In recent years, the European holiday landscape has undergone a transformation, with self-catering accommodation emerging as a dominant preference for travellers. From coastal villas in Spain to countryside cottages in the UK, the demand for flexibility, space, and cost-effectiveness is reshaping leisure travel—a trend amplified by pandemic-era shifts and sustained by evolving consumer priorities. While self-catering thrives, some reformed timeshare models are also seeing renewed interest, particularly among demographics valuing certainty in uncertain times. EUROC takes a quick look at this emerging story.
Self-Catering Surge: The UK Market
The UK’s self-catering sector has grown significantly, driven by domestic tourism. According to Visit Britain, self-catering accounted for 37% of domestic overnight stays in 2021, with industry analysts noting a sustained post-pandemic increase. While exact pre-to-post-pandemic comparisons are limited, rural regions like Cornwall, Scotland, and the Lake District have reported record bookings, attributed to travellers prioritizing space and independence.
A 2023 Expedia Group survey supports this shift, revealing that 68% of UK travellers value kitchen access in accommodation. Industry surveys also highlight “freedom to set schedules” and “family-friendly space” as key motivators. Financial considerations play a role too: while specific daily savings claims (£35–45) lack direct sourcing, self-catering is widely acknowledged as a cost-effective option for families, particularly amid rising inflation.
Spain’s Self-Catering Evolution
Spain, traditionally synonymous with all-inclusive resorts, has seen growing demand for self-catering stays. Turespaña (Spanish Tourism Institute) reports a surge in rural and urban apartment bookings since 2019, with regions like the Balearic Islands and Costa del Sol leading the trend. Demographically, retirees and long-stay visitors are increasingly opting for self-catering properties, drawn by the flexibility to blend local living with extended holidays. Urban self-catering is also thriving. In cities like Barcelona and Madrid, premium apartments reportedly rival hotel occupancy rates, reflecting a broader trend noted in Tourism Spain’s 2022 survey, where 72% of international visitors cited “living like a local” as a priority.
European Trends: Flexibility Drives Demand
The self-catering boom extends across Europe:
Francia: Rural gîteshave seen substantial growth, with INSEE (National Institute of Statistics) linking this to post-pandemic demand for secluded stays.
Italy: The agriturismo sector grew by approximately 30% between 2019–2022, per farmers’ association Coldiretti, as travellers seek authentic farm experiences.
Portugal: The Algarve region reported self-catering properties comprising 49% of accommodation bookings in 2022, up from 37% in 2018 (Algarve Tourism Bureau).
Northern Europe mirrors this trend. Denmark’s coastal cottage rentals hit record summer demand in 2023, while Croatia’s Adriatic coast has seen a rise in apartment stays, though official growth metrics remain unpublished.
Hotel Sector Adapts
Hotels are responding by blending services with self-catering flexibility. Major chains like Accor e Marriott have expanded apartment-style offerings, with kitchenettes and extended-stay amenities. However, a 2023 Expedia Group survey found 68% of travellers who tried both options preferred dedicated self-catering properties for their space and authenticity.
Conclusion
Self-catering has evolved from a budget option to a mainstream choice, reflecting broader societal shifts toward autonomy, authenticity, and financial pragmatism. While the sector’s growth is undeniable, some statistics cited in industry reports do require cautious interpretation. When considering the timeshare option, regulatory reforms and flexibility including shorter term contracts of as little as five years) have revived interest, though long-term viability does depend on value based pricing and transparency.
As travellers continue to prioritise control over their experiences, Europe’s accommodation sector will keep innovating—balancing independence with service, and tradition with modernity.
A EUROC spokesperson commented.
“It comes as no surprise that self-catering holidays are gaining traction across Europe, as evidenced by recent statistics. Faced with economic pressures, today’s European consumers are demonstrating a clear desire to maintain their holiday experiences whilst seeking more budget-conscious solutions. The appeal of self-catering lies in its capacity for higher occupancy and the freedom of self-provided meals using full kitchen amenities. European trends strongly suggest a continued rise in the popularity of self-catering holidays and accommodations, making availability at favoured resorts during peak seasons a growing challenge for some travellers. The credible and respectable shared ownership resorts in Europe can play a part in helping consumers to address this challenge”
