In July, Greek hoteliers emerged as Europe’s top performers in revenue per available room (RevPAR), according to data from MKG Consulting. Hotels in Greece stood out as the only ones in Europe to surpass the 200 euros mark, reaffirming the country’s position as one of the continent’s leading summer destinations.

Greek hotels posted the steepest year-on-year rise in RevPAR, up 15.4% compared with July 2024, while also setting a new record for average revenue per room at 216.8 euros. By contrast, Switzerland — the second-best performer — reported a RevPAR of just 160 euros.

Mediterranean rivals trailed well behind: Spanish hotels averaged 131.5 euros, Portugal 129.5 euros, and Italy slightly lower at 128.9 euros. The strong July showing continues a pattern for Greece, which also led Europe in July 2024 with a RevPAR of 187.8 euros.

MKG Consulting attributes the surge to a sharp 20.7% jump in average daily rates (ADR), which offset a 3.7 percentage-point decline in occupancy. Greece, it notes, has successfully capitalized on its summer appeal, with a pricing strategy that boosted revenues more effectively than most other European markets.

Aside from smaller markets such as Switzerland, Latvia, and Luxembourg, only Greece and Spain pursued pricing policies that strengthened their performance.

Across Europe as a whole, however, hotel RevPAR fell 2.3% year-on-year in July, with the steepest losses in the budget segment.

Spain was the notable exception among Greece’s Mediterranean peers, recording a modest 3.3% rise in RevPAR, supported by steady occupancy (+0.5 points) and a 2.7% lift in ADR.