Market Trends

📅 October saw significant developments in hotel openings worldwide. The monthly recap highlights the most active regions and countries with strong momentum in the hospitality sector. This strategic overview helps identify emerging trends and dynamics, crucial for informed decision-making and staying competitive in the industry. Keep an eye on this essential analysis to navigate the future of hospitality effectively.

🏨 Luxury and mid-market hotels in the UK saw growth in August 2025. Room rates rose from £380.30 to £405.18 for luxury hotels and from £136.33 to £141.57 for mid-market hotels, while budget hotel rates fell from £103.94 to £98.21. Occupancy increased to 76.9% and 83.6% for luxury and mid-market hotels, respectively, but dropped to 78.6% for budget hotels. Profit per room rose to £157.67 for luxury and £58.66 for mid-market hotels, yet declined to £37.24 in the budget segment. Chris Tate and Robyn Duffy of RSM UK highlighted the trend towards luxury experiences amidst economic uncertainty.

📍 Coventry and Warwickshire launched a Hotel and Accommodation General Manager Network to support local hotels. Over 30 hospitality representatives attended the initial meeting at Hotel Indigo Coventry. The network addresses sector challenges, market data, and joint promotion efforts. Michael Lyons of Castlebridge Hospitality chairs it, emphasizing collaboration. Paul McMahon of Destination Coventry supports the initiative for regional growth. The inaugural gathering discussed shared buying power and challenges like food pricing and new technology.

🏨 Hospitality is evolving from comfort to connection. Guests now seek inclusion in communities like private members’ lounges and co-working hybrids. This trend fosters guest loyalty, surpassing traditional marketing. Operators must design spaces for guest interaction, creating a sense of identity and belonging. Community-building is transforming hospitality from merely selling stays to cultivating networks, significantly enhancing loyalty and lifetime value in the industry.

🌍 In November 2025, many Southern European hotels are facing challenges in segmenting guest categories, leading to issues like fuzzy forecasting and revenue loss. The lack of clear market segmentation causes overlaps in group demand and transient segments, as well as conflicts between static contracts and dynamic rates. Effective segmentation is crucial for accurate forecasting and leveraging the full capabilities of IDeaS.

🏨 In 2026, agility is the luxury in hospitality as legacy brands struggle to adapt quickly. Fashion houses can launch collaborations in six weeks, whereas hotel brands take six months. 'Brand Flex' is essential, demanding quick observation, orientation, decision, and action. Agility, not chaos, leads to success, as shown by brands like Aman, Soho House, and LVMH. Spontaneous, guest-level interactions highlight the need for speed and empathy to keep up with cultural shifts.

📍 IHM, formerly Corus Hotels Ltd, launched in 2024, is investing £42 million in redeveloping its flagship London property. The Corus Hotel Hyde Park closed in September 2025 for renovations and will reopen in Autumn 2026 as Hyde and Seek under Marriott Bonvoy's Tribute Portfolio. The transformed hotel features a bohemian aesthetic, a glass-roofed courtyard, co-working spaces, and a state-of-the-art gym. Andrew Khoo leads this project, highlighting its unique contribution to London's hotel scene.

🌏 Skyscanner's 2026 Travel Trends report forecasts personalized travel focusing on passions and perceived value. Global consumer research involving 22,000 travelers highlights key trends: 76% eye mountain getaways, and 103% YoY surge in ‘Room with a mountain view’ bookings. Culinary tourism shifts to local grocery experiences, while 57% are inspired by literature for trips. Solo travel sees an 83% YoY rise in bookings. 84% plan more international travel in 2026 than in 2025.