Reports & Research

- [Home](https://www.travelaiplaybook.com/)

- [Home](https://www.travelaiplaybook.com/)

The "European Accommodation Barometer 2026: Challenges & Outlooks" report by Booking.com reveals that while 66% of accommodations anticipate positive developments in the next year, significant disparities exist between large and small operators. Specifically, 72% of hotel chains report a favorable economic outlook compared to just 55% of independent properties. Additionally, while 50% of all accommodations experienced growth in occupancy rates, the average daily rate growth has moderated, with only 40% reporting increases, down from 43% in 2025. The report highlights a concerning cybersecurity preparedness gap, where 94% of large properties feel equipped to handle risks, in stark contrast to only 60% of smaller establishments. This discrepancy underscores the need for smaller operators to enhance their cybersecurity measures, as 21% of them cite cyberattacks as a top concern, compared to just 9% of larger businesses. For destination marketing organizations (DMOs) and hoteliers, the findings suggest a strategic pivot towards supporting smaller accommodations in adopting advanced cybersecurity practices. As the industry faces evolving challenges, the report emphasizes the importance

Booking.com’s latest report reveals that London is the top trending destination for UK travelers this Easter, reflecting a strong desire for nostalgic getaways, with 84% of Brits seeking travel experiences that evoke simpler times. Following London, Manchester ranks as the second most booked city, showcasing a diverse range of attractions that cater to various traveler preferences, from shopping at The Trafford Centre to exploring the National Football Museum. The report highlights a broader trend of travelers prioritizing experiences that foster connection and enjoyment, as the improving weather and longer days encourage holiday planning. For destination marketing organizations (DMOs), hoteliers, and travel-tech operators, this insight underscores the importance of promoting local attractions and experiences that resonate with travelers’ nostalgic sentiments. As the travel industry rebounds, understanding these emerging preferences will be crucial for effectively targeting marketing efforts and enhancing customer engagement. Overall, the report signals a shift towards experiential travel, suggesting that operators should adapt their offerings to align with this growing demand for