Although the available short-term rental listings in Greece decreased by 2.5% and demand fell by 2.1% this June compared with last year, prices were not only unaffected, but recorded an annual increase of 12.2%, significantly higher than the European average. At the same time, revenue per available rental (RevPAR) increased by 11%, confirming that the Greek Airbnb market remains particularly profitable for property owners.
According to data from the AirDNA Observatory, the short-term rental market is now entering a more mature phase. Following the measures that came into effect in October 2025, supply was reduced without disrupting the balance of the market, as occupancy remained essentially unchanged.
The market adapted to the new conditions
The decline in available properties continued in June, with active listings falling by 2.5% compared with a year earlier. However, the pace of the decline has slowed considerably compared with the beginning of the year, when the decrease exceeded 6%.
This development indicates that the market gradually absorbed the impact of the new regulations for short-term rentals. According to AirDNA, the changes mainly led to the exit of lower-quality or less competitive properties, while bookings are now increasingly concentrated in accommodations that offer better services and higher hospitality standards.
Demand declined, but returns did not
Demand recorded a slight annual decline of 2.1%, following the broader European trend. High transportation costs and the exceptionally strong tourism season last year created a challenging comparison base for 2026.
Despite the decline in bookings, occupancy remained almost unchanged at 64.5%, a result attributed to the reduced availability of accommodations. At the same time, the average daily rate (ADR) increased by 12.2%, reaching €178.8, significantly outperforming the European average, where the corresponding increase stood at 7.5%. As a result, revenue per available rental (RevPAR) rose by 11% to €115.4, reflecting the significant improvement in returns for property owners.
Even higher prices at the peak of summer
The first indications for July and August show that the summer season is developing positively for accommodation managers. Bookings already on record are up 4.9% compared with last year, while occupancy is marginally higher by 0.7%.
The standout feature, however, is the sharp increase in prices. According to AirDNA data, the average daily rates for the two peak summer months are 17.8% higher than during the corresponding period in 2025, indicating that Greek hosts remain highly optimistic about the strength of demand.
Greece withstands the “coolcation” trend
The report notes that the European market is increasingly influenced by the “coolcation” phenomenon, namely the shift of part of the travelling public toward northern and cooler destinations due to the increasingly frequent heatwaves affecting Southern Europe.
Within this context, Scandinavian and Northern European markets are recording demand growth of between 14% and 21% for July and August, while traditional Mediterranean destinations such as Spain and Croatia are showing more moderate booking growth.
Despite these new trends, Greece continues to demonstrate remarkable resilience. Stable occupancy combined with the significant increase in prices shows that the country continues to enjoy strong appeal in its key international markets, without having to rely on substantial discounts to attract visitors.
Slowdown across Europe, but optimism for the remainder of the season
The picture across the rest of Europe was also relatively subdued in June. Supply increased by just 1.3%, marking the slowest growth rate since April 2022, while overnight stays declined by 3.3%. Occupancy stood at 60.3%, slightly lower than last year, yet property owners continued to raise prices, with the average daily rate increasing by 7.5% to €150.
The outlook for the remainder of the summer remains positive. Bookings for July are up 5.3%, August bookings have increased by 5.4%, while September is recording an even stronger rise of 9.6%. This trend suggests that travellers are not reducing their holidays but are increasingly shifting their trips toward the peak summer months and early autumn, seeking greater availability and more favourable weather conditions.
