With a well-deserved reputation for sun-drenched beaches, vibrant nightlife, and picturesque scenery, the Greek island of Mykonos has been a top holiday destination for decades. While the island still attracts more than 1.5 million visitors every year, with 1.2 million more arriving on cruise ships, demand and bookings declined in 2024.
To learn more about travel to and within Mykonos, we surveyed 86,211 people in the US for 12 months ending 2 December 2024. Our data sheds light on how individuals heard about the island, their reasons for visiting, who they travelled with, and what activities they enjoyed while on vacation.
Index
- 48.2% of respondents first heard about Mykonos from influencers
- Vibrant nightlife attracted 32.9% of respondents to Mykonos
- Five-star hotels the most popular accommodation with 38.6% of respondents
- 32.4% of respondents prioritized shopping at luxury stores in Mykonos
- 51.3% of respondents said social media influencers motivated their choice of travel companions
- Almost 60% of respondents agree Santorini is the most similar
- Majority of respondents were over 65
- Female respondents make up 60.4% of Mykonos luxury travelers
- 72.1% of respondents live in the Pacific region of the US
- 71.1% of respondents earn between $200,000 and $500,000
- About the Data
How Did You First Hear About Mykonos As A Travel Destination?
48.2% of respondents first heard about Mykonos from influencers
Travelers to Mykonos heard about the island from various sources. Our graph reveals what first piqued their interest in this popular destination.
Our survey found that 48.2% of respondents first heard about Mykonos from social media influencers. This aligns with the 75% of Americans who said that social media inspired them to travel to specific destinations in 2023.
As for the rest of those we surveyed, 28.5% first heard about Mykonos in online travel forums, and 8.4% heard about the island by word of mouth. Luxury travel magazines inspired 6% of respondents to travel to Mykonos, while exclusive travel events were where 5.3% of respondents heard about the island as a travel destination.
1.8% were informed by destination marketing campaigns, 0.9% heard about it from friends and family, 0.4% were informed by travel blogs, and 0.2% travelled to Mykonos after hearing about it from high-end travel agencies. Interestingly, despite social media influencers garnering the highest engagement levels, only 0.1% said that celebrity endorsements encouraged them to visit the island.
What Motivated Your Decision To Travel To Mykonos?
Vibrant nightlife attracted 32.9% of respondents to Mykonos
While the party scene may attract the most visitors, our data shows this isn’t the only reason people travel to Mykonos.
The island’s reputation as a party capital continues to be a major drawcard for visitors, and its vibrant nightlife is the reason why 32.9% of respondents travelled there. That said, the rest of those we surveyed had other reasons for visiting Mykonos.
23.4% of respondents travelled to take advantage of the yachting opportunities. The island’s yachting season lasts from early May until late October and is known for calm seas and consistent winds. 22.1% said they travelled to the island to shop at high-end boutiques and lively markets. Cultural experiences motivated 9.4% of travelers, 5.9% visited the island for the fine dining available, 4.4% said that Mykonos’ scenic views inspired them to visit, and 1.9% of respondents traveled to the island to attend exclusive events.
These findings largely align with a 2024 survey that found that the top motivations for travel among Americans included experiencing beautiful surroundings (37%), focusing on well-being or relaxation (33%), having family-friendly experiences (30%), trying different cuisines (22%), having an adventure (21%), and leisure or recreational activities (17%).
What Type Of Accommodation Did You Choose In Mykonos?
Five-star hotels the most popular accommodation with 38.6% of respondents
From luxurious hotels to villas, we delve into what our data reveals about the most popular types of accommodation on Mykonos.
Mykonos has been synonymous with laid-back luxury since the 1960s and 70s, so it’s not surprising 38.6% of those we surveyed stayed at the island’s five-star hotels. With 28.8% of respondents staying at all-inclusive resorts, these were the next most popular type of accommodation, followed by boutique hotels, where 20% of respondents stayed while on the island. 12.7% of respondents chose a far more exclusive option by staying at one of Mykonos’ famed luxury villas.
Only 33 square miles (85 square km) in size, Mykonos boasts at least 73 five-star hotels offering a collective 7,500 beds. This is an impressive figure on an island with a population of less than 11,000. Of these hotels, 27 opened after the pandemic. While short-term rental luxury villas are not included in this figure, they increase the size of the high-end accommodation market.
What Activities Did You Most Prioritize During Your Mykonos Trip?
32.4% of respondents prioritized shopping at luxury stores in Mykonos
People travel to the legendary birthplace of Aphrodite and Hermes for reasons ranging from luxury shopping to yacht rentals. Discover what our respondents prioritized during their stay in Mykonos.
Mykonos’ long-standing reputation as a first-class travel destination competes with its reputation as the Greek Ibiza. Of those we surveyed, 32.4% made luxury shopping their priority, and they would not have been disappointed. Dior, Gucci, Louboutin, Off-White, Oscar de la Renta, and other high-end brands boutiques offering serious retail therapy.
The priority of 23% of respondents, cultural experiences were the next most popular activity. From religious festivals that last for days and events such as the Art Festival and the Harvest Festival to museums, historical sites, traditional dance performances and taverns offering time-honored hospitality, the island has plenty to offer.
14% of respondents prioritized partying the days and nights away in the island’s many vibrant beach clubs. The exclusivity and convenience offered by private tours of Mykonos prompted 13% of respondents to make these their preferred activity during their stay.
2% of respondents focused on the island’s fine dining offerings, while 1.9% travelled to the island to soak up the creativity showcased in first-class art galleries. 0.8% of those surveyed visited Mykonos for yacht rentals, offering them a different perspective of the island, unparalleled privacy, and opportunities to explore.
These, other activities on offer in Mykonos, and the luxury accommodation options we mentioned above are part of the reason why Greece’s travel and tourism market is worth approximately $2,510.00 million and is projected to grow at a 3.61% CAGR to reach US$2,997.00 million by 2029. Valued at $767.8 million in 2020, the country’s luxury travel market is expected to grow at an 11.5% CAGR to reach $2,736.7 million by 2030.
What Influenced Your Choice Of Mykonos Travel Companions?
51.3% of respondents said social media influencers motivated their choice of travel companions
Our data revealed how those we surveyed chose their travel companions when visiting the island.
Once again, social media influencers take the top spot in helping travelers make decisions. For 51.3% of those surveyed, influencers guided their choice of who to take on vacation. 26.6% said their family members influenced their choice of travel companion, while 11% said their choices were motivated by friends. 8.2% made travel companion decisions based on recommendations by travel bloggers, and 2.8% said business associates influenced who they decided to travel with.
While 34% of Americans who planned to travel internationally in 2024 said they would do it solo, the majority of travelers appreciate a companion. There’s a lot to consider when choosing a travel companion, especially when it comes to personal traits. A recent survey found that 51% of Americans think that a compatible travel style is the most important trait, while 16% said that flexibility was the most critical and 9% said that a sense of humor was the best traveler trait.
When it comes to who people in the US actually travel with, a survey found that 56% regularly travel with family, while 17% travel with friends and another 17% travel with their romantic partner.
What Other Overseas Luxury Destinations Are Most Similar To Mykonos?
Almost 60% of respondents agree Santorini is the most similar
In the graph below, we can see which destinations our respondents thought were most similar to Mykonos.
Mykonos is utterly unique, but it’s far from the only exquisite location offering a luxury travel experience of sand, sea, sun, high-end shopping, and chic beach clubs. The majority (58%) of those we surveyed said that Santorini was the overseas luxury destination most similar to Mykonos.
However, other respondents said that if you wanted a luxury destination with similar offerings, Turks and Caicos Islands (24%) southeast of the Bahamas or Saint Barthélemy Island, better known as St Barts (18%) were the most like Mykonos.
According to a survey earlier this year, the UK, France, and Italy are other luxury destinations popular with American travelers. The survey also revealed that South America and Asia had seen 200% growth in Americans interested in traveling to luxurious destinations in these regions.
Demographics
Along with surveying travel to Mykonos, our data sheds light on the age, gender, region, and income of those we surveyed.
Age
Majority of respondents were over 65
The oldest age group among respondents was also the largest. Here’s how the various age groups engaged with our survey.
The age group older than 65 had the highest level of engagement (51%), followed by those aged 55-64 (16%). The next most engaged group was aged 45-54 (10.2%). Those aged 35-44 were in fourth place at 8.7%, followed by 25- to 34-year-olds (8%). At 6.2%, those younger than 25 were least engaged.
While the oldest group was the most engaged, people under the age of 60 comprise 80% of the luxury leisure market, with spending on travel reaching its highest between the ages of 40 and 60. These findings align with insights from the Pew Research Center, which show that Americans aged 65 or older are more than twice as likely (37%) to have traveled widely than adults under 30 (17%).
Gender
Female respondents make up 60.4% of Mykonos luxury travelers
Find out how engaged men and women were on the topic of vacationing in Mykonos:
At 60.4%, women were more engaged on the topic of Mykonos travel. Men accounted for only 39.6% of respondents. This is in keeping with research that found women comprise 63% of the US leisure travel market, while 37% of leisure travelers are men.
This is similar to the makeup of leisure travelers worldwide, where 64% are women and 36% are men.
Region
72.1% of respondents live in the Pacific region of the US
From the Pacific to East South Central, we take a look at the regional distribution of those who posted about Mykonos travel on social media.
The overwhelming majority of people who posted about travel to Mykonos on social media were based in the Pacific region, at 72.1%. This is unsurprising, as the Pacific region is generally considered the wealthiest in terms of overall GDP and average household income.
The Mid-Atlantic was in second place, at 13.4%, which correlates with New York City’s economic influence and high GDP. East North Central was in third place, with 6.5% of respondents based in this region. 2.8% of respondents were from the South Atlantic, followed closely by 2% based in Mountain and 2% in New England. At 1.2%, East South Central had the fewest respondents, which aligns with its mixed economic standing.
Income
71.1% of respondents earn between $200,000 and $500,000
With the majority of respondents falling into the highest income group, we unpack which income groups our survey respondents belong to.
71.1% of respondents were high earners in the $200,000 to $500,000 income group. Unsurprisingly, this is one of the factors most strongly related to leisure and luxury travel. According to the Pew Research Center, two-thirds of upper-income Americans have traveled to at least five countries, compared to 9% of Americans with lower incomes. At 14.7%, those earning between $120,000 and $200,000 were the next most engaged, with those earning $80,000 to $120,000 in third place. Those least engaged were in the $40,000 to $80,000 income group.
While tourist demand and bookings for Mykonos have slightly decreased, our data shows that the island still has an excellent reputation for offering first-class leisure travel experiences. Undoubtedly, Mykonos will continue attracting sun-worshippers and those who like the good life for decades to come.
About the Data
Sourced from an independent sample of 86,211 people from X, Quora, Reddit, TikTok and Threads. Responses are collected within a 65% confidence interval and 8% margin of error. Engagement estimates how many people in the location are participating. Demographics are determined using many features including name, location and self disclosed description. Privacy is preserved using k-anonymity and differential privacy. Results are based on what people describe online — questions were not posed to the people in the sample.