Two tourists read books as they cool themselves in the sea in Antiparos, a small island in the southern Aegean, in July last year. [AP]
Travel abroad remains a priority for European households, despite the intense pressure from the increased cost of living. The result is an increase in last-minute bookings, which is emerging as a dominant trend for this year’s summer tourism season.
These developments are a positive sign for Greece and its tourism industry, as more than expected arrivals from Britain and other European markets may be recorded. However, there arises the critical issue of sufficient flexibility for airline connections and hotel reservation systems to have rooms and tickets available for those who choose to travel at the last minute.
The recent consumer sentiment survey by the Association of British Travel Agents makes clear the desire in Britain for travel, with 64% of respondents planning to travel abroad in the next 12 months, while 34% say they are willing to increase their holiday budget.
Crucially, the study has recorded the massive shift to last-minute bookings – specifically, 30% of travelers say they will book just two to four weeks before departure, while a further 10% will book their holiday in less than 14 days – a trend that is not limited to the UK.
