The Austrian hotel industry concluded the 2025 summer tourist season (May to October) with a record high. With 83,39 million overnight stays, the previous record from 2024 was surpassed by 2,2 percent. October 2025, the final month of the season, also saw an increase of 1,5 percent, reaching 9,22 million overnight stays. These positive figures from Statistics Austria appear to provide a solid foundation for the 2025/2026 winter season, for which very strong bookings are also forecast.
Despite these impressive occupancy figures, Georg Imlauer, chairman of the hotel industry association at the Austrian Federal Economic Chamber (WKÖ), urgently warns against misjudging the economic reality. Imlauer emphasizes that full beds do not automatically translate into full coffers. The industry continues to struggle with extremely high costs, while price enforcement is becoming increasingly difficult and guests are cutting back on ancillary services. Revenues are stagnating at a critical level, jeopardizing the future viability of many businesses, particularly in the small, family-run hotel sector.
Seasonal successes and optimistic winter prospects
The summer 2025 figures confirm Austria's continued attractiveness as a travel destination. The record high of 83,39 million overnight stays over the six summer months is a clear indicator of strong demand in international source markets. The positive data for October 2025, which closed with an increase of 1,5 percent, also demonstrates the success of extending the tourist season.
The forecasts for the upcoming winter season are also promising. Industry representatives, such as Imlauer, report a generally very good booking situation. In particular, the Cities benefit noticeably from Advent seasonThe Christmas markets herald the start of the "fifth season" and create an optimistic atmosphere. Traditional ski and spa resorts are also reporting high occupancy rates. The early snowfall, which occurred just before the start of the peak season, is considered an additional positive factor for winter sports destinations.
The gap between costs and revenues
Despite record occupancy rates, the Austrian hotel industry faces a profound economic challenge, which Imlauer summarizes with the statement: "We are a high-cost country, but not a high-price country." The economic reality is that operating costs, particularly for wages and energy, remain at a very high level. This is compounded by the increasing difficulty of passing on these increased operating costs to guests through higher room rates.
The stagnation in revenue is further exacerbated by guests using their holiday budgets more restrictively. They are more frugal in consuming additional services and amenities on-site, which represent a crucial pillar of profit margins for many hotels. Focusing solely on the number of overnight stays Using this as a measure of success misjudges this reality and leads to a dangerous trivialization of the business situation.
Seminar and congress tourism, which is particularly prevalent in heavily industrialized federal states such as Upper Austria Tourism, which plays a crucial role, is also particularly price-sensitive. A downturn in the industry directly impacts this sector and further intensifies price pressure, as maintaining profit margins by raising prices is not possible to the necessary extent.
Political pressures and a balancing act in price setting
The situation is further exacerbated by political decisions that create additional tax burdens for the industry. Imlauer criticizes in particular the introduction or disproportionate increase of taxes used to plug public budget gaps, such as:
- Overnight tax in Vienna: An excessive increase to consolidate the budget.
- Mobility contribution in Salzburg: A levy to cross-subsidize public transport.
The hotel industry rejects the argument that these costs are "paid by the guests anyway." Imlauer emphasizes that this does not increase the guest's vacation budget, but merely makes it more affordable. Shifts This comes at the expense of additional spending within the hotel industry, on which businesses are urgently dependent. Price enforcement is generally becoming an increasingly delicate balancing act, given the declining purchasing power and reluctance to book from their most important source market. Germany This pressure will be even more noticeable in ski and leisure regions.
Demands for relief and predictability
In light of the challenging market situation, the head of the relevant trade association at the Austrian Federal Economic Chamber (WKÖ) is calling on politicians to take action. honest debate and concrete relief measures to safeguard the industry's competitiveness. Overnight stay figures are merely one aspect. Mood barometer, but not a measure of economic success.
The hotel industry's key demands include:
- No new tax burdens.
- Lower non-wage labor costs.
- Shorter depreciation periods for investments.
- Genuine reduction of bureaucracy.
- No new burdens for employees, such as taxing overtime pay or holiday pay to maintain the attractiveness of working in tourism.
Another uncertainty factor is the outlook for 2026, in which the early Easter dates This presents a logistical challenge. While this could be advantageous for some destinations, high-altitude ski regions could suffer disadvantages. According to Imlauer, strengthening the profitability of businesses and ensuring reliable framework conditions are essential so that Austria's small-scale, family-run hotel industry can remain a stable pillar of the national economy.
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