Market Trends

📈 US hotel GOPPAR increased by 7.8% year-to-date through July, surpassing revenue growth of 5.2%. Luxury and Upper Upscale properties have payroll costs of 40% and 35% of revenue. Northeast and West saw 8.3% RevPAR growth, while the Midwest showed the largest revenue-cost growth gap. Mexico experienced a 29.8% GOPPAR decline with occupancy drops. For US cities hosting the 2026 World Cup, Upper Midscale RevPAR grew 18.8% compared to 5.2% in non-host cities.

📈 Eight in ten hotels spend up to two business days weekly on manual reporting, affecting revenue growth. Hotel systems have accumulated over 20 years, leading to inefficiencies. Questions take days to answer, costing general managers valuable time. Choosing three key questions—forecast adherence, mix shifts, and NetRevPAR—can standardize reporting across properties, saving time and resources. This approach ensures uniformity and efficiency, helping hotels focus on core operations instead of disparate data management.

📈 On July 29, 2026, AGR captured AI recommendations for 148 hotels across six US markets and three AI platforms. Hotels appeared in 816 slots, averaging 5.5 appearances. More URLs from six publishers correlated with more slots, improving model fit by 13.7%. Michelin and AAA awards covered all hotels, Forbes only 89. Adjustments showed URL contributions of 4% to 2.4%, highlighting credential overlaps. Of 148 hotels, 123 had direct schema observations. This analysis did not test KFO effectiveness.

💰 Hotel subscriptions, emerging from the rise of remote work post-pandemic, offer monthly or annual memberships providing discounts, credits, or unlimited stays. The global subscription economy has expanded by over 435% in the past decade. Inspirato, a luxury travel subscription service, launched in 2019, charges $2,500 monthly, capping membership at 2,500 to maintain exclusivity. Accor's ALL PLUS and other chains utilize unsold inventory for predictable revenue, while small operators face challenges in managing yield and exclusivity.

📊 Southern Europe's GOPPAR slightly decreased in July to EUR 111.90 despite rising TRevPAR, highlighting cost pressure. The Middle East sees sharper profit declines—1.5-2x faster than revenue drops—due to cost rigidity. Southern Europe leads TRevPAR at EUR 272, while Eastern Europe improves margins by 1.4 points. Labour costs rise sharply in Germany (+6.0%). Credit card commissions (+7.9%) and loyalty costs (+5.1%) outpace revenue growth, stressing the need for detailed budgeting beyond RevPAR.

🏨 Nicolas Peluffo, CEO of Awasi, discusses ultra-luxury lodge travel on Hospitality Net’s Brand Insiders hosted by Adam Mogelonsky. This video series offers insights from hoteliers, owners, developers, and executives. The interview, lasting around an hour, is accessible on Hospitality Net. Peluffo elaborates on Awasi’s unique model: “one villa, one guide, one vehicle,” exploring the last untouched frontier in luxury travel. Watch the full video [here](https://www.hospitalitynet.org/podcast/4133843/nicolas-peluffo-of-awasi-on-ultra-luxury-lodge-travel-one-villa-one-guide-one-vehicle-and-the-last-untouched-frontier-in-luxury-travel).

🏃 Darecations are gaining popularity, as Pinterest predicts for 2026, with searches for adventure tourism up 75%, auto racing events 85%, adrenaline rush aesthetics 50%, river rafting 35%, and football tournaments 50%. The BBC notes a 182% rise in travelers buying sports travel insurance over two years. This trend shifts hospitality focus to supporting guests in preparing, participating, and recovering from physically demanding holiday activities, transforming the guest experience from mere accommodation to accomplishment.

🏡 Vrbo announced global updates on September 1, 2026, allowing same-day bookings and introducing two flexible cancellation policies: a full refund up to five days before arrival and a full refund up to the day before arrival. These changes aim to match hotel flexibility and potentially increase bookings fivefold, according to Expedia’s data. Additionally, a new sponsored placement auction charges fees upon completed bookings. Non-refundable rates and Vrbo inventory in Expedia packages remain pending.

📈 Hospitality sellers should note that buyers form opinions long before contact. Scott Eddy's insight on the InnSync Show emphasized that buyers see impressions from all sources equally, impacting sales. Interaction isn't just sales; it's vital buyer intelligence. Trade shows should create months of marketing content. Sellers need strong digital reputations, validated by AI. Lure’s Visibility Graders evaluate this ecosystem, ensuring sellers are easily found and trusted. Successful sellers are marketers who build familiarity pre-prospecting.

💸 Spending on hotels, resorts, and accommodation rose by 3.3% in August after a five-month decline. The Barclays Consumer Spend report showed a 3.1% increase in overall travel spending, with travel agents and airlines seeing a 4.4% and 3.5% rise, respectively. Hospitality and leisure spending also grew by 3.3%. Card spending hit a 13-month high, up 2.1%, yet remained below the 3.1% inflation rate. Consumer financial confidence improved, despite 84% expressing concerns over rising prices.