Statistical Office of The Republic of Slovenia
Statistical Office of The Republic of Slovenia
01/28/2026 | Press release | Distributed by Public on 01/28/2026 03:37
Digitization of accommodation activities, 2025
Digitization of accommodation activities, 2025
Lack of relevant expertise main reason for not using AI technologies and performing data analytics
In 2025, 51% of enterprises in activity I55 used ICT systems or solutions to reduce the energy consumption or materials used, enhance the use of recycled materials, and 48% performed data analytics. In 2024, enterprises generated around EUR 180 million (excluding VAT) turnover via websites.
- 28 January 2026 at 10:30
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- Gregor Zupan
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More than half of enterprises used ICT systems or solutions to reduce the energy consumption or materials
Sustainability is a central focus of Slovenia's tourism. Its goal is to reduce the negative impacts of tourism on the environment, society and culture, and to contribute to the long-term development of local communities. The use of information and communication technology (ICT) can also play an important role in achieving this goal.
In 2025, more than half (51%) of enterprises with 10 or more employees and self-employed in accommodation activities (I55 according to NACE Rev. 2) used ICT systems or solutions to reduce the energy consumption or materials used, enhance the use of recycled materials in enterprises (46% in EU):
Enterprises most often perform analytics on data from transaction records
In today's tourism, data are crucial for decision-making, as they enable more efficient destination management and the development of competitive and sustainable tourism services. In 2025, 48% of enterprises performed data analytics (50% in EU). In 34% of enterprises employees performed data analytics (35% in EU):
The usage of paid cloud computing services in enterprises above the EU average
The usage of individual digital technologies to support or automate existing business processes in enterprises in activity I55 was:
Lack of relevant expertise in the enterprise among main reasons for not using AI technologies
In 2025, 19% of enterprises used artificial intelligence technologies (AI) (21% in EU). Most of those enterprises (62%) used AI for the purpose of ICT security, followed by the usage in organisation of business administration processes or management (39%) and marketing or sales (13%).
15% of enterprises that were not AI users considered using it and stated as a reason for not using it:
More than a fifth of the turnover generated with reservation via websites
In 2025, all enterprises had social media profiles, e.g. Facebook, Instagram, TikTok (87% in EU), and all used them for developing enterprise image or for marketing of services. All enterprises were also present on the Internet with a website (96% in EU): 83% of enterprises had a website that was multilingual (72% in EU), and 80% provided the possibility for online ordering or reservation or booking (81% in EU).
In 2024, 89% of enterprises in activity I55 generated turnover with web sales - received reservations via the Internet (78% in EU): 80% via their own or a website of their parent enterprise (71% in EU) and 71% via online reservation platforms (66% in EU).
In 2024, enterprises generated with web sales 23.2% of their turnover (excluding VAT) or around EUR 180 million: 8.7% via their own or a website of their parent enterprise and 14.5% via online reservation platforms. 9.3% of the turnover was generated with reservations received from Slovenia, 11.3% from other EU Member States and 2.6% from other countries.
More than half of enterprises reached high level of digital intensity
The digital intensity index shows the digital maturity of enterprises in a given year - the extent to which they use 12 selected information-communication technologies (ICT) monitored in a given year (data for 2025 are comparable the most to 2023). In 2025, more than half (55%) of enterprises with 10 or more employees and self-employed in activity I 55 reached high (37% in EU), 26% very high (25% in EU) and 6% very low digital intensity (11% in EU).
In 2025, 72% of enterprises were hampered by problems in digital transformation of business (74% in 2024). Once again, most of them (84%) were hampered by lack of relevant staff or knowledge (71% in 2024).
Sustainability is a central focus of Slovenia's tourism. Its goal is to reduce the negative impacts of tourism on the environment, society and culture, and to contribute to the long-term development of local communities. The use of information and communication technology (ICT) can also play an important role in achieving this goal.
In 2025, more than half (51%) of enterprises with 10 or more employees and self-employed in accommodation activities (I55 according to NACE Rev. 2) used ICT systems or solutions to reduce the energy consumption or materials used, enhance the use of recycled materials in enterprises (46% in EU):
- 39% of enterprises used ICT systems or solutions to reduce the energy consumption (e.g. smart thermostat to monitor, control and optimize energy consumption, smart lighting systems) (42% in EU).
- 36% of enterprises used ICT systems or solutions to reduce the materials used (e.g. including consumables or to enhance the use of recycled materials) (23% in EU).
Enterprises most often perform analytics on data from transaction records
In today's tourism, data are crucial for decision-making, as they enable more efficient destination management and the development of competitive and sustainable tourism services. In 2025, 48% of enterprises performed data analytics (50% in EU). In 34% of enterprises employees performed data analytics (35% in EU):
- 34% of enterprises performed basic data analytics, which focuses on data analysis to identify patterns and trends that support decision-making.
- 1% of enterprises performed advanced data analytics, the purpose of which, in addition to describing data, is advanced forecasting, process optimisation, etc.
For 14% of enterprises data analytics was performed by an external enterprise or organisation (26% in EU).
Enterprises that did not perform data analytics (52%) stated the following reasons:- 75% of enterprises lack relevant expertise in the enterprise, and the same share of enterprises had issues with the availability or quality of data.
- For 65% of enterprises the costs seem too high.
- 51% of enterprises stated that performing data analytics is not relevant for the enterprise.
The usage of paid cloud computing services in enterprises above the EU average
The usage of individual digital technologies to support or automate existing business processes in enterprises in activity I55 was:
- 78% of enterprises used paid cloud computing services (56% in EU), which enable the use of ICT without major initial costs.
- In 2024, 69% sent invoices in electronic form, in a standard structure suitable for automated processing (e-invoices).
- 38% used Customer Relationship Management (CRM) software (42% in EU), the purpose of which is to monitor sales and communication, and improve customer satisfaction.
- 36% used Enterprise Resource Planning (ERP) software that enables the management of all key business processes in one place (40% in EU).
- 5% used business intelligence (BI) software, which accesses and analyses data, and presents analytical findings in reports, summaries, dashboards, graphs, charts or maps (20% in EU).
Lack of relevant expertise in the enterprise among main reasons for not using AI technologies
In 2025, 19% of enterprises used artificial intelligence technologies (AI) (21% in EU). Most of those enterprises (62%) used AI for the purpose of ICT security, followed by the usage in organisation of business administration processes or management (39%) and marketing or sales (13%).
15% of enterprises that were not AI users considered using it and stated as a reason for not using it:
- 96% of enterprises lacked relevant expertise in the enterprise.
- 91% stated that they do not see the benefits in implementing AI.
- 50% had concerns regarding violation of data protection and privacy, and the same share stated lack of clarity about the legal consequences, e.g. liability in case of damage caused by the use of AI.
- 46% had ethical considerations, and the same share stated that management did not show a willingness to make changes in the enterprise.
More than a fifth of the turnover generated with reservation via websites
In 2025, all enterprises had social media profiles, e.g. Facebook, Instagram, TikTok (87% in EU), and all used them for developing enterprise image or for marketing of services. All enterprises were also present on the Internet with a website (96% in EU): 83% of enterprises had a website that was multilingual (72% in EU), and 80% provided the possibility for online ordering or reservation or booking (81% in EU).
In 2024, 89% of enterprises in activity I55 generated turnover with web sales - received reservations via the Internet (78% in EU): 80% via their own or a website of their parent enterprise (71% in EU) and 71% via online reservation platforms (66% in EU).
In 2024, enterprises generated with web sales 23.2% of their turnover (excluding VAT) or around EUR 180 million: 8.7% via their own or a website of their parent enterprise and 14.5% via online reservation platforms. 9.3% of the turnover was generated with reservations received from Slovenia, 11.3% from other EU Member States and 2.6% from other countries.
More than half of enterprises reached high level of digital intensity
The digital intensity index shows the digital maturity of enterprises in a given year - the extent to which they use 12 selected information-communication technologies (ICT) monitored in a given year (data for 2025 are comparable the most to 2023). In 2025, more than half (55%) of enterprises with 10 or more employees and self-employed in activity I 55 reached high (37% in EU), 26% very high (25% in EU) and 6% very low digital intensity (11% in EU).
In 2025, 72% of enterprises were hampered by problems in digital transformation of business (74% in 2024). Once again, most of them (84%) were hampered by lack of relevant staff or knowledge (71% in 2024).
METHODOLOGICAL NOTE
The published data are estimates derived from the survey on the sample that represents enterprises with 10 or more employees and self-employed persons. An enterprise may consist of several ownership-related legal entities, as long as they operate on the market as one independent enterprise.
During the transition period after SKD 2025 (NACE Rev. 2.1) entering into force, statistical data will still be collected and published according to SKD 2008 (NACE Rev. 2). The transition periods will vary depending on the individual surveys.
Additional explanations are available in the methodological explanations.
The survey is co-funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or Eurostat. Neither the European Union nor the granting authority can be held responsible for them.
During the transition period after SKD 2025 (NACE Rev. 2.1) entering into force, statistical data will still be collected and published according to SKD 2008 (NACE Rev. 2). The transition periods will vary depending on the individual surveys.
Additional explanations are available in the methodological explanations.
The survey is co-funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or Eurostat. Neither the European Union nor the granting authority can be held responsible for them.
When making use of the data and information of the Statistical Office of the Republic of Slovenia, always add: "Source: SURS". More: Copyright.
Statistical Office of The Republic of Slovenia published this content on January 28, 2026, and is solely responsible for the information contained herein. Distributed via Public Technologies (PUBT), unedited and unaltered, on January 28, 2026 at 09:37 UTC. If you believe the information included in the content is inaccurate or outdated and requires editing or removal, please contact us at [email protected]