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Among 25 European capitals, hotel prices have risen by 2.7%, while short-term rentals soared almost 8%- highlighting the “growing demand for flexible, unique accommodation options this New Year’s Eve”, according to a study by Almawave Group.
Utilising D/AI Destinations, its data analysis platform, the study compared rates published on major OTAs for December 31, 2024, with those of the previous year.
It said apartments and private homes continue to dominate the holiday accommodation market, even during New Year’s celebrations. The sharp rise in short-term rental prices across most European cities compared with last year reflects their “growing appeal” among travelers.
It found that while hotels generally command higher average prices, there are notable exceptions where short-term rentals rival or exceed hotel rates.
When it comes to hotels, London was found to be the most expensive destination for NYE with average rates soaring €510 (£421). In stark contrast, Liverpool stands out as the most affordable option, offering stays at just €168 (£138).
For short-term rentals, London continues to dominate the premium segment with average rates of €467 (£385). Meanwhile, Athens offers a budget-friendly alternative, with short-term rental prices averaging only €156 (£128).
Mirko Lalli, CEO of The Data Appeal Company – Almawave Group, said: “The data highlights the shifting dynamics of traveler preferences and the critical role they play in shaping market strategies. For destinations, understanding pricing trends—such as the surge in short-term rentals or the rising appeal of alternative cities like Liverpool or Trieste—is key to staying competitive.
“By leveraging these insights, tourism professionals can fine-tune their pricing models, position their offerings more effectively, and ultimately maximise their appeal to both value-driven and premium travelers. It’s not just about following trends; it’s about anticipating them and using data to lead the way.”
