Market Trends

📅 Revinate CMO Karen Stephens and Marketing Coordinator Brenna Turpin discuss five key forces shaping hospitality in 2026. Emphasizing real-time data use, they predict a reset in hotel operations, focusing on personalized service and guest engagement. Hotels must adapt to evolving tech and privacy standards to meet rising expectations. Karen Stephens, with 25 years in hospitality tech, leads Revinate's marketing, achieving record bookings in Q4 2023.

📝 In 2025, 1,500 hotel post-stay surveys were analyzed. Surveys with embedded questions had a 22.7% response rate, versus 19.6% without. Subject lines under five words achieved a 23% response rate, while those with 11+ words dropped to 17%. Surveys styled with custom CSS averaged 22.3% participation, compared to 19.4% for unbranded ones. Surveys 1-3 pages, with 5-7 questions per page, performed best. One to three open-ended questions maintained response rates between 20-22%.

📶 UK companies, 2025-2026, global business travel. What? UK firms underprepare business travelers for reliable internet abroad. How? Only 69% provide mobile data solutions, lowest in Europe. Why? Over-reliance on EU "Roam Like at Home". Issues? 93% of global business travelers face online connectivity problems. Trends? UK's key travel role: projected 2nd most visited by North America and Oceania, 3rd by Africa in 2026. Solution? Transition to eSIMs for seamless global data access.

🏨 2025, a study showed travelers visit 38 property websites before booking. By 2020, research indicated that emotions drive 90% of decisions. In hospitality, charisma, not amenities, is key. Emotional connections, through multisensory environments—soundscapes, scents, lighting—create unforgettable stays. Lukas Cabalka of Something New Creative highlights the importance of emotional value in hotels. Creating charm means leveraging emotions to enhance guest experiences, making charisma not just a luxury, but a necessity in today's competitive market.

📈 Hotel industry performance in 2025 shows U.S. profitability dipped for the second year, with stagnant growth in Europe and Asia, and slight growth in the Middle East. Hotels need to adapt with technology and diverse clientele strategies to enhance revenue. Sales teams are shrinking globally due to increased direct online bookings. To achieve growth, investment in sales teams and technology is crucial for maintaining competitive advantage and resilience in fluctuating markets.

📅 Hotels worldwide saw significant gains during the 2025 Black Friday period (Nov. 18–Dec. 2). Participating hotels experienced a 30.8% increase in direct bookings versus a 2.8% increase for non-participants. Search engagement grew by 16.2% for campaign hotels, while their conversion rates improved by 21.3%, with a 56.6% boost in booking engine conversions. Revenue per user rose by 56.3%, leading to a 60.5% surge in direct revenue for those with targeted offers.

🌍 In 2026, global travel trends show a shift towards personal, meaningful travel. With over 34 million Global Hotel Alliance members, 65% say travel reflects identity, and nearly 90% agree or are neutral. Leisure trips (average six per year) surpass business trips (four per year), with Gen Z prioritizing travel over career. Sixty-two percent prefer new destinations, and 79% opt for quality upgrades. Technology adoption is high, with 60% using AI tools. Top travel regions: Asia, led by Japan (14%).

🏨 In 2025, over 1.3 million applicants submitted 8.5 million college applications in the U.S., fueling demand for nearby accommodations. However, only 25% of hotels are within two miles of top campuses. The University of Hawaii boasts 91% hotel proximity, while Yeshiva University has the lowest. Parking is available at 90% of hotels. New hotels or improved offerings can capitalize on underserved markets, particularly at institutions like the University of Chicago and Johns Hopkins University.