European Accommodations Industry Maintains Optimism Optimistic Despite Staffing and Tech Hurdles

• 63% of European accommodations expect positive business development in the coming six months. 62% plan to maintain existing levels of investment
• 47% of European accommodations cite a lack of necessary skills or experience as a core barrier to hiring
• Three in five cite high implementation costs (61%) and integration complexity (58%) as the biggest challenges to technology adoption
• 53% of accommodations report a lack of technical expertise in their teams as a barrier to the adoption of digital technology and AI

The 2025 European Accommodation Barometer, released by Booking.com in collaboration with Statista, provides insights into the current state of the European accommodation industry. The report, based on responses from 1,160 executives across Europe, highlights optimism for business development but also underscores ongoing challenges related to staffing and technology adoption.

Positive Business Outlook and Investment Trends

The report reveals that 63% of European accommodations anticipate positive business development in the next six months, maintaining a level of optimism similar to the previous year. This sentiment is particularly strong in Southern Europe, while Central and Northern Europe show more moderate optimism. Despite geopolitical and economic uncertainties, 62% of accommodations plan to maintain their current investment levels. However, chain hotels are more inclined to pursue proactive investment strategies compared to smaller, independent accommodations.

Staffing Challenges and Skill Gaps

A significant challenge identified in the report is the difficulty in hiring skilled staff. On average, European hotels plan to hire 3.59 employees over the next year, with chain hotels aiming for 5.85 hires compared to 2.72 for independent hotels. The report highlights that while low-skilled, seasonal roles are easier to fill, there is a notable struggle in recruiting for skilled senior positions. High salary expectations and work-life balance issues are major barriers, with 47% of respondents citing a lack of necessary skills or experience as a core obstacle to successful recruitment.

The skills gap is particularly pronounced in small and independent accommodations, which often lack the training resources available to larger chains. Only 17% of independent properties offer training, compared to 2% of chain properties. Additionally, chain hotels are more likely to engage with external training providers and offer online training programs.

Technology Adoption and Digital Divide

The adoption of digital technology and AI presents another challenge for European accommodations. While many recognize the potential benefits in areas such as marketing, customer service, and revenue management, high implementation costs and integration complexities are significant barriers. The report notes that 53% of accommodations cite a lack of technical expertise as a hindrance to adopting digital technologies.

This technological gap is more pronounced in smaller properties, which face greater challenges in upskilling staff and accessing training resources. The report suggests that this growing digital divide could impact the competitiveness and future success of smaller accommodations.

The survey was conducted by Statista between February 24 and April 22, 2025, through telephone interviews with 1,160 executives and managers from the European travel accommodation sector. The sample included respondents from various countries, with additional data from the UK and previous years’ Barometers for comparative purposes.