Europe's Hotel Pricing Outlook 2027: What the Data Says

European hotel demand shifted in 2026. Shoulder seasons flattened, booking windows moved and the balance between OTAs and direct bookings kept changing. In this live webinar, Pricepoint and eviivo look at what the data says about 2026, what it signals for 2027, and what independent properties should do about it now.

Yusef Bentato, Partnerships Manager at Pricepoint, opens with the market trends. Ignacio Moris, EMEA Team Lead at Pricepoint, then shows how pricing reacts to them in practice, and Emanuel Carrasco, Marketing Manager at eviivo, shares what eviivo properties see in their own booking data.

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1. Demand and seasonality. Which European markets and periods strengthened or softened in 2026, and how flat the shoulder seasons have become.
2. Rates and booking windows. How ADR and lead times are moving, and where last-minute demand is growing.
3. Channels and direct bookings. How the OTA and direct mix is shifting, and what PMS data shows at property level.

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