Market Trends

🏨 In 2026, at the Four Seasons Resort Scottsdale at Troon North, an architect proposed adding a bar to the lobby to boost local engagement and space utilization. However, General Manager Jerome Arribas opposed, prioritizing the uninterrupted view of nature, a core element of the resort. This reflects the growing importance of GMs in maintaining unique experiences amid luxury hospitality's expansion.

🏨 U.S. hotel industry data for August 23-29, 2026: Occupancy increased by 1.1% to 64.1%, ADR rose 0.6% to $157.14, and RevPAR grew 1.7% to $100.69. San Francisco saw occupancy jump 25% to 82.8%, ADR up 28% to $231.82, and RevPAR up 59.9% to $191.87, boosted by the Pokémon World Championships. New Orleans faced declines with occupancy down 14.9% to 40.6% and RevPAR down 18.4% to $47.50, impacted by comparisons to Southern Decadence last year.

🏅 Los Angeles will host the Summer Olympic and Paralympic Games in 2028, focusing on existing venues for events and shifting investment to infrastructure, transportation, and hospitality. Many hotel projects are under design or construction, but only a fraction will finish by 2028. Renovations are key as LA relies on current facilities. Skilled labor and procurement issues are pressing, with demand expected to peak. Early contractor engagement and procurement management are crucial to meet the deadline.

🏠 Travel is a non-negotiable expense for 70% of Millennials and Gen Zs, according to a 2026 AMEX report. Trip.com data reveal booming high-end travel with a 99% YoY increase in first and business class flight searches and a 57% rise in 5-star hotel searches in early 2026. Custom tour bookings surged 600% YoY. Mainland China, Hong Kong SAR, and Singapore show strong growth. 66% of Asia Pacific travelers are willing to travel abroad for concerts.

📈 SiteMinder's 2026 report reveals 26% of travelers start hotel searches on Booking.com. Despite OTA dominance, 18% of those eventually book directly, a 3.3% increase from last year. OTAs charge 15-25% commissions, while direct bookings cost 5-12%. For a €200 room, OTA distribution costs €40; direct costs €14. Direct bookings offer data control and flexibility, crucial for hotels managing guest relationships. Traveler behavior is shifting, with discovery and booking occurring across multiple platforms.

🏨 Columbia Sussex leads guest satisfaction in the 2026 JD Power North America Third-Party Hotel Management Guest Satisfaction Benchmark, scoring 739 based on 5,642 surveys. JD Power's analysis shows third-party managed branded hotels improved satisfaction by 14 points to 696. Staff service satisfaction rose 26 points, with notable gains in guestroom quality. However, only 43% view hotel common areas as inviting. The benchmark assesses seven dimensions, including guestroom and staff service, over a 12-month period.

🛌 TROY, Michigan—In 2026, the J.D. Power survey showed an increase in hotel guest satisfaction, rising 14 points to 696 from 682 in 2025. First-time guest satisfaction with staff services improved by 26 points, based on feedback from 5,642 guests. Only 43% found common areas inviting, and 48% viewed them as modern. Hotel management is investing in properties and staff training to enhance experiences, but opportunities remain in improving lobby and common area perceptions.