Insights from Amadeus Travel Intelligence reveal a vibrant and competitive summer ahead for European hospitality.
NB: This is an article from Userguest, one of our Expert Partners
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As we enter the heart of the 2025 travel season, the outlook for European hospitality is brimming with opportunity. Recent data from Amadeus’ Spring–Summer Travel Trends Snapshot highlights a notable resurgence in international and regional travel, making this the perfect moment for hoteliers to optimise their strategies, sharpen their marketing, and capture a greater share of demand.
A Surge in Travel Demand
Demand is back—and then some. According to Amadeus:
- +28% year-to-date increase in international flight searches compared to 2024
- +28% growth in regional flight searches, showing a strong appetite for intra-European travel
This upward trend suggests travellers are eager to return to their favourite destinations, creating substantial booking potential across Europe.
Top Booked Destinations for Summer 2025
Travellers are flocking to a mix of both long-haul and European destinations. The Top 5 booked destinations (May–August 2025) are:
- USA (unchanged)
- Spain (steady demand)
- Italy
- Germany
- Portugal (up 3 spots from 2024)
For hoteliers in these regions, particularly in Southern Europe, the message is clear: expect volume and prepare accordingly.
Where Are Travellers Coming From?
The Top 5 origin markets travelling to Europe this summer are:
- UK
- Italy
- Spain
- France
- Germany
Of note, Canada and Greece have climbed in the rankings, reflecting broader international interest. French and Norwegian traveller volume dipped slightly.
Action Tip: Customise promotions to top source markets. For example, create packages in British Pounds or Italian and Spanish-language ad campaigns for high-converting visibility.
Booking Channels: The Direct Comeback?
Here’s how travellers are booking hotels in 2025 (YTD):
- Direct: 33% (↓ 1% from 2024)
- OTAs: 26% (flat)
- Brand.com: 23% (↑ 1%)
- GDS: 13% (↑ 1%)
- CRS: 4% (↓ 1%)
While direct bookings have slightly dipped, growth in brand.com and GDS channels suggests a renewed opportunity for owned platforms. Consider doubling down on digital advertising and loyalty incentives to push guests to book direct.
Hotel KPIs: Pricing Holds, Occupancy Steady
Hotel performance metrics remain healthy across Europe:
| Metric | 2025 (YTD) | 2024 (Same Period) |
| Occupancy | 62.3% | 62.3% |
| ADR | $191 | $188 |
| RevPAR | $116 | $114 |
Average Daily Rates (ADR) are slowly climbing, while occupancy levels hold steady – a sign that demand is keeping up with rate growth.
