March 20, 2025

Paros: An In-depth Destination Analysis

A data-driven look at Paros’ tourism trends, demand growth, and the factors that make it a growing force in Greek hospitality.

 

Naousa, Paros

Executive Summary

This report presents an in-depth analysis of tourism trends in Paros, Greece, examining search volume, booking behaviors, demand trends, and digital advertising performance. Our data-driven approach leverages insights from Google searches, booking engine data, and advertising metrics to provide a comprehensive view of the tourism landscape. Key findings include:

  • Total demand for 2024 increased by 5.7% per hotel, despite a more gradual search trend compared to 2023.
  • Peak season demand in 2024 surpassed 2023, but off-season interest declined, indicating a shift in visitor behavior.
  • The U.S. market grew by 15.4%, while demand from Turkey surged by nearly 40 times compared to the previous year.
  • Couples dominate bookings, accounting for 52.6% of all visitors in 2024, followed by families (20.5%) and groups (18.1%).
  • Paros hotels maintain high guest satisfaction, particularly in staff service, location, and cleanliness, though value for money and facilities scored lower.
  • Digital ad competition followed seasonal demand, with early-year campaigns yielding the highest conversion rates.

These insights offer valuable opportunities for tourism stakeholders to optimize their marketing strategies, pricing, and guest experience. 

 

Data Sources and Methodology

To conduct this analysis, we utilized data from four key sources:

  • Search Engine Data: 243,400 Google queries were analyzed revealing overall interest in Paros as a destination, including year-over-year comparisons.
  • Booking Engine Data: Demand and booking trends for over 259 hotels in Paros, segmented by country, request date, and check-in date. On average, 1-5% of search volume translates to actual reservations. This grows inversely proportionally.
  • Reviews: Nearly 50,000 reviews were analyzed – 24,553 reviews from 251 hotels for 2023 and 24,296 reviews from 273 hotels for 2024.
  • CPC (Cost-Per-Click): Advertising cost and competition trends for Paros keywords.

The analysis covers the period from January 2023 to December 2024, offering insights into evolving booking behaviors and visitor preferences.

Google searches for Paros 2023 vs 2024

What immediately stands out when we examine the graph of monthly Google Searches in 2024 compared to 2023 is that changes in search volume in 2024 were more gradual compared to 2023. This is highlighted by the gradual increase in demand from January to April where changes in demand are minimal. From April onward, the seasonal demand kicks in and the increase is more noticeable. 

While off-season interest was lower in 2024, peak-season demand exceeded 2023, reinforcing Paros’ reputation as a highly seasonal destination, with a total search volume in 2023 at 121,980 queries and 121,420 in 2024. This means that visitors were searching about Paros more intensely during the seasonal months and avoided the non-seasonal months compared to 2023. 

 

​The surge in Google searches for Paros in 2024 can also be attributed to the island’s prominent feature in the Netflix series “One Day,” which premiered in February 2024. This phenomenon, known as “set-jetting”, involves travelers visiting destinations showcased in popular films and TV shows. The picturesque portrayal of Paros in the series captivated viewers worldwide, leading to increased interest and subsequent bookings.

 

Accommodation Demand and Request Analysis

Having this general overview of Google searches, we then dove deeper into the data of booking engines to get the full picture of Paros’ hospitality landscape.

 

Which month was the “hottest” for Paros?

As is the norm in Greece, August was the most in-demand month for visitors to Paros, both in 2023 and 2024, according to the line graph below, which shows the amount of bookings made each month. For many, these are the most common dates when they are able to take time off work, and, thus, it comes as no surprise that this is the most preferred period to book their holiday in Paros.

But, when did the visitors start searching for accommodation?

 

Analyzing booking engine data reveals a clear shift toward last-minute bookings in 2024 with demand remaining consistent throughout the high season and peaking in July. Request dates, i.e. when potential guests were actively searching for accommodation in Paros, also showed lower early-year interest compared to 2023. 

Something that we noticed both years, is that requests demand nosedives after the high season ends in August and starts timidly picking up in December. 

 

This pattern aligns with changing traveler behaviors, where many tourists secure reservations closer to their travel dates rather than booking months in advance. This graph also corroborates our observations in the previous section, regarding the destination Google search behaviours, which are obviously reflected in the search for accommodation for those who moved to the next step in the customer journey – from simple interest in the destination to actually looking for potential dates to stay at it.

The top players in Paros

Having analyzed the destination and hospitality landscape, it is worth seeing who the top players are in Paros.

For 2024, the top 10 hotels, according to our PRSI, were:

  1. Parian Boutique Hotel
  2. Cove Paros
  3. Cosme, A Luxury Collection Resort, Paros
  4. Yria Island Boutique Hotel & Spa
  5. Paros Bay
  6. Parocks Luxury Hotel & Spa
  7. Paros Agnanti Resort & Spa
  8. Mr And Mrs White Paros
  9. Saint Andrea Seaside Resort – Adults Only
  10. Parilio, A Member Of Design Hotels


The top hospitality players in Paros demonstrate a clear hierarchy in market dominance, with Parian Boutique Hotel standing out significantly, capturing 29.9% of the total market—nearly three times the share of the second-ranking Cove Paros (10.2%). A key factor in Parian Boutique Hotel’s success could be its strategic combination of affordability and prime location. As a 4-star property, it offers a more accessible price point compared to the island’s high-end luxury resorts, making it an attractive choice for travelers seeking a balance between quality and cost. Additionally, its location in Naoussa, the island’s capital, gives it an advantage, as Naoussa is one of the most vibrant and sought-after areas in Paros.

© C. Drazos, Parian Boutique Hotel
© Cove Paros

Following Parian Boutique, Cosme, A Luxury Collection Resort (9.4%), and Yria Island Boutique Hotel & Spa (8.7%) maintain strong positions within the luxury segment, catering to high-end travelers. Paros Bay (7.7%), Parocks Luxury Hotel & Spa (7.5%), and Paros Agnanti Resort & Spa (7.4%) hold relatively even shares, highlighting a competitive landscape among premium properties.

A key insight from the monthly performance trends is that most hotels experienced a gradual increase in demand leading up to peak season, followed by a sharp drop afterward, highlighting the strong seasonality of Paros. The consistency in rankings emphasizes the critical role of branding, strategic marketing, and exceptional guest experiences in maintaining a competitive edge.

However, many top hotels miss opportunities in their digital presence, with inconsistent social media activity or underutilized content strategies that could better communicate their luxury appeal. In a rapidly evolving market, hotels must invest in a strong, year-round brand identity and a refined 360° marketing strategy—including high-end content production and a well-curated digital presence—to enhance perceived value, drive direct bookings, and secure their position at the top of this competitive landscape.

Competition Analysis

Property Count comparison 2023 vs 2024

An interesting fact in our analysis is that the competition (number of hotels in the market of Paros) has increased by a small margin meaning that properties now have to compete more to attract bookings, making strong branding and strategic positioning more important than ever.

Competition Examination in terms of Digital Advertisement

Our analysis of digital advertising competition in Paros focuses on Google Ads data from 2024, as we lack direct comparison data from 2023, but some important trends were observed.

Bid high and low in terms of CPC (Cost per Click) follow the typical pattern of demand in most destinations, as it is more closely related to request date and Google searches rather than demand date.

The Conversion Rate

The conversion rate closely follows the low bid trend, meaning that when marketing efforts decrease, website visits also drop—resulting in fewer conversions. Notably, the conversion rate spikes in February, indicating that the beginning of the year is the most effective time for advertising. This is when demand starts to build, and conversion rates are at their highest. A high conversion rate suggests that a larger proportion of visitors are booking, but it does not necessarily mean a higher overall number of bookings.

Interestingly, both conversion rates and competition are at their lowest during the high season, despite peak demand. This happens because, while more people are searching, the data includes a lot of noise—people browsing without the intent to book, researching general information, or checking details about a property they have already reserved. This highlights the importance of targeted advertising at the right time to maximize booking potential.

Who travels to Paros?

Couples are the dominant guest type in Paros, accounting for an impressive 52.6% of total demand. Families follow at 20.5%, while groups make up 18.1%, closely trailing in third place. Solo travelers represent the remaining 9% of visitors.

The following graph clearly shows that couples overwhelmingly prefer the peak summer months, with June, August, and September experiencing the highest counts. This aligns with Paros’ reputation as a romantic getaway, attracting trend-driven and social-media-influenced travelers during the busiest season.

Families and groups also follow a similar seasonal pattern, with demand rising in June, peaking in July and August, and declining sharply afterward. This suggests that family vacations and group travel are closely tied to school holidays and coordinated summer breaks, making early summer a crucial period for targeting these segments.

Solo travelers, while fewer in number, show a steadier presence throughout the year, with a slight increase in June and mostly September. Their less pronounced seasonal variation could indicate more flexibility in travel plans, possibly tied to remote work, off-peak pricing, or personal leisure trips.

These insights reinforce the strong seasonality of Paros, emphasizing the importance of tailored marketing efforts that cater to each guest type’s booking behavior and preferred travel period. 

 

Where do the visitors to Paros come from? 

Finally, it is worth taking a look at the top markets distribution for the destination of Paros. 

The overall demand per hotel in Paros increased by 5.7% in 2024, despite a slight increase in the number of properties in the market. This means that, on average, hoteliers experienced higher demand, although individual results varied depending on competition and market positioning.

The Greek market, which remains the dominant source of visitors, saw a slight decline (-3.5%) in 2024 compared to 2023. This could suggest that Greek travelers are increasingly opting for alternative accommodations such as Airbnbs or rentals or are choosing different destinations altogether.

 

RankCountry

2024 Demand (%)

2023 Demand (%)

Trend (%)
0Total

105.73

100

5.73

1Greece

23.57

24.43

-3.52

2United States of America

23.28

20.17

15.43

3United Kingdom

10.64

12.34

-13.75

4France

10.47

11.73

-10.78

5Italy

9.53

9.56

-0.23

6Turkey

9.41

0.23

3888.73

7Germany

5.79

7.08

-18.19

8Australia

5.04

5.87

-14.15

9Canada

4.12

4.02

2.5

10Switzerland

3.82

4.52

-15.39

One of the most remarkable shifts is the surge in demand from Turkey, which was not even in the top 20 markets in 2023 but has now jumped to the 6th position with an astonishing 40x increase. This rapid growth highlights a newly emerging market that hotels in Paros should closely monitor and potentially target with tailored marketing strategies. 

Meanwhile, demand from European markets has seen a decrease, with the UK (-13.7%), France (-10.7%), Germany (-18.1%), Switzerland (-15.3%), and Australia (-14.1%) all recording declines. 

On the other hand, demand from North America has risen, with the U.S. market growing by 15.4% and Canada seeing a smaller but still notable increase of 2.5%. This aligns with broader industry trends showing that long-haul travelers from North America are increasingly drawn to Greece’s islands, particularly for their peak-season appeal.

 

Understanding the Impact of Increased Competition

Since these percentages are calculated per property, it’s important to note that even markets showing a small decline, like Italy (-0.2%), may still have grown in absolute numbers. A 0% change in demand per hotel actually means that total demand increased just enough to offset the rise in property count. In other words, the market as a whole expanded, but competition among hotels has intensified.

Destination Quality Review from Guest Reviews

A new addition to our research is the Destination Quality Analysis that resulted from the analysis of nearly 50,000 real guest reviews on booking platforms.

Metric

Min

Max

Average

Staff

9.41

9.47

9.44

Location

9.12

9.22

9.18

Comfort

9.08

9.21

9.15

Cleanliness

9.08

9.18

9.15

Value for Money

8.73

8.87

8.8

Facilities

8.68

8.85

8.78

WiFi

8.57

8.74

8.67

Guest reviews highlight staff, location, and cleanliness as the top-rated aspects of hotels in Paros, reflecting strong service quality and convenience for visitors. A well-trained, attentive staff plays a crucial role in enhancing the guest experience, making travelers feel valued and respected, rather than just customers. Additionally, a prime location reduces overall travel costs and provides easy access to attractions, both of which are key factors when choosing a hotel. 

On the other hand, WiFi, facilities, and value for money received the lowest ratings, suggesting areas for improvement. While value for money still holds a respectable score (8.73/10), some guests feel that the pricing does not align with the services offered. A slight pricing adjustment or enhanced amenities could improve this perception. Additionally, WiFi issues are often linked to facility limitations, which may be beyond a hotel’s direct control but still impact guest satisfaction.

Ensuring consistent quality across all facilities, from advertised amenities to actual guest experiences, is crucial. Guests expect a seamless and cohesive stay, where all aspects—from comfort to accessibility—meet the standards set by the hotel’s brand. Investing in service enhancements and maintenance not only improves ratings but also increases repeat bookings, which are more cost-effective than acquiring new customers.

Conclusion

Paros continues to strengthen its position as a leading Greek island destination, with rising demand and a more competitive hospitality market. While overall demand per hotel has grown by 5.7%, increased competition highlights the need for strong branding, strategic pricing, and an enhanced guest experience.

Shifting market trends—a surge in demand from Turkey and North America, alongside declines from key European countries—create new opportunities for targeted marketing. Guest reviews highlight staff, location, and cleanliness as strengths, but value for money, facilities, and WiFi remain areas for improvement. Ensuring that advertising and social media accurately reflect the guest experience is key to maintaining trust and driving bookings.

As the market matures and consolidates, hotels must invest in a compelling brand identity, high-quality content, and a 360° marketing strategy. By adapting to evolving trends and leveraging digital tools, Paros can continue to thrive as a top-tier destination in Greece’s competitive tourism landscape.

 

 

References

Euronews. "One Day: How a Netflix Series Has Boosted Bookings on the Greek Island of Paros." Euronews, 28 Feb. 2024, https://www.euronews.com/travel/2024/02/28/one-day-how-a-netflix-series-has-boosted-bookings-on-the-greek-island-of-paros.