From Rome to Stockholm: Summer 2025 Hotel Guest Experience Snapshot

From Rome to Stockholm, Summer 2025 told a very different story for every hotel market in Europe.

Iconic destinations like Rome and London saw satisfaction soar, while others like Stockholm and Copenhagen slipped behind. Guest expectations kept climbing, even as review volumes dipped—making every review, and every response, more impactful than ever.

Our latest snapshot analyzes 12 key European cities through millions of guest reviews. It reveals what delighted travelers, where operational cracks showed, and the market forces reshaping demand this summer.

Here’s a preview of the findings—download the full report to explore the city-by-city breakdown.

The Headline Trend: Winners and Strugglers

Rome (+2.67%) and London (+2.41%) posted the strongest year-over-year gains in guest satisfaction. Their world-class locations and strong service offerings proved resilient in the face of operational pressures.

By contrast, Stockholm stood out for the wrong reason. A sharp drop in management response rates highlighted a widening engagement gap—leaving guest concerns unaddressed at a critical moment.

Across Europe, review volumes were down compared to last year. That means every review now carries more weight for reputation, discovery, and bookings.

What Drives Guest Satisfaction (and Frustration)

Looking across all markets, the data is clear:

• Positive reviews are most often driven by Location and Service
  
• Negative reviews are tied to Price, Maintenance, and WiFi
  

Guest comments illustrate the split:

• “From the moment we checked in, the staff went above and beyond.” (Dublin)
  
• “The WiFi was practically unusable in our room. For a hotel of this price, that’s just not acceptable in 2025.” (Paris)

For hoteliers, that means excellence in core services is no longer optional. Guests are happy to pay, but they expect strong fundamentals in return.

Market Forces Reshaping Travel in 2025

Behind the numbers are three powerful forces that defined Summer 2025:

• The “Coolcation” effect: Northern Europe benefited as travelers sought cooler climates during heatwaves.
  
• Return of long-haul travel: Strong demand from the U.S. and surging interest from China boosted major hubs.
  
• The new value equation: Travelers are more willing to spend, but they expect real value. Failures in basics like A/C or WiFi are tied directly to negative reviews.
  

Together, these trends created a complex performance landscape. Hotels that anticipated them early saw stronger results, while those that didn’t are now playing catch-up.