European Travel Stalled: Greece and Turkey Lose Market Due to Seasonality

Europe’s travel sector has still not taken off, in the way that we had hoped: despite the introduction of the Green Pass and the easing of restrictions, the recovery of pre-COVID flows is still a long way away from our current reality. The increase in demand during the summer season did give a boost to European tourism; however, the boost was cancelled out by the Delta variant outbreak, leaving the European travel market stagnant. Over the last thirty days, demand for flights to Europe has remained largely static, varying by only 2.1% compared to the same period last year.

Half of the European countries recorded a negative or static variation: the worst performances were recorded in Greece, where searches decreased by 1.8 million (-17%); in Croatia, where searches decreased by -1.2 million (-39%); and Turkey where searches decreased by 628,000 (-7%).

 

GREECE AND TURKEY. Together with Spain and Italy, Greece and Turkey were the countries that contributed most to the recovery of European tourist demand. Greece was the forerunner in 2021 because of the government’s ambitious plans to relaunch the sector, organising tourist corridors in February and opening the borders to vaccinated tourists right away; with this plan, the country decided to take a risk to save a key sector of the country’s economy. Unfortunately, precisely because of this plan, the health situation in Greece worsened considerably in the middle of the summer season, resulting in it no longer being considered a safe destination for many European and non-European countries. As pictured in the following graph, searches for flights to Greece have plummeted and continue to decline steadily since the first weeks of July.

Turkey has also invested heavily in the recovery of tourism and, like Greece, decided to relax restrictions to entice travellers. For this reason, Turkey was also among the most desired destinations for tourists in April and demand was very high. Despite the worsening health situation in Turkey, the main cause of the collapse in demand was not COVID, but a series of devastating fires that destroyed Turkey’s most popular beach destinations. Turkish tourism is going through a very difficult period but, as you can see from the graph, since the beginning of September demand is starting to grow again.

 

To find out more about the upcoming travel demand in your city, please book a free demo to learn more about Lybra Assistant RMS’ Flight Module, which provides access to real-time data for your specific destination.

 

 

 

About Destination

Destination is a market intelligence project created by Lybra – developers of the most complete, machine learning, data-centric Revenue Management System (RMS) available on the market – to share real-time, region-specific statistics, information and trends in the world of tourism.

Every day, Lybra analyzes millions of datasets – data collected from thousands of hotels’ PMS and flight search data from a leading metasearch booking engine – to help hoteliers “look ahead to better understand the present;” in other words, Lybra helps hoteliers understand the upcoming demand for their destination and gives them the revenue management tools and actionable insights necessary, to maximize bookings and revenue.

The aim of Destination is to give hoteliers and DMOs a more expansive view of tourism news and trends in different regions around the world. Destination produces weekly Travel Demand Reports, which share tourism developments for a specific country/region and analyze how the region’s travel news has impacted tourist demand. Follow Destination on LinkedIn to gain access to the upcoming Travel Demand Reports, which are published every Tuesday.

 

Lybra Destination powered by Zucchetti Travel Data Lake

 

The Travel Data Lake of Zucchetti Group collects and manages millions of overnight searches every day, thanks to which it is possible to have a statistically relevant overview on tourists’ future demand and extrapolate valuable information about travelers’ profile. The system collects anonymously stay searches carried out by travellers through the CRS of the Zucchetti group, providing an accurate forecast of hotel demand (period, destination, duration of stay, etc.). Zucchetti is the largest Italian software house: with over 40 years of experience, in 2021 it has more than 700,000 customers, revenues of over 1.3 billion euros and a group of over 8,000 people. Thanks to its Hospitality division, which provides digital tools to over 50% of accommodation facilities in Italy, in 2020 Zucchetti developed the Travel Data Lake, the largest forecasting hub in Italy, with the aim of centralizing forecast data from the group’s Booking Engine. The data is processed by Destination, the market intelligence platform of Lybra Tech, a Zucchetti Group company specialising in technologies for tourism and data analysis. Lybra Destination is a multi-source dashboard that helps Decision Makers exploit the power of future data: it is the only tool that can manage all data available in the territory by simultaneously analyzing multiple sources. Leveraging the power of AI and machine learning, Lybra Destination helps tourist destinations guide decision making and monitor the impact of their promotional activities.

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