Today, Booking.com has released new research informed by insights from across the accommodation sector, highlighting the growing disparity between future skills necessities and present training priorities. 

Around 5,000 tourism accommodation professionals (employers and employees) across Europe were surveyed, in addition to almost 200 in-depth interviews with industry and labor market experts. This diverse set of perspectives defined a comprehensive understanding of the complexities facing the European tourism accommodation sector.

Conflicting priorities

While 59% of employers say skills gaps are not currently affecting them, the research reveals a growing disconnect between perception and preparedness. As technological change accelerates, many businesses are failing to prioritise the very capabilities they acknowledge will be vital in the future. 

Eight in ten (82%) employers said digital literacy will be critical to their business in the future, yet only 16% currently prioritise it as a training need. Moderately more impetus was put on leveraging technology for efficiency and guest service, which 78% viewed as increasingly important but still only less than a third (29%) had this as a major training focus.

Similar patterns appeared across other competencies. Nine in ten (87%) expected skills related to sustainability and environmental management to grow in importance, but just 11% prioritise training today. In sales, marketing and revenue-driving capabilities, 78% say these skills will be critical, while only 9% prioritise development now.

Divided attentions and masked confidence levels

Soft skills also presented contradictions. Only 12% of employers viewed customer service as the greatest training need, yet given the chance to improve just one area of underperformance, this was the top selection. At the same time, industry and labour market experts stressed the need for continued investment in soft skill development, with communication, adaptability and teamwork consistently highlighted as shortcomings. Given the immediate impact of these vital front-line skills on performance, it’s perhaps understandable that employers focus on short-term service gaps while putting ‘future’ needs on the back burner.

Employee confidence levels may also be undermining urgency. Three-quarters (75%) of  employees felt they had strong digital literacy, with equally positive perceptions of their competencies across hotel digital systems (69%); data-driven decision making (67%); sales, marketing & distribution (66%); and revenue management & pricing (64%). On the soft skills, customer service was rated as their strongest proficiency.

Despite this, 36% of employees cited lack of relevant skills as a barrier to the career progression they desire. With almost 70% viewing hospitality as a long term career and 83% aspiring to leadership roles, the reported confidence in current strengths may not tell the whole story.

Addressing the skill gaps

Delivering structured upskilling is a challenge for many accommodation providers. The 2025 European Accommodation Barometer cited high costs and difficulty integrating with existing business demands as top barriers. In the same research, 42% of accommodations surveyed also shared that staff turnover further hindered delivery of training. 

While the frameworks may not yet be established, there are encouraging signals that employers are willing to support employee development – with the right parameters in place. Half of employers surveyed would encourage online training if it was low cost, high quality and local language, and on average they were willing to dedicate 4.6 hours a week of their employees’ time. Employees are similarly eager: 88% would likely join online training if available, and feel ready to invest 3 hours a week on average.

Independent accommodations are an indispensable cornerstone of Europe’s tourism ecosystem, so the disconnect between digital transformation needs and current training priorities cannot be ignored. Booking.com has long since been committed to supporting our partners’ continued growth and development, and we believe now is the moment for strong collaboration across the industry to define accessible, scalable solutions that will address the skills gap and ensure future competitiveness.

Matthias Schmid, SVP Accommodations at Booking.com

For a deeper look at the research outcomes and surrounding context, visit https://www.statista.com/study/193478/upskilling-european-hospitality

Methodology: 4,110 executive managers overseeing development, finance and staff throughout the EU and Switzerland were surveyed via telephone interview between June and August 2025; 798 hotel or accommodation employees (inc. prospective) in Spain, Italy, France and Germany via online survey between June and August 2025; 194 in-depth interviews with industry and labour market experts across the Netherlands, Germany, Spain, Italy, France, Switzerland, Austria, Croatia and Greece, carried out between June and October 2025. 

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