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European Accommodation Barometer 2025: Insighting Confidence and Challenges

In a landscape shaped by unpredictability, the 2025 European Accommodation Barometer sheds light on the evolving prospects of the travel sector. Released by Booking.com on July 2, 2025, this report integrates insights from 1,160 executives in the European accommodation space. It reflects a cautiously optimistic viewpoint across the industry, particularly as summer approaches, yet it also underscores persistent challenges that could hinder progress.

A significant 63% of accommodations expect positive growth in business over the next six months. This optimism is paired with a commitment to maintain recent investment levels, as emphasized by 62% of respondents. However, the report highlights a notable drawback; a staggering 47% of accommodations cite a lack of necessary skills or experience as a primary obstacle when recruiting new talent.

Challenges to Watch Out For

The report delves deeper into the operational hurdles faced by industry players. It outlines that three out of five executives identify high implementation costs (61%) and integration complexity (58%) as significant barriers to adopting new technologies. Furthermore, over half of the accommodations (53%) point to insufficient technical expertise within their teams, marking a crucial impediment to embracing digital technologies and artificial intelligence.

While the forecast for the peak travel season looks promising, independent and alternative accommodations face distinct challenges. In particular, they struggle with sourcing specialized talent, enhancing staff skills, and adopting advances in digital technology.

In reflecting on these trends, it's apparent that while confidence is soaring, serious efforts must be made to address skill gaps and technological advancements critical for future success.

Looking Ahead

As we unravel the findings of the 2025 European Accommodation Barometer, it becomes clear that sustained industry growth hinges on proactive strategies to bridge the skills gap and optimize technology integration. With the holiday season right around the corner, stakeholders will need to reevaluate their operational strategies to harness the potential of the incoming travel wave effectively.

To access the comprehensive findings and country-specific analyses from this barometer, visit the Booking.com global media room.

As the travel ecosystem becomes increasingly complex, understanding these nuances will be crucial for industry leaders aiming to navigate this challenging yet promising landscape. The tale of the 2025 season will be one not just of confidence but of transformation, adjustment, and resilience in the face of adversity.