Thessaloniki’s hotel sector ended 2025 on a positive note, with occupancy rising a modest 0.9% to 71%, average daily rate (ADR) climbing 4.4% to €106 from €102 in 2024, and revenue per available room (RevPAR) advancing 5% year on year, according to a Thessaloniki Hotel Association survey with GBR Consulting.
National chains dominate the landscape, controlling 57% of five-star properties by unit count and reaching 50% of rooms, dropping to 30% for four-stars and 9% for three-stars. Seven international, 13 national and two local groups operate in total, with short-term rentals adding about 4,800 units citywide and 29,000 in Central Macedonia.
Visitor experience scored a steady 7.8 out of 10 for the second year, satisfactory but below prior peaks above 8. Loyalty remains strong, though, with 96% recommending Thessaloniki and 91% planning returns.
