
Mykonos Greece
By Nabila Rahhal executive-magazine.com
As the weather heats up, the Lebanese people have turned their eyes to the upcoming summer season, earnestly planning their next grand escape. Whether potential travelers take matters in their own hands and book through an international or local online travel agency, or whether they consult with one of the many travel businesses in Lebanon, one thing is for sure: the busiest period for many of the country’s travel agents is upon us.
Summer Fun
With school children off for the summer, and employees’ productivity challenged by the long warm days, it is no wonder that around 60 percent of outbound tourism trips are scheduled between mid-June and mid-September, according to travel agencies interviewed for this article. “We cater to the holiday travelers, and the bulk of our work is in the summer – we don’t cater a lot to business travelers,” says Elie Nakhal, general manager of the travel agency Nakhal.
For many Lebanese, the summer getaway is the only vacation they take all year and is, therefore, perceived as a reward for their hard work, according to Charbel Kahaleh, head of marketing and communications at Kurban Travel.
Travelers take many factors into careful consideration when planning for that all-important holiday, the most important being proximity, ease of access, price and activities at the destination, according to those interviewed by Executive.
Bringing the world closer
When traveling for a short getaway (the average summer trip is for up to seven days according to those interviewed for the article) it is very important not to squander precious time in airports waiting for connecting flights.
Indeed, ease of access to a destination through a direct flight is a strong indicator of the location’s popularity among summer leisure travelers. While certain locales may be attractive in their own right, a lack of direct flights can affect their success. “Past experience has shown us that good flight connectivity and easy access can significantly increase the destination awareness to the leisure travelers. The uncomfortable flight connection from Beirut to Thessaloniki is not an ally in our effort to showcase our luxury resort group, and the unique destination of northern Greece and Halkidiki to the Lebanese travelers,” explains Periklis Gompakis, senior market development manager at Sani Resort, adding that they counteract that issue by putting in extra effort into marketing Halkidiki to the Middle Eastern market through industry fairs, press trips and joint activities with their travel partners in the region.