Greek Tourism/Webhotelier: The Winners and Losers in Online Bookings for 2025

An 8% increase compared to 2024 is recorded in overnight stays in Greek hotels, self-catering accommodations and short-term rentals in Greece, as shown by the online booking data for 2025 presented by the Group General Manager of Webhotelier of the company Webhotelier primalres, Dr. John Fotis, during the HSMAI Europe Commercial Strategy Forum held on Wednesday, April 23 in Athens.

The number of overnight stays for 2025 is 5,040 compared to 4,673 in the corresponding period of 2024.

These figures come from online booking data on hotel and accommodation websites as well as online travel agencies, which were made up to April 18, 2025, and concern stays throughout this year. The data is based on 8,896 accommodations that were active up to the corresponding period last year.

The total value of online bookings for 2025 is 1.1 billion euros

According to these, the total value of online bookings for accommodation in Greece in 2025 shows, by mid-April, an increase of 12% compared to last year and approaches 1.1 billion euros, compared to 980 million euros. euros in 2024.

At the same time, an increase of 3.6% is recorded in the average daily price, which stands at 217 euros.

The picture of overnight stays shows upward trends in the off-peak months, with the main factors influencing this trend being lower prices, lower temperatures, and lower visitor concentrations. In particular, on a monthly basis, the number of overnight stays as recorded in online bookings for Greece compared to 2024, shows an increase in all months of the year, with the largest recorded in December (+27%). This is followed by January (+26%), October (+14%), February (+14%,) and November (+10%). Smaller increases in the number of overnight stays are recorded in September (+8%), July (+8 %), August, June, and April (from +6% for each month).

The destinations showing the largest increase in overnight stays in online bookings this year compared to 2024 are Zakynthos (+17%), Halkidiki (+16%), Corfu (+15%), Rhodes (+14%), Kos (+14%), Crete (+12%), Thessaloniki (+10%), Attica (+8%) and Kefalonia (+8%).

In terms of revenue, Greek accommodations show an increase of 11% compared to 2024. Specifically, the destinations that record the largest increase in revenue from online bookings, and constitute 85% of all overnight stays in Greece, are Rhodes (+28%), Corfu (+28%), Halkidiki (+26%), Crete (24%), Zakynthos (+24%), while lower double-digit increases are recorded in Thessaloniki (+15%), Kefalonia (+15%), Kos (+14%) and Attica (+14%).

Santorini & Mykonos: Price Drop and New Bookings Lag

At the same time, the impact of the recent seismic activity in the Cyclades continues to have on demand is evident, with Mykonos recording a marginal increase in overnight stays from last year (+0.5%) and Santorini in negative territory (-20%) - these two islands are among the destinations that make up 85% of overnight stays in Greece on the online market. At the same time, revenue from online bookings is down 2% for Mykonos and -24% for Santorini, while the average daily price is down 3% and 6%, respectively.

This trend presents a degree of concern for Greek tourism as, in the online booking market, Santorini holds approximately 10% of the share of overnight stays in Greece, thus limiting the national average increase in overnight stays to 8%, which under normal demand conditions would fluctuate at higher levels.

At the same time, cancellations have currently returned to normal levels for the season, being in line with last year, but there is a lag in new bookings on an already low starting base for this season.

The most expensive destinations in 2025

At the same time, in terms of average daily price, the picture of online bookings highlights Mykonos as the most expensive destination in Greece, with an average price of 352 euros, and Santorini as the second most expensive (278 euros).

Almost all other destinations show an increase in prices. Specifically, Kefalonia follows with 251 euros and a 5% increase from last year, Kos with 243 euros -at last year's levels-, Corfu with 240 euros and an 11% increase, Halkidiki with 237 euros and a 9% increase, Crete with 233 euros and an 11% increase, Rhodes with 218 euros and a 13% increase, Zakynthos with 215 euros and a 7% increase and finally the two urban centers, Attica with 170 euros and a 6% increase and Thessaloniki with 118 euros and a 5% increase.

Regarding the booking "window" for online reservations for Greece, it seems that in the last two years there has been a stabilization at 62-63 days, i.e. a return to pre-pandemic levels, however, the average length of stay, with regard to reservations originating exclusively from abroad, has stabilized in recent years at lower levels than in 2016, by almost half a day (4 days compared to 4.4 days in 2016).

RELATED TOPICS: Greece, Greek tourism news, Tourism in Greece, Greek islands, Hotels in Greece, Travel to Greece, Greek destinations, Greek travel market, Greek tourism statistics, Greek tourism report