EU Hoteliers Target 31% Summer-Night Concentration With Events and OTAs
Updated
Updated · Travel Tomorrow · Jun 30
EU Hoteliers Target 31% Summer-Night Concentration With Events and OTAs
3 articles · Updated · Travel Tomorrow · Jun 30
Summary
31% of EU tourist accommodation nights in 2025 fell in July and August, and the latest European Accommodation Barometer says hoteliers are increasingly using off-season tactics rather than relying on peak months.
Nearly nine in 10 properties offer discounts or packages in quieter periods, but the survey says no single fix works across Europe’s mix of guesthouses, rentals, campgrounds and hotel chains.
More than four in five respondents called online travel agencies effective for off-season bookings, with earlier Booking.com-commissioned research showing rural areas account for 38% of OTA bookings versus 16% of bookings overall.
50% of accommodations said events boosted business over the past year; two-thirds reported higher revenue per room and six in 10 saw stronger bookings in otherwise weak periods.
43% of establishments also open facilities to residents, underscoring the report’s broader point that smoothing seasonality requires destination-wide coordination among hotels, local authorities, tourism boards and communities.
As hotels fight seasonality, can they escape high OTA commissions without losing crucial off-peak visibility and bookings?
With Europe pushing year-round tourism, will travelers find authentic local culture or just off-season versions of summer crowds?
Could 'solving' seasonality inadvertently create year-round overtourism, permanently damaging the very destinations Europe seeks to save?
European Summer 2026 Travel & Hospitality Outlook: Record Demand, Shifting Preferences, and the Battle for Bookings
Overview
The summer of 2026 is set to see record travel demand across Europe, driven by a strong desire to explore despite a more complex global environment. Travelers are showing high motivation but are also making more cautious decisions, adapting their behavior in response to economic pressures and geopolitical uncertainties. This has led to a more selective, value-driven approach, with many opting for shorter stays, flexible plans, and carefully managed budgets. Rising trip costs and concerns about global tensions are influencing choices, but Europeans remain eager to travel, shaping a dynamic and evolving tourism landscape for the season.