Nearly two-thirds of European accommodations expect their business to improve in the next six months, according to new research by Booking.com and Statista.

The fifth edition of the European Accommodation Barometer, based on responses from 1,160 travel accommodation executives across Europe, shows 63% of operators have a positive outlook for the coming peak travel season.

Meanwhile, 62% plan to maintain current levels of investment despite ongoing geopolitical and economic uncertainties.

Regional differences shape business sentiment

Confidence among accommodation providers varies significantly across Europe. Operators in Southern Europe, including Greece, Spain, and Portugal, are the most optimistic about future business performance.

In contrast, Central Europe — covering countries like Germany and France — shows a more cautious outlook, while Northern Europe falls between these two extremes.

Investment intentions also differ by business type: larger hotel chains appear more willing to boost spending, while smaller and lower-rated properties generally prefer conservative investment strategies.

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Skills shortage continues to hinder hiring

The survey highlights ongoing challenges in recruiting skilled staff.

Almost half of accommodations (47%) report a lack of necessary skills or experience as a major barrier to hiring, particularly for specialised positions such as senior management, sales, and marketing.

 Independent hotels plan to hire an average of 2.72 new employees in the next year, compared to 5.85 for chain hotels. However, high salary expectations (56%) and poor work-life balance (52%) remain key obstacles across the industry.

Smaller, independent properties are especially affected, with 17% offering no staff training at all, compared with just 2% of chain hotels.

Chains also have greater access to external training providers and online programmes, deepening the gap.

High costs and complexity slow technology adoption

While many accommodations see artificial intelligence and digital tools as beneficial — particularly in marketing, customer service, and revenue management — significant challenges persist.

High implementation costs (61%) and integration complexity (58%) are the most common concerns. More than half of respondents (53%) cite a lack of technical expertise among their staff as a barrier to adopting digital technology and AI.

These difficulties are especially pronounced in smaller properties, which struggle to access training or afford digital upgrades, increasing the risk of a widening digital divide in the European hospitality sector.

The report suggests that, although optimism remains strong, many accommodations face ongoing difficulties with staffing and technology that could hinder their long-term growth.