Greek hotel sector posts record €12.5 bn revenue while season length stalls at under six months

The Greek hotel industry generated a total turnover of €12.5 billion in the latest year, an 8.7 % increase over the previous period. Despite strong financial growth, the average operating season for seasonal accommodations remained limited to 5.8 months, with 62 % of capacity concentrated on the islands and 74 % of total rooms operating seasonally.

The market is dominated by low‑rank properties: 72 % of hotels are 1‑ to 3‑star, accounting for 46 % of rooms, and 79 % of the sector comprises small establishments of 50 rooms or fewer. Investments in repairs, renovations and maintenance exceeded €1.5 billion, representing 12.4 % of total turnover.

Higher‑category hotels are expanding rapidly. Five‑star hotels rose from 412 units in 2015 to 869 in 2025, a 111 % increase, with rooms growing from 62,756 to 112,074 (+79 %). Four‑star units grew 45 % to 1,932, adding 31 % more rooms. Conversely, 1‑ and 2‑star hotels fell by about 22 % in units and rooms. New‑build investments reached roughly €1.59 billion in 2025, with an additional €1.2 billion directed to renovations, highlighted by Hilton’s plan to open a 5‑star, 184‑room hotel in Thessaloniki.