The Association of Short-Term Rental Companies (STAMA Greece) is publishing today data on the performance of the Greek market during the 2026 summer season, based on a study conducted on its behalf by Beyond (an Affiliate Member of the Association). The findings highlight a dynamic year, characterized by a significant increase in occupancy rates nationwide, an extension of the booking window, and strategic price adjustments.
Key National Figures (YTD 2026)
Rise in Occupancy: Average occupancy nationwide stands at 41.0%, marking a notable increase of +7.1% compared to the summer of 2025 (38.2%).
Extension of the Booking Window: Reservations are made, on average, 19.8 days in advance (+6.1% YoY), indicating more organized behavior on the part of visitors.
Average Daily Rate (ADR): A slight decline of -4.5% is recorded, with the average rate at €104 (compared to €109 in 2025).
Length of Stay: It stabilized at 3.6 nights, showing a slight decrease (-4.1% YoY).
Variations and Trends by Destination
The Beyond report highlights a “two-speed” market, with premium island destinations and major urban centers leading growth, while certain regions are showing signs of stabilization.
Key Findings and Strategic Opportunities
1. The “peak” at the end of summer: Demand remains particularly strong throughout July and until August 19. After August 28, however, there is a sharp drop in occupancy rates and a decline in prices (to €190–€215 for premium markets), a phenomenon that has now become a structural feature of the Greek tourism season.
2. An Untapped Opportunity in Early September: Search data indicate strong interest (~2% increase) around September 1, which, however, does not translate into bookings (occupancy remains at 22%). This points to the need for more flexible and attractive pricing policies from property managers during this transitional period.
3. Need for Dynamic Pricing: In areas such as Thessaloniki and Rhodes, there is significant volatility and revenue loss due to the use of flat rates throughout the week. Beyond recommends adopting dynamic pricing tools to optimize revenue (RevPAN) between weekdays and weekends.