This report is the result of collaboration between Booking.com and Statista and was produced using telephone interviews with 1,240 accommodation executives and managers across Europe between February and March 2026. 

The Accommodation Barometer analyses how hotels, short-stay accommodation providers, and similar businesses assess their economic outlook, access to finance, cybersecurity preparedness, seasonal demand, event-related travel, and links to local suppliers and communities. 

It finds that 66% of European accommodation providers expect positive business development in the next six months, while smaller and independent operators continue to face greater challenges in areas such as financing and cybersecurity. 

Survey results indicate that chain hotels continue to report stronger business performance, occupancy, and access-to-finance indicators than independent hotels and alternative accommodation providers. The findings highlight structural differences in operating scale and resources across accommodation types, while all segments continue to participate in the sector's overall growth and development.

These findings are relevant for the EU tourism transition because they provide current evidence on competitiveness, digital readiness, demand management, and the role of accommodation businesses in local economies.

Europe-wide, chain hotels consistently report more favourable business sentiment across all metrics, including economic conditions, key performance indicators, room rate, and occupancy developments. Independent hotels and alternative accommodations track more conservatively by comparison.

Chains are typically better positioned to absorb economic pressures and leverage scale, whether through investment capacity, pace of technology adoption, or more favourable access to financing.

Despite these gaps, the overall perception of the business environment remains broadly aligned across accommodation types, suggesting that operators respond to the same underlying market conditions. This is particularly evident in the assessment of occupancy and pricing trends. In 2026, a growing share of accommodations across all segments reported increases in occupancy, while fewer indicated rising daily rates.