SiteMinder: U.S. Travelers Turn to Familiar Brands When Researching Hotel Bookings
🛑 U.S. travelers' reliance on familiar hotel brands tripled to 14% in 2026 from 5% last year, per SiteMinder's report. Direct bookings rose to 40%, surpassing the global 28% average. In 2026, 52% plan domestic travel, up from 49%. U.S. named a "dream destination" by 10% globally, topped by Japan at 17%. AI usage in booking rose to 4%, with 71% of U.S. travelers desiring AI features like price alerts. Event-driven travel appeals to 63%, with a focus on quality experiences.
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