The 2025 edition of the European Accommodation Barometer, conducted by Booking.com and Statista, reveals a confident and resilient hospitality industry across Europe. Despite ongoing geopolitical and economic uncertainty, sentiment remains strong, with 63% of hoteliers expecting further improvement this season—well above the low point recorded in 2022. Although overall momentum has slowed slightly and regional differences persist (e.g., stronger optimism in Greece and Italy versus greater caution in France and Germany), most accommodation providers continue to report positive trends in occupancy and room rates. Access to capital and investment intentions remain stable, with nearly two-thirds maintaining their investment levels - reflecting sustained confidence in long-term demand.

However, structural challenges persist. Larger, chain-affiliated, and higher-star-rated hotels continue to outperform smaller and independent properties, benefiting from scale in financing, technology adoption, and staff training. Staffing remains a persistent issue, particularly in specialist roles like sales and management, where smaller accommodation providers face the greatest recruitment difficulties. While AI and digital tools offer potential, uptake remains uneven due to cost and integration barriers. Overall, the findings highlight a stable but evolving sector, with resilience at its core and a clear need to bridge gaps in skills and technology.

To access the full report, please visit the attached link.

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