In Europe, clear trends have emerged in recent years. These trends vary by industry, country, and provider. However, we believe the following four trends are inevitable:

• The dominance of digitalisation
• The growing importance of customer experience
• The rise of alternative accommodations
• A decline in the average length of stay

Digitalisation

Digitalisation is expanding across multiple areas. More travellers now search for accommodations in an online environment, and bookings are increasingly made via digital platforms. Mobile-responsive websites have become essential, and digital tools are widely used to communicate with guests.

Integrated website chats enhance the user experience while reducing call centre workload. Automated email systems and digital guest portals streamline communication by sending notifications and storing key information.

Labour shortages are also accelerating the automation of operational processes. Examples include number plate recognition systems for automatic barrier gate access, smart locks operating via PIN codes or Bluetooth, and mobile apps enabling guests to order food and drinks at restaurants.

Customer experience

The second major trend is the increasing importance of customer experience. As modern life becomes more fast-paced and free time more limited, travellers are placing greater emphasis on activities and facilities when choosing where to stay.

For example, in the United Kingdom, pools, hot tubs, and offsite activities for children are highly sought after. In the Netherlands, there is a growing focus on integrating high-quality hospitality with recreational experiences in green environments. In France and southern Europe, ecotourism is being actively promoted. In fact, in November 2021, the French government included ecotourism as a key pillar in its holiday market support package.

Alternative accommodations

The demand for alternative accommodations—such as tiny houses, treehouses, and yurts—continues to grow, driven by travellers seeking unique, luxurious, personalised, and sustainable experiences.

The rise of the sharing economy and the increasing popularity of ecotourism have also contributed to this trend. A new generation of young entrepreneurs is reshaping business operations and striving to differentiate themselves in the market. Meanwhile, large operators are evolving and investing heavily in their existing parks to stay competitive.

Length of stay

Last but not least, length of stay is a key factor shaping the hospitality industry. While the total number of nights spent in tourist accommodations is gradually returning to pre-pandemic levels (according to Eurostat data), the average stay per booking has shortened.

In the United Kingdom, for example, "extended short stays" have become the most popular choice. Across Europe, this shift has been influenced by factors such as the rise of urban tourism, weekend getaways, new travel formats, and cost-conscious travel behaviour.