SiteMinder: U.S. Travelers Turn to Familiar Brands When Researching Hotel Bookings
📍 Fourteen percent of U.S. travelers prioritize familiar hotel brands, tripling last year's 5%. In 2026, 52% plan domestic travel, a slight increase from 49%. Direct bookings rose to 40% from 36%, outpacing the global average of 28%. AI use in trip planning reached 4%, with 7% among U.S. Gen Zs and Millennials. The desire for travel is growing, with 49% globally planning more trips. Quality is key, as 58% prefer premium rooms.
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