The Regional Manager for Italy, Greece, Malta and Israel at Booking.com, said Greece is maintaining its momentum, supported by steady demand from key source markets such as Germany, France and Poland.

In 2026, travel becomes a form of self-expression. Two-thirds of people no longer need a reason to pack a bag—every trip can celebrate a promotion, a breakup, or simply a new hairstyle.

Booking.com’s infringement of EU competition law through price parity clauses has triggered a collective compensation claim by hotels across Europe.