Accor: Greece in Top 5 Southern Europe Holiday Spots in 2024

Novotel Athens. Photo source: Accor

Greece is in the Top 5 destinations for Europeans planning their holidays this year with Athens also among the top shoulder season destinations, said French hospitality giant Accor.

According to Accor’s’ 2024 European trends report, intra-European travel is set to dominate this year with 86 percent of Europeans surveyed planning to take at least one trip in Europe.

Topping the list is Spain with almost one in four people (23 percent) planning to visit, followed by Italy (18 percent), France (16 percent), Greece and Portugal (both 13 percent).

Completing the Top 10 are Germany (11 percent), the UK (8 percent), the Netherlands (7 percent), Austria (7 percent), and Belgium (7 percent).

Source: Accor

According to Accor, the top shoulder-season destinations for 2024 include Seville, Spain; Lisbon, Portugal; Naples, Italy; Athens, Greece; and Florence, Italy.

Referring to the Greek capital, Accor says: “From the Acropolis to the Parthenon, the rich history of Athens is a treat to behold at any time of year. But the city boasts a more youthful side, with a laid-back café culture and art galleries helping to occupy local Athenians and tourists alike.”

Novotel Athens. Photo source: Accor

In terms of long-haul travel, 16 percent of respondents in Europe are planning to holiday to North or Central America; 16 percent in Asia; and 10 percent in Africa.

Findings also reveal that many travelers will be avoiding peak season due to cost and fears of extreme heat. According to Accor’s report, one in three Europeans (32 percent) said they will take a holiday outside peak season to reduce costs; while one in five (19 percent) expect to do so to avoid the risk of heat waves.

At the same time, 17 percent of Europeans plan to go on a solo trip in 2024 while one in 10 holidaymakers (9 percent) plan to take their pets away with them this year, with those from Poland most likely to do so (12 percent), followed by Spain (11 percent).

Photo source: Accor

Additionally, climate change and the responsible use of natural resources is an ever-increasing concern with seven in 10 people (71 percent) noting that sustainable options are important to their travel decisions. Of the seven European countries sampled, travelers in Italy are most serious about green travel, with 82 percent claiming sustainable choices are important to their decisions, followed by Spain (78 percent), and Poland (77 percent).

Influences

Photo source: Accor

While trends in destinations and types of holiday experience are evolving, the perennial drivers of cost and convenience are still the most important factors influencing where people choose to go on holiday. Fifty-eight percent of respondents cited cost as an influential factor, followed by 38 percent citing the convenience of getting there.

Friends and family are the most trusted sources of advice, with 35 percent saying their recommendations influence their holiday plans.

One in six (16 percent) are influenced by destinations they have seen on TV programmes or movies.

Source: Accor

Based on a survey of 8,000 travellers from 7 European countries (Poland, Germany, Netherlands, Spain, France, Great Britain, Italy), Accor’s report aims to shine some light on how travellers across Europe are currently feeling about travel.

“As the European travel landscape continues to evolve, staying abreast of the latest trends and insights is essential for industry professionals seeking to capture demand and provide exceptional experiences for travellers,” said Patrick Mendes, CEO Premium, Midscale and Economy, Accor Europe & North Africa.