Part 4: US
In part 1 of the Pulse of the Industry Global edition, we already took a deep dive into the metrics that TrustYou analyzed for the hospitality industry for Q1 and Q2 2024. Now, let’s take a closer look at the US hospitality statistics 2024 and industry insights.
Hotel and Hospitality Trends in the US
The United States will forever host domestic and international travelers alike. The last six months have been characterized by a mix of challenges and opportunities. Let’s delve into the key trends, issues, and what we can expect for the industry in 2025.
Technological Integration
The use of predictive market intelligence and forward-looking search data has been emphasized as a means to boost hotel revenue. Integrating such data into tech stacks can provide valuable insights for hotel operators to stay competitive and optimize their operations.
Technological advancements are playing a crucial role in reshaping the guest experience in US hotels. The 2024 State of Hotel Guest Tech Report highlights the increasing importance of technology in meeting and exceeding guest expectations. From contactless check-in/out processes to in-room digital assistants, hotels are leveraging technology to streamline guest interactions and provide personalized experiences.
Guest Experience Transformation
This shift towards enhancing guest engagement and merchandising capabilities reflects a broader industry focus on elevating customer experiences.
The current advancements and improvements that hotels in the US are facing for guests include the integration of technology to enhance the guest experience, a focus on sustainability, and the blending of business and leisure travel trends, among others.
Sustainability
There is a growing emphasis on sustainability within the hospitality industry. With room demand projected to reach an all-time high in 2024, hotels are embracing eco-friendly practices to minimize their environmental impact and cater to environmentally conscious guests. This includes initiatives such as energy-efficient lighting, water conservation measures, and the use of sustainable materials in hotel operations.
Bleisure Tourism on the Rise
The blending of business and leisure travel, known as “bleisure” tourism, is still on the rise. The bleisure market was valued at nearly $594.51 billion in 2023 and is set to keep rising. Hotels are adapting to this trend by offering amenities and services that cater to both business and leisure travelers.
This includes flexible workspace options, wellness facilities, and curated experiences that blend work and relaxation seamlessly. Wellness tourism is becoming a hot topic, with people prioritizing self-care during their stays. Hotels offering spa services and wellness programs are seeing a steady increase in bookings.
In addition to these trends, the integration of high-tech amenities such as smart mirrors is redefining the in-room experience for guests, providing them with interactive functionalities that go beyond the norm. Guests are impressed by the bells and whistles that are being incorporated into their rooms.
Challenges Faced by the Industry
In 2024, hotels in the US encountered several challenges that impacted their operations and guest experiences. Some of the key issues and challenges included intense competition, staffing shortages, and the need to differentiate themselves in the evolving marketplace.
The hotel industry faced increased competition due to the rise of alternative lodging platforms. With a growing number of accommodation options, hotels were compelled to differentiate themselves in order to stand out and attract guests.
TrustYou’s Performance Analytics for US Hospitality Statistics 2024 show that hotels have put a focus on what guests value in a hotel compared to apartments or the like and improved their experiences. While the performance score was at 79.3 in Q1 2023 and 79.1 in Q2 2023, the scores have improved continuously to 80.2 in Q1 2024 and 80.8 in Q2 2024. These numbers come close to the global average which is 81.7 in Q1 2024 and 81.5 in Q2 2024.
Staffing Shortages
The hospitality industry grappled with staffing shortages, making it difficult for hotels to meet the demand for services and maintain seamless operations. The challenge of recruiting and retaining qualified staff hampered the ability of hotels to deliver consistent and high-quality guest experiences.
Evolving Consumer Expectations
The sector experienced the need to adapt to ever-changing consumer expectations, especially in response to the continued effects of the pandemic. This involved revisiting safety and cleanliness protocols, as well as incorporating technology to enhance the guest experience.
TrustYou’s Impact Score Analysis for the US Hospitality Statistics 2024 showed that Room Cleanliness was one of the most influential negative factors on a hotel’s score in 2024 with -9.52 points. Also Room Maintenance was criticized immensely, which shows that hotels should invest in their rooms and meet the demands of modern travelers. On the positive side, the US is known for their great service culture and this is something that can really positively impact a guest’s perception and improve the overall score of a review.
Offering great food options, including breakfast, had the biggest impact on a hotel’s score in 2024 with 6.34 points. Keeping this high level of service and culinary experiences while paying ezra close attention to cleanliness and maintenance is the way forward for 2025 for hotels in the US.
Accommodating Disabilities
The article “Stools and Stereotypes: Why Accommodating Disabilities in Hotels is Non-Negotiable” highlights the importance of ensuring that hotels are accessible and inclusive for all guests. Addressing this issue is crucial for hotels to meet the diverse needs of their clientele.
Business Travel Industry
The fallout from the Crowdstrike outage has raised concerns about the reliability of the business travel industry. There is a call for revamping business travel practices to ensure seamless operations and better contingency plans in case of disruptions.
According to SiteMinder the top five revenue generating channels for hotels in the US are Booking.com, Expedia, hotel websites (direct bookings, Agoda, and Airbnb).
Here are some other key stats on the US hotel industry:
- The hotel market in the US is worth more than $106 billion.
- By 2027, more than 160 million ‘users’ will be a part of the hotel market.
- There are more than 90,000 hotels in the US.
- The average US occupancy rate is just under 65%.
- The U.S.’s accommodation industry employs about 1.6 million people.
What to Expect in 2025
Looking ahead to 2025, the hospitality industry is likely to witness further advancements and transformations. Some potential trends to watch out for include:
Recovery and Resilience
As the industry continues to recover from the impacts of the pandemic, we can expect a focus on building resilience and adapting to changing consumer preferences.
Tech-Driven Solutions
The integration of advanced technologies will play a pivotal role in enhancing operational efficiency, personalizing guest experiences, and driving revenue growth.
Sustainability
Environmental sustainability will be a key focus area for hotels, with an increased emphasis on adopting eco-friendly practices and reducing carbon footprints.
