The year 2025 confirmed that the short-term rental market in Greece and across Europe is
The year 2025 confirmed that the short-term rental market in Greece and across Europe is moving into a phase of maturity, with AirDNA data showing an adjustment driven mainly by pricing and availability rather than any significant weakening in demand.
Looking at 2025 as a whole, Greece’s fundamentals remain resilient. Demand nights increased by 3% year-on-year, outpacing supply growth of 2%—a positive signal of sustained traveler interest. Occupancy edged down by just 1%, to 60.7%, largely because existing properties were available for more nights throughout the year. This expansion in active nights for sale reflects greater availability rather than weakening demand.
Stable Revenues Despite Lower Prices
At the same time, the average daily rate (ADR) declined by 3%, from 143 euros in 2024 to 139 euros in 2025, broadly in line with trends seen elsewhere in Europe. As a result, total annual revenues remained largely stable.
One particularly notable finding concerns revenue management practices. Only 12% of Greek hosts use revenue management strategies, compared with 52% in the United States. In Europe, just three countries exceed the U.S. level: Poland (59%), Hungary (58%) and the Netherlands (54%). By contrast, other mature markets show much lower adoption rates, such as Spain
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