The hotel key indicators in Sweden improved significantly in the third quarter of 2025 compared with the same period in 2024. The ADR and the total room revenue increased by 7.2 and 12.1 percent, respectively, while the number of rooms sold rose by 4.5 percent and the occupancy rate increased by 1.4 percentage points.

Despite the growth in the hotel key indicators, many companies in the hotel industry continue to face major challenges related to profitability. Assessments of current profitability have remained negative since the second quarter of 2023, coinciding with weaker perception of selling prices.

A similar trend can be observed among companies in the broader service sector. Expectations for demand over the next 6 months among hotel companies improved during the third quarter and were above the historical average, indicating a positive outlook for the industry going forward.

The service sector as a whole also shows optimism regarding future demand. As expectations for future demand strengthen, an increasing share of companies—particularly within the hotel industry—anticipate a rise in the number of employees in the coming 3 months. The shortage of staff in the hotel sector is still considered virtually non-existent and has remained so since early 2023.

The report is in Swedish, please download here:
Hotellmarknadens konjunkturbarometer november 2025.pdf