10 Reasons to Avoid Europe During the Summer
Local Life Disappears in the Summer
New Tourist Taxes and Entry Fees
Widespread Air Conditioning Scarcity
4 OF 10
Water Shortages and Restrictions
According to the European Environment Agency, “Water scarcity affected 28% of the European Union territory during at least one season in 2023.” Recurring drought conditions have pushed parts of Spain, Italy, France, and Greece to impose seasonal water restrictions—measures that increasingly affect visitors. Depending on severity, limits may include reduced shower times, closed hotel pools, or restrictions on automatically served water in restaurants. The EU’s Joint Research Centre has documented several consecutive years of below-average rainfall and depleted reservoirs, particularly in Mediterranean regions. These policies protect local communities, but they can catch travelers off guard during the hottest months. Visiting in spring or fall reduces the likelihood of encountering rationing and supports destinations when resources are less strained.
Increased Risk of Wildfires
Stifling and Dangerous Heatwaves
The “Disneyland” Effect
Strained Public Infrastructure
Local Resentment and Protests
Overwhelming “Overtourism”
Samsung
Find them @: samsung.com
Samsung is synonymous with TV. And in the same way that Samsung is associated with television, for the hotel guestroom, the TV is not only table stakes, it’s a focal point. Meanwhile, hotel TV today is way more than just “free HBO,” and even more than just a place to watch and stream shows. (It does that, too: Samsung Smart Hotel TVs have Samsung TV Plus, which provides free access to over 500 channels, while guests can also use their own devices to stream using tools like AirPlay or Google Cast.) At its best, Samsung helps guests achieve a great experience. “Guests expect the best and the in-room screen is now at the center of the guest experience,” said Richard Leonarz, director of hospitality product management for Samsung Display Solutions, adding that the endgame is to make every guest feel like they’re at home, having the same seamless experience that they’d have from their own couch. But unlike at home, hotel screens need to integrate with other internal hotel systems, even helping hoteliers grow ancillary revenue. “These solutions make it simple for staff to add personalized messages on screens or encourage visitors to take advantage of hotel amenities, such as dining options or spa appointments, all of which can be booked directly through the display,” Leonarz said. In the end, it comes down to hotel success through partnership. “Hotels that create connected, in-room experiences are better positioned to build guest loyalty, deliver more consistent service at scale and adapt quickly as guest expectations evolve,” Leonarz said.
DirecTV
Find them @: directv.com
As good as a TV screen is, it needs content. Enter content provider DirecTV, which originally launched in 1994. It’s come a long way. DirecTV Hospitality’s own research shows its worth: While fast, reliable WiFi tops the list of things most important to guests, the ability to use their own streaming accounts and watch live networks and events comes second. Even more telling, these same features apply across all hotel segments, noted Kimberly Twiggs, VP of market development for DirecTV Hospitality. “Consumers are no longer satisfied with the bare minimum; their appetite for consuming entertainment in various ways and on their own terms drives their hotel choices,” she said. At the same time, DirecTV goes beyond entertainment. Its Advanced Entertainment Platform also supports contactless services, allowing hoteliers to share property information with guests, such as restaurant menus, locations and hours. Meanwhile, the Advanced Entertainment Platform’s EventSeeker and CitySeeker apps give guests suggestions on local attractions and events based on the hotel’s location and include the ability to purchase tickets. “In a time when repeat business and loyalty are more important than ever, we help hoteliers deliver value, differentiate offerings and create memorable stays,” Twiggs said.
Intelity
Find them @: intelity.com
All the enjoyment a guestroom provides begins at the door. It makes sense that opening it should be a simple, easy affair. It turns out that’s not always the case in an age where plastic room-key cards are still the norm. Companies like Intelity and its mobile key solution are changing that. “Mobile key has transformed arrival by giving guests choice and control,” said Steve Proctor, CEO of Intelity. “Guests can bypass the front desk or engage with staff on their own terms. It removes friction.” Meanwhile, guest adoption of mobile key is an operational win for hotels. “It immediately reduces front-desk congestion during peak arrival windows,” Proctor said. “That translates into fewer bottlenecks, lower stress on staff and more consistent service delivery.” It also reduces costs: Those plastic key cards are a hard, line-item expense, not to mention an environmental waste. The ROI further increases when the mobile key is connected to a broader platform. Intelity’s ties directly into mobile check-in, guest messaging, service requests and analytics, Proctor noted, adding that a unified approach delivers measurable outcomes, including fewer arrival-related service issues and faster average check-in times, which improve the guest experience. Research suggests that the mobile key adoption rate reached around 70% in hotels in 2025. Barriers are less about guest willingness and more about technology stacks that create friction, poorly integrated lock or PMS environments and a lack of guest communication, Proctor argued. “The most successful properties treat mobile key as optional empowerment, not forced automation,” he said.
Indel B
Find them @: indelb.com
It’s not your grandfather’s minibar anymore. Take it from Massimo Chiarelli, business unit manager of hospitality at Indel B, a leading supplier of cooling systems for the hospitality industry. The minibar has come out of hiding. “Once considered a mere functional accessory, it is now a protagonist across three fundamental pillars: design, sustainability and comfort,” said Chiarelli, putting forth that the minibar has become an iconic piece of furniture. Consider Indel B’s Fridom line, which can be wall-mounted or freestanding. “These designs can harmonize with the room’s aesthetics while also facilitating cleaning operations for staff,” he said. At the same time, minibars need to function properly and efficiently. Technology has evolved to meet an essential requirement: maximum energy efficiency linked to environmental sustainability. Chiarelli said Indel B has compressor technology that can achieve savings of more than 75% for hotel owners by concentrating cooling cycles when the room is empty. Of course, guests care about one thing: what’s on the inside! Water and soft drinks, sure, but minibars are now becoming territory for great wines, especially in well-known, wine-growing regions. Indel B’s Ecosmart glass door line has specific bottle-holding accessories, while its K35 Winebar line is a hybrid product that merges the features of a wine cellar with those of a minibar: an internal separator allows for the management of two different temperatures within the same compartment. Experience matters; hoteliers also want ROI on their investment. “The real value stems from the combination of long-term product reliability and low-energy consumption,” Chiarelli said.
HCN
Find them @: hcn-inc.com
In an age where everyone carries a smartphone, is an in-room tablet necessary? It sure is, according to Terry Donnelly, chief revenue officer of HCN, a provider of tablet technology. Both, he said, can exist at once. “Tablets are not competitors to smartphones; they are the dedicated command center for the property, solving a critical friction point in the guest journey: app fatigue,” he said. Here’s the thing: Though smartphones contain an array of apps, Donnelly said that only about 15% of hotel guests download hotel-specific apps. “Guests view their phones as personal sanctuaries for work and social media, not as tools to navigate hotel logistics,” he said. The in-room tablet bridges the gap by providing logistical access to the hotel’s array of amenities without the barrier of downloads, logins or authentication hurdles. “Ultimately, the tablet is property-tech, not personal tech,” Donnelly said. HCN tablets also go beyond mere information into services, such as the functionality to order extra pillows or book a spa treatment and also control the room’s lighting and drapery. Tablets, which have integrations with a hotel’s PMS and POS, can also serve as revenue generators; for instance, as Donnelly pointed out, replacing paper menus with high-definition digital visuals can increase the average in-room dining check size by as much as 22%. “Guests eat with their eyes,” he said. “In short, the tablet transforms the guest room from a passive space into an active, revenue-generating environment.”
Vingcard
Find them @: vingcard.com
Guestroom automation done right has a major impact on the guest experience and a hotel’s operations: it simplifies the stay, saves money and, of course, adds a touch of flourish and wow. One company that puts automation on autopilot is Vingcard, which provides integrated, energy-efficient lighting control systems for hotels, using sensor technology to automatically adjust lights and other room services, such as HVAC and curtains. Put simply, it’s a win-win for hotel customers and hotel owners. And for anyone who has fumbled for a light switch, it matters. “Smart lighting control does not just focus on saving energy, but also fundamentally shapes how a guest feels and interacts within a space,” said Toni Adrian, associate head of business, Axxess Industries, a part of Vingcard. “Thoughtfully implemented lighting creates a welcoming, comfortable environment that responds intuitively to guest needs.” Hotels up and down the chain scales can benefit from automated solutions, whether off a PIP or from the ground up. With energy costs across the U.S. increasing unabated, smart, automated technology is a boost for the bottom line. “By using occupancy sensors, automated dimming and time-based scheduling, properties can significantly reduce wasted energy,” Adrian said. “This is especially valuable for unoccupied rooms that represent a drain on utility bills.”
With an influx of luxury hotels opening and in development as Bad Bunny brings recognition to the island on an international level, the visitor mix for Puerto Rico is changing — and hoteliers have a huge opportunity.
The island has been cooking up the perfect recipe, said Mike García, general manager of Caribe Hilton. That recipe includes the so-called "Bad Bunny effect," growth of luxury hotel supply, new flights in and out of Luis Muñoz Marín International Airport, expansion of the San Juan Cruise Port, growing the power grid and recovery from previous storms and hurricanes.
"Hospitality in itself has been one of the few industries within Puerto Rico that continues to thrive in every aspect, doesn't matter from which angle you look at it — from an owner's perspective, employees, individual families, etc.," García said. "I envision more hotels opening, both larger hotels as well as smaller properties. I envision Puerto Rico continuing to hold the standing, if not grow it, as a destination worldwide."
Puerto Rico's hotel mix has evolved in recent years, with more luxury hotels opening to meet modern traveler's needs. According to CoStar data, the island has 175 hotels consisting of 16,239 rooms, with 16 luxury hotels representing 2,119 of those rooms.
Puerto Rico has seen a 25% increase in luxury hotel rooms since the start of 2024. While two more luxury hotels are in the pipeline, STR senior analyst Hannah Smith said the bulk of the expected new-build hotels are across upper midscale through upper upscale per CoStar data.
Meanwhile, existing hotels are renovating facilities and amenities for visitors, said Driftwood Capital Luxury and Lifestyle Managing Director Alinio Azevedo.
"What you've seen over the past few years in Puerto Rico is really an inflow of capital to upgrade the existing hotel basis," he said. "We're not the only ones who bought a hotel and repositioned it. There's a lot of examples of capital being invested in existing hotels on the island to make them better."
Driftwood Capital acquired the then-Sheraton Old San Juan in 2021 and rebranded and renovated the property to the 245-key Hotel Rumbao, a Tribute Portfolio Hotel. Driftwood is opening the property's new 10,500-square-foot Gran Casino Viejo San Juan in April.
Co-founder and Executive Chairman of Driftwood Carlos Rodriguez Sr. said the company is actively looking for more opportunities within Puerto Rico. Driftwood, which started as a hotel management company a few decades ago, has evolved to also own and lend capital for hotels, and Rodriguez said he's interested in growing its presence on the island.
"It's not just acquiring hotels or developing hotels — we would love to develop [more] — but it's also lending money in Puerto Rico to hoteliers. It's also managing hotels," he said. "We're very interested in all aspects of the business in Puerto Rico."
One of the reasons that Puerto Rico has become so attractive as a place to expand is the available tax incentives, Rodriguez said. Hotel owners acquiring and renovating existing properties receive a percentage of the capital spent on renovation back as a tax credit. But bigger renovation projects pay out even more, incentivizing hotels transforming into larger or higher-end properties.
"If you double the investment — you buy a hotel and you basically spend as much money as you spent in buying the hotel — then you get a tax credits on everything, not just the expansion, but also on the acquisition," Rodriguez said, adding that Driftwood is now reaping the rewards of its renovation from a few years ago.
The new casino project will have an impact not only on the Hotel Rumbao with a new revenue stream and amenity to guests but also to neighboring hotels and locals, Rodriguez said. The island's other casinos are 15 to 30 minutes away and the new facility is targeting a more elevated casino experience.
"We're doing, quite frankly, what I would call a higher-end casino compared to what's mostly in the island. So, this should attract an upscale clientele that we're looking for. We're looking to differentiate ourselves," Rodriquez said.
In general, the visitor profile on the island has evolved, Azevedo said, especially with more upper upscale and luxury products delivering.
"There is this growing supply of luxury accommodations on the island, which is kind of a reflection of the overall position of the destination," Azevedo said. "The profile of Puerto Rico as a destination [and] who is going there has been changing. It is more and more the discerning travelers that are willing to spend more for a better hotel experience and spend more when they're on the island."
From the Caribe Hilton's historical perspective, even as the travelers change, Puerto Rico remains a destination that has something for everyone.
"There's a corner, a place somewhere on the island for everyone to be able to experience whatever it is they're looking for, in addition to what then everybody experiences, which is the local culture — what Puerto Rico is," García said.
The 'Bad Bunny effect'
The other major factor evolving Puerto Rico's tourism economy is Puerto Rican native Benito Antonio Martínez Ocasio, also known as Bad Bunny, a Grammy Award-winning, Super Bowl halftime show-performing rapper and singer.
Last summer, Bad Bunny performed a 31-show residency at the José Miguel Agrelot Coliseum in San Juan from July 11 to Sept. 14. While the first leg of the performances were for island locals exclusively, the general public shows brought in visitors from around the world, boosting hotel performance in the otherwise slow season. In Puerto Rico, high season is essentially Christmas through Easter. While the spring and fall seasons are pretty strong, summer tourism slows down from July through September.
But that's not what happened in 2025 thanks to Bad Bunny's residency. As Smith reported in October, Puerto Rico hotels saw notable revenue-per-available-room lifts, culminating in a 74.7% year-over-year RevPAR increase on Sept. 14.
"The residency happened purposely in the lowest months of the year," Azevedo said. "It was a purposeful effort to try and help tourism on the island during the part of the year where the problem of seasonality is most relevant."
Azevedo added that Hotel Rumbao saw an increase of around 20% to 25% increase in demand throughout that period, with peaks of demand happening on the days of the shows.
During the residency, the Caribe Hilton offered guests and concertgoers activations across its entire lobby with a vintage photo booth, domino tournaments and an expansion of the daily piña colada tastings — a nod to the hotel's claim to inventing the frozen cocktail in 1954.
"Intentional or not, [Bad Bunny has] given Puerto Rico a chance of a lifetime," García said, adding that the residency brought in fans from around the world — Colombia, Argentina, Chile, France and even Singapore — into the hotel.
Because it's a U.S. territory, Puerto Rico continues to attract mostly domestic tourists from the mainland U.S. But according to 1-92 data, that changed in the weeks during Bad Bunny's residency. In fact, international arrivals increased 18% in 2025 compared to 2024.
The second wave of the "Bad Bunny effect" happened in February, when the performer took the stage at Super Bowl LX. Azevedo said the performance on that caliber of a platform exposes the destination to new travelers who "had never really heard of or paid much attention" to Puerto Rico.
"I was reading statistics the other day about the tremendous increase in flight searches from Europe to Puerto Rico following the Super Bowl presentation. It was something like 255%," he said. "What is that? That's a public that, in the past, wasn't really thinking about the destination then all of a sudden got exposed to the destination."
Bad Bunny's total impact might be intangible from a data perspective, but for García and other native Puerto Ricans, it was personally impactful.
"For those of us born and raised here in Puerto Rico watching it, [we] could tell that this was Puerto Rico culture, exposed to 127 million people at once," García said. "Our culture was put out there completely from A to Z for people to see it, to look at it and and to engage with it.
"I know he's not going to stop there either. Someone like him as an advocate for Puerto Rico. You can't put price on that."
Resiliency and future of the island
One challenge that will continue to plague Puerto Rico is its unstable power grid and vulnerability to hurricanes, but resiliency has greatly improved over recent years.
In 2017, Category 5 Hurricane Irma and Category 4 Hurricane Maria walloped the 3,500-square-mile island and decimated the power grid. In the years since, Puerto Rico's grid is improving its response following blackouts caused by major storms.
"During Hurricane Maria, the average was nine months before the entire island was able to get power on. Now we can do it in days," García said. "So, we're ready for the challenge, and we're more than capable. We prove it time after time to be able to get back on that horse and continue working as if nothing happened."
Rodriguez said Driftwood — with its portfolio of hotels on the Florida coastline — has a unique skill set navigating hurricane seasons.
"Initially, you may have some damage, no question about it," he said. "But if properly run and properly organized and you react to it, in many instances, we recuperate the money from the damages that we had and the loss of revenue, because we're able to open the hotel quicker."
A bigger concern of Rodriguez's is what the future holds from a government perspective.
"With the tax incentives and with what the island has to offer, Puerto Rico can change significantly in the next 10 to 15 years," he said. "The big factor here is the government. Is the government going to get in the way? Or, is the government going to continue to be helpful in providing the incentives?"
Azevedo added that includes the U.S. government's role in keeping up the island's infrastructure.
"There needs to be a continual evolution on infrastructure to make sure that things remain in place — airports, the electrical grid — all those things that are kind of basic that today is a competitive advantage relative to other destinations in the region. But it needs to be kept up, and it needs to continue to evolve."
Currently, Puerto Rico is undergoing a $425 million redevelopment on two cruise port areas. While not currently strained, the Luis Muñoz Marín International Airport is adding more flights. Last year, JetBlue added new flight routes to Puerto Rico from across the U.S.
Another element hoteliers are contending with is the growth of short-term rentals on the island. According to AirDNA data, Puerto Rico rental listings have more than doubled since 2019. Total short-term rental nights stayed in 2025 were 3.8 million, an increase of 171% since 2019.
"Supply growth was stronger than demand growth between 2022 and 2024, causing [year-over-year] occupancy declines, but occupancy stabilized in 2025," said Linda Rollins, research analyst at AirDNA. "Annual average occupancy was 56% in 2025, up 5% from 2019."
Hoteliers are confident that Puerto Rico's tourism will continue to grow because it's a destination that has a lot to offer visitors from the U.S. and beyond.
"There is a culture component to Puerto Rico that I think is actually starting to get more attention, again going back to the Bad Bunny effect," Azevedo said. "It is a place that has its own culture, and it's a cool thing to see and experience as a visitor, and not every beach destination gives you that opportunity. ... And then one thing we can never forget is it's a place where people are very hospitable."
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