Market Trends

📆 MCLEAN, Virginia—Hilton’s 2026 Trends Report reveals that 74% of 14,000 travelers across 14 countries value brand trust. Solo travel is rising, with 48% seeking solo time. A shift to meaningful travel sees 78% of parents influenced by kids, while 53% travel with adult children. Familiar comforts are key, with 80% favoring familiar foods. U.S. road trips surge, 90% value a comfortable bed, and 63% demand pool access.

🏨 Boutiques have dethroned branded hotels as top earners in key markets, according to STR 2024. Investors are shifting focus to independents, recognizing their ability to adapt quickly to trends in wellness, F&B, and AI. Dior and Gucci's collaborations with iconic independents like The Colony Palm Beach and Hotel Savoy Florence highlight this shift. Family offices and institutional investors are favoring these high-margin, less competitive opportunities, marking a transformative moment for the hospitality industry.

💻 Amadeus Travel Dreams Report 2024 surveyed 6,000 travelers globally, uncovering key insights: 70% want virtual tours pre-booking; 12% are willing to spend above ADR for amenities, adding up to $5,383/year per room. 52% will share data for personalized offers. Business travelers (71%) prefer self-service check-ins; leisure travelers (48%) opt for personal interaction. Eco-friendly practices appeal to 36% of business travelers, while 44% of all travelers seek wellness options. Integration of hotel systems is crucial for meeting these evolving expectations.

✈ Almost half of UK travellers value flexibility, with 46% prioritizing it more than five years ago. A survey of 2,000 Brits reveals that 59% of those under 34 prioritize flexibility, compared to only 39% over 65. Flexibility encourages bookings, especially for longer trips, with 76% preferring to mix airlines. High fees for changes frustrate 33% of travellers. eDreams ODIGEO's research highlights a shift toward adaptable travel, with subscription models offering solutions.

🛅 Women make 80% of travel decisions and account for over 60% of U.S. and global leisure travelers. In 2024, only 10% of U.S. female travelers said their partner planned the whole trip. Despite leading in travel decisions, women remain underrepresented in hotel design and construction. From 2019 to 2022, women in hotel leadership roles increased from one in 10 to one in 7.9. By 2028, women are expected to control 75% of discretionary spending.

💻 At Destination AI 2025, a unified AI strategy is essential for hospitality, connecting systems like PMS, CRM, and GMS. Hotels using AI trip-planning agents increased conversions by 56%. Fully agentic systems outperformed human-plus-rules in revenue management. Security is critical, with blocked phishing rising from 350k to 60M monthly. The focus should be on strategy, not tools, aligning leadership on key business problems for a competitive edge in hospitality.

🌎 Guatemala's travel sector is projected to see international visitor spending rise from $1.5B in 2019 to $2.6B by 2035, a 72% increase. Visitor spending will grow at a 4.1% CAGR (2025-2035), outpacing overall economic growth. In 2024, the sector will account for $6.1B, up 11% from 2019, and employ over 541,000 people, rising to 703,700 by 2035. Women hold 46.1% of tourism jobs. Taxes generated $1.2B in 2023, or 10% of government revenue.

📈 Q3 2025, Reviewpro Reputation unveils their updated Guest Experience Benchmark report. Key changes include merging Hotels.com review data into Expedia Group and incorporating region-specific insights. New review sources: eLong, Inc for Asia, Otelpuan in Europe, CHECK24 for Africa and the Middle East, and Yelp for North America. The report introduces guest types to analyze satisfaction trends. These updates enhance hoteliers' understanding of global guest sentiment. Pre-sign up for the full report.

🏨 Oct 7, 2025, hotel industry: Only 20% of hotels remain under brand management, down from 50% two decades ago. Third-party managers excel in efficiency, especially in hotels with 300–700 rooms. A Palm Springs hotel increased NOI from $19M to $25M post-management switch. Third-party fees are 2-5% higher but boost property value. Brands may offer $40-50M incentives, while third-parties offer $4-5M. High-end hotels remain brand-managed for quality assurance. Investors leverage data to align operator interests.

🛫 Half of U.S. adults plan leisure trips and one-third of employed adults plan business trips by year-end 2025. 44% of leisure and 63% of business travelers choose hotels, preferring midscale or higher-end options. 34% intend to travel for Thanksgiving and 37% for Christmas. Economic challenges and the government shutdown, impacting TSA and air traffic controllers, threaten travel plans. Despite uncertainty, Americans maintain trust in hotels.