Europe’s accommodations sector heads into peak season with strong optimism, yet small and independent properties face persistent hiring and digital adoption challenges
Jul 4, 2025
Booking.com’s fifth European Accommodation Barometer, based on feedback from 1,160 hospitality executives, shows strong industry optimism for 2025—especially in Southern Europe. However, small and independent accommodations continue to face challenges in hiring skilled staff, providing training, and adopting digital tools like AI.
Key takeaways
- Positive outlook: 63% of operators feel optimistic, with Southern Europe most confident.
- Stable investment: 62% plan steady or increased investment; chains lead in proactive spending.
- Hiring issues: Skilled roles remain hard to fill due to salary expectations, work-life balance concerns, and talent shortages.
- Training gap: 17% of independents offer no training vs. 2% of chains.
- Tech divide: While AI is seen as valuable, smaller hotels face barriers due to cost, complexity, and lack of expertise.
Get the full story at Booking.com
