Summer Season 2025: Hotels Remain Optimistic

According to the 2025 European Accommodation Barometer, chain hotels continue to report stronger sentiment on nearly all metrics, including economic conditions, business performance indicators, and pricing trends. By comparison, Independent hotels and alternative accommodations lag in their development.

Despite these differences, further results from the study show that investment intentions are one area where all three accommodation types converge, with most respondents planning to invest at least as much as in the previous six months. This suggests that, while expectations have cooled slightly post–“revenge travel”, hoteliers across Europe are not retreating from long-term commitments, likely anticipating continued healthy demand growth. Access to financing remains a challenge for smaller operators, with chain hotels consistently reporting greater ease, a likely factor behind the persistent sentiment gap across segments.

This exerpt and infographic have been adapted from the 2025 European Accommodation Barometer. You can downlod the full report here.