Greece continues to lead the European hotel market, confirming its momentum as a leading tourist destination. Despite the mixed picture that prevailed at the European level in May 2025, Greek hotels increased their revenue and occupancy rates compared to the already strong levels of May 2024.
According to MKG Consulting’s May data, Greece recorded the largest increase in hotel occupancy rates among the 16 European countries recorded in the relevant survey, recording an increase of 9.8 percentage points compared to May 2024.
This increase was combined with a strong increase of 14.9% in revenue per available room (RevPAR), ranking Greece at the top of European performance. In particular, the average revenue per available room in Greek hotels in May 2025 amounted to 154.7 euros compared to 134.7 euros in May 2024, making Greece the second most “profitable” hotel market in Europe, among the 16 studied, after Italy (162 euros from 154.3 euros last year). It was followed by Switzerland (with a RevPAR of 141 euros), the Netherlands (140 euros), Portugal (134.5 euros), and Spain (129.5 euros).
Nevertheless, the average daily room rates (ADR) of Greek hotels remained at the levels of May 2024, showing a marginal decrease of -0.3%. Price stability, however, seems to have acted as a booster for demand, allowing hotels to significantly increase their occupancy and overall revenues.
Mixed picture in European hotels
At the European level, May 2025 presented a mixed picture. While last year the market recorded a general increase, this year the performance differs significantly between countries, with “outsider” destinations recording aggressive growth and traditional tourist markets facing stagnation or small fluctuations.
Overall, European hotels recorded a 1.6 percentage point increase in occupancy and a 2.4% increase in average daily rates, leading to an overall RevPAR increase of 4.7% compared to May 2024.
The growth came mainly from mid- and upper-end hotels, where increases in occupancy (+2.6 and +2.4 points respectively) led to revenue growth of 5.1% and 6.2%.
May, due to higher temperatures, holidays in some markets and MICE, marked occupancies for European hotels that ranged from 69.26% in France to 83.46% in Poland, and an average of 74.9%.
The French market saw a number of events in May, but they were not enough to sustain occupancy levels, which fell by 0.3 percentage points to just above 70%. However, hoteliers capitalised on the wealth of events, maintaining average daily rates at +2.4%, with revenue per available room increasing by 1.9%.
At the same time, Latvia, thanks to the Russian market, increased RevPAR by 17.9% compared to May 2024, Austria, thanks to mountain tourism, increased RevPAR by 14.8% and had an increase in prices by 11.3% and occupancy by 2.3%, while Germany, after the records of May 2024, records an increase in occupancy by 6.2%, stable prices and an increase in revenue by 11.9% thanks to the Champions League final.
In the United Kingdom, which was the only destination with a negative performance, signs of a slowdown are recorded, with occupancy remaining stagnant compared to May 2024, a decline in prices, and a decrease in revenue by 1.8%.
Spain, aided by good weather conditions, increased revenue by 9.5%, occupancy by 1.2% and average daily price by 8%.
