Published on
November 14, 2025
Greece Joins UK, Hungary, UAE, Latvia, Spain, and More in Surging Hotel Revenue Growth, Transforming the Hotel Sector and Setting New Benchmarks for 2025 as the global hospitality market experiences a remarkable rebound. In 2025, countries across Europe, the Middle East, and beyond have seen their hotel revenues skyrocket, driven by rising demand, strategic investments, and a surge in both leisure and business travel. Greece, in particular, has capitalized on its resort destinations and premium pricing, while cities like Athens and Thessaloniki continue to stabilize, maintaining steady growth. This collective surge in hotel sector performance is setting new industry standards, reshaping the tourism landscape, and positioning these countries for continued success in the coming years.
The global hotel industry has seen a significant rebound in 2025, with various countries leading the charge in hotel revenue growth. Greece has emerged as a key player in this trend, joining a select group of nations whose hotel markets are experiencing remarkable growth. This surge in revenue is not only a testament to the industry’s resilience post-pandemic but also a reflection of changing tourism dynamics, increased demand, and evolving hospitality standards.
Greece’s Steady Rise in Hotel Revenues
Greece has recorded a robust 7.7% increase in hotel revenues in the first nine months of 2025, according to the latest data from GBR Consulting. The country’s hotel sector has benefited from a combination of factors, including the surge in resort tourism, which has helped offset slight dips in occupancy in key cities like Athens and Thessaloniki. Resorts, in particular, have seen significant gains in revenue per occupied room (POR) and revenue per available room (RevPAR), further cementing Greece’s position as a premium long-season tourism destination.
Athens: Despite a slight slowdown in occupancy during spring and summer, Athens maintained steady growth with RevPAR rising by 2.3%. Average daily rates (ADR) saw a moderate increase of 2%, showing the city’s ability to stabilize after a period of rapid recovery.Thessaloniki: The northern city benefited from 4.2% higher room rates, pushing RevPAR up by an impressive 6.7%. The demand for accommodation in Thessaloniki remained strong, despite occasional fluctuations in occupancy.
The United Kingdom’s Resilient Performance
Across the Channel, the UK hotel sector also demonstrated significant strength in 2025, with occupancy levels remaining steady and average room rates seeing consistent growth. With a broader push to enhance visitor experiences and attract international tourists, the UK’s hotel market continues to show promising growth. Data shows that the country achieved a RevPAR growth of approximately 4% year-on-year, driven by both leisure and business tourism.
London’s premium hotel sector continued to perform well, aided by higher ADRs and increased international arrivals, particularly from the US, Europe, and the Middle East.
Hungary’s Hotel Sector Growth
Hungary, particularly Budapest, has seen a surge in hotel revenue as well, with RevPAR rising by 18.6% in the first half of 2025. Despite some seasonal fluctuations, Budapest’s rich cultural heritage, vibrant festivals, and well-established tourism infrastructure have been instrumental in drawing both business and leisure travelers. The city’s ADR also increased by nearly 12%, reflecting the growing demand for upscale accommodations.
In addition to Budapest, Hungary’s regional hotels have seen a rise in both domestic and regional tourism, with occupancy rates improving by 3% over the past year.
UAE’s Impressive Hotel Growth
In the Middle East, the UAE continues to lead the charge in hotel revenue growth. Dubai, with its blend of luxury, business, and leisure tourism, has reported a RevPAR growth of 8% in the first nine months of 2025. The city’s reputation for world-class attractions, events, and luxurious accommodations has drawn millions of visitors, keeping its hotel sector in high demand.
The UAE has capitalized on its strategic positioning as a hub for international travelers, coupled with an influx of visitors for mega-events, including global trade shows, sporting events, and concerts.
Latvia’s Rising Hotel Revenues
Latvia’s hotel market has experienced a significant boost, with RevPAR climbing by 22.6% in August 2025. Riga, the capital city, has witnessed an influx of international tourists, particularly from the Nordic countries and Russia. Latvia’s growing appeal as a destination for both cultural tourism and business travel has led to an increase in hotel occupancy, up by 1.2 percentage points compared to the same period last year.
Latvia’s smaller cities and resorts have also seen growing demand for both domestic and regional tourism, benefiting from an expanded range of accommodation options.
Spain’s Strong Performance in 2025
Spain, a perennial leader in European tourism, has maintained its position at the top in 2025, with hotel revenue growing by 6.9% in the first half of the year. Cities like Madrid and Barcelona continue to attract millions of international visitors, driving both occupancy and room rates upwards. The country has successfully leveraged its rich cultural offerings, Mediterranean beaches, and world-renowned cuisine to continue its dominance in the tourism sector.
The Balearic and Canary Islands also posted strong growth, with resorts enjoying extended seasons, higher pricing, and robust demand from both European and international tourists.
The Broader Trends Across Key Markets
Several trends have driven this hotel revenue growth across various markets:
Resort Demand: Countries with strong resort sectors, such as Greece and Spain, have seen extended seasons and premium pricing contribute to higher revenues. Resort hotels have capitalized on the growing demand for luxury, long-term stays, and off-season travel.Increased International Travel: With global travel on the rise, many destinations have seen a surge in international visitors. Countries like the UAE and Hungary, with strategic initiatives to attract high-spending tourists, have benefited significantly from these increased arrivals.Premium Pricing: In many markets, hotel rates have increased, driven by higher demand for upscale accommodations and unique, immersive experiences. Cities like Athens, Budapest, and Dubai have all seen room rates rise, contributing to substantial RevPAR growth.Extended Stay Trends: There has been a rise in the number of long-term travelers and extended stay guests, particularly in resort areas, which has further boosted the hotel revenue in countries such as Greece and Spain.Tech Integration and Experience Enhancement: The integration of digital tools to enhance the guest experience, from self-check-in kiosks to AI-powered concierge services, has made destinations more attractive and operationally efficient, contributing to higher revenues.
In 2025, the hotel sector across countries like Greece, the UK, Hungary, the UAE, Latvia, and Spain has proven resilient and adaptive, transforming in response to changing consumer demands, economic conditions, and evolving tourism trends. These countries have set new benchmarks for hotel performance, leading the charge in revenue growth. Their success stories are a testament to the broader trend of recovery and growth in the global tourism and hospitality industry, paving the way for a promising future in the coming years.
Greece Joins UK, Hungary, UAE, Latvia, Spain, and More in Surging Hotel Revenue Growth, Transforming the Hotel Sector and Setting New Benchmarks for 2025 as key markets benefit from strong demand, premium pricing, and extended tourist seasons. This remarkable growth reflects the global recovery in travel, positioning these countries as leaders in the evolving hospitality landscape.
By continuing to innovate, enhance guest experiences, and cater to both luxury and budget-conscious travelers, these destinations are not only securing their place as global tourism leaders but also ensuring that their hotel sectors thrive long into the future.
