Market Trends

📲 In 2023, hospitality sales have evolved, with buyers silently researching before engaging vendors. Key activities include LinkedIn searches, YouTube walkthroughs, and consulting Hotel Tech Report reviews. Modern buyers seek EEAT—Experience, Expertise, Authoritativeness, and Trustworthiness—prior to traditional sales calls. Byron Bunda noted that impressions form before demos, impacting vendors' chances. Brands thriving now build trust online rather than relying on traditional sales techniques.

📈 Nearly 20% of German hospitality firms reported their survival was threatened, according to an April survey by the ifo Institute. This statistic underscores the industry's precarious state amidst financial pressures. The survey raises concerns about pricing strategies, suggesting that mistakes in this area could be exacerbating challenges for these businesses.

📈 79% of hotels are investing in technology to boost direct bookings to enhance profitability, guest ownership, and distribution balance. This insight is from The State of Distribution 2025 report by HEDNA, NYU SPS Jonathan M. Tisch Center of Hospitality, and RateGain. The study outlines strategies for 2026, underscoring the industry's focus on tech adoption to achieve commercial goals.

🍽 Saladplate, the hub for Informa Markets' Hospitality, Food and Beverage portfolio, offers insights into industry trends. It features weekly news, monthly newsletters, and bi-monthly e-magazines. The platform connects users to over 10,000 brands and products, plus updates from 35+ international trade events.

💰 Jun 23, 2026, Travel Weekly released its 2026 Power List. Chase Travel entered the top ten with $12.6 billion in sales, while American Express Travel reached $11.1 billion. Booking Holdings topped the list at $186.1 billion, followed by Expedia Group at $119.6 billion. Amex GBT absorbed CWT. The shift in travel sales emphasizes the importance of customer relationships and payment credentials over traditional travel desks and distribution networks.

📈 PwC's "Hospitality & Leisure: US Deals 2026 Mid-Year Outlook" reveals a 2.5% decline in hotel deal volume, with 73% focused on upscale and luxury properties, reflecting demand for premium experiences. High construction and financing costs drive interest in repositioning assets. AI, wellness, and strong customer data are key investment drivers. Luxury hotels attract significant investment, while gaming M&A shifts towards digital growth. Travelers' preferences vary by generation, impacting hotel investment strategies.

💸 British consumers are prioritizing value in hotel bookings, focusing on overall experience rather than just price. During last year's 'Year of the Free Breakfast' campaign, BWH Hotels GB generated over £13.1 million in revenue, with 124,000 room nights and 220,000 free breakfasts. The initiative boosted bookings, loyalty, and customer acquisition, including 39,000 new Best Western Rewards members, especially in South West, North West, and South East England. This trend reveals evolving consumer expectations and strategic opportunities for independent hotels.

🏨 Gilda Perez-Alvarado, CEO of Orient Express and Group Chief Strategy Officer at Accor, discusses enduring luxury hospitality brands. She emphasizes clear strategic principles and the emotional power of travel experiences as key components. Gilda highlights the importance of brands understanding their core values while evolving. With experience in hospitality real estate and global strategy, she explains how strong brands maintain relevance by adhering to non-compromisable principles yet adapting to global changes.