Market Trends

🗺 Provence-Alpes-Côte d'Azur saw an 11.8% RevPAR increase over the 11 November 2025 weekend, driven by a 10.7% rise in average daily rates, mainly in luxury hotels. Visitor numbers slightly increased (+0.5 points) due to favorable weather and international tourists. Cannes and Nice excelled, with Cannes' RevPAR surging 34.3%, linked to the European Pensions & Investments Summit starting 12 November. In contrast, other French regions didn't perform as well.

🏨 Nov 14, 2025: U.S. hotels face mixed fortunes. Economy and mid-scale segments struggle with RevPAR barely above zero, while luxury hotels see over 5% RevPAR growth through August 2025. Luxury ADRs are up 5% year-on-year, but demand from younger travelers and value shifts pose risks. Luxury-hotel growth forecasts show 4-5% CAGR in major regions, with investment favoring premium assets. Hoteliers must enhance brand value and manage costs amid a tightening market.

📊 A Florida coastal independent hotel increased direct bookings by 35% and RevPAR by 25% in six weeks by enhancing visibility. Independent hotels struggle with visibility across OTAs, Google, and local searches, not necessarily with marketing, pricing, or promotions. RevOptimum's Hotel Visibility Program aids by improving OTA placements, Google visibility, and search discovery, thus boosting direct bookings. Improving these visibility factors is essential for independent hotels to be seen and booked.

🏨 Hotels have improved transient direct bookings using sophisticated marketing, resulting in higher margins and stronger brand control. However, group rooms and meeting space sales still depend on outdated processes and intermediaries, affecting profits. A shift to direct group booking using targeted digital advertising, intelligent sales tools, and automation can reduce costs, speed up conversions, and enhance data ownership. This strategy offers significant commercial gains, aligning group sales success with transient booking achievements.

🗺️ European Travel Commission's Q3 2025 report shows a 9.9% expected rise in traveller spending. International arrivals to Europe increased by 3%, with overnight stays up 2.7%. Southern Mediterranean destinations like Malta (+12%) and Cyprus (+10%) reported growth, while Germany (-2%) and Türkiye (-1%) saw declines. AI in travel planning doubled to 18%, with China leading at 40%. Long-haul arrivals from Japan and China increased by 24% and 21% respectively. Europe anticipates a 6.8% rise in arrivals for 2026.

🏨 Who? Luxury hotel market. When? 2024-2034. Where? Global, focus on North America. What? Market valued at $113.1 billion in 2024, projected to reach $181.5 billion by 2034, CAGR of 4.9%. How? Growth driven by bleisure travel, tech-enabled customization, and wellness-focused amenities. Business hotels and chain categories dominate. North America accounts for nearly one-third of market revenue. Major players include Marriott, Hilton, and Hyatt.

🎨 In 2026, hospitality color trends focus on nature-inspired tones. Dunn-Edwards' "Midnight Garden," a deep green, is favored for its timeless appeal, ideal for sophisticated spaces with natural light and quality materials. Neutral tones like Sherwin-Williams' "Universal Khaki" are safe but require textural layering. Jewel tones, such as Behr's "Hidden Gem," offer bold accents but risk feeling dated quickly. A 70-20-10 formula (70% neutral, 20% personality color, 10% accent) balances trendiness and timelessness.

🛫 Nov 13, 2025, Deloitte reports 54% of Americans plan holiday travel between Thanksgiving and mid-January, a 5% increase from 2024. However, spending is expected to drop to an average of $2,334, an 18% decrease. While Gen Z and millennials lead travel plans, Gen Z's budget reduction hits 31%. Only 47% plan to fly, down from 55%. Generative AI use in travel planning rises to 24%. Meanwhile, 26% of travelers still pursue luxury options.