Market Trends

🛑 U.S. travelers' reliance on familiar hotel brands tripled to 14% in 2026 from 5% last year, per SiteMinder's report. Direct bookings rose to 40%, surpassing the global 28% average. In 2026, 52% plan domestic travel, up from 49%. U.S. named a "dream destination" by 10% globally, topped by Japan at 17%. AI usage in booking rose to 4%, with 71% of U.S. travelers desiring AI features like price alerts. Event-driven travel appeals to 63%, with a focus on quality experiences.

📍 Fourteen percent of U.S. travelers prioritize familiar hotel brands, tripling last year's 5%. In 2026, 52% plan domestic travel, a slight increase from 49%. Direct bookings rose to 40% from 36%, outpacing the global average of 28%. AI use in trip planning reached 4%, with 7% among U.S. Gen Zs and Millennials. The desire for travel is growing, with 49% globally planning more trips. Quality is key, as 58% prefer premium rooms.

📈 U.S. hotel industry saw declines from 9-15 November 2025 compared to 2024. Arlington, Virginia, experienced occupancy drop to 60.9% (-4.1%), ADR to $154.41 (-0.5%), and RevPAR to $93.97 (-4.6%) due to Veteran’s Day effects. New Orleans faced steepest declines: occupancy down 23.9% to 59.4%, ADR down 9.6% to $174.13, and RevPAR down 31.2% to $103.42. Tampa followed with occupancy down 19.7% to 70.0%, and RevPAR down 25.0% to $115.66.

🗺 Online travel agencies (OTAs) have surged in popularity as a starting point for accommodation searches, rising from 18% to 26% globally, while search engine use declined to 21%. The SiteMinder 2026 report, surveying 12,000 travelers from 14 countries, notes that 80% want AI features for travel planning, with 65% open to demand-based pricing. Travel for events is expected to grow, with Gen Z and Millennials leading the trend. Japan, the US, and France are top destinations.

🏨 London ranks as the top European city for hotel investment in 2025, according to Deloitte's survey, with Edinburgh leading the UK regions for the fifth year. Confidence in the hotel market remains high, despite concerns over profitability, labor issues, and geopolitical risks. Three-quarters of respondents anticipate increased competition for acquisitions in 2026, driving diversification strategies. Luxury hotels attract the most interest, while mid-market segments face challenges. Athens rises to third place for investment, following Madrid.

📈 CHICOS 2025 in Curaçao saw strong investor presence, supported by students from FIU, Boston University, and University of Curaçao. Occupancy remains around 70% and new luxury developments are thriving, despite slower RevPAR growth. Notable 2024 openings: Sandals Saint Vincent, St. Regis Cap Cana, and St. Regis Aruba. Key discussions included the impact of all-inclusive resorts, transport challenges, and financing hurdles. The Caribbean's hospitality outlook remains positive, with continued infrastructure improvements and strong developer interest.

🌴 BodyHoliday, a premier wellness resort, announced a new global leadership team on November 2023 to drive international expansion. The team includes executives from Fairmont Hotels, IHG, and Soho House, led by Andrew Barnard. A new property, BodyHoliday Algarve, opens in 2029 in Portugal's Algarve, featuring 175 rooms, a 40,000-square-foot Wellness Center, and more, set on 26 acres. Global wellness travel, projected to reach $9 trillion by 2028, motivates this expansion.