The paper focuses on the issue of measuring price elasticity of demand. Research has available a significant data sample on a daily basis in the segment of accommodation services since 2005 in the Czech Republic. The aim of the paper is to evaluate the development of consumer behaviour (measured by price elasticity) in the monitored segment from 2005 to the year 2017. For the calculation of price elasticity log-log regression analysis is used. The data is available daily, and therefore the resulting elasticity in the article is compared to several levels (working days, weekdays, summer months). One of the primary outputs in the research is that price elasticity is relatively stable in the monitored levels over time but has changed significantly over the long-term period.