The New Era of the Greek Hotel Market as Seen by the ‘100% Hotel Show’ – Opinion

Greek expo “100% Hotel Show” presents its perspective regarding the new reality of the industry of Greek hoteliers.

Opinion by Dimitris Antonakos*

Modern hoteliers needs have been diversified, due to technology evolutions and the diversification of the travelers’ consumer habits. Especially in Greece, the hotel industry has entered a new era, as, in addition to the above, the hotels have passed to the new generations and the demand for the Greek destination has increased.

But how can Greek Hoteliers become competitive in the — admittedly inhospitable and complicated — Greek business environment? And how will they manage to create high quality tourism infrastructure that will meet the Greek tourist product’s requirements, which, based on its Geophysical infrastructure, is mainly luxury?

Through the 100% Hotel Show, we have been given the opportunity to follow the course of Greek hoteliers, over time, and look for ways and methods to create the most dynamic platform for their development. Below, I present the new era of the Greek hotel market, just as it is approached by the 100% Hotel Show, as well exhibition’s future plans.

‘The Greek hotelier is a business model for Greek entrepreneurship’

In order to understand a market, we need to look at the general image of the entrepreneur behind it. Even though we believed in the Greek hotelier’s business leadership from the beginning, several elements along the way, further confirmed our initial approach.

Greek hoteliers have a high level of specialization in the tourism industry, not only because of their studies but also because of the passing of important know-how and experience, from generation to generation. Nowadays, hoteliers have a clearer picture of modern travelers’ needs and do not simply create rooms but provide complete experiences.

The high level of the Greek hotel industry, however, is completed with the hoteliers’ international activity. Today’s Greek hoteliers attend international tourism fairs, travel frequently and gather ideas and experiences that enrich their professional approach. Finally, the vital role of online technologies in hotel sales, puts the internet in the everyday habits of hoteliers, contributing to the creation of a sophisticated and highly expertized group of professionals.

‘Hoteliers are now looking for personalized suggestions rather than general information’

As active professionals with constant stimuli, Greek hoteliers are quite familiar with remote market research and are usually well informed and updated regarding issues and topics that concern them.

However, having a demanding program, modern hoteliers do not seek for general information, but look for complete proposals and solutions that will provide answers to their current needs. Having the necessary experience, they are able to evaluate these proposals and choose the ones that best suit their needs.

This is why the 100% Hotel Show’s exhibition model is not only created by companies wishing to participate in the fair, but is a result of careful selection and evaluation. A qualified team of associates chooses companies that can offer the most quality product or service suggestions to hoteliers. The same team carefully examines and evaluates all incoming 100% Hotel Show exhibitor applications, only approving the ones that meet the fair’s quality and standards.

In the context of systematically recording, strengthening and further highlighting the selected proposals, the 100% Hotel Show now proceeds to a more complete presentation of companies, products and services, through its online platform, aiming to provide complete and constant information for Greek hoteliers.

‘Greek tourism promotion relies heavily on hoteliers’

Hotels are the most important part of the visitors’ experience and contribute greatly to shaping the tourists’ view for Greece as a destination. For this reason, hoteliers have a larger share of responsibility when it comes to the evolution of Greece’s tourism demand.

Also, a great part of Greece’s global promotion as a destination, is spontaneously undertaken by the hoteliers themselves. They proceed towards significant individual investments to promote their hotel — and consequently their destination, online and through international fairs. At the same time, successful and methodical actions to promote the country as a tourism destination are being recorded, by entities such as the Greek Tourism Confederation (SETE), the Hellenic Chamber of Hotels (XEE) and so on.

With the serious lack of public support for these actions, Greek hoteliers need to feel that their significant private initiatives — that contribute to the development of the Greek tourism product — are being encouraged and supported.

Within this context, the 100% Hotel Show has launched the “Greeks Teach Hospitality” international campaign, which aims to support the initiative’s of private hoteliers, showcase the excellence of Greek hotels and contribute to the further promotion of the destination. With a mixture of activities such as the participation in WTM London 2017 and various online and offline actions, the 100% Hotel Show, together with Greek hoteliers, will work on the development of the Greek tourism market.

This year’s 100% Hotel Show will take place on November 17-20 at the MEC exhibition center in Athens.

The Greek Travel Pages (GTP) is a strategic communication sponsor of the 100% Hotel Show.

* Dimitris Antonakos is the founder of 100% Hotel Show. His vision is the constant development and support of the Greek Hotel Product. His close relationship with contemporary evolutions and modern technologies, allow him to pursue the creation of a modern and interactive institution, with effective results for its visitors and participants.