Grecian earner

Greece is once again at the top of the summer holiday wishlist as Brits increasingly want to return to a familiar destination, according to leading tour operators.

The latest Holiday Monitor report from Thomas Cook says: “As people put a holiday abroad at the top of their shopping list, it appears to be the stalwart favourites, like Greece, which are in high demand this year. Our customers are moving back to tried and tested destinations, whether they want an authentic Greek experience or value for money all-inclusive hotels with great facilities but still in a beautiful location.”

Among the most popular destinations are Crete, laid-back Kefalonia, with more traditional hotels and tavernas, and Santorini for highly fashionable resorts.

The Association of British Travel Agents (ABTA) confirms strong early demand for Greece again, with bookings around 10-15 per cent up on this time last year. An ABTA spokesman says: “UK bookings to Greece were hit hard in 2010 as sterling fell in value against the Euro, with good value resorts in North Africa benefiting from this fall in business.

“However, once sterling rallied last year, we saw a shift back to the 
eurozone. January is traditionally the busiest single month for summer bookings and early indicators suggest Greece is seeing booking levels not seen since 2009.”

Budget airlines are also widening the options: easyJet twice-weekly flights to Mykonos in the Aegean start on April 26, with single fares from as little as £34.66.

Sophie Cann, head of product for Greece at lowcostholidays.com, says: “Greece is selling really well for summer 2013 – due, I think, to a combination of more low-cost airlines increasing flights to popular islands like Corfu and Crete, a great choice of hotels and a great value offering throughout the summer.”

Lowcostholidays.com offers seven nights’ all-inclusive at three-star Fereniki Holiday Resort & Spa, Crete, from £258, ex-East Midlands. In June, seven nights’ half-board at five-star Corfu Holiday Palace costs £317, ex-Manchester.

However, ABTA warns any Greek revival will be stymied if prices soar again. Noel Josephides at Sunvil Holidays, a specialist operator to the region, says: “There is certainly pent-up demand for Greece from people who dared not to visit last summer.

“The Greeks have cut prices significantly on hotels and self-
catering accommodation. But it is important to book these through tour operators, who have bought the relevant currency in advance. At a time when the pound is devaluing significantly, travellers could place themselves at significant risk by contacting hotels direct. They could be clobbered by some very stiff pricing.”

Josephides says visitors to Greece who book a flight and fix accommodation when they get there could also be hit by the cost of flights. In the peak season, he predicts, some ex-UK flights could cost £500-plus.