A clear trend toward saving money during this year’s Greek vacations is reflected in a survey by IELKA (Institute for Retail and Consumer Goods Research), driven primarily by reduced disposable income and increased costs for transportation, lodging, and food. The survey was conducted in May 2026, with a sample of 700 consumers from across Greece and covered a range of topics related to consumer and purchasing behavior during the summer vacation.
More specifically, half of the respondents (50%) do not plan to take a vacation in the summer of 2026, a fact that may reflect either financial pressures or other personal constraints—the corresponding percentage in 2025 was 52%. However, 50% intend to take a vacation, 34%—albeit a limited one—14% say they will travel as they do every year, and 2% plan to travel for more days. Of those planning a vacation, most (42%) expect to be away for 4 to 7 days, while 29% plan to be away for 8 to 14 days. The average vacation length for those who ultimately travel is 11.4 days, a figure that confirms the trend toward shorter getaways, similar to last year’s average of 11.3 days.
The majority of the public chooses vacation homes, whether their own (35%), those owned by others (18%), or rented accommodations. 35% choose to stay in rented rooms, a significant increase compared to the previous year, while only 14% choose to stay in hotels (10% without meals and 4% with full board), which indicates Greek households’ financial ability to take advantage of the available alternatives. 8% opt for camping, and 9% choose to travel abroad. In general, there is a tendency among the Greek public to opt for more economical vacation solutions in order to save money so they can take a trip, or to extend the duration of their trip. The more expensive options, such as all-inclusive hotels and cruises, account for extremely low percentages.
In terms of destinations, mainland Greece near coastal areas accounts for the majority (57%), followed by the islands (38%). The mountainous mainland is the choice for 11% of travelers, while 9% are considering vacations abroad. The findings indicate a clear shift toward domestic and more affordable destinations and a move away from ferry tickets.
Consumers appear to be opting for more economical solutions, with 41% stating that they often cook while on vacation and 70% regularly visiting supermarkets or convenience stores, likely in an effort to save money on dining out. At the same time, the 79% visits bakeries and bread shops. Only the 28% states that they never cook. Of particular significance is the fact that more than half (62%) state that they prefer to buy local products, supporting the local economy and likely seeking authentic yet affordable flavors. Overall, a picture emerges of a vacation experience focused on controlling expenses and promoting food self-sufficiency.
45% of the general public says it will reduce its spending on purchases this year. All reasons are ranked particularly high, with the increased cost of tickets being the most burdensome, dining slightly less so, and lodging costs even less so, most likely due to the options mentioned above for staying in vacation homes and guest rooms.
Finally, with regard to points of sale, 68% of respondents stated that they purchase food from bakeries and bread shops, while large (66%) and small (48%) supermarket chains also account for a high percentage. At the same time, it is noteworthy that 41% prefer mini-markets. In general, the local market appears to play a significant role in consumers’ choices during the summer, to a greater extent than in surveys conducted during the rest of the year. In a way, a hybrid consumer attitude is evident: on the one hand, vacations are planned with frugality and care; on the other hand, however, there remains a desire for fresh, high-quality local products and access to whatever is available in each region. Overall, a consumer profile emerges that supports local economies through food purchases made during vacations.
