A clear trend of cost-saving during this year’s summer holidays among Greeks was highlighted in a survey conducted by the Hellenic Institute of Retail Consumer Goods Research (IELKA).The trend was mainly attributed to reduced disposable income and increased costs of transport, accommodation and food. The survey was conducted in May 2026, based on a sample of 700 consumers across Greece, and covered a range of topics related to consumer and purchasing behaviour during the summer holiday period.More specifically, half of respondents (50%) do not plan to take a holiday in the summer of 2026, a figure that may reflect either financial pressures or other personal constraints – compared to 52% in 2025. However, 50% do intend to go on holiday, with 34% planning only limited breaks, 14% stating they will travel as usual, and 2% expecting to take more days off than usual. Among those planning holidays, the majority (42%) expect to be away for 4-7 days, while 29% plan trips of 8-14 days.The majority of respondents choose holiday homes, either their own (35%), those of others (18%), or rented accommodation. Around 35% opt for rented rooms, marking a significant increase compared with the previous year, while only 14% choose hotels (10% without meals and 4% with full board). This indicates the financial capacity of Greek households to adjust to alternative accommodation options.A further 8% choose camping, and 9% opt for travels abroad. Overall, there is a clear preference among Greek consumers for more affordable holiday options in order to save money, either to enable them to travel or to extend the duration of their holidays. More expensive options, such as all-inclusive hotels and cruises, do not seem to attract interest. In terms of destinations, mainland Greece close to coastal areas accounts for the majority (57%), followed by the islands (38%).Mountainous mainland regions are chosen by 11% of travellers, while 9% seem to examine the possibility of holidays abroad.The findings of the survey also indicate a clear shift toward domestic and more affordable destinations, as well as a tendency to avoid ferry travel costs.