In an international environment shaped by instability, geopolitical tensions and shifting consumer patterns, the short-term rental market is entering a phase of recalibration. Platforms such as Airbnb are no longer simply distribution channels for accommodation, but are evolving into key players in the tourism economy, influencing demand, pricing and the overall traveler experience. At the center of this transition is the use of data, which is increasingly shaping both business strategies and public policy.
A strategy built on data
The need for targeted interventions rather than horizontal regulatory measures is emerging as a central trend. As Matteo Sarzana, Country Manager of Airbnb for Italy and Southern Europe, noted at the Delphi Economic Forum, tourism policy should be grounded in real data rather than broad generalizations.
This approach is particularly relevant in markets such as Greece, where short-term rentals are closely linked both to tourism growth and housing-related concerns. According to market executives, the lack of differentiated regulations can lead either to overregulation or distortions, potentially undermining destination competitiveness.
Greece in Europe’s top five
Despite the challenges, Greece maintains a strong position at the European level. According to Eurostat, the country ranks fifth in Europe for short-term rentals, recording 52 million overnight stays in 2025. The performance confirms the sustained momentum of Greek tourism, as well as the significant contribution of digital platforms to extending the tourism season.
Particularly notable is that demand is no longer concentrated solely in traditional destinations, such as the Aegean Islands, but is increasingly spreading to urban centers and lesser-known regions, supporting regional development.
Pressure on supply and demand
Despite the overall positive picture, recent data point to signs of deceleration. According to AirDNA, available listings in Greece declined by 4% in March 2026, from 101,223 to 97,186, while demand fell even more sharply, by 8.5%. This led to occupancy dropping to 52.1%.
Several factors lie behind this trend, including rising transportation costs, inflationary pressures on households in key source markets, and broader geopolitical uncertainty affecting travel decisions.
At the European level, the picture is similar. Available properties rose by 4.3%, reaching 3.48 million, while overnight stays declined by 3.5%. This translated into a 2.5% drop in occupancy, with most major markets posting negative performance.
Rising rates in an uncertain environment
One striking aspect of the current environment is that, despite weaker demand, prices continue to rise. Greece’s average daily rate (ADR) increased by 7.4% to €89.6, while revenue per available rental (RevPAR) also rose by 3.2%.
This suggests a clear shift toward quality. Property owners and managers appear to be investing more in upgrading accommodation and services, seeking higher returns per night rather than increasing booking volume.
The role of data and technology
Data is emerging as a critical factor in the sector’s future. Elina Konstantinidou, Government Engagement Director at Mastercard, stressed at the same conference that data analysis enables a deeper understanding of traveler behavior and supports more personalized experiences.
At the same time, artificial intelligence is expected to further strengthen these capabilities, allowing more accurate demand forecasting, dynamic pricing and improved property management optimization.
Meanwhile, Roland Werner, Senior Director and Head of Government Affairs & Policy for DACH, Southern and Central Europe at Uber, highlighted mobility as a critical link in the tourism value chain. Better connectivity between destinations, especially less accessible ones, can significantly enhance the visitor experience and complement short-term rental growth.
A market moving toward balance
Overall, the short-term rental market appears to be entering a phase of balance, where growth can no longer be taken for granted and performance increasingly depends on adaptability. Greece retains its place among Europe’s top five markets, but faces a more complex and demanding operating environment.
