The study examines developments across several key themes, including Technology and Artificial Intelligence (AI), Workforce and Skills, Sustainability and ESG, the Profile of the Future Traveller, and Cooperation with Government. It is intended to serve as a reference point for hotel businesses of all sizes by providing evidence-based insights and strategic guidance for both industry stakeholders and policymakers.
The findings are based on extensive primary research conducted during
January and February 2026, involving more than 250 hotel businesses across
Greece. The sample includes hotels of different sizes and represents island,
mainland and urban destinations.
The study identifies an environment of “cautious optimism” within the
sector. According to the findings, 66% of hoteliers view the industry’s
prospects positively over the next three years. Growth is increasingly
associated with upgrading infrastructure and improving service quality, cited
by 79% of respondents, as well as offering high value-added experiences,
highlighted by 55%.
Regarding technology and artificial intelligence, adoption is being approached selectively and strategically. Some 59% of hoteliers are considering AI-related investments under specific conditions. Key priorities include data analytics (56%), revenue management (48%) and marketing applications. The main barriers to digital transformation are investment costs (53%) and limited expertise (42%).
Workforce availability remains a structural challenge for the sector. More
than half of respondents (55%) reported significant difficulties in recruiting
staff, particularly in housekeeping departments (73%) and kitchen and service
operations (64%). The lack of available personnel (67%) and seasonality (63%)
were identified as the primary causes. At the same time, customer service
capabilities and soft skills were considered the most important competencies
for the future by 77% of participants.
In the area of sustainability and ESG, 88% of hotel businesses have already
implemented energy-saving initiatives, while 55% have adopted water
conservation measures. Sustainability is viewed primarily as a competitive
advantage by 39% of respondents. However, investment costs (38%) and limited
access to financing tools (34%) continue to slow wider adoption of
sustainability-related practices.
The study also indicates that future travellers are expected to become more
demanding regarding service quality, according to 83% of hoteliers, while 63%
believe travellers will also become more price-sensitive. Leisure remains the
dominant travel motivation, cited by 90% of respondents. Local gastronomy (43%) and
nature-based activities (36%) are expected to play an increasingly important
role in enhancing the overall travel experience.
In relation to cooperation with government, 76% of participants identified
reducing the tax burden as the industry’s highest priority, while 72%
highlighted the importance of strengthening essential infrastructure, including
energy, water and transportation systems.
Yiannis Hatzis, President of
the Board of the Hellenic Hoteliers Federation, stated: “The study clearly highlights the need for a more stable and
competitive environment, with 76% of businesses identifying the reduction of
tax burdens as a priority and 72% highlighting the importance of strengthening
basic infrastructure for the sustainable development of tourism. At the same
time, the exceptionally high percentage (98%) of limited satisfaction with
cooperation with the State highlights a longstanding deficit in meaningful
dialogue. Decisions are often taken without prior consultation with the
institutional representatives of the sector, resulting in insufficient
consideration of actual market conditions, destination-specific characteristics
and the needs of local communities, limiting the sector’s development
potential. Reversing this situation is a necessary condition for sustainable
tourism development and can only be achieved through systematic dialogue,
stable rules and meaningful cooperation between the State and the market.”
Vassilis Kafatos, Partner, Growth Leader, Transportation, Hospitality & Services Leader at Deloitte Greece, commented: “The Greek hotel sector is at a critical transition point, where growth is no longer linked to increasing capacity and visitor numbers, but primarily to improving quality, creating differentiated and authentic hospitality experiences, strengthening resilience to address uncertainty, and ultimately increasing overall value for the economy, the environment and local communities. The study’s findings reveal a sector that is approaching the challenges of the new era with realism and recognising investment in artificial intelligence, sustainability as a strategic advantage, human capital and skills development as key priorities.”
Stefanos Papanikos, Principal,
Strategy & Transactions, Tourism & Hospitality Expert at Deloitte
Greece, added: “The study clearly demonstrates that the hotel
of the future is being shaped through a broader and holistic transformation, in
which technology, data, customer experience and human capital operate in a
complementary way. At the same time, it highlights the need to address critical
structural issues such as staffing, digital transformation and access to
investment resources. In an environment of increasing demands and intensifying
international competition, the ability of businesses to strategically leverage
innovation and invest in sustainable growth models will be a key factor in
their future trajectory.”
Tags: Yiannis Hatzis, Hellenic Hoteliers Federation Vassilis Kafatos, Deloitte Greece
