Overview

• HSMAI/MKG report July RevPAR down 2.3% year over year in Europe, with occupancy up 1.3 percentage points but ADR falling about 4%, and the economy segment seeing the sharpest ADR drop of 5.4%.
• Greece led gains with RevPAR up 15.4% on a 20.7% jump in ADR despite a 3.7‑point occupancy decline, one of the few markets successfully lifting rates.
• Spain posted a 3.3% RevPAR increase on a 0.5‑point occupancy rise and 2.7% ADR growth, keeping coastal demand steady even as momentum cooled.
• The UK rebounded with RevPAR up 3.9% on higher occupancy and stable ADR, while France’s RevPAR fell 5% as hoteliers cut ADR 8% despite an occupancy uptick; Germany’s RevPAR dropped 9.1% with event boosts unable to offset tough Euro 2024 comps and a weak economy.
• Sector conditions reflect post‑pandemic normalization, soft corporate demand and Eurostat‑noted growth in seasonal rental bookings, with June data showing uneven baselines including a sharp Germany decline and strong France results.