Literary tourism is booming. People are continuously looking for new ways to explore the world and discovering new destinations through the lens of their favourite book matches perfectly with that goal. According to a report by Future Market Insights mentioned by Business Traveler, the literary tourism market can be expected to reach $3.3 billion by 2034.

Hilton is jumping on the bandwagon by opening a new hotel in Iceland. The Skáld Akureyri is part of the Curio Collection and is located in the city of Akureyri, also known as the gateway to Northern Iceland. Inspired by Iceland’s rich literary tradition, which is generally considered to have started with the 13^th-century works known as Eddas and runs all the way through to the Nordic Noir that debuted the nineties, the hotel is named after the skáld – a local poet and storyteller.

“Skáld Akureyri has been created as more than a place to stay – it is a house rooted in Akureyri, inspired by Icelandic poetry, and shaped by the surrounding landscape. We look forward to welcoming guests to a hotel where design, literature, food, and warm hospitality come together in the heart of North Iceland,” said Magnea Þórey Hjálmarsdóttir, general manager of the Skáld Akureyri.

The Skáld Akureyri hotel counts 71 guest rooms and 15 serviced apartments, which blend contemporary design with local materials and – of course – books. A fitness centre and two rooftop terraces are accessible to those who stay at the hotel, offering impressive views over the town, fjord, and surrounding landscape.

While the apartments feature fully-equipped kitchens, guests can also enjoy a meal at the hotel´s Nordic restaurant, Abba-labba-lá. The menu offers a mix of unexpected associations, local ingredients, and seasonal dishes.

“The opening of Skáld Akureyri marks a fantastic addition to our growing lifestyle portfolio across Europe. Set in the heart of North Iceland, this beautifully designed hotel perfectly captures the ethos of Curio Collection by Hilton through its distinctive design and elevated guest experience. As demand for unique, locally inspired stays continues to rise, we are delighted to expand our presence in Iceland with a property in a location that will allow guests to experience the wonder of this region,” stated David Kelly, senior vice president Continental Europe at Hilton.

Located on the historic Hafnarstræti in the heart of Akureyri, the new Hilton Curio Collection hotel is the ideal base from where to explore Northern Iceland. At approximately 400 kilometers from Icelands capital Reykjavik, Akureyri can be reached through a 40-minute domestic flight or by car by following the scenic Ring Road. Iceland’s Northern region is known for its Northern Lights as well as its so-called Diamond Circle, which takes visitors on a 250-kilometer tour past waterfalls, hot springs, and unforgettable coastlines.

L’article Hilton opens new literary-inspired Curio Collection hotel in Iceland est apparu en premier sur Travel Tomorrow.

Effective from the beginning of July 2026, the framework entails an initial inspection by hotel evaluators who compare the hotel’s amenities and operational standards to the information submitted by its owners. Later, a secret guest review takes place to confirm hotel’s final ranking.

During the checks, different criteria are applied depending on the hotel’s existing star rating, with hotels up to three stars grouped apart from four-and five-star establishments. Safety and hygiene, fire prevention, management, data protection, and sustainability are all elements taken into consideration, but the new system’s approach to pricing practices is, perhaps, its most significant aspect.

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There will be a harsher response to “establishments collecting unfair charges,” with the gouging penalty now tripled from 10 to 30 points. There will be only 100 points separating 4-star and a 5-star rating, meaning docked points could see properties losing a star. 

The new measures attempt to address recent public disquiet over spikes in the cost of accommodation during major events, such as K-pop gigs by BTS in Busan, which drove 200 to 300% increases in hotel room prices.

Commenting on the new framework, Kang Dong-jin, Director General of Tourism Policy at the Ministry of Culture, Sports and Tourism, said its focus was “reducing the burden on the hotel industry while more strongly guaranteeing the safety and convenience of the public.” Encouraging stakeholders to respond positively to the overhaul, he added that the rating system should “serve as an opportunity to improve the quality of domestic hotel services.” 

Hoteliers who do not agree with their rating under the new system have the option to apply for their establishment to be re-evaluated and possibly to receive a higher rating, though it is not possible to be automatically promoted from the one to-three star category to the premium segment.

One part of the sector that commentators deem unlikely to be very affected by the new framework is South Korea’s casino resort offering. Due to the cards they hold in terms of export revenue (only foreign guests are allowed to gamble there), they are mostly classed as high-end establishments.

Medical tourism providers in South Korea— a global hub for dermatology, plastic surgery, longevity work, and complex interventions attracting over two million foreign patients annually—will need to prove “medical linkage services and the provision of conveniences.” It’s a move designed to promote more specialist facilities in an exploding health and wellness travel marketplace.

If successful, the changes should make South Korean hotel ratings a more reliable guide that gives visitors and guests are clearer picture of what to expect, before they book. Tougher penalties for unfair charges may discourage sharp price hikes during major events, while greater emphasis on safety, hygiene, data protection, and guest experience could give travellers more confidence that a hotel’s star rating reflects both its facilities and the quality of service delivered on the ground.

L’article South Korea overhauls hotel rating system with tougher penalties for price gouging est apparu en premier sur Travel Tomorrow.

The 13 was the brainchild of Hong Kong businessman Stephen Hung, but suffered a series of setbacks, including construction issues and financing, even before its original, delayed launch in 2018.

Located in Macao’s Seac Pai Van, Coloane, a wooded area reclaimed from the sea for housing and commerce, Hotel 13 was once billed as the world’s most luxurious hotel, having cost over US$7 million per room to create. Hung said at its inauguration that it would lay down “a new world standard for ultra-luxury hotels through its native brand, The 13.”

Even the establishment’s most basic accommodation, the “Villa du Comte”, featured Baroque detailing, sculptures, and deluxe fabrics. The villa-style suites had private elevators, Roman baths and colonnades, and offered private butler service and transport thanks to a fleet of bespoke, Rolls-Royce Phantoms—painted red to match the hotel itself.

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The hotel’s garishness was, however, considered part of its downfall. It also failed to become profitable due to its distance from Macao’s gambling district and its failure to secure its own satellite casino licence. It suspended operations in early 2020 amid the COVID-19 pandemic, underwent bankruptcy in 2023, and, after earning a renewed five-star deluxe licence from the Macao Government Tourism Office, was acquired by Rio Hotel chairperson Loi Keong Kuong for HK$598 million (US$72 million) in 2025.

Now, with a new gold look and a suite of Guinness World Records under its belt (it holds the title for the most hotel elevator lobbies, and a green wall which is the tallest semi-indoor vertical garden in the world extending from the fifth to the 20th floor), the hotel team is looking to tap into the surging premium travel segment.

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That effort includes leaning into the hotel’s location, close to non-gambling attractions, including a nearby golf course and Macao’s Giant Panda Pavilion, to reel in affluent guests from across mainland China, as well as Japan, Korea, and other Southeast Asian source markets.

The fine dining offer at the 13 Palace embraces Cantonese, Chiu Chow, Italian and Japanese cuisine and hospitality venues include the Baroque blue glass Chairman’s Bar, while luxury spa facilities, limousines, and 24-hour butler service for its 199 suites remain de rigeur.

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It is hoped that the phased opening of between 50 and 100 rooms to start with will build momentum and a reputation on social media channels. Hotel sources said room bookings are currently at 50 to 60%, though online reservations do not yet appear to be accessible internationally.

L’article World’s former most expensive hotel finally reopens in Macao est apparu en premier sur Travel Tomorrow.

In a search for growth, new destinations, and investment opportunities, global hospitality brands are increasingly turning their attention to new, emerging markets. Angola can be considered one of them, among other things, thanks to the reforms undertaken to improve the investment climate and support economic diversification, as highlighted by President João Lourenço during the opening ceremony of the Global Tourism Forum Angola Investment Summit in Luanda.

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On 18 June 2026, three global hospitality leaders participated in the ‘Emerging Markets, Global Brands: The Next Frontier of Hospitality Development’ panel to shed light on the matter. Talking with host Laura Buckwell, Esteban Lozada (Managing Director, Development, North-West, West and South Africa at Hilton Hotels), Wesam Okasha (Head of Global Development for Asia, Greater China and EMEA Regions at TUI Hotels & Resorts), and Erwan Garnier (Associate Vice President for Development Africa at Radisson Hotels) went into the current hospitality opportunities in Angola.

According to Esteban Lozada from Hilton, demand generators, business tourism, leisure demand, airports, connectivity, roads, hospitals, security, stability, and the broader economic ecosystem are some of the key points that are being considered by global hotel brands before expanding into a new market.

With a new international airport, ongoing government efforts to support tourism development, and a rich natural landscape, Angola is ticking an increasing number of boxes. And with several signed hotel projects underway in the country, Hilton is ready to jump onto the occasion, expanding its African network.

Wesam Okasha from TUI, too, underlined the range of possibilities in Angola. For TUI Hotels & Resorts, the country is specifically interesting because of the potential to apply its so-called cluster model, a combination of rooms, experiences, brands, and community-linked tourism development. The diversity of the country, which allows for holidays that include golf, leisure, nature, cultural experiences, as well as iconic attractions, offers the opportunity to offer a well-balanced destination offer.

Moreover, Okasha also praised Angola’s ambition to build sustainable hospitality on all levels. With that in mind, a hotel school is expected to be a part of TUI’s first Angola-based project and should prepare over 2,000 people for the local hospitality sector as part of the brand’s commitment to benefit and involve local communities. As TUI is committed to reaching net zero by 2050, sustainability is expected to be a key point in its Angola-based projects from the start.

Erwan Garnier explained how Radisson has been studying Angola for over a decade, paying close attention to the evolving opportunities and emerging destinations. While stressing that many Africa-based projects don’t materialise due to a lack of funding, development costs, project structuring, and market-specific execution, he also said that these issues can be overcome by working with local investors, talent, and long-term partnerships.

Overall, the panel showed how Angola is currently combining opportunity and readiness, making it an interesting new frontier for hospitality development. However, the panellists underlined the importance of continuing the current development efforts. If so, the future of the hospital industry in Angola looks bright.

L’article Global hospitality leaders identify Angola as promising new frontier for hotel development est apparu en premier sur Travel Tomorrow.

The magazine has unveiled its latest Hotel Hall of Fame, a selection of the world’s best hotels where consistency and reputation matter more than novelty. The list celebrates hotels that have themselves become destinations, places where the hotel experience is as much a reason to travel as the surrounding city or landscape.

To qualify, hotels must have been open for at least five years, establishing themselves as a constant presence in their community and shaping the region in which they are located. The list recognises properties that have stood the test of time by combining heritage, atmosphere, service, and a strong sense of place.

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Europe’s grand hotels remain well represented, with nine of the 21 properties located in France, Italy, Monaco, Switzerland, the UK and Ireland.

Notably absent from the list, however, is Asia, despite being home to some of the world’s most legendary hotels. Examples include Bangkok’s historic Mandarin Oriental, which is celebrating its 150^th anniversary this year, and Singapore’s Raffles, which opened in 1887 and has been attracting glamorous society globetrotters and culturalists from around the globe ever since. Both properties have long been destinations in their own right.

Paris claims two spots with some of its most legendary addresses: Hôtel de Crillon, A Rosewood Hotel, overlooking Place de la Concorde, and Le Meurice, the historic palace hotel on Rue de Rivoli that has welcomed artists, royalty and international travellers for generations.

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Italy does not disappoint either, with three properties included. On the shores of Lake Como, the Grand Hotel Villa Serbelloni and the Grand Hotel Tremezzo embody the kind of lakeside elegance that has attracted visitors to northern Italy for over a century. The former has been owned by the same family for four generations. In the capital, the Hotel Eden Rome completes the trio, offering a more secluded form of luxury overlooking the Eternal City.

Monaco’s famous Hôtel de Paris Monte Carlo, a symbol of Riviera glamour since the 19^th century, also makes the cut, alongside Badrutt’s Palace in St Moritz, the Swiss alpine institution credited with helping turn the mountain town into one of the world’s most exclusive winter destinations.

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Meanwhile, in the UK and Ireland, London’s Hotel Café Royal and Ballyfin Demesne in County Laois receive the magazine’s nod of approval. The latter, a restored 19^th-century Irish country estate, is praised for offering a luxury experience far removed from the noise of modern city life.

American classics also feature prominently across the Atlantic, including The Peninsula Beverly Hills, The Mark in New York, The Colony in Palm Beach, and the Hotel Bel-Air in Los Angeles, where Marilyn Monroe lived during her marriage to Joe DiMaggio and returned in 1962 for her final Vogue photoshoot. Mexico is represented by Rosewood Mayakoba and Las Ventanas al Paraíso.

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Nine hotels joined the Hall of Fame this year, including the Hôtel de Paris Monte Carlo, the Hotel Bel-Air in Los Angeles, and the Carlyle, a Rosewood Hotel in New York.

According to Esquire, a key aspect of legendary hospitality is the pleasure guests experience when served champagne upon arrival. Psychologists and hospitality experts call this the “Peak-End Rule”, whereby people judge an experience largely based on how they felt at its peak and at its very beginning.

Trends may come and go, but according to the list, true luxury is perhaps less about being the newest name on the map and more about becoming part of the map itself.

L’article Esquire unveils the world’s most iconic hotels in new Hall of Fame est apparu en premier sur Travel Tomorrow.

Tens of thousands of protesters have taken to the streets of Tirana carrying inflatable flamingos to oppose the project, which is backed by Kushner’s investment firm Affinity Partners. Environmental groups warn that the development threatens one of Albania’s most fragile coastal ecosystems, which is home to migratory birds, dolphins, sea turtles, monk seals and flamingos.

“Albania is not for sale!” chanted demonstrators in the capital, where rallies escalated into clashes with the police. Others gathered outside the office of Prime Minister Edi Rama, calling for his resignation and shouting “revolution”.

@politiplot BREAKING: Albania’s Anti-Trump Protests Have Now Entered Day 11. What began as opposition to the Trump family’s proposed luxury development project has turned into nearly two weeks of sustained demonstrations. First came the deal. Then came the backlash. Now comes Day 11. The question is whether the pressure changes anything, or whether the standoff gets even bigger from here. #albania #flamingorevolution #jaredkushner #sazanisland #fyp ♬ They Don't Care About Us (Remastered Version) – Michael Jackson

For environmentalists, the issue goes beyond flamingos. Joni Vorpsey, of the NGO Protection and Preservation of Natural Environment in Albania, describes the area as “like being in a fairytale”, a “magical hub”, warning construction could “wipe out that part of nature” and “open the gate” for development across the protected coastline.

At the heart of the dispute lies Sazan Island, a former secret military base used by the Soviet Union and communist Albania for submarines and other military purposes. Cold War bunkers are still scattered across the island today.

Unveiled in 2024 by Affinity Partners, the plan would transform Sazan Island and part of the Vjosa-Narta coastal area into a luxury destination complete with hotels, villas, and a marina. Vorpsey said that, from the renderings posted on Instagram by Kushner himself, “everything seems terrible”.

Rama insists the investment is too important to abandon. “There’s no chance this investment would be stopped as long as I am here,” he says, arguing that a tourist spending $2,000 a night ultimately benefits “the cook, the driver, the fisherman, the farmer” and local businesses. He has dismissed the protests as exaggerated.

Ivanka Trump, who has been involved in promoting the project alongside her husband, described discovering the island during a boat trip. “We swam to the island. We hiked barefoot all the way to the top and were captivated by it,” she recalled. A spokesperson for the project’s developer, Sazan Real Estate Development, said the team’s focus is “responsible stewardship and environmental enhancement”.

These promises have not convinced everyone. “We are a small country, and we cannot allow Albania to become a new Dubai,” said Eva Kushova, of the Albanian non-profit Destination Management Organisation. “Albania should first serve its own people,” she added, echoing more than 40 environmental groups who wrote to the government in January demanding the project be suspended.

Land disputes here often trace back to the collapse of communism, and this deal is no exception. Anti-corruption prosecutors have opened an investigation into land titles linked to the area and frozen the bank accounts of a company involved in the deal. The financing structure has also come under scrutiny, including reported links to Qatari investors connected to the wider development.

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For its part, the White House has tried to distance itself from the deal. Spokesperson Anna Kelly said Kushner is a “volunteer” whose private business “has nothing to do with the administration”.

This controversy comes at a time when Albania is moving closer to the European Union (EU). During a recent visit, European Council President António Costa praised Tirana’s progress towards membership. However, accession will also require the country to align with EU environmental standards.

Albania’s pink flamingos have become unexpected representatives in the fight between luxury tourism and the protection of one of Europe’s last wild coastlines.

L’article Jared Kushner’s Albania luxury resort plan sparks protests over flamingo habitat est apparu en premier sur Travel Tomorrow.

Travellers will soon be able to relish the comfort of a new top-notch luxury hotel in the heart of the British capital this autumn, with the opening of the Waldorf Astoria London – Admiralty Arch. The long-awaited 18,580-square-metre property marks the brand’s debut in London, “blending Edwardian grandeur with modern comfort”.

The hotel could hardly be more perfectly situated, occupying Admiralty Arch at the opposite end of The Mall from Buckingham Palace, moments away from Trafalgar Square and the National Gallery, and minutes from the Royal Opera House. For the first time in its history, the building will welcome overnight hotel guests following a restoration as remarkable as the structure itself: a Grade I-listed monument that has stood at the ceremonial heart of London for over a century.

King Edward VII commissioned the arch in memory of his mother, Queen Victoria, from Sir Aston Webb, the architect who also designed the façade of Buckingham Palace. Completed in 1910, the building served as government offices, including, for a time, the headquarters of the Royal Navy, for more than 100 years before being vacated in 2011.

Guests will be able to choose from 114 rooms, suites and residences, designed to reflect the building’s historic architecture and with names paying tribute to Britain’s History and naval heritage. These include the Nelson Suite, honouring Lord Nelson, hero of the Battle of Trafalgar; the St James’ Residence; and the Victory Residence, named after HMS Victory, Nelson’s flagship. Residential and signature suites alone account for more than half of the accommodation space.

Fine-dining fans will be delighted to find two Michelin-starred chefs under one roof: Clare Smyth MBE and Daniel Boulud, whose restaurants together hold seven Michelin stars between them.

Set within the former home of the First Sea Lord, Smyth will open Coreus, a fine-dining concept celebrating Britain’s coastal heritage through sustainably sourced seafood, British produce and seasonal ingredients. The only British woman whose restaurants currently hold four Michelin stars, she will also introduce an intimate Whiskey & Seaweed bar. Boulud, meanwhile, returns to London with Café Boulud, an all-day rooftop restaurant spanning breakfast through to dinner, with sweeping views across St James’s Park and Buckingham Palace.

Gala dinners, weddings and other glamorous events will be celebrated in the roughly 329-square-metre ballroom, presided over by a nine-metre antique Murano chandelier restored in Rome. Guests will descend the building’s original oval staircase to reach it.

A luxurious spa will also be on hand for those in need of unwinding, featuring a sauna, a steam room and a hydrotherapy pool.

“Waldorf Astoria London – Admiralty Arch represents a rare convergence of history, place and possibility,” said Dino Michael, senior vice president and category head, Hilton Luxury Brands. He added that opening a building of such cultural and national significance to overnight guests for the first time is “both a privilege and a responsibility”.

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Sir Winston Churchill once had offices in the building during his time as First Lord of the Admiralty, and Ian Fleming, the naval intelligence officer who would later create James Bond, also worked there during the Second World War, drawing on the experience for his novels.

The transformation of Admiralty Arch has been developed by the building’s owners, the Reuben Brothers, in partnership with Hilton. Reservations are now open ahead of the hotel’s autumn debut.

L’article Waldorf Astoria to open luxury hotel inside London’s iconic Admiralty Arch est apparu en premier sur Travel Tomorrow.

Located in Pobierowo, a small seaside resort with a population of around 1,000 on Poland’s north-west coast near the German border, the 13-floor, 1,240-room hotel is the fifth and most ambitious project of the luxury Gołębiewski chain.

The chain’s founder, Tadeusz Gołębiewski, started his career selling wafer rolls before entering the hotel business in 1991. He laid the foundation stone in 2018 on land that the Rewal municipality had sold the previous year for 50.5 million zloty (around €11.8 million).

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Construction took eight years, with the opening delayed several times due to permit issues, the pandemic, and construction disputes.

Gołębiewski died in June 2022, before seeing his flagship project completed.

Spanning 180,000 square metres and located just 150 metres from the beach on the Baltic Sea, the outdoor pool is an impressive 104 metres long by 60 metres wide. The Tropikana water park, indoor pools and whirlpools cater for families, while adults can enjoy a spa with 11 treatment rooms, a salt cave and an ice cave.

The hotel also features a cinema, a bowling alley, a nightclub, a supermarket, volleyball courts, and entertainment for children. As guests wander from one activity to the next, they can enjoy the sounds of a live pianist in the lobby.

Demand has been staggering, with over 2,000 bookings within the first 24 hours of reservations opening. In fact, demand has been so high that the hotel has brought forward its opening date from 26 June to 10 June, two weeks ahead of schedule and before all the rooms and attractions are ready.

For now, only around 500 of the 1,240 rooms are expected to be available. The rooms, suites and apartments measure around 50 square metres each and many have balconies with sea views. Prices start at around €350 per night, with suites reaching up to €900.

Summer in Pobierowo is pleasant, if not scorching, with temperatures reaching around 22°C and sea temperatures reaching 18–20°C. The region is renowned for its iodine-rich sea air, pine forests, and expansive sandy beaches.

The German press was quick to nickname the project ‘Little Dubai’, describing it as absurd and megalomaniacal. However, hotel director Barbara Garczyńska chose to embrace the comparison rather than deflect it. “I understand the scale evokes associations,” she told Gazeta Wrocławska, “but if we are to be like Dubai, a place full of amenities and luxury, then so be it. If guests choose to relax on the Polish Baltic instead of travelling to the other end of the world, that will be our greatest satisfaction”.

@jas.stas_lifetrip

Znamy dokładną datę otwarcia Hotelu Gołębiewski w Pobierowie. Pierwszy sezon nad morzem sieć rozpoczyna 26 czerwca. W połowie maja zostanie udostępniona możliwość rezerwacji. Do dyspozycji gości park wodny Tropikana, baseny oraz restauracje.

♬ Into The Light – Brand X Music

Berlin is a three-hour drive away, and the German holiday island of Usedom is just half an hour away. Garczyńska makes no secret of expecting a steady flow of guests from Germany and the Czech Republic as well as Poland.

Not everyone shares her enthusiasm. The Sueddeutsche Zeitung called it “the largest and perhaps the ugliest hotel on the Baltic coast,” comparing it to a cruise ship run aground and drawing a parallel with Prora, the vast Nazi-era complex built on the German Baltic coast for 20,000 workers, which never opened as a resort. “Prora is historical megalomania,” the paper wrote. “Pobierowo is a slightly smaller but contemporary folly.”

For many Poles, the concrete colossus rising where a forest once stood recalls the brutalist apartment blocks of the communist era.

Nevertheless, tourism operators in Mecklenburg-Vorpommern are watching closely. Their largest Baltic hotels have fewer than 500 rooms each, and some fear that travellers, spending, and hospitality workers will cross the border in favour of newer, cheaper infrastructure. Located just 60 kilometres from the German border, the Gołębiewski could transform the landscape of Baltic tourism.

L’article Largest hotel on the Baltic Sea opens in Poland with 1,240 rooms est apparu en premier sur Travel Tomorrow.

The 36-room venue combines natural volcanic formations with human ingenuity, showcasing Cappadocia’s vernacular architecture at a site alongside Ortahisar Castle – one of the region’s most iconic natural landmarks. The individually-designed rooms and suites are shaped by the original cave structures and hand-finished with local craftsmanship. Materials include stone, textiles, and ceramics, while facilities include private pools, traditional hammam spas, and hot tubs, set among winding pathways and offering panoramic vistas of the neighbouring valleys.

David Kelly, senior vice president, Continental Europe, Hilton, pointed out how long Hilton has been investing in Türkiye. “For 70 years, Hilton has been welcoming guests across Türkiye,” he said, adding that: “The opening of Elika Cave Suites Cappadocia, Curio Collection by Hilton, builds on that commitment and reflects the strong momentum behind our lifestyle growth.”

In Türkiye, one in five Hilton hotels is a lifestyle property that, like the latest Elika venture, leans heavily into destination-rooted stays that appeal to today’s travel consumer through a sense of authenticity and heritage. The hotel’s culinary approach is similar, inspired by time-honoured Cappadocian and Anatolian cuisine, seasonality, and local sourcing.

Ortahisar itself is recognised as a “Cittaslow town” or “slow city,” embracing a philosophy that prizes a “quieter, more grounded perspective of the region … defined by character and a true sense of place.” This approach, Hilton says, “allows guests to move beyond observation and into curated moments that connect them with the broader narrative of Cappadocia, its daily rhythms, craftsmanship and living heritage.”

Nilüfer Durukan, general manager, Elika Cave Suites Cappadocia, Curio Collection by Hilton, said, “We are pleased to welcome our guests to Elika Cave Suites Cappadocia, Curio Collection by Hilton – an individually remarkable hotel designed to tell a bespoke story rooted in the spirit of Cappadocia. Our objective was to preserve the region’s heritage while offering contemporary comfort and one-of-a-kind moments formed by local identity and a global perspective. Here, history is not only seen but experienced, becoming part of each guest’s journey.”

L’article Hilton opens first “cave hotel” in fairytale landscape of Cappadocia est apparu en premier sur Travel Tomorrow.

Overall sentiment in the European accommodation sector remains positive, with 66% of businesses expecting strong performance in the next tourism season. Around 60% say they are currently in a good financial position, which suggests a stable base for growth. Occupancy levels are also improving, with 50% of businesses reporting increases compared to the previous year. At the same time, 40% report higher average daily rates, which is slightly lower than in 2025 when 43% saw price increases. This shows that demand is still present, but price growth is becoming more moderate. The industry appears steady, but not evenly strong across all segments.

A key finding of the report is the widening gap between hotel chains and independent accommodation providers. Large chains consistently report stronger results across key indicators. Around 72% of hotel chains describe their financial situation as positive, compared to 55% of independent businesses. Performance differences also appear in room pricing and occupancy levels. About 47% of chains report higher room rates, while only 37% of independents see the same trend. In terms of occupancy, 56% of chains report growth compared to 46% of independent properties. These differences suggest that scale and resources are becoming more important in determining how well businesses perform in the current market.

The report also highlights cybersecurity as one of the most important challenges facing the sector. Overall, 66% of European accommodation providers feel prepared to deal with cyber threats. However, this confidence is much higher among larger businesses. Almost all companies with more than 250 employees, at 94%, say they are well prepared, compared to only 60% of small businesses with fewer than ten employees. Smaller properties are also less likely to invest in staff training, regular system audits, and external cybersecurity support. Only 49% of small businesses offer cybersecurity training, compared to 89% of larger companies. This gap suggests that smaller operators may face more difficulty in keeping up with growing digital risks, especially as cyberattacks become more advanced and targeted.

Concerns about cyber threats are also reflected in expectations for the next tourism season. Around 21% of small businesses see cyberattacks as a major risk, compared to just 9% of larger companies. Payment fraud follows a similar pattern, with 25% of smaller businesses expressing concern compared to 16% of larger operators. While larger companies report more cybersecurity incidents overall, this likely reflects better monitoring systems and higher exposure due to scale. Smaller businesses, on the other hand, may experience fewer reported incidents but also have fewer tools to detect and respond to them.

Beyond digital risks, external disruptions are also shaping expectations for the coming year. Around 37% of accommodation providers are concerned about extreme weather events or natural disasters that could affect travel demand. In addition, 32% point to local disruptions such as transport strikes or infrastructure work that could limit access to destinations. These concerns show that external factors are becoming a regular part of business planning in tourism. Weather and transport issues are no longer seen as rare events but as ongoing risks that need to be managed throughout the year.

Managing seasonality remains a key priority across the sector. Around 72% of businesses offer discounts or special packages during off-peak periods to attract more guests. Online platforms are widely seen as effective tools for generating demand, with 81% of providers relying on them during low occupancy periods. Marketing strategies also include social media, used by 54% of businesses, paid advertising at 50%, email campaigns at 41%, and traditional media at 34%.

This mix shows that accommodation providers are using multiple channels to reach potential guests, rather than relying on a single approach. Event-driven tourism is also becoming more important, with 50% of businesses reporting benefits from events and special occasions. Among those, 66% saw higher revenue per available room, while 60% reported increased bookings during slower periods.

L’article European Accommodation Barometer 2026 shows rising optimism amid widening industry gaps est apparu en premier sur Travel Tomorrow.