Latest research data reveals a surge in American travel intentions, presenting a once-in-a-lifetime opportunity for Greek hoteliers. If there ever was a time to act, it’s now. Dive in to discover why.

Recent data from CEIC Data paints a promising picture for the hospitality industry. The U.S. Consumer Confidence Index for vacations intended within the next six months to foreign countries has risen to 29.4% in August 2023, marking a jump from 24% in June 2023. Additionally, a Reuters report showcases that 21.8% of Americans are planning foreign vacations in the next half-year, a significant increase from the 17.7% registered in June.

Economic concerns haven’t dampened the American spirit to travel. A robust 45.9% of Americans already have vacation plans, marking one of the highest figures since the pandemic’s onset. Moreover, 24% are gearing up for air travel in the upcoming months.

Greece, with its rich tapestry of history, culture, and natural beauty, stands as a beacon for American tourists. The diverse offerings of Greece, from the tranquil beaches to the ancient ruins, make it a top-tier choice for the U.S. market.

Act now. Seize the Opportunity

In today’s digital age, merely having a presence isn’t enough; what’s important is to be seen by the right people at the right time. For Greek hoteliers, this means leveraging the power of digital hospitality marketing to tap into the burgeoning American travel market.

• The Power of Performance Marketing Campaigns: Digital marketing campaigns, especially those on platforms like Google Ads and Meta Ads, offer precision targeting. However, to harness their full potential, hoteliers need an agency partner experienced in hospitality advertising strategies. Such partners bring expertise in crafting campaigns that resonate with the American audience, ensuring higher visibility and engagement.
• Persona-Centric Creative Approach: Every traveller is unique, and so should be your marketing message. It’s crucial to design creative materials tailored to the right persona, ensuring that the message strikes a chord. Whether it’s the solo traveller seeking adventure or the family looking for a relaxing getaway, the message should resonate.
• Tactical Media Spend Allocation: The U.S. is vast, and not every region or city will have the same propensity to travel to Greece. It’s essential to allocate the media budget tactically, focusing on specific regions or cities with higher potential, ensuring optimal use of resources.
• Leveraging YouTube Advertising: The five stages of travel—Dreaming, Planning, Booking, Experiencing, and Sharing—are crucial touchpoints. Particularly, during the Dreaming and Planning phases, travellers seek inspiration. YouTube Advertising can play a pivotal role here, offering visually rich content that can inspire and inform potential travellers.
• Clear Offerings and Rates: A traveller’s journey often culminates on the hotel’s website. It’s imperative that hoteliers maintain clarity in their offerings and rates, ensuring that potential guests have all the information they need to make an informed decision.
• Competitive Pricing Strategy: Keeping prices on par or even lower than Online Travel Agencies (OTAs) can significantly boost direct bookings. In fact, offering rates lower than OTAs can lead to a 10%-20% increase in conversion rates from the website.
• Vigilance Against OTAs: OTAs, in their bid to secure bookings, often employ tactics that can undercut direct bookings. Programs like Booking.com’s Genius or their pay-by-booking discounts are classic examples. Hoteliers must continuously monitor OTA prices to ensure rate parity and protect their direct booking revenue.
• Cost Efficiency and Revenue Maximization: Achieving bookings from performance hotel marketing campaigns at a COS (Cost of Sale) lower than 12% ensures more net revenue for hoteliers. It’s not just about driving bookings but doing so efficiently, ensuring the highest return on investment.

By embracing these digital hotel marketing strategies and maintaining vigilance against rate undercutting by OTAs, Greek hoteliers can effectively tap into the American market, ensuring an early stream of guests and revenue.

The current landscape presents a golden opportunity for Greek hoteliers. With the right strategies and a data-driven approach, the potential for unparalleled success is within reach. The clock is ticking, and the opportunity won’t last forever. Now is the moment to act!