Despite high occupancy rates, Greek hotels recorded only a modest increase in revenue per available room (RevPAR) in June 2025, according to hospitality analytics firm STR Research.
Data shows that European hotels recorded weak RevPAR growth in June, attributed to three main factors: lower-than-expected occupancy levels, unfavorable weather, and challenging year-on-year event comparisons.
Greece’s hotel occupancy rate reached 65 percent for the year through June, positioning the country in the mid-range among European markets. During the first half of 2025, the sector saw a modest year-on-year rise in occupancy, up by roughly 1 percent compared to the same period in 2024.
However, this increase was offset by a 2 percent decline in average daily rate (ADR), limiting overall RevPAR growth. Greece was among the few European markets to post occupancy gains while simultaneously facing pricing pressure—suggesting that hotels may be discounting to stay competitive in a crowded regional landscape.
International events boost European hotel performance
Three major international events — the Champions League final in London, the Eras Tour in the U.K. and Ireland, and the UEFA Euro tournament in Germany — boosted hotel performance in June 2024 but contributed to year-on-year RevPAR declines in the same host markets in 2025.
Germany (64 percent), Benelux (70 percent), Austria (66 percent), and Italy (68 percent) recorded moderate RevPAR gains, accompanied by occupancy increases of approximately 1 to 2 percent.
The strongest growth was recorded in the Nordic countries, which saw a 4 to 5 percent increase, followed by Central and Eastern Europe (66 percent) and Switzerland (63 percent). Portugal (64 percent) and Ireland (76 percent) also posted gains, albeit more modest.
In contrast, traditionally high-performing markets such as the United Kingdom (75 percent) and France (63 percent) reported year-on-year occupancy declines of approximately 1.0 and 1.6 percent, respectively.
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