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Mark Lomanno

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  • 2 min

Escalating Iran-Israel-U.S. Conflict Adds Uncertainty to 2026 U.S. Hotel Performance Amid Geopolitical Instability

🌏 2026 hotel performance in the U.S. faces uncertainty due to conflicts involving Iran, Israel, and the U.S., impacting travel demand. Geopolitical instability often suppresses international travel, causing shifts in demand. U.S. hotels may gain from domestic and redirected international travelers, while defense-related demand might rise. However, risks include softened corporate travel, rising costs, and volatile consumer behavior. Success depends on strategic demand capture and profit optimization, rather than passive occupancy-focused approaches.
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  • 2 min

Geopolitical Instability May Alter U.S. Hotel Demand in 2026, Offering Both Risks and Opportunities

📈 U.S. hotel performance in 2026 faces uncertainty due to Iran, Israel, and U.S. conflict. Geopolitical instability suppresses travel, affecting demand. U.S. hotels could benefit from domestic travelers staying in-country and international travelers avoiding the Middle East. Increased government and defense contractor activity may boost business travel. However, corporate travel might decrease, and rising costs and financial volatility could impact profitability. Hotels focused on active demand capture and profit optimization will better navigate these challenges.
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  • 3 min

Brand.com Expected to Lead U.S. Hotel Bookings in 2026, Surpassing Direct Reservations Amid Changing Patterns

🏨 2025 saw over 55% of U.S. hotel bookings made online. In 2026, World Cup events are expected to boost OTA bookings, while ongoing changes in U.S. government policies introduce uncertainty. Brand.com is projected to grow in dominance, with loyalty member bookings aiding its rise. OTA growth is supported by the integration into bank/credit card portals. Voice and property direct bookings continue to decline, while GDS bookings struggle post-COVID due to reduced corporate travel.
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