Hotel companies are positive about both current profitability and demand over the next 6 months.
The hotel key indicators in Sweden improved in the first quarter of 2026 compared with the same quarter in 2025. ADR and total room revenue increased by 3.4 percent and 5.9 percent respectively, while the number of rooms sold rose by 2.5 percent. The occupancy rate increased from 48.2 to 49.2 percent.
Hotel companies remain optimistic about demand over the next 6 months, and the trend has been positive since early 2023. The view of profitability has improved over the past year, and during the first quarter of 2026 the seasonally adjusted and smoothed net balance reached its highest level since before the pandemic. This is a sign that hotel companies’ costs have stabilized as a result of lower inflation, and that they have been able to raise their prices, which is also reflected in the higher ADR in Sweden as a whole.
The service sector also has a positive outlook on demand over the next 6 months, but its view of profitability remains negative, as it has been since the end of 2022. Staff shortages remain low, both among hotel companies and in the service sector.
The report is in Swedish, please download here:
Hotellmarknadens Konjunkturbarometer maj 2026.pdf