Georgia Hotel Market Report

Online demand for hotels in Georgia continued to grow year over year in the first half of 2026, despite a temporary slowdown between late February and early April. Weekly growth across the country declined from 56.1% in week 7 to around 8% in weeks 13–14.

Tbilisi remained resilient with 7.7% growth, while Batumi and Adjara became the only destinations to record negative year-over-year results (-9.3% and -6.5%). Demand rebounded quickly after week 14. By late May and June, weekly growth reached 110.0% across Georgia, while Batumi and Adjara led the recovery with growth exceeding 150% year over year.

The highest number of stays in the first half of 2026 fell between weeks 22 and 26 (late May to late June). During winter and spring, Tbilisi accounted for 52–66% of the country's demand. In summer (weeks 28–37), its share dropped to 24–32% as more travelers chose Georgia's coastal and mountain destinations.

As the resort season ends, demand shifts back to the capital, driven by year-round business and city travel. The sharpest slowdown in year-over-year growth occurred in weeks 13–14, when stays were affected by the geopolitical tensions in late February, highlighting how quickly short-term demand can respond to external events.

The average booking window increased by 2–2.5 times across all destinations in the first half of 2026, both on hotel websites and OTAs. The most significant change was recorded in Batumi and Adjara, where travelers moved away from last-minute bookings and started planning their trips much earlier.

The increase was smaller in Tbilisi, which remains a more spontaneous destination despite its booking window nearly doubling. Across all regions, guests booking directly through hotel websites continued to book earlier than those using OTAs, confirming a consistent trend in 2026.

Average Booking Window (Hotel Websites)

Average Booking Window (OTA)

Israel remained the largest source market for Georgia in the first half of 2026, although its share declined by 3 percentage points both nationwide and in the Batumi region. At the same time, Russia continued to grow, reaching nearly the same share as Israel across the country and overtaking domestic tourism in Georgia's resort destinations.

The market mix also became more diverse. Saudi Arabia and Türkiye dropped out of the top five source markets in 2026, while the United Kingdom and Germany entered the top five nationwide, and Germany and Poland replaced them in Georgia's coastal regions.

Share of Total Online Bookings (Hotel Websites + OTAs)

The difference in average length of stay between hotel websites and OTAs was minimal during winter and spring. In summer, however, direct bookings became noticeably longer, especially in Georgia's resort destinations.

Batumi and Adjara recorded the longest stays, with an average of 5.4 nights for direct bookings compared to 5.1 nights through OTAs. In Tbilisi, the gap also widened, although the average stay remained shorter overall (3.8 nights for website bookings versus 3.5 nights for OTAs), reflecting the city's stronger mix of business and short city trips.

ADR increased across both booking channels in the first half of 2026, with stronger growth in OTAs than on hotel websites (+14.2% vs. +9.7% year over year). This suggests that hotels adjusted prices more aggressively on OTAs, while keeping rate increases more moderate on their official websites.

January recorded the strongest ADR growth of the period, led by OTAs (+50.8%), as hotels capitalized on exceptionally high demand. ADR softened in April and June compared to the same months in 2025, with the sharpest decline in OTAs (-6.7% in April), reflecting pricing adjustments during a period of weaker demand.

Booking.com slightly lost share in Georgia in 2026 but remained the clear market leader, accounting for up to 58% of total bookings across the country. Ostrovok.ru continued to grow across all regions, confirming the trend seen in the geo mix: Russia remains the fastest-growing source market, and this demand is primarily concentrated in channels familiar to Russian travelers.

Trip.com Group showed particularly strong growth in Tbilisi, increasing its share by +4.1 percentage points and almost tripling compared to the previous year. This indicates that Asian demand is focused mainly on the capital rather than resort destinations.

At the same time, Expedia’s share declined in coastal regions, where it previously reached up to 18% in 2025.