Contrary to the general improvement in the ratings of Greek hotels, value for money moved during the winter period 2025 - 2026.
The change may be marginal, just 0.1 percentage point, however the so-called value for money is the only one of the main indicators that declined compared to the corresponding previous period.
The picture becomes more interesting in the case of Athens, which gathers a score of 82% in terms of value for money, lower than that of Istanbul, Thessaloniki, Smyrna, Rome and Bologna, while it is at the same level as Barcelona and higher than Marseille.
According to the study by the Institute of the Association of Greek Tourism Enterprises (INSETE) “Assessment of Hotel Customer Satisfaction in Greece and in competing countries”, which concerns the period from 1 November 2025 to 31 March 2026 and is based on ReviewPro data, value for money in Greek hotels stood at 85.3%, compared to 85.4% in the corresponding previous period.
This marginal decline differs from the course of the other indicators. Cleanliness rose to 90.9% from 90.6%, service to 90.2% from 89.1%, location to 89.5% from 89.1% and food-beverage to 85.3% from 84.9%.
The greatest improvement was recorded by the indicator concerning room ratings, which increased by 2.2 percentage points, to 86.7% from 84.5%.
Athens and the competition
In the comparison of cities, Athens with 82% in value for money is behind Istanbul with 90%, Thessaloniki and Smyrna with 86%, Rome at 85% and Bologna at 83%. Barcelona also records 82% and in last place is Marseille with 76%.
As regards room ratings, Athens also stands at 82%, compared to 90% for Istanbul, 87% for Thessaloniki, 86% for Rome and Barcelona, 85% for Bologna and Smyrna and 79% for Marseille.
The differences are smaller in terms of the overall General Satisfaction Index (GRI). Athens records 85%, compared to 87% for Istanbul and 86% for Rome and Barcelona. Bologna is also rated at 85%, while Thessaloniki stands at 84% and Smyrna and Marseille at 83%.
The picture in Greece
At country level, however, the overall rating improved. The General Satisfaction Index (GRI) of Greek hotels stood at 87.3%, from 87.1% in the corresponding winter period 2024 - 2025.
Despite the rise, Greece did not take first place this time among the competing countries examined. Cyprus moved to the top and maintained its lead over Greece in each of the five months of the period under review.
By region
In mainland Greece, the highest overall satisfaction is shown by Epirus with a GRI of 93%, followed by Western Macedonia with 90% and Thessaly with 89%. Attica stands at 87%.
In value for money, among the regions for which data are presented, Thessaly leads with 94%, followed by Eastern Macedonia and Thrace with 91% and Western Greece with 89%. In last place is Attica with 84%, while for Western Macedonia there are no available data for this specific indicator.
It is noted that the survey concerns Greece, Turkey, Italy, France, Spain and Cyprus.