Market Trends

📊 Bruges, 2023: Research by Bart Neuts highlights overcrowding perception costs, challenging overtourism myths. Local interviews reveal seasonal peaks, with "red flag streets" in the "golden triangle," a 1990s designated tourism area, now a hotspot. Concentration increases overcrowding perceptions, hindering tourism distribution. Solutions include AI models and dynamic pricing, demanding investment in attractions, mobility, and marketing. High costs question commitment to true redistribution. Beauty's universal appeal drives tourism, urging urban planning to integrate aesthetics broadly.

🏨 IHG Hotels & Resorts launched the Masarona by IHG program to develop Saudi nationals for leadership in hospitality, aligning with Saudi Arabia’s Vision 2030. The program offers four career tracks and combines accredited learning with hands-on training. About 50% of IHG’s workforce in Saudi Arabia are locals. Masarona provides mentorship and cross-functional exposure, supported by IHG’s global team, to strengthen Saudi careers and the tourism sector.

🍴 Jing Yong, Growth Director at GlobalData PLC, highlighted how authenticity and heritage are reshaping menus and brand strategies in Greater China. Emma Maxwell, a renowned restaurant interior designer, praised the program's depth at FutureFWD 2025, emphasizing the importance of ritual over aesthetics for building loyalty. The event focused on deeper success drivers in hospitality, urging hotels to be fearless like independent operators.

✈️ Half of U.S. adults plan leisure travel before year-end, and 31% of employed adults expect to travel for business, as per a survey by the American Hotel & Lodging Association and Morning Consult. Hotels are the top choice for leisure (44%) and business travelers (63%). 46% plan a family trip, 34% for Thanksgiving, and 37% for Christmas. Rising costs impact travel plans, with 49% citing inflation as a deterrent.

🌳 Visionary architects are embracing nature-based designs, prioritizing sustainability in hospitality. Examples include Eco-Floating Hotel (HAADS), Parkroyal Collection Pickering in Singapore with 15,000 m² of sky gardens, and Norway's off-grid Svart. These designs utilize local materials, maximize daylight, and recycle water, reducing energy use and encouraging self-sufficiency. Guest expectations now demand more than sustainability; they seek regenerative experiences. Are autonomous hotels the future, or an optional responsibility to protect our planet?

📈 Top-down analytics is crucial for monitoring business health via KPIs on dashboards, spotting trends, and identifying anomalies. Yet, it risks analysis paralysis. Bottom-up analytics solves specific issues by focusing on critical business objectives like reducing churn by 15%. Effective organizations create a synergistic loop, using top-down to identify issues and bottom-up to diagnose and solve them. This flywheel approach requires a robust business intelligence system to drive improvements.

🗺 UK holidaymakers in 2026 are exploring far-flung destinations, avoiding Europe due to EU policy changes like EES and ETIAS, and focusing on conscientious travel. 27% are steering clear of the US, up from 17% in 2024. Brazil and Sri Lanka, rising on the Good Trips Index, gain popularity. New EU airline baggage rules encourage spontaneous city breaks, while slow travel gains traction with expanded night train networks. Multi-generational trips flourish, driven by the 'Bank of Grandma and Grandpa.'