Market Trends

Leisure and advisor consortia offer independent hotels access to affluent travelers through networks like Virtuoso and Serandipians. As of 2026, Virtuoso's 20,000 advisors generate $35 billion annually, covering 1,800 properties with a $550 average amenity value per stay. Signature Travel Network oversees $11 billion in sales across 1,300 properties. Ensemble and TRAVELSAVERS provide broader advisor reach. Advisor relationships, not rate codes, are pivotal, underscoring the importance of active hotel-advisor engagement. 🌍

🏢 In early 2026, Mouthwash Studio expanded into New York's Lower Manhattan with a 237-square-foot office designed by Charlap Hyman & Herrero. Featuring antique Persian rugs and modern furniture, the office blends antiquity and industrial design. Stainless-steel desks and shelves provide contrast, while decor includes a 17th-century Venetian painting, Victorian mirror, and Josef Hoffman's chair. Founded in 2019, Mouthwash Studio has offices in Los Angeles and collaborated on LA’s Mexican restaurant.

🏨 In May 2025, HD Expo + Conference’s Hosted Buyer Program will return to Las Vegas, assembling around 200 influential professionals. María Adelaida Herrera and Miguel León Borda from Studio Crearq praise the shift towards adaptive, immersive environments. Jessica Black from Firmdale Hotels emphasizes sustainability's pivotal role. Ricardo Moreno from Clear on Black values meaningful vendor engagement. The event showcases trends in sustainable materials, integrated technology, and U.S. manufacturing, shaping hospitality's future.

🏨 The 22nd annual HD Awards recognizes excellence in hospitality design across 34 project and 15 product categories. Over 1,000 entries were evaluated by two judges' panels. Winners will be announced on May 5th, 2026, in Las Vegas during HD Expo + Conference. Notable finalists include Hotel Daphne in Houston, Populus Seattle, and The Standard in Brussels, among others. Categories span from lifestyle hotels to wellness spaces, showcasing innovative design worldwide.

📈 Travel demand in 2026 remains steady, with 56% planning similar travel as in 2025. Growth outpaces decline, with 28% traveling more, and 13% less. Among 300 U.S. travelers surveyed, 76% plan multiple overnight trips. Spending increases, with 39% spending more and 9% less, while 79% of luxury travelers increase spending. Price sensitivity rises: 42% more sensitive to accommodation costs, 43% switch properties, and 31% shorten stays if prices are high. Driving is a cost-control strategy, with 28% opting to drive more.

📷 Radisson Hotel Group achieved an impressive image quality score of 96.9% in Q4 2024. This marked the first time Radisson surpassed Expedia and Booking.com in image scores. Regional breakdowns include MEA + MED at 99.6%, EERU at 97.2%, NOBA + UK at 96.8%, CESE at 97.7%, China at 93.6%, SEAP at 96.2%, and South Asia at 97.7%. Radisson's collaboration with Iceportal's teams significantly contributed to these outstanding results.

🏠 Mar 19, 2026: Hybrid hospitality blends hotel operations with residential, workspace, and community elements, enhancing asset performance and reducing traditional demand dependency. This approach caters to flexible, longer stays, and integrated experiences. Multi-use properties maximize revenue per square meter by utilizing spaces throughout the day. The model attracts long-stay guests, remote workers, and local communities, extending the length of stay opportunities and increasing operational resilience amidst market volatility. It's a strategic growth lever for hoteliers.

💰 Mar 19, 2026, the U.S. leads in global business travel spending at $395.4 billion annually, outpacing China’s $373.1 billion and Germany’s $80.1 billion. Business travel supports 6 million U.S. jobs and contributes nearly 2% to GDP. Top inbound markets are India (10%), the UK (9.6%), and China (9.5%). New York, Los Angeles, and San Francisco receive the most international business travelers. The top 10 countries comprise 64% of inbound U.S. business travel.

📅 European companies are set to increase MICE budgets in 2026, with 63.1% predicting growth. Hotels dominate as 74% of bookings venue. The focus is shifting towards employee engagement, safety, sustainability, and personalization, moving beyond transactional planning. Nearly half of respondents emphasize engagement for investment. Safety and sustainability, including the elimination of single-use items at events, are prioritized. FCM Meetings & Events highlights these trends as companies aim for strategic, experience-driven events.

📈 Marriott International announced significant growth in the Asia Pacific region, excluding China, with 109 new deals in 2025, operating over 730 properties in 22 countries. Southeast Asia, particularly Vietnam, Indonesia, and Malaysia, emerges as a key growth engine, supported by tourism investments and government initiatives. The Marriott Bonvoy loyalty program, with over 270 million members, drives occupancy. The region’s growing middle class and diversified brand portfolio further bolster demand.