phocuswright.com - 10 Minutes News for Hoteliers

2 min

The advisor advantage

📊 Younger travelers prioritize price, while only 2% of clients choose advisors for this reason. Advisors focus on personal relationships, service, and knowledge. "U.S. Travel Agency Landscape 2025" by Phocuswright and Travel Weekly explores market sizing, trends, and the role of technology in engaging clients. Phocal Point offers detailed travel data insights for strategic planning, with projections through 2026 and historical data back to 2009 across 35+ markets.

3 min

Travelers love points, but how ‘bout brands?

💰 84% of leisure travelers engaged in gaming behaviors with travel loyalty programs in the last year. 20% flew to maintain airline status, and 25% chose hotels solely for status retention. 39% used gift cards to earn points, and 16% manufactured spending. Despite loyalty, 57-68% used alternative brands. Brands must align product, pricing, and programs for true loyalty. Phocuswright’s research explores travelers' perceptions and loyalty engagement.

2 min

26 data-driven insights to make your organization smarter

💻 Online travel bookings surpassed $1 trillion, growing faster than offline channels globally. Asia Pacific accounts for over a third of global OTA sales. Social network usage for trip research rose from 16% in 2023 to 19% in 2025 in the U.S. 58% of active U.S. travelers use AI; 39% use it specifically for travel planning. 25-33% are interested in AI booking tools. By 2026, millions will adopt digital identity wallets for secure bookings.

2 min

What Japan travel looks like after the comeback

🗺️ Japan, 2025: Strategic tourism policies focus on sustainability, dispersal, and experience. New measures like visitor caps, fees, and taxes are implemented to protect cultural sites and residents. Rail extensions and regional promotions aim to distribute tourist flow beyond urban hubs. Tokyo strengthens its role as a global aviation connector with increased flight frequencies between Asia and North America. The Japan Travel Market Essentials 2025 report offers insights on market trends and policy impacts.

1 min

Phocuswright Research Roundup 2H25

🗺️ Phocuswright's 2025 research, comprising 32 reports, uncovers global travel trends. In 2026, the projected $1.67 trillion market spans APAC, the Americas, Europe, and the Middle East. Consumer expectations are shifting in value and loyalty, while AI, fintech, and digital identity are reshaping travel commerce. The "Travel Forward" report, sponsored by Travel Guard, highlights industry segments and consumer behavior, supplying stakeholders with critical insights to navigate the evolving travel landscape.

1 min

Novelty and loyalty at odds

🌍 Fewer than half of travelers are highly consistent with travel brand loyalty. According to Phocuswright’s report, 39% of recent flyers and 42% of paid accommodation users prefer one or two brands. However, many travelers are open to trying different brands, seeking novelty and variety in their experiences. Consistency in quality, like customer service and cleanliness, remains crucial, but some travelers desire change for variety's sake.

2 min

Playing favorites

💼 Airlines, hotels, and OTAs prioritize value for money, pricing fairness, reliability, and ease, over loyalty programs. International travelers are influenced by comfort and brand identity, especially on higher stakes trips. Fair pricing is essential for brand trust. Go-to brands excel by consistently delivering dependable value and fairness. This pragmatic approach supersedes marketing narratives. Phocuswright offers data-driven insights for competitive advantage in travel and hospitality.

2 min

Travel Forward: Data, Insights and Trends for 2026

💻 February 2025, Phocuswright published the Travel Innovation and Technology Trends 2025, highlighting AI's impact on the travel industry. Major tech firms launched AI infrastructure like Google’s Agentspace and OpenAI’s Operator, focusing on augmentation. AI tools like ChatGPT are enhancing travel experiences. A debate emerged on whether autonomous agents will favor OTAs or suppliers, with backend systems needing adaptation. In 2025, 10% of U.S. internet users start discovery in AI tools. By 2026, 500 million smartphones may have digital ID wallets.

1 min

The supplier shift powering Latin America’s travel growth

🌎 In 2024, Latin America's travel sector generated US$67.9 billion in gross bookings, slightly below 2023 levels. However, bookings are projected to grow 17% in 2025, reaching a record $79.2 billion. Key markets include Mexico, Brazil, Colombia, Chile, and Argentina. The region's suppliers, including airlines and hotels, are evolving to become more connected and competitive, adapting to macro and political volatility. This trend is set to shape the future of travel growth in Latin America.

2 min

The AI-native edge

💸 September 2025, Chris Hemmeter, co-founder of Thayer Investment Partners, shared a refined investment strategy, "construct and convict," aimed at making smaller investments in early-stage travel startups. Thayer's fifth fund plans to support 40-50 companies. With 5% of entrepreneurs expecting growth under 10% in 2026 and 27% predicting over 100%, 37% of startups aim for acquisition by a travel company. AI advances drive "seed-strapping," fostering rapid scaling, reshaping travel startup success.

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