Insights from Amadeus Travel Intelligence reveal a vibrant and competitive summer ahead for European hospitality.
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.
⏳ Booking Lead Times & Seasonal Trends
- 47% of hotel bookings are made within 0–7 days of stay
- 37% are booked 8–30 days out
- Only 22% of travellers plan stays more than a month in advance
Expect last-minute bookings to dominate, particularly in Northern and Western Europe, where short booking windows are more common.
💸 The Upsell Opportunity: Rooms with a View
Travellers are not just returning—they’re willing to spend more for a better experience.
🔎 Insight from Amadeus “Travel Dreams 2025”:
German travellers would pay +11% over standard ADR for rooms with better views.
✅ Action Tip: Highlight premium room views and features at booking time. Use imagery, real-time upgrades, and dynamic pricing to capture that added value.
🔧 What Hoteliers Should Do Now
1. Leverage Flight Demand Data
Coordinate marketing campaigns around flight booking trends. When people search flights, they’ll soon need accommodation.
2. Target High-Intent Travellers
Focus on markets like the UK, Italy, and Canada—those climbing the origin market rankings.
3. Invest in Direct Channels
Improve your brand.com visibility and user experience. Layer in loyalty perks or flexible booking policies to convert.
4. Upsell Smartly
Use upsell tools and tailored offers to promote views, balconies, or breakfast packages—especially to value-conscious yet experience-driven markets like Germany.
5. Prepare Operationally
High demand means full rooms. Forecast staffing, inventory, and amenity usage to keep service quality high and reviews glowing.
🏁 Final Word
Summer 2025 is shaping up to be a banner season for European hospitality. The travel momentum is real, and travellers are ready to explore, indulge, and spend. For hoteliers, the opportunity lies in meeting this demand with precision—smart marketing, strong pricing, and seamless guest experiences.
Now is the time to act, adapt, and attract.
Europe is back—and so are your guests.