Available listings contracted 2.5% year-over-year in June, continuing a trend that has run across every month of 2026. The rate of decline has flattened significantly (back from 6% in January), pointing to a market stabilizing after the initial impact of regulations introduced in October 2025, which removed lower-quality listings and concentrated bookings among a stronger pool of operators.
Demand slipped 2.1% year-over-year, broadly in line with a European market where 2025 set an unusually high baseline, and rising travel costs have added friction. With occupancy flat at 64.5%, the real story is in rates. ADR rose 12.2% year-over-year to €178.8, well above Europe's 7.5% average, pushing RevPAR up 11% to €115.4.
The forward picture reinforces that trend. Demand on the books for July and August is up 4.9%, occupancy is broadly flat (+0.7%), and ADR is running 17.8% ahead of last year, suggesting Greek hosts are pricing more aggressively into peak season.
Greece also sits within a broader European shift worth noting. As heat waves push travelers toward cooler destinations, Nordic and northern markets are pacing 14% to 21% ahead of last year for July and August, while traditional Mediterranean destinations (such as Spain and Croatia) are seeing softer bookings. Greece's ability to hold occupancy flat and push rates higher against that backdrop points to continued demand resilience among its core visitor base.
The full report is available here. Please let me know if you have any questions!
Tags: European market Greece AirDNA
