Europe, the leading hotel continent, is still well ahead of its closest competitor, now the Asia-Pacific region. In terms of number of rooms, Europe remains unbeatable, and although its hotel portfolio has changed little in recent years (away from the growth of the Asian market), it is rather a sign of a gradual adaptation of supply to a demand that has changed a lot in recent years.

The balance between openings and closures remains positive, but it is also due to this renovation, which brings hope for the future of the European hotel industry, or at least one that will have succeeded in adapting to the new international markets and the tastes of today's customers. However, the continent can count on certain tourist assets, such as the international aura of its major capitals and its strategic central position.

The penetration rate of chains in Europe is still relatively low: independent properties are still predominant, particularly in Italy, which is almost a school case. However, the consolidation of the sector did not avoid the continent, which has seen its major groups develop, certainly all around the world, but also in Europe. The Intercontinental Hotel Group or AccorHotels, for example, embodies a conquering European face, the latter group with almost 300,000 rooms throughout the continent.