Despite the unstable economic environment, investor interest in the hotel sector remains strong, with Cushman & Wakefield reporting positive trends across most EMEA markets.
The first half of 2025 is marked by increased investment interest in key destinations, as hotel performance continues to improve. According to the report’s findings, the overall market picture indicates strengthening in both demand and revenue per available room, with 24% of respondents reporting improvement compared with the previous year, 28% indicating stability, and 39% noting significant growth. Only a small share, approximately 9%, reports a decline in activity.
Europe remains on a steady path of recovery, with Southern countries—such as Spain, Italy, and Greece—recording high occupancy levels and improved performance during the summer season.
Performance indicators show that approximately 70% of hotels in the region posted positive results in the first half of 2025, reinforcing the market’s momentum and bolstering investor confidence.
In Greece, the market continues to attract strong interest, with growth and occupancy rates aligning with broader European trends. Greek hotels, particularly those in tourist destinations, appear to be following the positive trajectory of the wider market, contributing to the strengthening of the country’s investment climate.
According to data presented by Mr. Giannopoulos, more than 450 new four- and five-star hotels, as well as an additional 244 three-star hotels, have opened in the country over the past five years. Furthermore, 2024 recorded the largest increase in hotel transactions in Europe—a rise of 294% compared with 2023—based on figures presented by the head of Enterprise Greece, Marinos Giannopoulos, during the international Resort & Residential Hospitality Forum 2025 held in Athens.
