Market Trends

🖥️ Japan's accommodation sector is booming in 2025. Business sentiment is strong, with 76% reporting good past performance, up from 63% in 2024 and 56% in 2023. Employment plans forecast 7.9 new hires, about one-third of the workforce. Technology adoption is growing, with 60% finding AI useful for cybersecurity. Investment confidence rises, with 60% planning increased spending. Seasonal strategies include digital travel platforms and flexible bookings. The Japan Accommodation Barometer 2025 surveyed 260 industry leaders.

📖 January 2026, Hospitality Daily podcast: Josiah Mackenzie and I discussed how hybrid models are an interim phase needing transformation, similar to the Toyota Prius's role as a catalyst rather than a permanent solution. We emphasized a shift to metrics of engagement and duration over footprint and frequency. Legendary hotels like the Paris Ritz and Chateau Marmont thrived by fulfilling essential human needs, fostering connection and community, highlighting the importance of presence in hospitality over standardization.

🏨 Since 2011, GCSTIMES has evolved into a global platform for sustainable solutions, with operational centers in China, the US, UAE, France, and Australia, plus 14 subsidiaries worldwide. By 2026, "quiet luxury" in hospitality emphasizes sustainability, authenticity, and experiential value, favoring craftsmanship over flashy branding. This trend reflects a broader shift since the early 2020s, incorporating sustainable practices like durable materials, low-impact experiences, and robust operational sustainability across over 140 countries.

📅 In 2023, Accor expects the premium hotel segment to grow by 40% by 2033. The company plans to add 57,000 rooms next year, enhancing its presence in over 90 countries. Accor's premium brand signings have surged by 150% since 2019. Key markets include Asia Pacific and the Middle East, with 60% of growth, driven by a growing middle class. Movenpick's sustainability commitment is evident, with over 80% of its portfolio certified, contributing over 100,000 kilos in donations across 30 countries.

💸 At the start of 2026, UK and European hotel debt markets are stable with refinancing dominating. UK GDP growth is 0.1% quarterly, and inflation drops to 3.2% as of November 2025. Bank of England's base rate is 3.75%, while Eurozone inflation is 2%. European RevPAR growth averages 3%. UK banks offer loans with 55-65% LTV; private credit is key for complex refinancings. Notable deals include a £290M loan for London's Sea Containers and a large financing near Lisbon.

🗺️ Fauchon L’Hôtel Paris conducted a survey during the summer 2025 peak season involving U.S.-based luxury travel advisors. Results showed 100% favored hotels offering an "authentic sense of place." Location (97.5%) and service (82.5%) were key booking factors. Spa services and fitness centers topped "must-have" lists. While 7 in 10 clients valued a "complimentary night," just 30% requested hotels seen on social media. Despite economic uncertainty, 90% of clients continue frequent travel since the pandemic.

🏨 HOTELS Magazine's January/February 2026 issue is now available digitally. The 2025 hotel industry faced challenges akin to a Mike Tyson uppercut. In 2026, the focus is on understanding past hurdles and future prospects. Key topics include the rise of soft brands, Japan's diverse hospitality scene, Omni Hotels' comprehensive strategy in branding, managing, and owning, and the revival of Frank Sinatra's former Cal Neva Hotel, now under Proper Hospitality. Explore the full content online.

📍 More than 50 UK hospitality venues launched the ‘Help Out Hospitality’ campaign from January to March 2026 to boost winter footfall. Venues across England, Scotland, and Wales offer over 100 discounts on meals, drinks, and stays. Coordinated by The Full Range, the initiative tackles rising food and labor costs. Participating groups include Turas Hotels and Original Collection Hotels. Inspired by the successful ‘Eat Out to Help Out’ scheme, it promotes direct bookings, aiding the industry's financial sustainability.

📈 Shangri-La Group is enhancing customer engagement with its Shangri-La Circle loyalty program. By 2024-2025, they plan to expand in Asia and the Middle East, including openings like JEN Kunming and Shangri-La Nanshan Shenzhen. In 2022, Shangri-La Jeddah opened on the Red Sea. Their ESG initiatives reduce plastics and carbon emissions, with local actions in Paris. By 2024-2025, they expect revenue growth and financial discipline, focusing on management and mixed-use projects.