Market Trends

🗺 Hilton’s 2026 Trends Report surveyed 14,000 travelers across 14 countries. 27% of business travelers seek solitude during work trips. 74% of travelers prefer trusted hotel brands, 48% cook meals on the road, and 77% explore local grocery stores. 71% of Americans plan to drive on their next vacation. 33% plan group trips for shared passions, and 73% traveling with children involve them in planning. 66% are influenced by parents’ hotel choices, with 52% exploring family roots.

🏨 Europe, Q4 2025: The hotel construction pipeline includes 1,717 projects with 252,600 rooms. Under construction are 754 projects with 115,289 rooms, while 375 projects with 54,097 rooms will start within 12 months. The UK leads with 274 projects/39,515 rooms, followed by Germany and Turkey. Record highs noted in early planning and luxury development. In 2025, 255 hotels opened. Projections for 2026 and 2027 are 315 and 320 new hotels, respectively.

🛌 STR/Tourism Economics forecasts a 0.6% RevPAR growth for 2026, after a 0.3% decline in 2025. Demand dipped 0.5% in 2025, expected to rebound by 0.4% in 2026. The 2026 World Cup will boost U.S. RevPAR by 0.4%. U.S. inbound travel is expected to rise 3.7%, with outbound travel increasing 4.6%. Supply growth is reduced to 0.7% for 2026, and ADR growth remains below inflation. Group demand fell 1.8% in 2025, offset by 4.0% ADR growth.

🎸 Hard Rock Hotel & Casino Atlantic City has launched a $50 million capital improvement plan for 2026, renovating 700+ rooms and eight penthouses. By 2026, the resort will introduce Sitar, an East-Indian restaurant, and Federal Donuts and Chicken. Enhancements include 16 EV chargers and new carpets. Since 2018, nearly $700 million has been invested. Upcoming 2026 performances feature Rod Stewart and more. The resort won its third USA Today Top Workplaces Award in 2026, supporting 500+ local organizations.

🏨 Chris Silcock, President of Global Brands and Commercial Services at Hilton, discusses Hilton’s data-driven revenue management evolution and commercial strategy. Key takeaways: 1) Data must align with hotel objectives for organizational trust. 2) Hilton’s brand growth strategy involves owner-led demand and brand architecture. 3) AI enhances operations, guest experiences, and distribution. Hilton aims to use AI for personalized guest experiences and inspire travelers, leveraging their superior data and loyalty context over intermediaries.

🖼 In the hotel industry, segment failure is rising due to attracting the wrong customers, lured by discounts rather than brand alignment. This leads to financial, cultural, brand, operational, and reputational erosion. Hotels should focus on marketing alignment, transparent communication, concept-centric training, price integrity, and technology for feedback. Future success requires targeting the right guests, not just filling beds. Adopting these strategies protects the brand and ensures long-term sustainability.

🍱 In 2026, dietary trends will shift with fibre becoming the new protein, propelled by awareness of digestive health and the disadvantages of ultra-processed foods. Restaurants in London and Beijing innovate by offering fibre-rich and plant-based dishes. The rise of low-ABV drinks, such as those at FURA bar in Singapore, caters to moderation. Environmental efforts see a decline in single-use plastics, with places like Desa Potato Head in Bali leading by example. Collaboration in the global hospitality sector is increasing.

💬 Founded in 2022, "It’s Personal Stories" podcast by David Kong, Rachel Humphrey, and Lan Elliott launched a revamped website. Hosting nearly 300 interviews, each 30-minute session features global hospitality leaders sharing personal stories and lessons. The platform, with tools for searching interviews, includes articles on topics like leadership and self-care. It has attracted almost 750,000 YouTube views and is free for users, aiming to inspire the next generation of hospitality professionals.

🗺 Global long-haul travel plans for 2026 soften due to financial and time constraints, with 59% planning trips, down 5%. Interest in Europe remains solid at 42%, despite a 3% drop. Safety ranks highest in Europe, cited by 51%. High costs deter 52%, especially among 18-34 age group. Leisure travel motivations dominate at 75%, with business travel up 3%. Demand for partial packages rises, especially in China. Slow travel interest grows from 22% to 26%.

🗺 November 2025, at EHL Hospitality Business School, international researchers and industry leaders gathered for "Imagining the Future in Dark Times" workshop to address tourism's evolving challenges. They identified six key areas: Climate & Mobility, Food & Circularity, Social & Work, Governance & Policy, Measurement & Assessment, and Business Models & Management. Industry leaders, including those from Nespresso and MSC Cruises, stressed sustainability's strategic importance. The collaborative white paper serves as a research agenda and strategic scorecard for tourism's future.