Market Trends

Most hospitality marketing still operates on a simple assumption. If the product is good and the message is clear, demand will follow. Entertain or Die 3.0 challenges that assumption head-on.…

📅 In 2025, Canadian travel to the U.S. fell by 28%, with 22.9 million visits compared to 31.9 million in 2024. Automobile travel dropped by 30%. International travel to the U.S. decreased by 6-9% due to economic factors, border issues, and geopolitical tensions. Youth sport travel grew significantly in 2025, accounting for 40% of the sports travel market. Families often drive up to 8 hours for tournaments, benefitting hotels with family-friendly amenities.

🏡 Unique properties are accommodations distinct in features, location, or service, such as historical buildings and eco-friendly cabins. They offer personalized experiences, integrating with local culture and traditions for authentic immersion. Located in memorable spots, they enhance travel narratives, providing bespoke amenities and host expertise. This growing trend caters to travelers seeking meaningful adventures beyond standard hotels, offering more than just a place to sleep, but an enriched storytelling experience.

🏨 In 2025, €1.9 billion was invested in the hotel sector, with 75 hotels and 6,075 rooms changing hands, marking an 86% increase in hotel trades and a 100% rise in room numbers. Paris was the hotspot, dominated by mid-sized deals and private investors. Prime yields in Paris stabilized between 4.75% and 5.25%. Supply growth was limited, focusing on transforming existing buildings. Greater Paris achieved an ADR of €160, occupancy of 72.3%, and a RevPAR of €115.7. Inner Paris saw a 4% RevPAR rise to €180.4.

📈 Revenue per available room (RevPAR) surged by 5.1% in the first quarter of 2025, predominantly due to strong pricing strategies in the luxury and lifestyle segments.

🏨 Scandic Hotels Group will lead Dalata’s markets through a restructuring after its €1.4 billion acquisition by Pandox in November 2025. The process, to conclude in late 2026, involves separating property assets from operations. Dermot Crowley, CEO since 2021, will step down, having added 16 hotels and 3,800 rooms. Dalata plans to open three hotels in Dublin, Edinburgh, and Berlin this year, with four more in London, Edinburgh, and Madrid.

🌍 82% of Europeans plan to travel this spring and summer 2026, the highest since 2020. Intra-European travel dominates, especially to Southern destinations. Travel among 18–34-year-olds is up (+21% for 18–24s, +16% for 25–34s). Shorter trips of 4-6 nights are popular (38%), with fewer longer stays (37%). Budgets are tightening; more travelers set a budget up to €1,000 (+4%). Safety, cost, and climate influence choices, with 39% planning only one trip in six months.