June 2025: Press Review of Real Estate, Tourism and Hospitality
Last update : 3 July 2025
At the start of summer 2025, the hospitality and tourism sector is showing encouraging trends. Mountain hotels are moving upmarket, summer visitor numbers are on the rise, investors are flocking to tourist real estate, and business is picking up almost everywhere—all positive signs for professionals. Here is our selection of 10 notable articles covering hotels, tourism, real estate, and investment, with a particular focus on the French and Swiss Alps.
The Northern Alps between upmarket development and structural challenges.
The Northern Alps have maintained a stable hotel stock over the past 10 years while gaining in the high-end segment. The 2024-2025 winter season was generally positive, with record attendance at Christmas and a 1.6% increase in overnight stays over the entire season, driven by “mid-range to luxury” hotels. Luxury and 5-star hotels even recorded a 4% increase in overnight stays thanks to the return of foreign customers. The appeal of the mountains is encouraging investors to develop new projects: 35 additional hotels (2,900 rooms) are expected by 2028 in the Northern Alps. Despite challenges (climate, recruitment, land), the Alpine hotel industry is consolidating its move upmarket and remains resilient.
Accor continues its national expansion in 2025.
Hotel giant Accor is accelerating its expansion in France with more than 20 new openings in the first half of 2025, representing 1,700 additional rooms across the country. This growth covers all ranges, from budget brands (e.g. greet continues its expansion with four new hotels) to luxury. The high-end Handwritten collection has just opened three iconic boutique hotels, while the lifestyle brand TRIBE is inaugurating a new location in Paris. “This first half of the year has been extremely positive in terms of openings,” says Katell Bourgeois, VP Development Accor France, who highlights the key role of the group’s conversion brands in attracting independent hoteliers.
As it approaches its 35th anniversary, B&B Hotels continues to grow and strengthen its brand image.
Founded in 1990, the Breton chain B&B Hotels has established itself as the leader in budget hotels in Europe. In 2024, the group opened 125 hotels (more than two per week), bringing its total number of establishments to nearly 900 and its turnover to €1.4 billion. Under the leadership of its new CEO Céline Vercollier, B&B has tripled its turnover and doubled its network in less than 10 years. Now present in 17 countries (France accounts for only 35% of its turnover), the brand is even tackling the US market with its first openings in Florida. The B&B model, focused on functional hotels at controlled prices, is thus showing rapid international expansion while consolidating its image as a leader in premium low-cost accommodation.
Mountain tourism: nearly 50% occupancy rate this summer.
Summer tourism in Alpine resorts continues to gain ground. According to the National Association of Mayors of Mountain Resorts, nearly 50% of tourist beds are booked on average in July and August in French mountain resorts. This represents a slight increase over the past year, leaving plenty of room for growth. Professionals expect to welcome 4% more visitors than last summer, with an unprecedented peak occupancy rate of 60% in the first half of August. “The occupancy rate is climbing to nearly 60% for the first two weeks of August,” says Jean-Luc Boch, president of the ANMSM. Since Covid, the French have been rediscovering the mountains in summer, and this trend is set to continue in 2025, driven by a diversification of activities (hiking, mountain biking, wellness) to attract non-skiers.
Tourism in Europe: the recovery continues.
According to a joint report by Amadeus and the World Tourism Organization, air traffic to Europe is expected to increase by +6.7% between April and October 2025 compared to the same period in 2024. The major traditional destinations are driving demand: Spain, the United Kingdom, Italy, France, and Germany account for more than 70% of bookings between them. France stands out with the highest average hotel rate in Western Europe (€339 at its peak in August 2024 thanks to the Olympic Games). Everywhere, the indicators are green: hotel occupancy rates in Western Europe rose from 67% to 68% and average daily rates (ADR) from €172.20 to €177.36 over one year. In Northern Europe, occupancy rates have climbed from 73% to 75%. European tourism is therefore doing well, with revenues and visitor numbers rising almost across the board.
By 2025, sustainable tourism will be a priority for 79% of travelers.
Environmental concerns are transforming the way we travel. According to Booking.com’s annual report, 79% of travelers now consider sustainable tourism a priority for travel in 2025, up from just 42% in 2016. This is an unprecedented level of awareness: 93% of those surveyed say they want to make more sustainable travel choices and have already started doing so (compared to 62% in 2016). In concrete terms, the majority of tourists want to “travel better, not less”: 84% reject the idea of limiting the number of visitors to destinations, preferring to invest in local communities (cleaner public transport, better waste management, nature conservation). For example, 46% respect local customs and 39% prefer to spend money with local merchants. This rise in responsible travel is pushing the entire industry to adapt, from accommodation to transportation, to meet a demand that is increasingly sensitive to its impact.
Chalet prices: Switzerland tops the 2025 rankings.
The latest UBS Alpine Property Focus 2025 report confirms the record high prices of recreational real estate in Switzerland. St. Moritz (Engadine) remains the most exclusive market in the Alps, with a floor price of around CHF 22,300 per square meter for a high-end property. The Swiss resorts of Verbier, Zermatt, Gstaad, and Andermatt complete the top five, making Switzerland the country with the five most expensive Alpine destinations. By way of comparison, the most expensive resort in the French Alps is Courchevel (~€19,100 or CHF 17,900/m²), while in Austria it is Kitzbühel (~€13,900 or CHF 11,800/m²) and in Italy Cortina d’Ampezzo (~€12,500 or CHF 11,800/m²). The study notes that the post-Covid boom has pushed prices up by around +30% since 2020 across the Alps (i.e. +5.5% per year). For 2025, prices are expected to continue to rise, but at a more moderate pace due to economic conditions (inflation, high interest rates outside Switzerland).
Swiss tourism: a “cool” summer ahead.
Switzerland is approaching summer 2025 with optimism. According to a survey conducted in mid-June by Switzerland Tourism, professionals in the sector say they are very satisfied with booking trends: in many regions, forecast rates even exceed those of the already record-breaking summer of 2024. The high-end market is booming, with the national tour operator observing increased demand for 4-5 star hotels and premium activities. A sign of the times, the quest for coolness in the face of heat waves is in full swing: the mountains are attractive for their climate (hence the slogan “coolcation”) and are seeing an influx of customers seeking fresh air on glaciers and high-altitude lakes. In addition, the flow of American tourists is expected to remain steady this summer thanks to long-standing reservations, while the slowdown in travel to the US opens up opportunities to attract more visitors from Asia and the Gulf to Switzerland.
St. Moritz: the first new hotel in 50 years for the Alpine capital of luxury.
A symbol of the hotel renaissance in Engadine, the Grace La Margna is the first new hotel to open in St. Moritz in half a century. This historic 1906 building, perched above the lake, has undergone a complete transformation: preserving the original Art Nouveau structure while adding a contemporary wing, resulting in a harmonious blend of Belle Époque charm and sleek modern design. Reopened in June 2025 after renovations led by architect Jean-Michel Gathy, the Grace La Margna now offers two distinct atmospheres: a traditional ambiance in the heritage building and a softly luxurious Scandinavian-influenced design in the new wing, giving visitors the choice between a classic or decidedly modern experience. Featuring breathtaking views of Lake St. Moritz and ideally located just five minutes from the train station, the hotel aims to operate year-round, reflecting St. Moritz’s commitment to establishing itself as a high-end summer destination as well. In a resort known for its century-old palaces (such as Badrutt’s Palace), the arrival of the Grace, with its hybrid concept and younger clientele, brings a breath of fresh air and highlights the evolution of the Alpine hotel market towards greater modernity.
Hotel openings: sustained optimism.
According to the monthly hotel project report, June 2025 continues the momentum of a strong global dynamic. All indicators remain positive: despite regional contrasts, a common trend emerges—confidence in long-term hotel investment. Professionals continue to invest and innovate, with large-scale openings and strategic renovations, signaling that the sector believes in the future. In Europe, a record number of openings and rebrandings in June reflects the active reinvention of a mature market. Meanwhile, North America maintains a high pace of developments, reflecting post-Covid optimism and the resilience of the industry in the face of cyclical challenges. These indicators confirm the vibrancy of the tourism market, driven by diversified investments and an unwavering long-term vision.
Date de première publication : 2 July 2025
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