Geopolitical disruption. Rising energy costs. Wavering consumer confidence. There’s no shortage of challenges for European hoteliers.
Yet occupancy is up, RevPAR is ahead, and 70% of hoteliers are now using AI in their daily operations.
The European Hotel Performance Report 2026 H1 draws on data from more than 3,000 hotels and 37 million reservations to give you an honest picture of where the industry stands – market by market, metric by metric.
Download the report to see what the numbers say about the months past and the year ahead.
What’s in this report?
Macro trends
See how geopolitics, fuel prices and consumer sentiment are reshaping European travel demand in 2026.
Market performance
Find out occupancy, ADR and RevPAR performance across 2025 and into 2026 – with focus on Germany, France, UK, Spain, Italy, Norway and Sweden.
Booking behavior
Get analysis on channel mix, booking windows, length of stay, payment methods and the direct vs OTA performance gap.
AI adoption
Learn how many European hotels are using AI, where it’s making the biggest impact, and what’s still getting in the way.