Gitnux/Report 2026

Accommodation Tourism Industry Statistics

The EU accommodation market reached 3.1 billion nights in 2025, explore how demand growth, company operating scale, and short-stay regulation shape accommodation tourism.
310Statistics
111Sources
12Sections
1Visuals
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November 11, 2026Updated
Accommodation Tourism Industry Statistics
Samuel NorbergWritten by Samuel Norberg·Fact-checked by Maya Johansson
Published ·Updated
How this report is researched
01Editorial Scope

Gitnux editors write the brief first: the topic, the inclusion rules, and the frame for what belongs.

02Source Research

Agents search the published record and log every extracted figure back to the passage it came from.

Read our full methodology →

Search agents attach provenance to every extracted figure.

Next review: within 31 days

01 Industry overview

The accommodation tourism industry at a glance

EU tourist accommodation reached a record 3.1 billion nights in 2025, up 4.1% year on year, confirming sustained post-pandemic expansion across hotels, short-stay rentals and camping.

3.1B[73]
EU accommodation nights, 2025
4.1%[73]
EU annual growth, 2025
62.8%[73]
Hotels’ EU share, 2024
€210M[31]
Hilton Graduate acquisition, 2024
Market size
The EU accommodation market recorded 3.1 billion nights in 2025, compared with 3.0 billion in 2024 and 2.5 billion in 2015. Eurostat counted 680,848 tourist accommodation establishments and 29.7 million bed places in 2024.[73]
Market share & regions
In 2025, domestic and intra-EU travel generated 80.9% of EU accommodation nights, while other European markets contributed 10.4%. Croatia had the highest tourism intensity at 24.5 guest nights per resident, followed by Malta at 21.7 and Cyprus at 19.4.[73]
Segmentation
In 2024, hotels and similar accommodation represented 62.8% of EU nights, holiday and other short-stay accommodation 23.7%, and campsites, recreational vehicle parks and trailer parks 13.5%. The corresponding volumes were approximately 1.90 billion, 715 million and 409 million nights.[73]
Pricing
For EU residents’ 2024 tourism trips, accommodation accounted for 35% of total expenditure. Average expenditure per trip was €785 when hotels were the main accommodation and €651 when rented houses or apartments were used; rented accommodation averaged €60 per person per night.[73]
Trends, drivers & challenges
EU accommodation demand exceeded 3.1 billion nights in 2025, up 26.5% from 2015, while nights by Asian visitors rose 15.4% year on year and nights by African visitors rose 13.7%. The main structural challenges identified by the OECD include uneven tourism development, resident well-being, workforce pressures and the need to spread benefits beyond major destinations.[73][99]
Consumer behavior & competition
Domestic guests accounted for almost half of EU accommodation nights in 2025, while domestic and intra-EU travel together represented 80.9% of demand. Online short-term rentals amount to nearly one quarter of total EU tourist accommodation, increasing competition between traditional hotels, serviced apartments and platform-based rentals.[73][100]
M&A
Brand consolidation remains active: Hilton agreed in 2024 to acquire the Graduate Hotels brand for $210 million, covering more than 35 operating and pipeline properties. The transaction adds a lifestyle-hotel platform while the properties remain owned by AJ Capital under long-term Hilton franchise agreements.[31]
Regulation
EU Regulation 2024/1028 on short-term rentals became applicable on 20 May 2026. It establishes rules for platform data collection and sharing and supports harmonised registration processes where member states require them, including unique registration numbers for hosts or properties.[101][100]
Latest news
Eurostat reported on 16 October 2026 that EU tourist accommodation reached 3.1 billion nights in 2025, a 4.1% increase from 2024 and the highest level in the available series. Asia and Africa were the fastest-growing origin regions, increasing 15.4% and 13.7%, respectively, between 2024 and 2025.[73]

02 Ranking

Top 10 Companies in the Accommodation Tourism Industry

The leading companies in the accommodation tourism industry, ranked on market impact, performance, momentum, innovation and brand popularity.

Updated November 10, 2026 · Next review December 10, 2026

Verdict

Hilton Worldwide Holdings stands out for hotel franchising, management and ownership because it managed about 182,000 people at year-end 2025, while Indian Hotels Company focuses on hotel ownership and management since it delivered 16% revenue growth in 2025.

Ranked by Overall score · How we score ↓

Editor's top 3 picks

Where to start, by need.

  1. #1 Overall · Leader in hotel franchising & management

    Hilton Worldwide Holdings

    US

    Ranked #1 · 9.5 · Hotel franchising & management

    Why we picked it: The company operates franchising, management and ownership at large scale, backed by an operating margin of 22.4% in 2025.

    See in ranking ↓Visit hilton.com ↗

  2. #2 overall

    Indian Hotels Company

    IN

    Ranked #2 · 8.9 · Hotel franchising & management

    Why we picked it: The company is Tata Group’s principal hotel operating company, supported by 16% revenue growth in 2025.

    See in ranking ↓Visit ihcltata.com ↗

  3. #3 overall

    H World Group

    CN

    Ranked #3 · 8.9 · Hotel franchising & management

    Why we picked it: The company operates a large hotel base in China and internationally, with 12,858 hotels and 1.26 million rooms operated at December 31, 2025.

    See in ranking ↓Visit hworld.com ↗

Pick 1 is the #1 company overall. No other segment places in the top 5, so picks 2 and 3 follow rank.

Full ranking

Sort by
Top 10 companies in the accommodation tourism industry, 2026 – Gitnux ranking
#CompanyOverall ↓Company snapshot
1

Hilton Worldwide Holdings

Hotel franchising & management · US

9.5
2

Indian Hotels Company

Hotel franchising & management · IN

8.9
3

H World Group

Hotel franchising & management · CN

8.9
4

Marriott International

Hotel franchising & management · US

8.9
5

InterContinental Hotels Group

Hotel franchising & management · GB

8.9
6

Meliá Hotels International

Global resort and urban hotel operations · ES

8.3
7

Barceló Hotel Group

International resort and urban hotel operations · ES

8.0
8

Choice Hotels International

Global midscale and extended-stay franchising · US

8.0
9

Minor International

International hotels, resorts and hospitality operations · TH

7.9
10

RIU Hotels & Resorts

International resort and leisure hotels · ES

7.8

How we score

  • Impact (30%): scale and weight in the market (revenue, market share, employees, market position).
  • Performance (20%): recent revenue growth and operating margin; an analyst assessment where a company does not publish them.
  • Momentum (20%): growth trajectory and future potential.
  • Innovation (15%): R&D intensity and how technologically advanced the company is.

Popularity (brand search demand, 15%) counts toward Overall but is not published as a column. Overall leaves out what is not known.

Scale Scores are shown on a 7–10 scale with one decimal; bars start at 7.0.

Cadence Recalculated when new figures are published; next review December 10, 2026.

Independence. Rankings are editorially independent. Scores, ranks, picks and the verdict follow the method above; no company can pay to change them.

Cite this ranking

APA

Samuel Norberg. (2026, November 10). Top 10 companies in the accommodation tourism industry. In Accommodation Tourism Industry Statistics. Gitnux. https://gitnux.org/accommodation-tourism-industry-statistics/#top-companies

report visual · Comparison

Nights spent at tourist accommodation establishments (European Union countries)

Spain leads with 505.2 million nights.

Spain505.2 million nights
Italy466.2 million nights
France457.6 million nights
Germany439.6 million nights
Greece152.9 million nights
Netherlands145.2 million nights
source-verifiedec.europa.eu

04 Statistics

Technology & Innovation

Technology and innovation points to automation demand and integration pressure: 69% of hoteliers cite repetitive manual-task reduction as an automation factor in 2025, and 69% cite integrating new technology with legacy systems as a 2024 challenge.

Automation in the accommodation tourism industry

  • 34.4% of hospitality executives were already heavily invested in contactless, self-service technology in 2021.[1]
  • 34% of hotel chains planned to offer online check-in with digital keys in the future in 2023.[2]
  • 69% of hoteliers identified reducing repetitive manual tasks as an investment decision factor for automation in 2025.[2]
  • 69% of hoteliers identified proven revenue-growth impact as an investment decision factor for automation in 2025.[2]
  • 59% of hotel chains used a payment gateway in 2023.[2]
  • More than 40% of hoteliers expected reservations and call-center functions to be fully automated within five years in 2025.[2]

Digital Transformation in the travel and hospitality sector (sector benchmark)

  • 59% of active travel and hospitality respondents were at the piloting or deploying stage of AI adoption in Adobe’s global research.[3]
  • 80% of travel and hospitality respondents reported siloed, transactional, or consultative relationships between business and information-technology teams.[3]
  • 47% of hotels in Andalusia rated their infrastructure capacity for digital transformation as high or very high in the study period.[4]
  • 69% of lodging-technology survey respondents identified integrating new technology with legacy systems as a moderate or major 2024 industry challenge.[5]

Technology Adoption in the travel and hospitality sector (sector benchmark)

  • 14% of travel buyers said they were already using AI in their travel programs in the October 2024 GBTA poll.[6]
  • 89% of travel and hospitality executives expected generative AI to have a meaningful business impact within three years.[7]
  • 49% of global travel programs planned to increase technology investment for 2025, based on a GBTA poll of travel-industry professionals.[6]
  • 83% of travel and hospitality executives said they increased AI budgets in 2024, according to the Skift-AWS industry survey.[7]

Cloud Computing in the travel and hospitality sector (sector benchmark)

  • 29% of hospitality respondents reported full cloud maturity for critical applications and workloads globally, while 38% said they were well on the way in 2023.[8]
  • 69% of hospitality respondents used a hybrid-cloud deployment model globally in 2023, compared with 31% using public cloud only.[8]
  • 79% of travel and tourism companies surveyed by the World Economic Forum reported cloud computing among technologies expected to be adopted.[9]
  • 67% of travel and hospitality companies were in advanced stages of cloud adoption globally in 2024, according to a survey of industry executives.[7]
  • 67% of travel and hospitality companies were in advanced stages of cloud adoption in the 2024 Skift-AWS industry survey.[7]

Big Data in the travel and hospitality sector (sector benchmark)

  • 89% of travel and tourism companies surveyed by the World Economic Forum reported user and entity big-data analytics among technologies expected to be adopted.[9]
  • More than eight in ten worldwide travel buyers considered data analytics extremely or very important to their travel programs in April 2025.[10]
  • 18.8% of hotels in an Andalusian study rated their implementation of big-data tools as high or very high.[4]
  • 62.8% of hotels in an Andalusian study rated their implementation of big-data tools as low or very low.[4]

Blockchain in the accommodation tourism industry

  • 6% of hotel operators considered deploying cryptocurrencies very or extremely important in the 2022 lodging technology study.[11]
  • 7,208 hotel firm-year observations were used to study blockchain adoption among FTSE 350 listed UK hotel companies from 2018 to 2024.[12]
  • 5.0% of travelers identified cryptocurrency payment as a future must-have for an amazing hotel stay in 2021.[1]
  • 24% of hotel-chain respondents expected cryptocurrency payment solutions to be an area of innovation within the following two years in 2023.[13]
  • 26% of hotel-chain respondents expected blockchain technology to be an area of innovation within the following two years in 2023.[13]

IoT in the travel and hospitality sector (sector benchmark)

  • 53% of hospitality executives said improving operating efficiency was their primary IoT objective globally in 2019.[14]
  • 70% of hospitality executives reported having active IoT projects globally in 2019.[14]

05 Statistics

Data & Analytics

Data and analytics shows a governance and integration gap: only 11% of hotel owners and operators reported a fully integrated technology stack in 2026, while 91% still relied on manual reporting within automated workflows in 2026.

Business intelligence in the accommodation tourism industry

  • 50% of hotels lacked customer-relationship-management systems in 2024, limiting the availability of guest data for business intelligence.[15]
  • 39% of mid-size hotel chains generated distribution reports six to eight days per month in 2024.[15]
  • 21% of group-travel teams at hotels used business intelligence regularly in 2024, according to a global hospitality technology survey.[16]
  • 50% of independent hotels generated distribution reports six to eight days per month in 2024, indicating substantial recurring reporting activity.[15]
  • 36% of hotel marketing teams used business-intelligence data tools regularly in 2024, according to a global hospitality technology survey.[16]
  • 23% of hotel distribution teams used business intelligence regularly in 2024, according to a global hospitality technology survey.[16]

Data analytics in the accommodation tourism industry

  • 59.0% of Portuguese hotels using artificial intelligence applied it to data analysis in a 2024 survey of 456 hotel firms.[17]
  • 7% of hotel information-technology budgets was devoted to internal research and development in the 2024 lodging-technology study.[5]
  • 4.2% of hotel revenue went to information-technology budgets in 2023, according to a lodging-technology survey.[5]
  • 50.2% was the average adoption of business-intelligence and artificial-intelligence tools among Portuguese hotel firms surveyed in 2024.[17]
  • 30% of hotel information-technology budgets was directed to new implementations in the 2024 lodging-technology study.[5]
  • 46.2% of Portuguese hotels using artificial intelligence applied it to chatbots in a 2024 survey of 456 hotel firms.[17]

Data Quality in the travel and hospitality sector (sector benchmark)

  • 27% of hotel operators spent more than 11 hours per week consolidating or reconciling data in 2026.[6]
  • 69% of travel and hospitality companies training AI models wasted resources on bad data in 2025, according to a Salesforce survey of business leaders.[18]
  • 27% of hotel operators used more than seven technology platforms in 2026, increasing the risk of fragmented and inconsistent operational data.[6]
  • 15% of hotel owners and operators were very confident in the accuracy and timeliness of their operational data in 2026.[6]
  • 47% of business leaders were fully confident in their organizations’ data accuracy in 2025, across the broader business sample reported by Salesforce.[18]

Data Governance in the travel and hospitality sector (sector benchmark)

  • 78% of travel and hospitality business leaders said data-governance policies varied across departments in 2025.[18]
  • Only 11% of hotel owners and operators reported a fully integrated technology stack in 2026, indicating limited enterprise-wide data integration.[6]
  • 97% of travel and hospitality business leaders said a strong data foundation was the most critical factor for AI deployment in 2025.[18]
  • 51% of hoteliers said regulation helped their commercial goals in 2025, while 20% said it hindered them, in a survey covering hotel distribution professionals.[19]
  • 91% of hotel owners and operators still relied on some manual reporting within automated workflows in 2026, highlighting incomplete process standardization.[6]

KPIs in the accommodation tourism industry

  • 72.5% was Hilton’s U.S. hotel occupancy in 2024, with ADR of $167.27 and RevPAR of $121.34.[20]
  • 69.5% was Hilton’s hotel occupancy in Asia Pacific in 2024, with ADR of $110.03 and RevPAR of $76.49.[20]
  • 73.0% was Hilton’s hotel occupancy in the Middle East and Africa in 2024, with ADR of $180.77 and RevPAR of $131.88.[20]
  • 62.5% was LXR Hotels & Resorts’ occupancy in 2024, with ADR of $585.26 and RevPAR of $365.96.[20]
  • 64.6% was Waldorf Astoria Hotels & Resorts’ occupancy in 2024, with ADR of $511.40 and RevPAR of $330.36.[20]
  • 72.1% was Hilton’s system-wide hotel occupancy in 2024, while system-wide ADR was $159.55 and RevPAR was $115.09.[20]

06 Statistics

Strategy & Growth

Strategy and growth remains tied to portfolio scale and brand expansion targets, including Hilton’s plan for a lifestyle-portfolio target of 700 hotels after announcing plans to double the segment.

Growth in the accommodation tourism industry

  • $425.8 billion was contributed directly to U.S. GDP by hotel operations in 2024.[21]
  • 700 hotels is Hilton’s planned lifestyle-portfolio target after announcing plans to double the segment.[22]
  • 25 brands was the average portfolio size of major U.S. hotel brand families in 2023, compared with 13 in 2013.[23]
  • $1.6811 trillion in business sales were supported by the U.S. hotel industry in 2024.[21]
  • 1,000 operating hotels was Hilton’s Asia-Pacific milestone reached ahead of schedule in 2024.[22]
  • 81 new hotels, representing 20,721 rooms, joined Hyatt’s portfolio in the fourth quarter of 2024.[24]

Differentiation in the accommodation tourism industry

  • 968 independent boutique hotels with 106,646 rooms operated in the United States in 2024.[25]
  • 54% of U.S. independent boutique hotels were positioned in the luxury segment in 2024.[25]
  • 24% of U.S. independent boutique hotels were positioned in the upper-upscale segment in 2024.[25]
  • 1,200 hotel brands were operating worldwide according to 2024 hospitality-industry analysis.[26]
  • 1.9% was the share of total U.S. hotel inventory represented by independent boutique hotels in 2024.[25]
  • 1.7 times was the average preference advantage of hard hotel brands over soft brands in cited consumer research.[27]

Mergers and acquisitions in the accommodation tourism industry

  • $185 million was the maximum contingent consideration Hyatt disclosed for the Standard International acquisition.[28]
  • 20% was the decline in U.S. hospitality transaction volume in 2024 compared with 2023.[14]
  • €359 million was the value of Hyatt’s Bahia Principe transaction closed in December 2024.[24]
  • 21 open hotels with approximately 2,000 rooms were included in Hyatt’s planned acquisition of Standard International in 2024.[24]
  • 50% was Hyatt’s acquired shareholding in Management Hotelero Piñero, owner of the Bahia Principe brand.[24]
  • $4.3 billion was the announced value of Standard General’s acquisition of Bally’s Corporation in 2024, a major U.S. hospitality transaction.[29]

Strategic partnerships in the accommodation tourism industry

  • Five Austrian properties were covered by Marriott International’s 2025 agreement with Verkehrsbüro Hospitality.[30]
  • Nearly 400 boutique hotels were added to Hilton’s luxury distribution through its 2024 partnership with Small Luxury Hotels of the World.[31]
  • 21 operating properties and nearly 4,000 rooms represented Marriott’s Austria portfolio when it announced the Verkehrsbüro Hospitality agreement.[30]
  • More than 30,000 members were represented by AHLA when it announced its 2024 partnership total.[21]
  • Six iconic natural locations were included in Hilton’s 2024 AutoCamp partnership for Hilton Honors booking access.[22]
  • 1,000 me and all hotel rooms were in Hyatt’s pipeline following its strategic collaboration with Lindner Hotel Group.[24]

07 Statistics

People & Workforce

People and workforce issues concentrate on staffing shortages and retention levers: 38% of surveyed U.S. hotels identified housekeeping as the most common staffing shortage at end of 2024.

Hiring in the accommodation tourism industry

  • 38% of surveyed U.S. hotels identified housekeeping as their most common staffing shortage at the end of 2024.[21]
  • 47% of surveyed U.S. hotels said higher wages were their most frequently used strategy for attracting and retaining workers at the end of 2024.[21]
  • 14% of surveyed U.S. hotels reported difficulty finding culinary workers at the end of 2024.[21]
  • 31% of U.S. hotels offered enhanced benefits to recruit and retain employees in 2026.[21]
  • 54% of U.S. hotels offered flexible scheduling to recruit and retain employees in 2026.[21]

Employee retention in the accommodation tourism industry

  • 37% of hotels surveyed by Hireology said all hires made in 2023 were still employed when surveyed in 2024.[32]
  • 62% of hotels surveyed by Hireology said retention had become more challenging than the previous year in 2024.[32]
  • 37% of hotel human-resources leaders said enhancing employee experience to boost retention was their most critical planning question in 2026.[33]
  • 17% of hotels surveyed by Hireology reported that 40% to 60% of hires made in 2023 remained employed in 2024.[32]
  • 36% of hotels surveyed by Hireology said employee retention was extremely challenging in 2024.[32]

Remote Work in the travel and hospitality sector (sector benchmark)

  • Across U.S. hospitality and food services, employees worked 11.11% of paid days from home in 2025.[34]
  • Across U.S. hospitality and food services, employees worked 10.23% of paid days from home in 2024.[34]
  • Across U.S. hospitality and food services, employees worked 10.19% of paid days from home in 2026.[34]
  • Among travel buyers, 7% reported a full-time remote company policy for 2024, compared with 15% among travel suppliers and travel-management companies.[35]

Hybrid Work in the travel and hospitality sector (sector benchmark)

  • Among business-travel professionals in the Asia-Pacific region, 62% reported that their company had a hybrid work policy for 2025.[36]
  • Among business-travel professionals in Europe, 77% reported that their company had a hybrid work policy for 2025.[36]
  • Among travel buyers, 68% reported a hybrid company work policy for 2024.[35]
  • Among business-travel professionals in North America, 51% reported that their company had a hybrid work policy for 2025.[36]
  • Among travel suppliers and travel-management companies, 54% reported a hybrid company work policy for 2024.[35]

Upskilling in the accommodation tourism industry

  • 52% of Scottish hotel and restaurant establishments provided training internally in 2022.[37]
  • 22.3% of tourism job advertisements in the EU27 and United Kingdom requested food-preparation skills during 2019–2022.[38]
  • 12.5 million employees worked in the European tourism ecosystem in 2019, establishing the workforce base for the sector’s skills strategy.[39]
  • 32% of Scottish hotel and restaurant establishments provided training externally in 2022.[37]
  • 60% of hotel and restaurant establishments in Scotland provided training for their workforce in 2022.[37]

Employee Engagement in the travel and hospitality sector (sector benchmark)

  • Across New Zealand tourism businesses, 60% of employees reported work engagement in 2025.[40]
  • Across IHG’s global hotel and corporate workforce, the 2024 employee-engagement score was 87%.[41]
  • Across New Zealand hospitality businesses, 47% of employees reported work engagement in 2025.[40]
  • Across New Zealand hospitality and tourism workplaces, 62% of employees with people-management responsibilities reported work engagement in 2025.[40]
  • Across Travel + Leisure Co.’s accommodation and hospitality workforce, the 2024 associate-engagement survey received 16,405 completions, representing 86% of associates.[42]

DEI in the accommodation tourism industry

  • 99.5% of surveyed U.S. hotels had implemented at least one initiative contributing to reduced inequalities in 2022.[43]

08 Statistics

Customer & Sales

Customer experience in the accommodation tourism industry

  • 85 points was the 2026 U.S. lodging score for website satisfaction on ACSI’s 0–100 scale.[44]
  • 80 points was the 2026 U.S. lodging score for in-room entertainment quality on ACSI’s 0–100 scale.[44]
  • 86 points was the 2026 U.S. lodging score for mobile-app quality on ACSI’s 0–100 scale.[44]
  • 81 points was the 2026 U.S. lodging score for in-room internet service quality on ACSI’s 0–100 scale.[44]
  • 80 points was the 2026 U.S. lodging score for call-center satisfaction on ACSI’s 0–100 scale.[44]

Customer retention in the accommodation tourism industry

  • 300-plus U.S. hotels piloted IHG’s digital checkout experience in 2024.[41]
  • 78% of global hotel customers said they would recommend hotel companies in 2025.[45]
  • 84% of global hotel customers reported satisfaction with their hotel-industry experience in 2025.[45]
  • 79% of global hotel customers trusted the hotel industry in 2025.[45]
  • 76% of global hotel customers said in 2025 that they would purchase more from hotel companies after a positive recent experience.[45]

Customer acquisition in the accommodation tourism industry

  • 12.3% of European hotel overnight stays were booked through internet booking engines in 2023.[46]
  • 28% of European hotels had OTA market shares between 30% and 49% in 2023.[46]
  • 20% of European hotels generated more than half of their bookings through OTAs in 2023.[46]
  • 27% of European hotels with fewer than 20 rooms generated more than half of bookings through OTAs in 2023.[46]
  • 3.8% less frequently were intermediary-acquired hotel customers purchasing than brand-direct customers in a U.S. hotel study.[47]

Customer loyalty in the accommodation tourism industry

  • 17% was Hilton Honors membership growth between December 31, 2023 and December 31, 2024.[48]
  • 58% of active U.S. leisure travelers identified Hilton Honors as a hotel loyalty program they actively used in 2024.[49]
  • IHG One Rewards members were approximately 10 times more likely to book direct than non-members in 2024.[41]
  • 211 million Hilton Honors members were recorded worldwide at the end of 2024.[48]
  • 79 points was the 2026 U.S. lodging score for loyalty programs on ACSI’s 0–100 scale.[44]

Lead generation in the accommodation tourism industry

  • 70% was the North American average open rate for hotel cart-abandonment emails in 2024.[50]
  • 14% was the global average conversion rate for hotel cart-abandonment campaigns in 2024.[50]
  • 69% was the EMEA average open rate for hotel cart-abandonment emails in 2024.[50]
  • 70% was the global average open rate for hotel cart-abandonment emails in Revinate’s 2024 benchmark.[50]
  • 36% was the EMEA average click-through rate for hotel cart-abandonment emails in 2024.[50]

09 Statistics

Marketing & Brand

Marketing and brand activity reflects distribution and identity challenges, with 28% of hospitality respondents identifying developing effective marketing strategies as a major challenge.

Marketing in the accommodation tourism industry

  • 28% of hospitality respondents identified developing effective marketing strategies as a major challenge.[51]
  • 700+ hotel brands representing more than 21,000 properties participated in the global hotel distribution and commercial-strategy survey.[19]
  • 29% of hospitality respondents identified creating and sustaining a distinctive identity against local hotels as a major challenge.[51]
  • 37% of hotel companies assign a dedicated team member to own a marketing or distribution channel.[52]
  • $74,337 was the average annual digital-advertising and media spend per hotel property reported by hoteliers.[16]

Digital marketing in the accommodation tourism industry

  • $218 billion in hotel gross bookings came through direct digital channels in 2019, providing the comparison point for 2024.[53]
  • $9.85 of additional hotel revenue was associated with each correctly captured guest email address globally in 2024.[50]
  • $8 of additional hotel revenue was associated with each correctly captured guest phone number globally in 2024.[50]
  • 29% of online hotel revenue came through hotel websites in D-EDGE’s 2024 distribution dataset.[54]
  • 50.2% of independent-hotel bookings in Argentina were direct, according to Cloudbeds’ country-level benchmark.[55]

Branding in the accommodation tourism industry

  • 65% of consumers said they would engage more with hospitality loyalty programs if offered better discounts.[56]
  • 15% was the compound annual growth rate in major hotel-company loyalty-program membership over the past decade.[57]
  • 35% of gross fee revenue for at least one major hotel group was represented by its top 1% of loyalty members.[56]
  • -0.2% was the weakest hotel-brand-family RevPAR compound annual growth rate from 2014 to 2024.[57]
  • 675 million hotel-loyalty members were included in CBRE’s loyalty-program analysis.[58]

Social media in the accommodation tourism industry

  • 2.96 million followers were recorded for Four Seasons in Rival IQ’s current hotel-brand landscape.[59]
  • 36 inbound social-media messages per day were received by travel and hospitality brands in 2024, down from 41 in 2023.[60]
  • 7 daily engagements were received by travel and hospitality brands on TikTok in 2024.[60]
  • 3.73 million followers were recorded for Marriott Hotels in Rival IQ’s current hotel-brand landscape.[59]
  • 127 daily engagements were received on average by travel and hospitality brands in 2024, according to Sprout Social’s benchmark.[60]

Influencer Marketing in the travel and hospitality sector (sector benchmark)

  • 91% of hospitality brands include some form of influencer marketing in their brand strategy, based on a 2026 hospitality-sector survey.[61]
  • 49% of hospitality brands include paid influencer work in their brand strategy, up from 37% in the previous survey period.[61]
  • More than 6.5 million influencer posts about the travel industry were published globally in 2023, generating an average engagement rate of 2.4%.[60]
  • 72% of European travel and hospitality brands plan to expand their creator pool, according to research conducted across seven European markets in 2025.[62]
  • 92% of European travel and hospitality brands work with micro-creators, defined as influencers with 10,000 to 100,000 followers, in research conducted across seven markets in 2025.[62]

10 Statistics

Operations & Execution

Operations and execution highlights unfinished automation: 91% of hotel operators still relied on some manual reporting in 2026, alongside 27% using smart ancillary sales via apps or digital ordering in 2023.

Process optimization in the accommodation tourism industry

  • 27% of global hotel chains used smart ancillary sales through apps, mobile websites or digital ordering in 2023.[2]
  • 25% of global hotel chains used automated guest recognition in 2023.[2]
  • 34% of global hotel chains offered online check-in with digital keys in 2023.[2]
  • 36% of global hotel chains planned to implement automated guest recognition in 2023.[2]
  • 76% of surveyed hotel chains used customer-relationship-management systems in 2023.[2]

Operational efficiency in the accommodation tourism industry

  • 11% of hotel operators reported having a fully integrated technology stack in 2026.[6]
  • 27% of hotel operators used more than seven technology platforms to run their hotels in 2026.[6]
  • 91% of hotel operators still relied on some manual reporting in 2026.[6]
  • 11.5% was the decline in U.S. hotel housekeeping minutes per occupied room from January through September 2025.[63]
  • 12.7% was the decline in U.S. hotel guest-service-representative minutes per occupied room from January through September 2025.[63]

Quality management in the accommodation tourism industry

  • 217 points was the decline in North American hotel guest satisfaction when a problem occurred during the stay in 2025.[64]
  • 81 points was the 2026 U.S. lodging score for in-room internet service quality on the ACSI 0–100 scale.[44]
  • 72% of North American hotel guests said their room included a smart television in 2025.[64]
  • 60% of North American hotel guests said they used the room smart television during their stay in 2025.[64]
  • 79 points was the 2026 customer-satisfaction score for Hilton Hotels & Resorts on the ACSI 0–100 scale.[44]

Supply chain in the accommodation tourism industry

  • 94 countries were covered by the Cornell Hotel Sustainability Benchmarking Index dataset in 2026.[65]
  • 18.82% was the food-waste rate measured in a second hotel in the hotel-food-service case study.[66]
  • 17.09% was the food-waste rate measured in one hotel in the hotel-food-service case study.[66]
  • 60% of food wasted in hotels was attributed to kitchen waste in the Sustainable Hospitality Alliance analysis.[67]
  • 86% of U.S. hotels reported that supply-chain issues affected operations in an AHLA member survey.[68]

Outsourcing / Offshoring in the travel and hospitality sector (sector benchmark)

  • 64% of European corporate travel managers outsourced at least part of their hotel RFP process in 2026.[35]
  • 54% of organizations across North America and EMEA outsourced some or all hotel RFP activities to travel management companies or consultants in 2026.[35]
  • 9% of North American travel buyers and 13% of European travel buyers whose programs were not adding staff expected to outsource more work to third parties in 2025.[35]
  • 14% of travel supplier and TMC professionals whose companies were not adding staff expected to outsource more work to third parties in 2025.[35]
  • Around three in 10 travel buyers worldwide engaged external consultants for travel-supplier sourcing in 2025.[10]

11 Statistics

Finance & Pricing

Finance and pricing frames margins and costs around occupancy and labor, with U.S. hotel occupancy at 62.3% in 2025 and labor costs at 34.6% of U.S. hotel revenue in 2024.

Pricing strategy in the accommodation tourism industry

  • $159.00 was the average daily rate for U.S. hotels in 2024, according to Oxford Economics and STR/CoStar Group.[21]
  • $102.78 was the forecast U.S. hotel revenue per available room for 2025, up 2.58% from 2024.[21]
  • $160.30 was the average daily rate for U.S. hotels in 2025, reflecting 0.8% annual growth.[63]
  • 62.3% was U.S. hotel occupancy in 2025, down from 63.1% in 2024.[63]
  • $99.80 was U.S. hotel revenue per available room in 2025, a reported 0.4% decline from the previous year.[63]

Cost reduction in the accommodation tourism industry

  • 21% of European accommodation managers in 2025 considered AI not helpful at all for energy management and sustainability efforts.[69]
  • 48% of European accommodation managers considered AI helpful for energy management and sustainability efforts in 2025.[69]
  • 4% was the increase in average hourly compensation for U.S. hospitality employees in 2024.[70]
  • $72.44 was U.S. hotel labor cost per available room in 2024, up 11.2% year over year.[70]
  • 34.6% of U.S. hotel revenue went to labor costs in 2024, up from 33.3% in 2023.[71]

Profitability in the accommodation tourism industry

  • 35% was the gross operating profit margin for U.S. hotels outside the top-25 markets in 2024.[71]
  • $54 was the forecast U.S. hotel gross operating profit per available room for 2025.[71]
  • 24% was the EBITDA margin for U.S. hotels in top-25 markets in 2024.[71]
  • $50 was U.S. hotel gross operating profit per available room in 2024 in the cited STR forecast series.[71]
  • $73.60 was U.S. hotel gross operating profit per available room in 2024, up 3.2% year over year.[70]

Financial planning in the accommodation tourism industry

  • $64 billion in U.S. hotel debt was originated during the first half of 2025, according to JLL Research.[72]
  • 70% was the decline in annual cross-border hotel capital inflows into the Americas compared with the 2014–2019 period.[57]
  • $97.2 billion was the total economic output associated with U.S. hotel capital investment in 2024.[21]
  • $88 billion in hotel loans were scheduled to mature globally through 2027, creating refinancing and capital-planning requirements.[72]
  • 80% of EMEA hotel lenders planned to increase loan originations in the cited 2026 outlook.[72]

12 Statistics

Product & Service

Product and service growth tracks pipeline conversion, including 1,432 hotels added to Hilton’s development pipeline in 2024 representing approximately 154,200 rooms.

Product development in the accommodation tourism industry

  • 1,432 hotels were added to Hilton’s development pipeline in 2024, representing approximately 154,200 rooms.[22]
  • The European Union had 680,848 tourist accommodation establishments and 29.741 million bed places in 2024.[73]
  • Luxury and lifestyle hotels accounted for roughly half of Hilton’s system-wide openings in 2024.[22]
  • Hotels and similar accommodation supplied 1.898 billion nights in the European Union in 2024.[73]
  • 88,500 Hilton rooms entered construction in 2024, excluding acquisitions and strategic partnerships.[31]

Product lifecycle in the accommodation tourism industry

  • 83,000 net rooms were added to Hilton’s system during 2024.[22]
  • 411 strategic-partner hotels contributed approximately 19,500 rooms to Hilton’s 2024 openings.[22]
  • Hilton operated 24 hotel brands globally at December 31, 2024, spanning luxury, lifestyle, full-service, focused-service and all-suite categories.[22]
  • EU nights in holiday and other short-stay accommodation increased 8.7% from 2019 to 2024.[73]
  • 409 strategic-partner hotels contributed approximately 19,400 rooms to Hilton’s 2024 net additions.[22]

After-sales in the accommodation tourism industry

  • 17% of U.S. hotel visitors considered joining a loyalty program in 2026, while 12% had lapsed membership.[21]
  • 211 million people belonged to Hilton Honors at December 31, 2024, up 17% from the previous year.[20]
  • Hilton properties operated in 140 countries and territories at December 31, 2024, supporting a global guest-service network.[20]
  • More than 30 million new Hilton Honors members joined during 2024.[20]
  • 61% of U.S. hotel visitors belonged to a guest loyalty scheme in 2026.[21]

Value proposition in the accommodation tourism industry

  • EU residents spent 53.5% of rented-accommodation nights in hotels or similar properties in 2024.[73]
  • Hilton generated $3.429 billion in adjusted EBITDA in 2024.[20]
  • Greece recorded 96% of its tourism-accommodation nights at coastal establishments in 2023.[73]
  • More than 400 boutique independent hotels were available to Hilton Honors members through Hilton’s Small Luxury Hotels partnership in 2024.[31]
  • Malta recorded 100% of its tourism-accommodation nights at coastal establishments in 2023.[73]

13 Statistics

Sustainability & Ethics

Sustainability and ethics emphasizes measurable resource actions: 97% of surveyed U.S. hotels had carbon-reduction plans in 2024, up from 57% in 2022.

Sustainability in the accommodation tourism industry

  • 80% of surveyed U.S. hotels had water-efficient toilets in at least three-quarters of the property in 2024.[43]
  • 36.3% was Hilton managed hotels’ reduction in water intensity from the company’s baseline by 2024.[74]
  • 60.6% was Hilton managed hotels’ reduction in landfill-waste intensity from the 2008 baseline by 2024.[74]
  • 97% of surveyed U.S. hotels had carbon-reduction plans in 2024, up from 57% in 2022.[43]
  • 75% of surveyed U.S. hotels had energy-reduction action plans in 2024.[43]

ESG in the accommodation tourism industry

  • 970,000-plus learning and career-growth opportunities were provided by Hilton in 2024.[74]
  • $1.4 million-plus was distributed by Hilton to more than 4,000 team members affected by disasters, crises or personal hardship in 2024.[74]
  • 20.4% of 137 hotel chains studied had adhered to the Global Code of Ethics for Tourism.[75]
  • $70 million-plus in financing was secured by Hilton’s Unlocking Doors program to support aspiring hotel owners in 2024.[74]
  • 1.5 million-plus community members were meaningfully impacted by Hilton’s local support, disaster relief and economic-opportunity programs in 2024.[74]

Ethics in the accommodation tourism industry

  • 337 hotel employees participated in a 2026 study of human-trafficking awareness and professional quality of life.[12]
  • 18% of hotel sex-trafficking cases that settled or were voluntarily dismissed with prejudice concluded within six to 12 months.[76]
  • 23% of hotel sex-trafficking cases that settled or were voluntarily dismissed with prejudice concluded within 18 to 24 months.[76]
  • 41% of resolved hotel sex-trafficking cases from 2003 through 2024 ended in settlement.[76]
  • 80% of trafficking-survivor survey respondents reported that commercial sex occurred at a hotel, according to hospitality-sector research.[77]

CSR in the accommodation tourism industry

  • 452,000-plus volunteer hours were reported by Hilton employees in 2024.[74]
  • 4,000-plus Hilton team members received disaster, crisis or hardship assistance in 2024.[74]
  • $70 million-plus in financing was secured through Hilton’s Unlocking Doors program for aspiring hotel owners in 2024.[74]
  • 1.5 million-plus community members benefited from Hilton’s local support, disaster relief and economic-opportunity programs in 2024.[74]
  • $500,000 was committed by Hilton to the AHLA Foundation’s No Room for Trafficking initiative in 2024.[74]

Circular economy in the accommodation tourism industry

  • 5 to 8 times higher than local per-capita rates in water-scarce areas was the reported potential hotel water use per room.[78]
  • 1,500 litres of water per room per day can be consumed by hotels, according to a 2026 circular-tourism report.[78]
  • 6.3 to 28.9 kilograms of carbon dioxide per person per night was the range reported across accommodation categories in cited hotel research.[79]
  • 13 July 2026 was the publication date of a systematic review identifying circular economy as an increasingly important issue for hotels because of their resource consumption.[4]
  • 159 studies published between 1995 and 2024 were reviewed in a 2026 systematic assessment of circular practices in hotels.[4]

Carbon footprint in the accommodation tourism industry

  • 4.6% was the HRS Green Stay Initiative reduction in water consumption during the first half of 2024.[80]
  • 110,000 tonnes of carbon emissions were recorded in the HRS Green Stay Initiative dataset for the first half of 2024, down 27.2% year on year.[80]
  • 24.6% was Hotel C’s reduction in double-room carbon intensity after lower annual utility activity in 2025.[81]
  • 365.05 litres per room night was the HRS Green Stay Initiative average water consumption in the first half of 2024.[80]
  • 16.63 kilograms of carbon dioxide per room night was the HRS Green Stay Initiative average in the first half of 2024, down 5.4% year on year.[80]

15 Statistics

Globalization & Expansion

Globalization and expansion shows regional travel composition and international positioning, with 61.6% of international overnight stays in EU tourist accommodation in 2024 coming from other EU countries.

Globalization in the accommodation tourism industry

  • 19 hotel brands were marketed by IHG across more than 100 countries according to its 2024 annual-report description.[93]
  • 178,000 people were employed or managed by Hilton at its owned, leased and managed hotels and corporate offices at December 31, 2023.[73]
  • 418,000 associates were managed by Marriott at year-end 2024, including employees at properties, customer-care centers and above-property operations.[94]
  • 21.3% of international overnight stays in EU tourist accommodation in 2024 came from other European countries outside the EU.[73]
  • 61.6% of international overnight stays in EU tourist accommodation in 2024 were made by visitors from other EU countries.[73]

Cultural adaptation in the accommodation tourism industry

  • 25% of Hilton’s non-management directors were ethnically diverse at December 31, 2023.[20]
  • 42% of Hilton’s global corporate leadership were women at December 31, 2023.[20]
  • 43% of Hilton’s global managers were women in 2019.[95]
  • 29% of Hilton’s U.S. hotel leadership was ethnically diverse at December 31, 2023.[20]
  • 69% of Hilton’s U.S. team members were ethnically diverse in 2019.[95]

Supplier management in the accommodation tourism industry

  • 357 food-business suppliers had signed or acknowledged Centara’s supplier code of conduct and guidelines in 2024.[96]
  • 1,750 hotel-business suppliers had signed or acknowledged Centara’s supplier code of conduct and guidelines in 2024.[96]
  • 2,753 hotel-business suppliers were recorded by Centara Hotels & Resorts in 2024.[96]
  • 229 new food-business suppliers were recorded by Centara in 2024.[96]
  • 76% of Centara’s food-business suppliers had signed or acknowledged its supplier code of conduct in 2024.[96]

Stakeholder management in the accommodation tourism industry

  • 52% was the like-for-like increase in volunteer hours at Archer Hotel Capital’s hotels in 2024.[97]
  • 92% was the year-on-year increase in volunteer hours contributed by Archer Hotel Capital’s hotels in 2024.[97]
  • €3.1 million was the investment Archer Hotel Capital identified for water-saving measures at its hotels in 2024.[97]
  • Nearly 500,000 Hilton team members worldwide were highlighted as contributors to community and guest impact in 2024.[31]
  • 262 volunteer hours were contributed by associates at Hilton New Orleans Riverside to the Arlington Food Assistance Center in 2024.[98]

Distribution channels in the accommodation tourism industry

  • 20% of bookings at large international hotel chains came through direct digital and web channels in HEDNA’s 2024 distribution report.[15]
  • 16% of hotel bookings came through direct voice channels in HEDNA’s 2024 distribution report.[15]
  • 18% of hotel reservations came through direct voice bookings in the HEDNA 2025 distribution survey.[52]
  • 22% of hotel bookings came through direct digital and web channels in HEDNA’s 2024 distribution report.[15]
  • 10% of hotel bookings came through global distribution systems in HEDNA’s 2024 distribution report.[15]

Key questions about the accommodation tourism industry

What is the EU tourist accommodation market size in 2025?
EU tourist accommodation reached a record 3.1 billion nights in 2025, up 4.1% year on year.
How fast is EU accommodation demand growing?
EU accommodation demand exceeded 3.1 billion nights in 2025, up 26.5% from 2015, and grew 4.1% versus 2024.
Which companies lead the accommodation tourism industry?
Hilton Worldwide Holdings stands out for hotel franchising, management and ownership because it managed about 182,000 people at year-end 2025, while Indian Hotels Company focuses on hotel ownership and management since it delivered 16% revenue growth in 2025.
Which technology shifts are most prominent for automation and data?
In 2025, 69% of hoteliers cited reducing repetitive manual tasks as a decision factor for automation, and more than 40% expected reservations and call-center functions to be fully automated within five years.
How is the accommodation market structured by accommodation type?
In 2024, hotels and similar accommodation accounted for 62.8% of EU nights (about 1.90 billion nights), with holiday and other short-stay accommodation at 23.7% (715 million) and campsites at 13.5% (409 million).
How does regulation affect short-term rentals starting in 2026?
EU Regulation 2024/1028 on short-term rentals became applicable on 20 May 2026, requiring rules for platform data collection and sharing and supporting harmonised registration processes with unique registration numbers.
Reference

Cite This Report

This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.

APA
Samuel Norberg. (2026, November 10). Accommodation Tourism Industry Statistics. Gitnux. https://gitnux.org/accommodation-tourism-industry-statistics
MLA
Samuel Norberg. "Accommodation Tourism Industry Statistics." Gitnux, 10 Nov 2026, https://gitnux.org/accommodation-tourism-industry-statistics.
Chicago
Samuel Norberg. 2026. "Accommodation Tourism Industry Statistics." Gitnux. https://gitnux.org/accommodation-tourism-industry-statistics.

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