Tourism: 2026 performance in line with 2025; boosted by stronger Asian demand

As pointed out by Loguers Managing Director, Markos Georgiou, the traditional model of separation between digital and physical sales channels is gradually being abolished, with the market being driven towards a single sales ecosystem.

“The biggest 2026 trend is the integration of online and offline sales. Traditional travel agencies are now moving to the online environment, while large tour operators are leveraging technology, connecting directly with hotels and operating with dynamic prices and dynamic packages,” he noted.

In terms of demand, according to the same estimates, Greek tourism seems to be moving at similar levels to last year, while this year the mild price reduction that was recorded last year in mature, high-demand destinations, such as Mykonos and Santorini, continues, without any significant differentiation currently apparent, data that emerges mainly through sales channels.

At the same time, the dynamics of the Asian market are strengthening, which is emerging as one of the main growing “players” for the coming years, with companies in the sector already turning part of their strategy in this direction.

Development of the external sales management model

In the context of a press conference, the management of the Loguers company presented its course and business model, which is based on the management of sales and marketing of hotel units as an external partner.

As Georgiou explained, the philosophy of the model is simple: “instead of a hotel maintaining an internal sales department, it can assign the entire sales strategy, pricing, offers, channel management and marketing to a specialized external partner, with the aim of maximizing revenue and occupancy.”

“The reason for the existence of a company like ours is clear: to help hotels increase their revenue. “We don’t go there to change what already works. We analyze what works, build on it, and work purposefully to achieve the maximum result,” he noted.

According to him, the company is among the most dynamic sales and marketing management providers in the hospitality industry, managing a portfolio of more than 140 hotel accommodations in over 25 tourist destinations in Greece and abroad.

Based on the data presented, the company’s sales exceeded 70 million euros in 2025, while the main goal remains to increase net room revenue and strengthen direct bookings.

In terms of collaboration results, the majority of collaborating hotels, especially in units with strong tour operating activity, record an average revenue increase of 25%-30% in the first three years of cooperation. At the same time, in several cases online sales reach 70%-80% of total revenue.