Greeks prioritize personal care during holidays, leading in beauty service bookings

Personal care has evolved from an occasional habit to an integral part of daily life and the travel experience for consumers. Greeks, in particular, are demonstrating an organized approach, scheduling beauty and wellness appointments well in advance of their summer vacations.

Data from Treatwell, Europe's largest online booking platform for beauty and wellness services, highlights Greece as the market with the most significant increase in bookings just before summer. Between May and June, Greece recorded a 13.75% rise in beauty service bookings, the highest among all European markets where Treatwell operates. This surge is largely attributed to consumers preparing for their summer holidays. Pedicure bookings increased by 12.7%, manicures by 11.3%, and hairdressing services like cuts, colors, and styling saw a 4.1% rise.

While summer is the peak season for personal care, it's not the only one. Similar activity is observed in the weeks leading up to Christmas and Valentine's Day, with increased demand for wellness and massage services. A notable finding is how Greeks organize their beauty appointments: the average time between booking and the appointment is nearly ten days, with about one in five bookings made more than two weeks in advance. This places Greece among the most organized markets on the Treatwell platform.

This contrasts sharply with British consumers. Although Greece is the fastest-growing beauty and wellness destination for UK travelers, with a 38% increase in bookings made in the country, nearly half of their bookings (47%) are made less than 24 hours before the appointment. This difference is particularly evident in the summer months, as Greeks typically plan their grooming routines before departing for vacation, while many Britons seek available appointments upon arrival.

Furthermore, nearly half of all bookings (47.8%) are made outside of business hours, underscoring the growing role of digital tools in consumers' daily lives. The ability to book online at any time of day facilitates this trend.