Published on
November 14, 2025
According to the latest Greek Hospitality Industry Performance Report by GBR Consulting, Greece’s hotel sector has demonstrated resilient growth in 2025. Exceeding last year’s revenues by 7.7%, Greece’s tourism industry continues to thrive, buoyed by strong demand for leisure travel and a growing interest in premium accommodations. While certain regions, like Athens and Thessaloniki, saw mixed trends, resorts led this performance due to extended seasons and higher room rates.
Resorts Outpace Occupancy with Revenue Growth
One of the key takeaways from the report is the strong performance of Greece’s resorts, which showed significant growth in room revenue per occupied room (POR). Despite a slight 0.5% dip in occupancy across resorts during the nine-month period, resorts experienced a substantial 8.8% increase in POR. This was complemented by an overall RevPAR growth of 8.2%, reinforcing Greece’s appeal as a premium, long-season destination.
The increased room rates and extended tourism seasons allowed resort properties to benefit from higher-value bookings, demonstrating that Greece’s resort destinations are increasingly viewed as luxury travel options. Resorts, particularly in island destinations and along the Red Sea coastline, continue to capture the interest of high-spending travelers, positioning Greece as a sought-after destination for both long stays and premium experiences.
Athens: Stabilizing After a Strong Start
In the capital city, Athens, the hotel market saw a solid first quarter but faced slight slowdowns during the spring and summer months. While the city recorded modest occupancy rate increases in the first quarter, the second and third quarters showed a slight decrease in occupancy by 1.3% and 1%, respectively. Despite this, Athens ended the nine-month period with a 0.3% year-on-year growth in occupancy rates, signaling a period of stabilization following years of rapid recovery and price increases.
Average daily rates (ADR) for hotels in Athens grew by 2%, supported by modest quarterly increases, while revenue per available room (RevPAR) rose by 2.3%. These figures suggest that Athens is stabilizing after a period of strong post-pandemic growth, with a sustainable growth trajectory that still reflects the city’s global tourism appeal. The capital city remains a central hub for business travelers and leisure tourists, offering a balanced mix of cultural attractions and modern amenities.
Thessaloniki: Price Increases Drive Performance Despite Fluctuations
Thessaloniki, Greece’s second-largest city, experienced a 2.4% increase in hotel occupancy, while room rates climbed by 4.2% during the first nine months of 2025. As a result, RevPAR increased by 6.7%. Despite some quarterly fluctuations in performance, Thessaloniki has maintained strong demand, supported by higher pricing that has helped offset slight dips in occupancy rates.
The city’s appeal remains robust, driven by business travelers, cultural tourism, and its strategic position as a gateway to both Eastern Europe and the Mediterranean. Thessaloniki‘s hotel sector benefits from a combination of historic charm and modern infrastructure, making it a growing destination for both leisure and corporate visitors.
Total Overnight Stays: Growth Across Accommodation Types
The report also highlights that overnight stays across all accommodation types in Greece showed positive growth. Between January and August 2025, overnight stays in hotels and campsites increased by 1.8%, reaching 89.5 million stays. At the same time, short-term rentals (such as those listed on platforms like Airbnb) grew by 4.1%, totaling 27.6 million stays.
While short-term rentals continue to outpace growth in the hotel and campsite segment, the latter still accounts for the majority of overnight stays and arrivals in the country, representing approximately 79% of total arrivals and 76% of total overnight stays. Notably, campsites remain a small part of this segment, with less than 2% of total market share, but still contributing to the diversity of Greece’s accommodation options.
Industry Trends: Demand for Premium Experiences Continues
The ongoing demand for premium experiences in Greece is driving the evolution of its hotel sector. Resorts and luxury hotels continue to see substantial growth in ADR and RevPAR, especially in areas with extended seasons and premium offerings. The report suggests that Greek hotels are capitalizing on higher-value bookings, particularly in key regions like the Aegean Islands, Crete, and along the coastal regions of the Red Sea.
Additionally, the growth in short-term rentals shows that travelers are increasingly opting for alternative accommodations like Airbnb and other digital platforms, reflecting a shift in consumer preferences for more personalized and unique lodging experiences.
Looking Ahead: Optimism for Greece’s Hotel Market
Looking ahead, Greece’s hotel sector is optimistic over the next few years. This is expected to further be driven by the country’s growing popularity for luxury and cultural tourism, supported at the same time by an increase in both international and domestic travel. Athens and Thessaloniki are expected to post further stable performances, while resorts will continue to be the main driver of growth due to strong demand underpinned by premium pricing and extended seasons.
The Greek hospitality industry is continually adjusting to the new trends in tourism, including both traditional and innovative tourism offerings. With the country maintaining its position as one of Europe’s primary travel destinations, hotel revenues are expected to continue growing, even as there are various challenges facing the global tourism industry.
