mobile apps. Mobile travel sales to residents will recover quickly, reaching pre-pandemic levels by the end of 2020 and surpassing them by some way during 2021, with OTAs mobile sales to residents predicted to post the highest CAGR of 35%.
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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.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Travel Retail research and analysis database.
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