Booking.com's 2026 Accommodation Barometer Finds Independent Operators Falling Behind Chains

European accommodation operators are broadly optimistic heading into peak season, but a persistent divide between large chains and independent properties is widening across nearly every key performance metric, according to Booking.com's sixth annual European Accommodation Barometer.

The report, published June 2, draws on a survey of 1,240 executives and managers from the accommodation sector across 24 European markets. Two-thirds expect positive development in the next 12 months, and 60% say their current financial situation is strong. On the surface, those numbers suggest a healthy industry.

The detail tells a different story for smaller operators.

Chains report a positive economic situation at a rate of 72%, compared to 55% for independent properties. The gap extends to revenue: 47% of chain properties saw room rate increases in the six months before the survey, versus 37% of independents. On occupancy, 56% of chains reported growth compared to 46% of independents. Average daily rate growth also moderated industry-wide, with just 40% of operators reporting rate increases this year, down from 43% in 2025, offset by occupancy gains of 50%, up 10 percentage points year-on-year.

Cybersecurity is emerging as a blind spot for smaller properties

The report's sharpest divide appears in cybersecurity readiness. Nearly all properties with 250 or more employees (94%) consider themselves adequately prepared for cyber threats. Among properties with fewer than ten staff, only 60% say the same.

The gap in specific practices is stark. Only 49% of smaller operators provide staff cybersecurity training, compared to 89% of large ones. Regular IT security audits: 60% versus 89%. Engagement with specialist third-party providers: 62% versus 95%.

The risk is real. Among the largest properties, 28% reported a cybersecurity or data security incident in the past year. Only 5% of smaller properties reported the same, though the report notes this likely reflects limited ability to detect and formally record incidents rather than genuine immunity.

For small operators, cybersecurity ranked as the top future concern for 21%, compared to just 9% of large properties. As AI-powered attack methods proliferate, the exposure gap between large and small operators is likely to grow.

Seasonality strategies: distribution and discounting still lead

With peak season approaching, 37% of operators cite extreme weather or natural events as a top concern, and 32% worry about local disruptions such as transport strikes or construction affecting guest access. Paradoxically, adapting facilities to include weather-independent amenities is the least-adopted strategy despite these concerns.

Discounting remains the most widely-used lever for off-season demand: 72% of operators say they offer off-season rates or packages with positive results. Online platforms remain the dominant distribution channel for off-season periods, with 81% of hoteliers rating them as effective. Organic social media (54%), paid search (50%), email campaigns (41%), and traditional advertising (34%) fill out the channel mix.

Event-driven tourism is gaining traction: 50% reported benefiting from event-driven travel in the past 12 months, with two-thirds of those seeing improved revenue per room and 60% reporting increased bookings during typically low-demand periods.

"The findings also underscore potential fragmentation with differing experiences and pressures emerging across accommodation types and sizes," said Matthias Schmid, SVP Accommodations at Booking.com.

The full report, along with country-specific editions for 14 European markets, is available on the Booking.com media room.