Market Trends

📺 Dec 19, 2025: Set-jetting, where TV shows and films inspire travel, influences nearly 30% of travelers’ destination choices. Hotels and destinations featured in popular media see search and interest spikes of 65% to over 400%. Global streaming platforms boost visibility and demand, making hotels primary attractions and enhancing long-term brand value. Social media further amplifies exposure, turning guest content into extended marketing opportunities. 📺✈️

🗺️ Amadeus reports that as of December 4, 2025, global hotel occupancy rose by 0.5% from 2024. Tromso, Norway leads with 93% occupancy. Curacao shows the highest increase at 11%, while Waikoloa, Hawaii has the highest ADR at $942. Guanacaste, Costa Rica tops with over $2,600 ADR, and Cairns, Australia records the lowest at $286. Holiday travel revenue is expected to reach $7.4 billion, with New York contributing $66 million.

🌍 Fewer than half of travelers are highly consistent with travel brand loyalty. According to Phocuswright’s report, 39% of recent flyers and 42% of paid accommodation users prefer one or two brands. However, many travelers are open to trying different brands, seeking novelty and variety in their experiences. Consistency in quality, like customer service and cleanliness, remains crucial, but some travelers desire change for variety's sake.

💼 Airlines, hotels, and OTAs prioritize value for money, pricing fairness, reliability, and ease, over loyalty programs. International travelers are influenced by comfort and brand identity, especially on higher stakes trips. Fair pricing is essential for brand trust. Go-to brands excel by consistently delivering dependable value and fairness. This pragmatic approach supersedes marketing narratives. Phocuswright offers data-driven insights for competitive advantage in travel and hospitality.

💻 In European hospitality, "High-Touch Service" creates friction, hindering conversion. Digital natives, from Gen Z to Gen X, desire control, not human interaction. Modern professionals face 10-hour social saturation daily. At 9 PM Tuesday bookings, they need Silence and Speed. Hotels must answer 90% of guest questions digitally, not via calls. The winning strategy includes Instagram ads, a self-service website, dynamic FAQs, and conversion-enhancing pop-ups, leading to higher Average Order Value and frictionless bookings in three minutes.

📰 Predictions for 2026 highlight a shift in advertising to more native, contextual, and automated formats, with potential changes in consumer behavior and travel tech. Dubai introduced a citywide contactless hotel check-in system, emphasizing streamlining identity verification. AI is expected to automate 30% of mundane hotel tasks, while debates on data ownership and access fees in hospitality tech persist. The industry sees ongoing trends in sustainability, experiential luxury, and the influence of AI on creative processes.

🏡 Farm hospitality is an $8 billion market projected to reach $21 billion by 2033 with an 11.9% compound annual growth rate. North America holds 46% of the global market. Consumers demand transparency: 99% for fresh foods, 98% for packaged foods. Leading farm hotels like Blackberry Farm and The Newt offer "seed-to-soul" experiences. Agrihoods are expanding, with 200 across 28-30 states. This sector thrives on transparency, wellness, and community, blending agriculture with hospitality and real estate.

📖 In 2026, global travel trends show regional disparities with hotel prices rising by 9% in Asia but dropping 11% in Oceania. Taxes are increasing in places like Kyoto, Milan, and the Netherlands. Global short-term rental growth has slowed from 11% to 6.5%. "Destination Dupes" sees travelers choosing cheaper alternatives like Albania over Greece. "Blended Booking Channels" blur social media and transactions. Hoteliers should focus on local data, such as competitor pricing and event impacts, for effective strategies.

🎮 Atari Hotels plans to start construction on its flagship Phoenix property in late 2026, designing the hotel as an entertainment venue in Phoenix’s Roosevelt Row Arts District. The project, by Räkkhaus, will have fewer rooms, focusing on esports, gaming, concerts, and nightlife to drive revenue beyond lodging. This approach highlights a shift in urban hotels towards becoming experience platforms, relying on dining, retail, events, and gaming for a mixed-use revenue strategy.

🏨 The Caribbean and Latin America lodging market in 2025 saw a rise in intra-regional travel despite reduced U.S. visitors. Luxury and all-inclusive properties thrived, while modest-priced ones struggled. Hilton expanded with Waldorf Astoria in Costa Rica and Turks and Caicos, and Hyatt acquired Playa Hotels. A Hyatt survey found 82% of U.S. respondents lacked quality time with loved ones. Major brands expanded all-inclusive hotels due to profitability, simplicity, and demand, driven by guests seeking culture and sustainability.