Greece’s destinations are in competition with each other in terms of winning over the potential holidaymaker exploring his options online, according to the findings of a study presented recently at ITB Berlin by INSETE, the Greek Tourism Confederation’s (SETE) intelligence body. The study was carried out in collaboration with data-driven travel advertising platform Travel Audience.
Based on data from online searches – including tourist agents, tour operators and Amadeus booking systems – as well as from metasearches and searches for airlines, INSETE found that users from Greece’s main source markets seeking out holiday spots explore a number of Greek destinations in their searches.
Indicatively, 39 percent of potential visitors seeking information on one Greek destination, also sought alternative vacation options in Greece.
According to SETE analysts this demonstrates Greece’s leading brand name on the travel market while at the same time highlighting the need for Greek destinations to diversify and establish themselves as unique locations offering distinct travel experiences.
Internationally speaking, Greece’s main rival is Spain, with 34 percent of users who sought information on Greek destinations also exploring vacation spots in Spain – mainly in the Balearic or Canary islands.
Italy comes next, with 19 percent of holidaymakers exploring options in Greece, also considering Italian destinations.
Other rivals include Portugal, France, Germany and Morocco.
The INSETE report goes on to note that in terms of alternative searches, Turkey is not a choice, with only 4 percent seeking destinations in the neighbouring country after a Greek destination search.
For US, Swedish and Dutch users, Greek destinations are among the most preferred with Athens competing against favorites Barcelona, Paris and Rome as a top European city break holiday spot.
SETE analysts underline the importance of the findings, which they say can be employed when businesses and destination managers draw up targeted digital strategies.
More specicifally, the data was based on 1 billion searches carried out in the March-May 2018 period by 42 million users from 13 key markets seeking 10 Greek destinations and 13 competitors in the Mediterranean.