The Greek hotel market continued to grow in 2025, while becoming more complex in terms of demand and booking behavior.
This report by hotellab provides a clear, data-driven overview of market performance, based on aggregated hotel data and travel demand indicators. It shows how revenue, pricing, and demand evolved throughout the year, across different regions (Athens, Cyclades, Halkidiki & Ionian Islands) and seasons.
The report is designed for hoteliers, investors, and industry professionals who want to better understand current market dynamics and make more informed decisions.
Revenue growth driven by pricing improvements in 2025
The hotellab report shows that revenue performance in 2025 was primarily supported by pricing rather than volume growth.
Average Daily Rate (ADR) increased to €111 (+2.2% year-on-year), while occupancy reached 63.9% (+2.0 percentage points). As a result, RevPAR grew by 5.3%, outperforming both metrics.
This trend was particularly evident during the peak season (May–October), where revenue growth was driven mainly by higher room rates, while occupancy trends remained more mixed throughout the year.
Increase in cancellations highlights changes in booking behavior
While booking activity increased in 2025, cancellations grew at a significantly faster pace, particularly during the summer months.
For example, in peak periods such as May, July, and August, cancellation growth reached substantially higher levels compared to new bookings, impacting overall booking pace.
According to the hotellab report, this reflects more flexible and last-minute booking behavior, highlighting the importance of incorporating cancellation trends into pricing and revenue management strategies.
Access the full report
These findings represent only part of the Greek hotel market performance 2025 report by hotellab.
The full version includes detailed insights on monthly performance, demand trends, source markets, booking behavior, and regional dynamics across the Greek hotel market.
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About hotellab
hotellab is an all-in-one revenue management platform designed for hotels of all types — from small independent properties to large resorts.
The company specializes in helping hotels optimize revenue and achieve their financial goals. Today, hotellab supports over 400 hotels across 16 countries and is the most adopted revenue management system in Greece.
hotellab has been recognized as one of the top revenue management systems globally by HotelTechReport and received the Silver Award for Best AI Supplier in Greece at the EthosEvents Awards 2026.
