Hotel chains pull further ahead of independent properties in Europe

Booking.com survey highlights growing differences in financial strength, cybersecurity readiness, and operational resilience

European accommodation providers remain broadly optimistic about the year ahead, with most reporting healthy financial conditions and positive business expectations. However, Booking.com's European Accommodation Barometer 2026 reveals that the industry's growth is increasingly uneven. Hotel chains are outperforming independent properties across key metrics including financial health, occupancy, room rates, and cybersecurity preparedness. The findings suggest that while the sector remains resilient overall, a widening gap is emerging between larger, well-resourced operators and smaller independent businesses.

Key takeaways

• Hotel chains report stronger financial performance: Nearly three-quarters of hotel chains rate their financial position positively, compared with just over half of independent accommodations.
• Chains are achieving higher occupancy and rates: More hotel chains reported increases in both room rates and occupancy levels over the previous six months, indicating stronger revenue momentum.
• Cybersecurity readiness varies significantly: Large accommodation businesses are far more likely to feel prepared for cyber threats, conduct security audits, and work with specialized IT providers than smaller operators.
• Small properties face greater cyber concerns: Independent and smaller accommodations are more likely to view cyberattacks as a major business threat, reflecting both increased vulnerability and limited resources.
• Climate and infrastructure disruptions remain concerns: Extreme weather events, natural disasters, transport strikes, and infrastructure projects are among the leading external risks expected to affect travel demand.
• Hotels are actively addressing seasonality: Most accommodations use discounts, packages, and promotional offers during off-peak periods, while online travel platforms continue to play an important role in generating demand.
• Events are driving revenue growth: Half of surveyed properties benefited from event-related travel over the past year, and many reported improved revenue per available room as a result.
• Industry fragmentation is increasing: The survey suggests that differences in size, resources, and technological capabilities are creating distinct operating realities for hotel chains and independent accommodations across Europe.

Source: Booking.com

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