Greek hoteliers have had to get their thinking caps on in terms of sales strategy this year, which has proved to be very demanding even for Santorini, one of Greece’s most popular destinations. According to Aqua Vista Hotels, a hotel management company with 40 accommodations in the Cyclades, Santorini is down by 8-12% in comparison with last year.
“This figure is open to various interpretations,” stated George Tsolakakis, Owner and Director of Sales at Aqua Vista Hotels. He continued that, “The drop is a fact, but it is not certain if the numbers are accurate as they only partly reflect the current picture in Santorini. The fall in bookings is related more to over-development of new accommodations, rather than the reduction in the number of visitors. It is worth noting that in December 2018 Booking.com, one of the largest online booking platforms in the world, registered 1,400 units on the is-land and today, eight months later, approximately 1,700 properties are listed.”
The much-loved, romantic international destination has been attracting attention in recent years not only for its unique natural beauty but also for the difficulties which it faces. Much-needed projects related to its infrastructure are the number one topic of discussion. “While individuals are constantly investing in upgrading the island's value as a tourist destination, this is not the case with government agencies, re-sulting in daily disruptions for the visitor. What does this mean? An unhappy customer who relays his experience is a move that will eventually lead to a re-duction in repeat customers, ”said Mr. Tsolakakis, adding that, “This year, repeat-ers are around 4%, which is a very low rate if you think about other, less popu-lar destinations that reach up to 18%.”
After a very successful 2018, which was a record year for Greek tourism, this year's decline was expected, but Greek hoteliers remain optimistic that the numbers will be satisfactory by the end of the season. Turkey’s dynamic comeback, as well as the strengthening of Egypt and North Africa in general have had their affect on the tour-ism market, but the Greek product will be able to meet the challenges of the markets while maintaining its strength. Apart from international trends, professionals in the in-dustry must also make moves that will enhance their product in every way. "This particular downward trend has not affected Aqua Vista Hotels as much, with our immediate response being a continuous and intensive yielding unit over unit managing to give stable, even positive signs in most of our accommodations for this season," said Mr Tsolakakis. He concluded that, “Hoteliers need to under-stand their product, identify the target audience that is relevant to their accom-modation, and aim for it. All of us in the hospitality sector should see ourselves as hosts, not as hoteliers, and offer authentic Greek hospitality from the first availability request to the time of check-in and beyond.”
