Photo: Shutterstock The European hospitality industry continues to show resilience in 2026, but beneath the surface, there are growing gaps between large hotel chains and independent hotels and accommodations, according to Booking.com's "European Accommodation Barometer," published this month for the sixth time and based on a survey of 1,240 executives and senior managers in 24 countries across Europe.
Despite the economic and geopolitical challenges of recent years, 66% of respondents expect positive developments in the upcoming season and 60% report a strong financial position. At the same time, occupancy rates continue to improve, with half of businesses reporting an increase in occupancy over the past year.
However, the data indicates a clear advantage for the large chains. While 72% of chain-affiliated hotels described their financial situation as positive, only 55% of independent hotels shared this sentiment. The chains also enjoy better performance in the areas of pricing and occupancy.
One of the key challenges highlighted in the report is cybersecurity. Two-thirds of businesses believe they are prepared to deal with digital threats, but the gaps between large and small are particularly stark.
94% of organizations with more than 250 employees feel prepared to deal with cyberattacks, compared to only 60% of businesses with fewer than 10 employees. The gaps are also evident in employee training, regular security audits, and the use of external expert services.
Photo: ShutterstockAs the peak season approaches, additional concerns include extreme weather events and local disruptions such as transport strikes and infrastructure works. At the same time, hoteliers continue to rely on off-season discounts, online booking platforms and event-based tourism to maintain demand throughout the year.