DIVERSIFICATION OF THE EU TOURISM MARKET AS A DRIVER OF TRANSFORMATION IN THE HOTEL INDUSTRY CONSUMPTION MODEL

This study empirically assesses the impact of the European Union tourism market diversification on hotel service consumption. The hypothesis being tested is that diversification leads to a redistribution of market shares between traditional hotels and providers of flexible accommodation. The research methodology is based on quantitative methods applied to 2022 data from Eurostat, UNWTO, and Statista. Descriptive statistics, Pearson’s correlation, and linear regression were used to examine the influence of international tourist arrivals on hotel demand and revenue, and to identify structural market changes. The hypothesis is supported. However, a paradoxical trend was identified: although international tourist arrivals show a strong positive correlation with total overnight stays, they show a moderate negative correlation with hotel market revenue. This indicates revenue redistribution towards alternative formats, driven by shifting consumer preferences. A forecast up to 2031 suggests that the number of guests will grow faster than per-client revenue. The study provides evidence of the growing disconnect between tourist flows and hotel revenue in the EU, demonstrating that an increase in tourist numbers no longer guarantees proportional revenue growth for hotels due to competition from alternative formats of accommodation.