Short-term rental revenue in Greece is growing in 2026 as higher nightly rates offset flat occupancy levels.
Property management software firm Hosthub published these findings in its latest pacing report, analyzing over 17,000 properties through September 25. The average nightly rate rose 7.9 percent to €121.55 ($126.41), lifting revenue per available night (RevPAR) by 8.7 percent to €42.36 ($44.05).
Nationwide year-round occupancy remained virtually unchanged at 34.85 percent, compared with 34.58 percent on the same date last year. These nightly rates exclude taxes and extra fees, though they include platform commissions paid by property managers.
This pricing trend reverses the 2025 market dynamic, when higher occupancy drove revenue growth despite declining prices. Hosthub attributes much of this year’s price hike to Airbnb shifting from a split fee to a single 15.5 percent host commission. Many professional managers raised nightly rates to protect their net earnings ahead of Greece’s mandatory October 13, 2026 transition.
Southern Athens and Cyclades lead revenue gains
Among tracked regions, Athens’ southern suburbs—known as the Athenian Riviera—posted the sharpest RevPAR jump at 22.7 percent.
The Cyclades followed with an 18.2 percent increase, while Thessaloniki gained 12.8 percent and the Ionian Islands rose 11.8 percent. Central Athens recorded the smallest growth at just 1.5 percent. Overall, the Cyclades maintained the highest regional RevPAR across Greece at €61.76 ($64.23).
Thessaloniki led all regions in occupancy at 46.69 percent, marking a 7.3 percent increase from 43.51 percent last year. Central Athens ranked second at 44.74 percent, slipping 2.7 percent from 2025. Hosthub states that the capital’s core market is maturing, making future growth dependent on pricing and product differentiation. Conversely, Athens’ southern suburbs achieved the strongest occupancy gain, climbing 12 percent to reach 43.30 percent. Hosthub notes that the Athens Riviera attracts travelers seeking coastal and urban experiences alongside a longer tourism season.
Island occupancy varied significantly across the country during this period. On Crete, occupancy held nearly steady at 30.52 percent, edging up 0.8 percent from the previous year. The Ionian Islands recorded a second consecutive year of growth, rising 4.6 percent to reach 28.35 percent.
The Cyclades posted the lowest regional rate at 23.08 percent, yet achieved a strong 11.5 percent jump from last year’s 20.70 percent. Hosthub links this regional recovery to a difficult 2025 season, when seismic activity on Santorini affected visitor confidence.
For the final quarter of 2026, forward occupancy stood at 10 percent as of September 25, matching last year’s pace. Hosthub points out that last-minute bookings significantly boosted final-quarter occupancy in 2025, leaving room for late price adjustments.
Direct bookings gain market share over platforms
Distribution data reveals that major booking platforms lost market share to direct reservations for the second straight year.
Booking.com slipped to 55.7 percent, down from 56.4 percent in 2025 and 57.2 percent in 2024.
Airbnb’s market share also declined, settling at 32.2 percent. Direct bookings recorded the strongest expansion, climbing to 10.6 percent from 8.9 percent last year. Direct channels enable property owners to bypass platform commissions and build direct relationships with guests.
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