Market Trends

🗺 Japan's international tourism spending surged by 16.4% to $61 billion in 2025, with a 15.8% growth in visitors. The target is 60 million visitors and $97 billion by 2030. Visa fees increased on July 1, 2026, but focus remains on high-value travelers spending over $6,450 per trip. U.S. international arrivals fell 5.5% in 2025, with visa costs rising to $442. Italy earned $6.23 million from day trippers in Venice but faces RevPAR declines.

🏨 Hotel groups are establishing in-house academies as a response to trends like sector consolidation, brand proliferation, and AI. These academies help manage skills shortages and high staff turnover, aiming to "train staff to retain them better." In a market of up to 40 brands, consistent guest experiences necessitate centralized training. Programs like Marriott's Leadership Development Program build a future talent pool. In-house academies also boost employer branding, attracting talent through improved working conditions and benefits.

📅 Traveler confidence is rebounding, with global search volumes increasing in Q2. Domestic searches in early June surged by 10%, and regions like APAC saw 20% YoY growth. LATAM international searches increased by 15%, while EMEA grew by 5%. Turkey led EMEA growth, with domestic searches up 55%. Last-minute bookings rose, with EMEA's 0-6-day search window increasing by 25% QoQ. U.S. fall travel searches, led by Las Vegas (+120%), rose by 35% YoY.

📊 Canada's hotel industry reported strong year-over-year performance in July 2026. Quebec led with a 7.8% rise in occupancy (81.7%) and a 17.1% increase in RevPAR (CAD213.11), thanks to events like FEQ and Startupfest. Nova Scotia saw a 12.1% ADR increase (CAD272.46), supported by events like the Halifax Jazz Festival. Montreal experienced the highest growth in occupancy (+11.8% to 84.5%), ADR (+10.7% to CAD268.71), and RevPAR (+23.7% to CAD227.11), driven by events like the Montreal International Jazz Festival.

📅 August 24, 2026, Bethesda, Maryland: Marriott International partners with CG Hospitality Global to introduce Series by Marriott to Greater China. Over 10 years, they aim to open 100 hotels, starting with four by the end of 2026. As of Q1 2026, 55 Series by Marriott hotels are operational globally. This collaboration will leverage Marriott's operational excellence and loyalty program, targeting value-conscious travelers amid China's rising demand for select-service accommodations.

📈 San Diego reported the highest ADR gain of +12.6% to $249.71 and RevPAR increase of +22.8% to $201.10 from 9-15 August 2026, aided by events like LPL Focus 2026 and concerts. Meanwhile, Tampa saw a 11.7% rise in occupancy to 64.9% and a RevPAR boost of +17.5% to $96.55, facilitated by the DoDIIS Worldwide Conference and a Mötley Crüe concert. CoStar Group, based in Arlington, Virginia, leads global real estate analytics with 95,000 properties and 12.2 million rooms in its data sample.