2026 European Accommodation Barometer: Industry Outlook and Challenges

The 2026 European Accommodation Barometer report by Booking.com reveals a resilient European accommodation sector, with 66% of executives expecting a positive development in the coming season. However, the report highlights growing concerns and divisions between large and small businesses, particularly in areas such as cybersecurity and navigating seasonal fluctuations. Despite overall optimism, smaller accommodations face significant challenges in keeping pace with larger operations, with 60% of independents reporting a strong financial situation compared to 72% of chains. The report underscores the need for continued investment in systems and skills to maintain resilience in the face of evolving cyber risks and external disruptions.