Reports & Research

The "European Accommodation Barometer 2026: Challenges & Outlooks," published by Booking.com, reveals that 66% of accommodations anticipate positive developments in the upcoming year, despite notable disparities between large and small operators. While 72% of hotel chains report a favorable economic situation, only 55% of independent accommodations share this sentiment, highlighting a growing divide in the industry. Additionally, 50% of properties experienced growth in occupancy rates, although the percentage reporting increases in average daily rates dropped from 43% to 40% year-over-year. The report underscores significant cybersecurity readiness gaps, with 94% of large properties feeling prepared compared to just 60% of smaller establishments. This discrepancy is critical as 21% of smaller businesses cite cybersecurity attacks as a primary concern, compared to 9% of larger ones. To address these challenges, destination marketing organizations (DMOs) and hoteliers must prioritize tailored support for smaller operators, particularly in cybersecurity training and resources. As the industry navigates these complexities, the report signals an urgent need for strategic adaptation to e

The Anthropic Economic Index report reveals that AI usage, particularly through the Claude platform, is significantly higher in Washington, D.C., with a usage index of 3.32, compared to the expected baseline of 1. This trend is echoed across various states, with California and New York following at 1.62 and 1.55, respectively. The report highlights that the top industries leveraging Claude include computer and mathematical fields, arts and media, and educational sectors, indicating a diverse application of AI across job functions. This surge in AI adoption underscores a shift towards augmentation rather than full automation, as users increasingly prefer collaborative interactions with AI tools. For destination marketing organizations (DMOs), hoteliers, and travel-tech operators, this suggests a need to integrate AI solutions that enhance customer engagement and operational efficiency. As AI continues to reshape economic landscapes, understanding these dynamics will be crucial for stakeholders aiming to remain competitive in a rapidly evolving market. The report ultimately signals that the future of work will be heavily influenced by AI collaboration, making it essential for industr

Research commissioned by Booking.com in partnership with Oxford Economics reveals that travel facilitated through Booking.com generated an impressive €691 billion in economic activity across Europe in 2025, a figure comparable to Belgium's GDP. This substantial economic impact is underscored by visitor spending of €291 billion, which not only benefited accommodation providers but also invigorated the hospitality, retail, and entertainment sectors. The tourism sector supported approximately 4.7 million jobs and contributed €175 billion in wages, highlighting its significance as a major employer in the region. The findings illustrate how digital travel platforms can empower businesses of all sizes, particularly independent accommodations and SMEs, to tap into global demand and drive local economic growth. As travel continues to serve as a vital engine for economic development, Destination Marketing Organizations (DMOs), hoteliers, and travel-tech operators should leverage these insights to enhance their strategies and foster competitiveness. This report signals the transformative potential of technology in the tourism sector, emphasizing the need for stakeholders to adapt and innovat

The results from our latest McKinsey Global Survey on economic conditions, conducted May 27 to June 5, 2026, captured executives’ views during a period of heightened economic and geopolitical uncertainty, including disruptions affecting maritime transit through the Strait of Hormuz.1 Against that backdrop, respondents reported a sharp deterioration in economic sentiment from the previous quarter. Nearly two-thirds said conditions in the global economy had worsened over the past six months—the largest share since June 2022—and a majority reported worsening conditions in their own countries’ eco