For years, we searched for our holidays on Google, travel websites and Instagram. Today, artificial intelligence is becoming an increasingly important part of the process, helping us find a destination that genuinely matches what we are looking for.
From “Where should I go?” to “Which destination is affordable, quiet and doesn’t require a car?”, tools such as ChatGPT and Gemini can tailor suggestions to our budget, trip length, travel companions and the kind of holiday we have in mind.
AI Becomes Part of Travel Planning
According to a Booking.com survey, 40% of travellers in Greece have already used an AI tool for their trip, compared with 50% globally.
AI is no longer limited to finding a hotel. Travellers are using it to discover activities, attractions, restaurants and experiences, as well as to compare options and organise their trips.
The question is changing. We are no longer simply looking for “the best Greek island”, but for the right destination for us.
AI Is Changing the Way We Discover Greece
Data for 2026 shows that cost has become an increasingly important factor in the travel choices of Greeks.
An IELKA survey found that around one in two Greeks plans to take a holiday, with travellers increasingly looking for more affordable options. At the same time, coastal destinations on mainland Greece are proving more popular than the islands.
Specifically, 57% prefer coastal destinations on mainland Greece, compared with 38% who choose Greek islands. The rising cost of ferry travel is one of the factors contributing to this shift.
From “Where Is Beautiful?” to “Where Is Right for Me?”
This may be one of the biggest changes AI is bringing to the way we discover Greece.
A couple might search for a quiet seaside escape, a family for a destination with accessible beaches and activities for children, while a group of friends might look for a combination of beaches, good food and nightlife.
And when travellers ask for something more specific — a smaller island, fewer crowds, better value for money or a destination that can be explored without a car — AI can take them beyond the traditional choices.
Mainland Greece Is Gaining Ground
The data for 2026 shows that cost is playing an increasingly important role in travel decisions, while mainland Greece is also gaining ground compared with the islands.
The IELKA survey found that around one in two Greeks plans to take a holiday, with travellers increasingly looking for more affordable options. Specifically, 57% prefer coastal destinations on mainland Greece, compared with 38% who choose Greek islands. The rising cost of ferry travel is one of the factors behind this shift.
Destinations such as the Peloponnese, Evia, Pelion and Halkidiki offer an appealing option for travellers looking for beaches, nature, good food and easy access, without necessarily needing to take a ferry.
The trend suggests that the Greek summer is no longer synonymous with “island holidays”. Travellers are increasingly looking for the destination that best matches their needs, budget and preferred way of travelling.
Beyond the Usual Choices
The shift towards more accessible and affordable destinations is also visible in the search behaviour of Greek travellers.
Booking.com data for the 2026 May Day holiday period showed particularly strong growth for destinations such as Nafplio (+84%) and Volos (+53%). Interest also increased significantly in Nafpaktos (+137%), Monemvasia (+88%) and Kalamata (+46%), while Corfu recorded a 59% rise in searches.
These figures relate specifically to searches for the 30 April–3 May holiday period rather than the entire summer season, but they point to a broader appetite for destinations that combine easy access, local character and authentic experiences.
For travellers looking beyond the classic island escape, places such as Nafplio, Volos, Nafpaktos, Monemvasia and Kalamata offer exactly that combination — and increasingly, they are finding their way onto the holiday shortlist.
A New Era of Choosing Where to Go
AI is not deciding where we will go on holiday for us. But it is helping us turn a general idea into a more specific search.
And perhaps that is the most interesting thing about the Greek summer of 2026:
There is no longer one single “ideal” destination. There is an ideal destination for everyone.
