The supply of short-term rental accommodation in Greece increased by 10% in 2025 compared to the previous year, with a clear divergence in the market development rates between urban centers and island areas
According to data from the management platform Beyond, which supports over 340,000 listings in 7,500 cities around the world, Athens is “braking” with occupancy stable at 54% and a 6% drop in the average daily rate (ADR), while Crete is moving in the opposite direction, recording an occupancy of 65%, an increase of 1 percentage point from last year, and a 17% increase in ADR.
In Athens, the market appears to be stabilizing after years of rapid growth, with visitors opting for shorter and more frequent visits. The average length of stay in Athens is 5.4 days, while 35% of bookings are for stays of up to four nights, confirming the destination’s character as a city break but also as a spontaneous choice.
Crete, the big winner of 2025
In contrast, Crete not only maintains high occupancy rates but also strengthens its prices. The average length of stay extends to 6.7 days, with 60% of bookings for stays of at least one week during the peak season.
At the same time, visitors to Crete are now booking, on average, 66 days in advance, compared to a “window” of 55 days in 2024. According to Beyond, this increase in the time “window” means that hosts have more room to optimize pricing and meet early demand.
In Chania, demand remains unquestionably strong, with occupancy reaching 76%, recording an increase of 1 percentage point compared to last year, while the average daily rate is strengthening by 4%, as a result of the stable summer demand that characterizes the region.
In Rethymno, the momentum is even more intense: occupancy rises to 70%, with an increase of four percentage points compared to 2024, and ADR takes off by 16%, constituting one of the strongest performances in all of Crete.
A similar picture is seen in Heraklion, where occupancy reaches 67%, up 4%, with the average daily price increasing by 16%, confirming the resilience of prices and the steady interest of travelers.
Beyond comments that the market is now in a “transitional phase” where real-time demand monitoring and continuous price adjustment are a decisive factor for competitiveness.
2025, it points out, seems to be the year when urban destinations will need to reinvent their strategy, while islands continue to invest in their consistently strong tourist identity.
