AMSTERDAM – A new set of reports from Statista, produced in partnership with Booking.com, sheds light on key developments shaping Europe’s accommodation sector — from evolving skills requirements and investment patterns to diverging national outlooks and the uneven pace of digital transformation.
UK hoteliers are optimistic and stable about the future of 2025. A little over half have experienced positive economic developments in recent times. Only 4% are pessimistic in the upcoming six-month period. UK accommodations are less likely to hire than their European counterparts. Salary expectations are a major recruitment challenge.
AI has a lot of potential, but there are still barriers such as integration and cost. Most accommodations expect little or no impact on occupancy from tourism-related levies proposed across the UK. However, one in five anticipate a negative outcome. Most chain accommodation providers report greater optimism Investment intent is higher than that of independent businesses.
The UK data for this year highlights two pressing issues: an increasing skills gap and uneven progress in digital. Nearly half of the respondents said they had difficulty hiring qualified staff. Meanwhile, while AI is making inroads in some areas, broader adoption remains limited — often due to cost or technical hurdles. Thomas Hinton, Data Journalist at Statista
Barometer
It is important to note that the word “you” means “you”. European Accommodation Barometer 2025 — in its fifth edition — draws on survey responses from more than 1,000 hoteliers across the continent. The report is available in English and 14 regional editions in the local language of Austria, Croatia France Germany Greece Ireland Italy Netherlands, Nordics, Poland Portugal Spain Switzerland UK.
All reports can be downloaded for free download Statista’s website is available in English and Spanish.
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