Market Trends

🗺 COLUMBUS, Ohio—2026 travel trends show 61% of Americans planning trips, with 76% centering on milestones like birthdays (32%) and weddings (19%). Gen Z and Millennials lead this shift, with 89% and 88% planning milestone trips. 59% reported travel tensions, while 46% use travel advisors. Only 9% will travel internationally for events. Budget transparency is practiced by 46% of group travelers, and 71% purchase travel insurance. The focus is on meaningful, financially smart travel experiences.

🏨 In Minneapolis–St. Paul, hotel recovery lags behind national trends due to corporate travel declines and oversupply. From 2016 to 2021, thousands of rooms were added, increasing competition. By 2025, the RevPAR gap with the U.S. exceeded $20, compared to $5 in 2019. Looking ahead, strong group bookings and sports events offer hope for 2026. Recent protests and business closures have disrupted downtown areas, impacting hotel operations. RevPAR is expected to surpass pre-pandemic levels later in 2026.

💻 AI is transforming the hotel industry by enhancing guest experiences and operational efficiency. Currently, around 28% of hospitality companies are AI leaders, while smaller hotels lag due to cost and data issues. The industry faces a projected 50-60% annual AI market growth amidst privacy and bias challenges. AI aids dynamic pricing, housekeeping, and guest interaction, yet human service remains essential. Hotels are forming AI task forces, reassessing data strategies, and emphasizing staff upskilling to integrate AI successfully.

📅 FHS Saudi Arabia, 2026 edition, will occur at Mandarin Oriental Al Faisaliah, Riyadh, from April 20-22. Over 1,100 global hospitality leaders, including CEOs from Al Khozama and Taiba Investments, will attend. The summit, focusing on investment opportunities across Saudi Arabia, will host presentations and panel debates on six tracks. With $1.6 billion in business opportunities and 11 significant announcements last year, the event aims to forge partnerships and shape Saudi Arabia's hospitality future.

🗺 Travelers in 2026 are prioritizing experiences: pet-friendly bookings surged 260% and extreme adventures by 79%. "Sweat Jetting" boosts marathon tourism, with Chicago Marathon seeing a 300% rise. Family trips are increasingly child-led, with heritage tours and cooking classes up 40% and 47%, respectively. Nightlife evolves with DJ sets on water (+29%) and listening bars (+64%). The Trendcast report analyzed data from 2024-2025, predicting evolving travel behaviors.

🏨 A high-end dual-property hotel project in California faced delays due to missing FF&E components as the opening date neared. Despite construction progress, FF&E status was unclear. A project management team and procurement firm were involved, but lacked coordination on key dates. FF&E Consultants intervened, conducted assessments, coordinated installations, and facilitated temporary solutions. Both properties passed inspections and opened on time, thanks to a coordinated recovery plan that preserved the owner's investment.

💰 A Google Display Network campaign was launched for a 5-star luxury hotel in Chicago, targeting travelers and business professionals. It significantly exceeded key performance indicators, achieving 4x the projected traffic and 3x the targeted revenue of $50,000, reaching over $150,000. The campaign's Return on Ad Spend (ROAS) was 12.5:1, demonstrating exceptional financial success and visibility for the hotel’s breakfast offer. The campaign used precise audience targeting, aligning with luxury travel and dining interests.

🏨 2026 Guest Experience Benchmark shows hotels thriving under pressure. In 2025, the global Guest Review Index reached 86.7%, a 0.5% increase from 2024. Review volume grew by 2.1%. Luxury hotels struggled, with a global GRI of 90.4%. The Middle East saw a 0.8-point GRI rise, while North America faced luxury stagnation. Google became the top review platform, surpassing TripAdvisor in mentions. Asia led globally, with exceptional GRI performance across star categories.

📈 Eastern Europe leads with TRevPAR up 6.4% and GOPPAR up 9.8%. Southern Europe shows 4.6% TRevPAR growth, while Western and Northern Europe see lower increases (up to 1.9% and 1.3%, respectively). Spain's GOP margin holds at 41.0%, with TRevPAR rising 3.0% and labour costs increasing 4.0%. Credit card commissions are now €2.7 PAR, and Sales & Marketing expenses have more than doubled to €3.6 PAR. Utilities costs are at €5.0 PAR, down from €7.0 PAR earlier in 2023.

🛠 AHLA's 2026 report predicts growth driven by FIFA World Cup and America250. Hotels paid nearly $128 billion in wages in 2025, estimated to hit $131 billion in 2026. Taxes generated reached $85.1 billion, expected to grow to $87 billion. With over 2 million jobs supported, the workforce will expand by 30,000, totaling 2.2 million employees. Guest spending to rise 1.7%, reaching $805 billion in 2026. Operating profits remain at 90% of 2019 levels due to cost pressures.