By Greek City Times Staff
The line between offline and online hotel bookings in Greece is rapidly disappearing, as traditional travel agencies move into digital sales and major tour operators such as TUI and Jet2 expand their online presence through hybrid booking models.
According to insights presented at a recent Loguers press conference, the unification of distribution channels is emerging as one of the most defining shifts for Greek hotels, reshaping how accommodation is sold, priced, and managed in real time.
Online Channels Surge as Hotels Shift Strategy
Athens is a clear example of the changing landscape. In the first half of last year, the number of available rooms offered through online channels increased by 40%, following a drop in demand from traditional offline distributors.
The rapid adjustment highlights how hotels are now moving more flexibly across sales channels, redistributing inventory based on demand patterns and market conditions to optimise revenue.
Executives at Loguers also pointed to the growing dominance of last-minute bookings, noting that as travel dates approach, online platforms become increasingly important because they can adjust prices and availability instantly. In an environment marked by uncertainty, digital distribution is now viewed as both a risk-management tool and a revenue-optimisation strategy.
2026 Bookings: Stable Nationwide, Luxury Islands Under Pressure
Looking ahead to 2026, Loguers reports a broadly stable picture across Greece, based on performance data from its portfolio of more than 140 hotels in 25 destinations.
However, pressure is mounting on Mykonos and Santorini, particularly in the luxury segment.
In Mykonos, 2025 closed with average price declines of 10–15% compared to 2024. Early bookings for 2026 are coming in at slightly lower rates than the same period last year, signalling efforts by hoteliers to reposition pricing and attract demand.
The downturn is most pronounced in the five-star category, driven by rising operating costs, image-related challenges, and a slowdown in key source markets such as Israel and the United States.
By contrast, demand in the rest of Greece remains resilient, with the most popular destinations tracking at similar levels to last year. The overall market appears to be entering a rebalancing phase, in which pricing strategy, brand reputation, and service quality will be decisive for the 2026 season.
Loguers’ Growth Strategy and New Market Focus
Despite market pressures in select destinations, Loguers continues to expand. In 2025, the company’s sales exceeded €70 million, while partner hotels achieved average revenue growth of 25%-30% over the first three years of collaboration.
In many cases, online bookings now account for 70% to 80% of total revenue, underlining the dominance of digital channels in hotel distribution.
The company is also investing heavily in technology and automation, aiming to provide hotel owners with real-time performance insights via mobile platforms. The integration of artificial intelligence tools into sales and marketing strategies forms a central part of Loguers’ digital transformation plan.
Geographically, Loguers is seeking to strengthen its international footprint, with expansion plans focused on Turkey and Albania, markets the company views as high-growth opportunities for the next phase of development.
A New Landscape for Greek Hospitality
The consolidation of offline and online bookings, the rise of last-minute travel, and the growing need for flexible pricing and inventory management are reshaping the Greek hotel industry.
As 2026 approaches, strategic adaptability—across technology, distribution, and market positioning—is emerging as the decisive factor for hotels seeking to remain competitive in an increasingly dynamic tourism landscape.