Statistical depiction of the problems faced today by the core of Greek hotels, as reflected in the most recent studies of the Institute for Tourism Research and Forecasts (ITEP) of the Hellenic Chamber of Hotels (XEE), was presented at the general assembly of XEE held on Saturday, 22 November at the Metropolitan Expo.
Among the key conclusions is that the Greek hotel sector carries double the tax burden (19.1%) compared to the total national economy (10.2%). In addition, the tax burden is higher compared to the hotel sector of all competing countries, with rates set at 6.4% for Spain, 11.5% for Turkey, 12.3% for Italy and 14.8% for Portugal.
This burden is inversely proportional to the value of the sector for the Greek economy. In particular, research results by ITEP, referenced by the president of the Institute, Ms. Konstantina Svynou, show that every 1 euro spent on the purchase of hotel services creates – directly and indirectly – product worth 1.55 euros in the Greek economy. This means that 1 billion euros of generated product
In employment terms, every 1 million euros spent on hotel services creates – directly and indirectly – 29.8 million full-time jobs, while every 1 euro correspondingly increases total imports in the Greek economy by 0.16 euros.
Staff shortages in hotel enterprises stand at 14%, compared to 19% in 2024 and 22% in 2021, while clear indications show that Greek hotels are gradually moving toward a more sustainable operating model.
Moreover, 93% use services from the local community and 44% of the income generated in hotels is distributed to other sectors.
Dispersion of demand into short-term rentals
Furthermore, the significant increase in air arrivals is not reflected in hotel occupancy. Specifically, in April 2025, when an 8.4% increase in air arrivals was recorded compared to April 2024, hotel occupancies followed a negative trajectory (-0.8%) compared with the same month last year. May followed, where despite a 5.4% increase in arrivals, occupancy increased by only 1.4%.
In June, with air arrivals up by 5.4%, occupancy rose by 2.8%. In July, a 4.6% increase in arrivals led to a negative occupancy trend (-0.4%). In August, with arrivals at +6.3%, occupancies decreased by 1.3%, and in September, with arrivals up 5.1%, occupancies dropped even further.
Finally, in October 2025, with arrivals up 6.6%, occupancies decreased by 3.3% compared to October 2024 levels.
These figures indicate that a significant portion of arrivals is being absorbed by other types of accommodation, such as short-term rentals, which have been expanding rapidly in the country in recent years.
Attica: Each hotel facing 60 Airbnb units
Moreover, according to short-term rental overnight data published by Eurostat, in Attica each hotel is confronted with 60 short-term rental properties. While the average share of overnight stays in such accommodations in Europe reaches 19.7%, the corresponding rates for top tourist destinations in Greece reach 55% for Santorini and 40% for Athens.
Performance of Greek hotels in October 2025
Regarding the performance of Greek hotels in October 2025, the most recent ITEP survey presented at the general assembly showed that average occupancy stood at 64.3% compared to 61% in the same month of 2024, the average room rate at 114 euros compared to 116 in October 2024, and the median room rate at 99 euros versus 96 euros last year, indicating that half the hotels operated below this rate and the rest above it.
The average rate for seasonal hotels in October reached 123 euros compared to 97 euros for year-round hotels, while occupancy stood at 61.6% for seasonal units and 59.5% for year-round units.
In island regions, Crete in October recorded occupancy of 71.7% and a median rate of 96 euros, the South Aegean 66.5% occupancy and a median rate of 95 euros, and the Ionian Islands 51.7% occupancy and a median rate of 138 euros.
“Investment” in sustainability
At the same time, Greek hotels invest on average 800 million euros annually for renovations and maintenance.
In the direction of sustainability, they have begun paving new routes in energy, water and waste management. Eight percent are pioneers in energy, 32% are technologically active, 23% are traditional with minor upgrades, and 37% apply basic energy solutions.
In water management, more than half of Greek hotels implement structured management practices through monitoring and measurement applications of water consumption, while 80% of units reuse food and kitchen materials.
