Why Greece could be the hit of the summer for luxury travellers

Liz Goodwin, Carrier’s product manager for Europe and Ski, also sees Greece as a bright spot.

“Greece is certainly one of our top destinations for 2021. It has consistently been our top Europe summer destination over the last few years so that in itself is no surprise, but for 2021 it accounts for around 50% of Europe bookings so is even more dominant than normal; by the end of last year, Greece accounted for around 45% of summer Europe bookings,” she says, adding average revenue per room night is up by almost 30% compared to 2019 for Greece.

Crete and Halkidiki share around 60% of the operator’s bookings, with August the most popular month at the moment, accounting for almost 40% of bookings.

Goodwin adds there is more demand for private villas; clients upgrading to higher accommodation categories such as suites, residences and villas to ensure more private space; and more people wishing to travel by private jet.

“We have access to a wide and growing range of private villas throughout Greece as well as increasing resort villa options. For example, Santa Marina in Mykonos has a new presidential villa available to book with five bedrooms,” she says, and on the hotel front, she highlights The Rooster, due to open 1 June. “It definitely looks like a hidden gem, on the under-the-radar island of Antiparos,” Goodwin says.

Getting ready

Inspiring Travel Company has also made sure to bolster its Greece portfolio by adding Lesante Blu in Zante and taking on the contemporary-style Abaton resort in Corfu for the first time, as well as The Olivar Suites, which opens in the south-east of the island this year.

Created around an 18th-century olive mill, it will feature 120 suites of which 100 will have private pools, and it will also be making an appearance in Carrier’s and Elegant Resorts’ programmes too.

Greece is proving very popular with Elegant Resorts’ clients generally at the moment, making up 45% of Europe bookings for 2021.

“Last year, Greece counted for 24% of our European departures. It did really well as a lot of European destinations came off the travel corridor list, but Greece managed to stay on until quite late in the season with no pre-testing or quarantine required,” says Sophie Hart, assistant product manager, Elegant Resorts.

Crete is a firm favourite, and Chania has now been added to the programme there, featuring resorts such as Domes Zeen and Domes Noruz.

“Chania is perfect for those who have been to the island before but want to discover something different. It is also perfect as a twin centre with the popular eastern coast,” Hart says.

High-end product making its debut with Olympic Holidays this year includes Domes of Corfu, as well as MarBella Elix in the lesser known area of Parga on mainland Greece.

Previously named LTI Grand, Corfu, Domes of Corfu has 214 rooms on Glyfada Beach and has undergone a full renovation for 2021, with its new offering likely to be a hit for families and couples alike, according to Olympic Holidays.

The Luxury Travel Book meanwhile – which works with agents and features private homes and villas worldwide, including more than 200 in Greece – offers plenty of options for those whose priority is utter privacy away from the crowds.

Mykonos continues to be a popular choice, and new villas for this season include Nammos Beach Villa, which sleeps up to 10 people. Some incredible options also include Melissonia Estate in Corfu, which could pass as a James Bond-esque lair, sleeping up to 14 guests, and cascading down the side of a hill (available from £48,600 per week).

“We have seen a huge surge in bookings and enquiries for Greece since the country’s tourism minister announced the plan to welcome tourists from mid-May,” says Jamie Marquis, director, The Luxury Travel Book.

“The fact that Greece seems well prepared to welcome tourists again this summer, and that the properties there tend to be very private, means it will definitely prove a firm favourite,” he adds. “We are also focusing on increasing villas on the more off-the-beaten-track islands, to cater to those after a more secluded escape. Another trend we are seeing is guests looking at longer term three-four week reservations, with around 20-25% of our bookings for Greek villas this summer like that.”

The Luxury Travel Book says UK clients are looking for properties on smaller islands such as Hydra, Paxos, Syros, Sifnos, Naxos and Kea, which are away from the crowds. It recommends the Cyclades, including islands such as Naxos, Sifnos and Kea, for those looking for a secluded Grecian idyll this summer, with the iconic white ‘sugar-cube’ houses, blue-domed churches and narrow streets draped with bougainvillea piling on the charm.

Options include Koundouros, a minimalist villa on the island of Kea that sits right on the water’s edge and sleeps up to eight guests, and Vathi on Sifnos, near to the beach and the picturesque village at Vathi, which sleeps up to 18 guests.