The number of hotel rooms sold in Sweden increased by just over 3 percent in July, while hotel room prices decreased by an average of 0.5 percent. This resulted in a total increase in accommodation revenue of just under 3 percent.

In Stockholm and Gothenburg, the number of hotel rooms sold increased by 3 per cent, and in Malmö by 2 per cent. Room revenue decreased by 3 per cent in Stockholm and increased by 10 per cent in Gothenburg and 6 per cent in Malmö. Outside the major cities, the number of hotel rooms sold increased by 4 per cent and room revenue by 3 per cent. Important explanations for the development are relatively weak price development and that the events during the summer differ between this year and last year.

“Logistics companies” expectations for development still indicate some growth according to the National Institute of Economic Research, and the booking situation looks weakly positive for the next three months. Households' view of their current and future economic situation did improve during July, but it remains to be seen if this will result in actual consumption increases and if it is the start of an improved trend," says Thomas Jakobsson, chief economist at Visita.

”Despite an increase in logistics sales in June and July, logistics companies in the business climate survey indicate that they have reduced the number of employees in the last six months and will continue to do so in the future. This shows that the hotel sector's economic performance and profitability are weak. At the same time, we are seeing unemployment rise – particularly for young people and the long-term unemployed. In the upcoming budget, the government needs to clearly strengthen incentives to hire by lowering employer contributions for young people, Thomas Jakobsson continues.

Sold hotel rooms in Sweden 1–28 July 2025 compared to the corresponding weekdays in 2024 
Sold hotel rooms: +3 percent
Login revenue: +3 percent

Source: Benchmarking Alliance

The reason data is presented for the 1st to the 28th of each month is to improve comparability by avoiding weekday effects over a full month, as demand naturally fluctuates across the week and a month spans more than four weeks.

The data is preliminary and relates to a sample of 731 open hotels in Sweden. The data is not calendar-adjusted and does not take into account the weekdays on which different holidays or breaks fall.

According to the press release.