AMSTERDAM, July 30, 2025 — A recent collection of  from Statista, developed in collaboration with Booking.com, illuminates critical trends shaping Europe’s lodging sector — ranging from evolving skill requirements and investment patterns to varying national outlooks and the inconsistent pace of digital transformation.  

UK hoteliers express a stable and positive forecast for 2025, with just over half experiencing favorable economic growth in recent months. Only 4% harbor a pessimistic view for the upcoming six months. UK accommodation providers exhibit less eagerness to hire compared to their neighbors in Europe, with salary expectations identified as a primary hiring challenge.  

While the potential of AI is acknowledged, obstacles such as costs and integration difficulties persist. As proposals for tourism-related levies emerge across the UK, most accommodations foresee minimal impact on occupancy, yet one in five anticipate a negative consequence. Chain accommodation businesses generally report and greater investment intentions than independent establishments. 

“This year’s data from the UK highlights two pressing issues: an expanding skills gap and uneven digital advancement,” stated Thomas Hinton, Data Journalist at Statista. “Nearly half of respondents report challenges in recruiting qualified staff. Meanwhile, while AI is making progress in some areas, wider adoption remains limited — often due to expense or technical barriers.” 

About the Barometer: 

The  — now in its fifth edition — compiles survey responses from over 1,000 hoteliers across the continent. It features a comprehensive Europe-wide report in English alongside 14 country-specific versions, available in local languages, for Austria, Croatia, France, Germany, Greece, Ireland, Italy, the Netherlands, Nordics, Poland, Portugal, Spain, Switzerland, and the UK. 
 
All reports are available for from the Statista website. 

View picture here.

Shanhong Liu 

Senior Editorial Researcher & Project Manager 

Phone: +49 40 284 841 791