Market Trends

🌍 France joined the leading hospitality markets in December 2025 with a RevPAR growth of 8.5%, close to Spain's 5.7% and Italy's 7.3%. In Spain, Madrid's RevPAR increased by 9.1%, while Bilbao saw a 14.7% rise. Italy's Rome led with a 14.5% gain, and Venice saw a 10.8% increase. The Alpine arc showed strong growth, with Austria up 13.2% and Switzerland 9.2%. The UK grew modestly at 1.8%, while Germany's RevPAR rose by 3.3%.

📈 Hilton, in 2025, added nearly 800 hotels and 100,000 rooms, achieving a 6.7% net unit growth. 🌍 With more than 3,700 hotels under development, totaling over 520,000 rooms, Hilton signed 1,000 new hotels or 140,000 rooms. New brands include Apartment Collection and Outset Collection. 🚪 Over 1,000 luxury hotels are globally operational, with 200 new properties in 2025. 🌟 Hilton operates 9,000 hotels in 143 countries, welcoming 233 million guests in 2025. 📈

📈 San Francisco, 26 January 2026 – Hospitable’s Abandoned Bookings feature, launched in late 2024, helped recover over $3.1 million in direct booking revenue. This highlights a blind spot in booking strategies where high-intent demand is lost. CEO Pierre-Camille Hamana emphasizes that hesitation at checkout, not disinterest, costs the industry. The feature automates follow-ups, reclaiming lost bookings. Hospitable, launched in 2016, has processed $4.6 billion in reservation income by 2024.

🏨 Booking.com generates more global visibility than the top five hotel chains combined, including Marriott, Hilton, IHG, Wyndham, and Accor. As of now, the largest OTAs—Booking Holdings, Expedia Group, Airbnb, Trip.com Group, and MakeMyTrip—dominate attention in the travel sector, significantly impacting search, pricing, and booking behaviors ahead of hotel websites. This spotlight on OTAs highlights strategic concerns for hotel CEOs about outsourcing control over the demand funnel.

✈️ Tourism spending soared to $1.74 trillion globally. The United States leads, Europe retains its cultural appeal, Asia showcases its hospitality, and the Middle East emerges as a global hub. Countries employ different strategies, from monetizing volume or experience to leveraging geography. Today's tourism focuses on infrastructure, connectivity, pricing, and political stability. The goal: convert visitors into sustained economic value beyond just selfies and souvenirs.

📈 Hospitality transactions in 2026 may see an inflection point. Interest rates have decreased over the past 18 months, but remain high at 7-9%. Cap-rate expectations haven't adjusted, impacting transaction volumes. Key investment strategies include developing high-end hotels with RevPAR above $250, repositioning underutilized hotels, and reinvesting in existing assets. Reinvestment offers reliable returns due to deferred maintenance. Andrew Carey, CEO of Newport Hospitality Group, shares these insights, highlighting the need for discipline in hotel management.

🧴 Global towel market projected to reach USD 28.7 billion by 2034, growing at 7% annually. Driven by hospitality and tourism sectors, towels symbolize guest experience, influencing perceptions and wellness. Wellness tourism, valued at over $900 billion, sees Millennials and Gen Z spending 60% more on wellness stays. Premium towels enhance luxury, boosting review scores, brand perception, and revenue. Hotels can leverage branded experiences, increasing ancillary revenue by 10-15% through sales and loyalty programs.

🏨 According to Hilton's 2026 Trends Report, 56% of over 14,000 surveyed travelers prioritize “rest and recharge” for upcoming trips, highlighting the rise of the “Whycation.” This trend signifies a shift from “Checklist Traveler” to “Intentional Traveler.” The hospitality industry can capitalize on this by offering noise-neutral zones, brain-health menus, and communal areas to foster connection. GCSTIMES, operating since 2011, supports sustainable development across five centers worldwide, aiding over 100,000 hospitality groups in sustainable goals.

📈 2025, Global: Shiji's Guest Experience Benchmark Report shows global guest satisfaction at 86.7%, with 40 million reviews and 84 million mentions analyzed from 12,000 hotels. Satisfaction rose by 0.5% from 2024, despite increased travel. Review volumes grew 2.1%. Google reviews surged 15.7%. Average response time was 3.5 days. Growth came from 3-star (0.6% increase) and 4-star (0.5%) hotels. 5-star hotels achieved a 90.4% GRI. The Middle East saw a 0.8% GRI growth; Asia, 0.6%.

✈️ Jan 23, 2026: Global travel demand surged from January to April 2026, with international flight searches up in every region. Asia Pacific led with double-digit air search growth, while Europe showed high-value stability. North America stabilized, and Latin America gained momentum. The Middle East & Africa saw rapid increases in air searches and hotel KPIs. Hotel occupancy was stable to slightly higher, supported by ADR growth. A diversified channel mix remains key for effective demand generation.