In Oslo, Norway, the 90th HOTREC General Assembly brought together 47 national tourism and hospitality associations from 36 European nations for a pivotal industry-wide gathering. The landmark summit served as a critical forum for industry leaders to address pressing issues that define the future of hospitality across the continent, including digital platform regulation, green transition financing, taxation fairness, and workforce development.
Strong Turnout Signals Sector-Wide Unity
The scale and diversity of participation at the General Assembly underscored a strong sense of unity within the European hospitality sector. Organizations representing hotels, restaurants, cafés, and tourism operators attended with a shared resolve to navigate ongoing challenges and collectively shape a more competitive and resilient landscape for the future.
The hospitality sector, still recovering from pandemic-induced downturns, now finds itself at the intersection of economic volatility, regulatory uncertainty, and digital disruption. This year’s summit reflected a decisive shift in tone—from recovery to transformation—anchored in policy innovation, structural reform, and digital accountability.
Calls to Address Over-Taxation in the Hospitality Sector
One of the primary concerns raised during the Assembly was the issue of over-taxation, which many national delegates cited as a barrier to growth and profitability. Sector representatives highlighted that disproportionate tax burdens continue to weigh heavily on small and medium-sized hospitality enterprises across the continent.
Several members emphasized the need for coordinated tax policies that support rather than hinder tourism-dependent economies. The Assembly concluded that taxation policies must be recalibrated to encourage sustainable investment, fair pricing, and job creation within the sector. A joint resolution was adopted to push for greater policy dialogue at both the national and EU levels, aiming to reduce excessive fiscal pressures that are eroding operational margins and stifling competitiveness.
Green Transition: Financing the Future of Sustainable Hospitality
In alignment with the European Union’s broader climate targets, the General Assembly prioritized discussions around green transition tools. Hospitality and tourism operators from multiple countries outlined both their ambitions and their limitations in adopting environmentally sustainable models.
The focus turned to financial mechanisms—grants, tax incentives, and public-private partnerships—that could support carbon-neutral operations, eco-friendly renovations, and sustainable tourism practices. The consensus was clear: while commitment to the green transition exists across the sector, access to targeted financial tools remains uneven and underdeveloped.
Delegates proposed the creation of a centralized funding initiative at the EU level, specifically designed for hospitality businesses undertaking green upgrades. Emphasis was also placed on ensuring that such funds be made accessible to micro, small, and medium-sized enterprises, which make up the majority of the industry in Europe.
Digital Platform Reforms: Pursuing a Fairer Regulatory Framework
A central theme dominating the Assembly was the growing imbalance in the relationship between hospitality providers and dominant online platforms. Industry leaders voiced collective concern about the disproportionate power held by large digital intermediaries, which often dictate contract terms, visibility algorithms, and pricing policies without sufficient transparency.
The Assembly called for urgent reforms to establish a fairer digital framework that protects the interests of hospitality businesses and ensures a level playing field. Specific demands included:
- Transparent algorithmic rankings and commission fee disclosures
- Prohibition of anti-competitive parity clauses
- Equal data access and consumer visibility rights for all service providers
HOTREC representatives emphasized that the digital ecosystem must evolve in a direction that safeguards business autonomy, customer trust, and long-term innovation in the tourism and hospitality sectors.
Combating Fake Reviews and Ensuring Online Transparency
Another closely related concern involved the proliferation of fake reviews on booking and rating platforms, which continue to mislead consumers and damage the reputations of legitimate operators. The Assembly reviewed case studies illustrating how false reviews and manipulated ratings can distort public perception, undermine trust, and skew market competition.
Delegates unanimously agreed on the necessity of stronger regulation, including independent auditing systems and platform accountability measures. HOTREC proposed that all digital platforms operating in Europe be subject to mandatory review verification protocols and held liable for content that misleads consumers.
Moreover, transparency standards must be elevated, ensuring that users can distinguish verified customer feedback from fraudulent or AI-generated reviews. These measures are seen as essential to restoring consumer trust and reinforcing quality-driven competition in the digital hospitality space.
Skills Development and Human Resource Challenges
Human resources emerged as another urgent priority at the Assembly, with many countries reporting chronic staffing shortages and difficulties in attracting and retaining talent in hospitality roles. Sector participants stressed the need to elevate the perception of hospitality careers and improve training infrastructure across Europe.
Key proposals discussed included:
- Cross-border skill accreditation frameworks
- EU-level investment in vocational training and reskilling programs
- Enhanced workplace conditions and benefits for frontline hospitality workers
Upgrading workforce capabilities was framed not only as an economic imperative but also as a social responsibility. With rapid digitalization and sustainability requirements transforming industry expectations, employees must be equipped with new skills—from digital marketing and data analytics to sustainable operations and customer experience management.
The Assembly urged national governments and EU institutions to integrate hospitality-specific workforce initiatives into broader employment and education strategies. A more qualified, motivated, and future-ready workforce is seen as pivotal to building sector resilience.
Regional Perspectives Highlight Shared Struggles and Innovations
Across the sessions, delegates shared regional updates, revealing both common challenges and innovative responses. From Scandinavia to Southern Europe, many echoed similar concerns around taxation and digital dependency. Yet, success stories also emerged.
- In Central Europe, targeted green financing programs have led to notable increases in eco-certification among independent hotels.
- Southern European countries showcased pilot programs that use blockchain to verify guest reviews.
- Nordic states presented public-private apprenticeship programs that significantly boosted youth employment in hospitality.
These experiences added depth to the discussions and helped inform the Assembly’s action roadmap, proving that while the challenges are pan-European, solutions can be localized, collaborative, and scalable.
Collective Action and Policy Advocacy as the Way Forward
The Assembly concluded with a renewed commitment to collective policy advocacy. HOTREC reaffirmed its strategic mission to serve as the unified voice of the European hospitality industry, championing the sector’s interests before European institutions and global stakeholders.
A formal set of resolutions was adopted, covering all major themes discussed:
- Taxation Reform: Call for fiscal frameworks that support sectoral recovery and sustainability
- Green Financing: Establishment of a dedicated EU fund for green hospitality transformation
- Platform Regulation: Development of a fairer digital marketplace through legislative reforms
- Review Verification: Implementation of mandatory transparency and authenticity standards on digital platforms
- Workforce Development: Creation of cross-border training systems and incentives to enhance skills
These resolutions will now guide HOTREC’s lobbying activities and partnership strategies over the next strategic cycle.
Oslo as a Strategic Host for a Transformative Moment
The choice of Oslo as the host city for the 90th Assembly was symbolic as well as strategic. Norway’s emphasis on sustainable development and digital ethics offered a fitting backdrop for high-level discussions on reimagining European hospitality.
Participants expressed appreciation for the collaborative spirit of the summit and underscored the importance of sustained multilateral engagement in shaping tourism and hospitality policies that are future-focused, inclusive, and resilient.
From Recovery to Transformation
The 90th HOTREC General Assembly marked a turning point in the European hospitality sector’s trajectory. No longer focused solely on pandemic recovery, industry leaders are now concentrating on building structural resilience, enhancing fairness in digital markets, empowering the workforce, and accelerating the shift toward sustainability.
Oslo hosted the landmark 90th HOTREC Summit where 36 nations united to demand urgent digital reforms and stronger green transition support, aiming to future-proof Europe’s hospitality sector. The summit addressed rising challenges like unfair platform practices, sustainability financing gaps, and workforce development needs.
With firm resolutions adopted and a clear roadmap in place, the sector appears poised to navigate its next chapter with renewed unity and strategic clarity. The outcomes of the Oslo summit are expected to influence policy debates at both the European and national levels in the months ahead, reinforcing the hospitality sector’s role as a pillar of economic vitality and cultural cohesion across Europe.
Tags: HOTREC General Assembly, Oslo, Europe, 90th HOTREC Summit
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