Market Trends

📊 UK, December 16, 2025 — December short-term rental occupancy in the UK is up 5% year-over-year, with ADR increasing by 3%. RevPAR is 7% higher than last year. October and November saw RevPAR increases of 8% and 5% respectively. Q3 showed a 1% increase in occupancy and 3% in ADR. Booking.com boosted its reservation share from 17% to 22% and revenue from 11% to 15%, while direct bookings fell to 45%. Shorter stays and booking windows are evident.

📅 April 16, 2026, at Margaritaville Hollywood Beach Resort in Florida, Duetto will host its inaugural global summit, PERFORM. This event targets hotel industry leaders and technology partners, focusing on revenue and profit strategies. Attendees can expect workshops, networking, and insights into Duetto's product innovations. Duetto, serving 7,200+ hotels, is noted for its AI-driven revenue management system, recognized as the top RMS by HotelTechAwards from 2022 to 2025. Early bird tickets are available at duettoperform.com.

📈 Latin America, 2026: 3,774 travelers surveyed in Brazil, Mexico, Chile, Argentina, Colombia, and Peru. Brazilians and Mexicans plan over 2.5 trips, spending up to $5,522 annually. Safety is crucial, with 35% of Brazilians prioritizing it. Digital and AI tools influence planning, especially in Brazil and Colombia. Sustainability appeals to 68% of Brazilians. Social media reshapes planning, with Mexicans favoring premium flying. Early booking common, dining decisions often last-minute in Argentina (51%). Market-specific strategies are essential.

🗺 European tourists, nearly a year into Donald Trump's tenure, are favoring affordable U.S. destinations like Tennessee, Montana, and Idaho over New York and Washington, D.C. Tourism from Western Europe to the U.S. dropped 3.5% from January to October. Travelers canceled visits amid Trump's trade war escalation and critical views on Europe. Smaller cities benefit from increased airline flights and the search for classic Americana experiences.

📈 New research in 2025 from GuestRevu analyzed 1,520 hotel survey campaigns, revealing key insights. Shorter email subject lines (

🏈 Super Bowl LX, on 8 February, will take place at Levi’s Stadium, San Francisco Bay Area. In 2016, San Francisco's hotels saw a 30% RevPAR increase, ADR of $244.36, and 81% occupancy. The 2026 forecast predicts a 37% rise in ADR to $293.69, with RevPAR at $192.81. October year-to-date stats show occupancy up 4.9%, ADR up 5.9%, and RevPAR up 11.3%. San Francisco’s hotel supply is 20% larger than New Orleans, affecting demand concentration.

🏨 IHG's Holiday Inn celebrates its 50th anniversary in Greater China with a commemorative brand book and the launch of Holiday Inn’s next-generation evolution. Founded in 1975 with its first hotel in Hong Kong, Holiday Inn now boasts over 250 hotels open or in development in the region. The brand's transformation includes enhanced guest experiences, new design elements, and the appointment of actress Cecilia Yip as Brand Ambassador.

🏨 In 2026, the hotel industry is evolving. Two camps emerge: "Warehouses for Sleep" (price/location-focused) and true hoteliers (guest-focused). The "Marryattilton" model struggles with generic service. Key trends: "Whycation" (travels with purpose, e.g., Sleep Tourism), "Hidden Season" (off-peak travel), and "Invisible Concierge" (AI-driven personalization). Personalized hospitality demands understanding guest intent and using technology to enhance experiences. The future is in-depth guest research, not generic amenities.

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