A clear trend toward more economical choices and expense reduction in summer holidays for Greeks is revealed in the new research by IELKA (Institute for Consumer Goods Retail Research). The study, conducted in May 2026 on a sample of 700 consumers from across the country, highlights how reduced disposable income and increased costs in transportation, accommodation, and dining are reshaping travel habits.
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According to the findings, the public appears divided: half of respondents (50%) are not planning to take vacations this year, a percentage slightly down from 2025 (52%). Conversely, the remaining 50% intends to travel. Of these, 34% will take more limited getaways, 14% will maintain last year’s levels, while only 2% will extend their vacation days. Regarding duration, the majority (42%) chooses getaways of 4 to 7 days, while 29% will be away for 8 to 14 days, setting the average at 11.4 days.
Budget vacations 2026: shift to rental rooms and mainland destinations
The need for budget control leads consumers to alternative forms of accommodation, avoiding more expensive solutions like all-inclusive hotels and cruises. Specifically, the majority turns to vacation homes –either owned (35%) or belonging to friends and relatives (18%)– while a significant 35% chooses rental rooms, showing an increase compared to last year. Conversely, only 14% will stay in hotels (10% without meals and 4% with full board), 8% chooses camping, while 9% will travel abroad.
The money-saving trend directly affects destination choices, with people preferring the mainland to avoid the high cost of ferry tickets. Thus, mainland Greece near the sea dominates with 57%, followed by islands with 38%, while mountainous mainland areas gather 11%.
Supermarket shopping and cooking: how consumers save money
Expense control extends significantly to the food sector, with 45% of respondents stating they will reduce their spending on purchases this year. Consumers limit restaurant visits, with 70% systematically visiting supermarkets or mini markets and 41% stating they cook frequently during their vacations. Additionally, 79% consistently choose neighborhood bakeries, while only 28% answers they never cook.
Despite economic pressure, a “hybrid” behavior emerges, as vacationers seek to combine economy with quality. More than half (62%) state they prefer buying local products, practically supporting the local economy. This is reflected in sales points, as during summer consumers choose for their food: bakeries (68%), large supermarket chains (66%), smaller chains (48%) and local mini markets (41%), boosting purchases in the destinations they visit.
