{"id":42019,"date":"2026-09-03T08:05:04","date_gmt":"2026-09-03T05:05:04","guid":{"rendered":"https:\/\/bnbnews.gr\/?p=42019"},"modified":"2026-09-01T19:00:32","modified_gmt":"2026-09-01T16:00:32","slug":"airbnb-2026-higher-returns-fewer-properties-the-picture-in-greece","status":"publish","type":"post","link":"https:\/\/bnbnews.gr\/en\/property-management\/42019\/airbnb-2026-higher-returns-fewer-properties-the-picture-in-greece\/","title":{"rendered":"Airbnb 2026: Higher returns, fewer properties \u2013 the picture in Greece"},"content":{"rendered":"

The market is moving from the explosive growth<\/strong><\/em> of properties to a phase of higher returns \u2013 What the data shows for Greece<\/strong><\/em> and Europe<\/strong><\/em><\/p><\/blockquote>\n

Short-term rentals are entering a new phase of growth<\/strong> in 2026, with demand remaining strong, but revenue growth now relying more on prices<\/strong> than on expanding supply. The trend is particularly evident in Greece, where the average daily rate exceeded \u20ac200<\/strong> in July, while revenue per available property increased at a double-digit rate.<\/p>\n

Market data shows that short-term rentals have now become an established part<\/strong> of the tourism economy. At the same time, however, stricter regulation at European level<\/strong>, supply constraints and the greater professionalization of the sector are changing the terms of competition.<\/p>\n

Record 951.6 million overnight stays in Europe<\/strong><\/h2>\n

The starting point for 2026 is particularly strong<\/strong>. According to Eurostat data, visitors recorded 951.6 million overnight stays<\/strong> in 2025 in short-term accommodation booked through online platforms such as Airbnb, Booking and Expedia.<\/p>\n

This figure was 11.4% higher<\/strong> than in 2024, when 854.1 million overnight stays were recorded, confirming the continued expansion of the market<\/strong>.<\/p>\n

The 2025 performance was also almost double that of 2019<\/strong>, before the pandemic, highlighting the scale of the change in travellers\u2019 preferences<\/strong>.<\/p>\n

France, Spain and Italy together accounted for more than half<\/strong> of overnight stays in the EU, while Greece ranked among the most important European markets, with approximately 52 million overnight stays<\/strong>.<\/p>\n

2026 changes the growth model<\/strong><\/h2>\n

The data available so far for 2026 shows that the market continues to grow<\/strong>, but in a clearly different way.<\/p>\n

In July, demand nights in the European market increased by just 0.8%<\/strong>, while supply increased by 1.9%. At the same time, the average daily rate (ADR) increased by 8.2%<\/strong>, to \u20ac159.2.<\/p>\n

The increase in prices had a direct impact on profitability<\/strong>: RevPAR increased by 7.7%, to \u20ac110.1, while average occupancy remained essentially stable at 69.2%<\/strong>.<\/p>\n

These figures reflect a critical shift<\/strong> in the market: revenues are now growing much faster than the volume of bookings<\/strong>.<\/p>\n

The market therefore appears to be moving from the phase of mass expansion<\/strong> to a phase of improving performance per property.<\/p>\n

Greece: Average rate above \u20ac200<\/strong><\/h2>\n

The Greek market shows even stronger momentum<\/strong>.<\/p>\n

According to AirDNA data, the average daily rate for short-term rentals in Greece stood at \u20ac200.35<\/strong> in July 2026, recording an annual increase of 12.8%.<\/p>\n

The increase in RevPAR<\/strong> was even stronger, reaching \u20ac142.80, representing a 14.3% increase<\/strong>.<\/p>\n

The comparison with the European market is indicative. In the same month, the average daily rate in Europe was \u20ac159.2<\/strong> and RevPAR was \u20ac110.1.<\/p>\n

Greece is therefore not only recording higher prices<\/strong>. It is also recording a significantly higher increase in performance<\/strong>.<\/p>\n

\"Airbnb
Athens\u00a9canva<\/figcaption><\/figure>\n

Supply is declining<\/strong><\/h2>\n

The particular characteristic of the Greek market is that rising prices are combined with a reduction in supply<\/strong>.<\/p>\n

In June 2026, approximately 156,000 active listings<\/strong> were recorded, a figure 2.5% lower than a year earlier.<\/p>\n

At the same time, the average daily rate increased by approximately 12%<\/strong>, to \u20ac178.80.<\/p>\n

In July, demand increased by 1.9%, while supply continued to decline<\/strong>. This development created a favourable environment for properties that remain active on the market, allowing for higher prices and greater revenues<\/strong>.<\/p>\n

The result is that the Greek market no longer needs a large increase in the number of properties<\/strong> to increase its overall turnover.<\/p>\n

Athens: Strong increase in revenue<\/strong><\/h2>\n

The picture in Athens<\/strong> is particularly interesting.<\/p>\n

AirDNA data for July 2026 shows approximately 13,569 active listings<\/strong>, average occupancy of 64% and an average daily rate of approximately $107.<\/p>\n

Annual revenue per active listing reached approximately $23,400<\/strong>, an increase of 56.1%<\/strong> year-on-year.<\/p>\n

At the same time, occupancy increased by 9.5%, while RevPAR increased by 6.5%<\/strong>.<\/p>\n

Athens\u2019 performance shows that demand for short-term accommodation<\/strong> remains strong even in a market where regulatory interventions have limited the expansion of supply.<\/p>\n

Major platforms see continued growth<\/strong><\/h3>\n

The resilience of the global market<\/strong> is also confirmed by the results of the major platforms.<\/p>\n

Airbnb reported $3.61 billion in revenue<\/strong> for the second quarter of 2026, compared with $3.1 billion a year earlier.<\/p>\n

Nights and experiences booked increased by 10%<\/strong>, to 148.3 million.<\/p>\n

The company also expects revenue growth<\/strong> for the full year 2026 to reach at least the mid-teens, having upgraded its previous forecast.<\/p>\n

The message to the market is clear: demand for short-term rental accommodation<\/strong> continues to grow internationally, despite pressures from the cost of living, geopolitical uncertainties and stricter oversight of the sector<\/strong>.<\/p>\n

Different estimates for the size of the global market<\/strong><\/h3>\n

Forecasts for the size of the global market<\/strong> vary significantly, as research companies use different definitions and methodologies.<\/p>\n

Some estimates place the global short-term vacation rental market for 2026 above $165 billion<\/strong>, while others estimate it at around $106\u2013110 billion.<\/p>\n

The discrepancy does not necessarily mean a different assessment of the direction of the market<\/strong>. It mainly reflects what is included in the calculation: rental revenues alone or broader economic activity and bookings made through the platforms.<\/p>\n

More important for capturing the trend is Phocuswright\u2019s forecast for the development of global gross bookings<\/strong>, which are estimated to have reached $219.9 billion in 2025 and are expected to reach $270.6 billion by 2029<\/strong>.<\/p>\n

\"Airbnb
Athens\u00a9canva<\/figcaption><\/figure>\n

Regulation changes the landscape<\/strong><\/h3>\n

At the same time, short-term rentals are facing an increasingly stricter regulatory framework<\/strong>.<\/p>\n

European authorities are strengthening transparency around short-term rentals<\/strong>, with the new rules providing for greater data availability, registration mechanisms and the transmission of information from platforms to public authorities.<\/p>\n

For markets facing strong tourism pressure<\/strong>, this policy has a dual effect.<\/p>\n

On the one hand, it limits the uncontrolled growth of listings<\/strong>. On the other, it restricts supply at a time when demand remains high, which could push up prices for legal and active properties<\/strong>.<\/p>\n

Quality becomes the new competitive advantage<\/strong><\/h3>\n

As the market matures, owners and professional property managers<\/strong> are being called upon to invest more in quality.<\/p>\n

Location, cleanliness, reviews, photographic presentation<\/strong>, amenities and speed of service are becoming increasingly important.<\/p>\n

A Vrbo survey shows that 86% of travellers<\/strong> say they are willing to pay more for higher quality, while 81% would pay more for a property that offers them stronger trust signals<\/strong>.<\/p>\n

This trend is strengthening the professionalization of the market<\/strong> and creating a greater gap between well-organized properties and occasional owners.<\/p>\n

What 2026 ultimately shows<\/strong><\/h3>\n

The data available so far leads to a key conclusion<\/strong>: short-term rentals are not abandoning their growth trajectory, but are changing their model<\/strong>.<\/p>\n

Europe continues to record high demand, but revenue growth<\/strong> is now driven mainly by pricing.<\/p>\n

Greece is even higher on the curve, with an average daily rate above \u20ac200<\/strong> in July and double-digit RevPAR growth.<\/p>\n

For the remainder of 2026, the key challenge is the balance between demand, prices and supply<\/strong>. If tourism demand remains at current levels while the number of available properties continues to decline, upward pressure on prices will remain.<\/p>\n

For owners, this translates into higher potential returns<\/strong>, but also increased requirements: compliance with the regulatory framework, professional management and continued investment in quality<\/strong>.<\/p>\n

In other words, 2026 does not appear to be the year of \u201cmore Airbnbs\u201d. It is the year of more expensive, better-organized and more professional properties<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"

The market is moving from the explosive growth of properties to a phase of higher returns \u2013 What the data shows for Greece and Europe Short-term rentals are entering a new phase of growth in 2026, with demand remaining strong, but revenue growth now relying more on prices than on expanding supply. The trend is<\/p>\n","protected":false},"author":4,"featured_media":42017,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_mo_disable_npp":"","footnotes":"","_members_access_role":[],"_members_access_error":""},"categories":[517],"tags":[535,836],"class_list":["post-42019","post","type-post","status-publish","format-standard","has-post-thumbnail","category-property-management","tag-airbnb-en","tag-ellada-en"],"_bunyad_layout_template":null,"_bunyad_layout_spacious":null,"_bunyad_sponsor_name":null,"_bunyad_sponsor_logo":null,"_bunyad_sponsor_url":null,"_bunyad_sub_title":"Greece sees higher returns and fewer listings, with average daily rates above \u20ac200 and strong RevPAR growth.","_yoast_wpseo_metadesc":"Greece sees higher returns and fewer listings, with average daily rates above \u20ac200 and strong RevPAR growth.","_yoast_wpseo_focuskw":"Airbnb 2026 Higher returns fewer properties Greece","_yoast_wpseo_title":"Airbnb 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