Market Trends

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  • 3 min

SODA transforms art deco landmark into contemporary workspace

🌆 SODA designed Nineteen Wells Street office in Fitzrovia, London, commissioned by Great Portland Estates. The office, located in a heritage-listed art deco building from 1929, features a raspberry-red spiral staircase and a two-storey bookcase. The design blends art deco influences with modern elements, creating a welcoming and timeless space. Custom rugs were designed with Floor Story. The lower ground floor features a snug for collaboration, with a moodier palette centered around deep green hues.
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Why Hotels Are Choosing Independence Over Brand Affiliation

💰 In 2025, Sonder's immediate wind-down raised concerns about brand affiliation security. With brand fees weighing on low growth, hotels are reconsidering independence. By 2026, RevPAR growth is projected at just 0.6%. Independent hotels, valued at $281.7 billion in 2025, are expected to grow at 11% CAGR, reaching $800 billion by 2035. Brand affiliation costs include 2-6% royalty fees. Independence offers strategic flexibility, creativity, and agility, enabling hotels to adapt quickly and innovate freely.
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Hotels expand residential offerings to compete with Airbnb

🏠 Feb 23, 2026: Global hotel brands like Marriott and Hilton are strategically entering the residential-style accommodation market to compete with platforms like Airbnb. Increasing demand for multigenerational travel and extended stays is driving the shift. These brands offer apartment-like products combining home comforts with hotel services. Hotels aim to capture Airbnb's market by providing similar flexibility with reliable services. Airbnb faces pressure as quarterly profits decline amidst intensifying competition.
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  • 4 min

How to Build a Cult-Status Hotel: The Fashion Marketing Playbook—Part 1

🏨 In San Juan, the Independent Lodging Congress hosted the INDIEConfab event discussing fashion-hospitality crossovers. Participants included Galli Arbel of Hotel Anna & Bel and Alexander Buchholz of Bar Rêve. The hotel industry faces challenges in escaping commodity status, unlike fashion, which creates brand loyalty. The $990 difference between Hanes and Prada tees exemplifies fashion's branding success. The hospitality sector needs to leverage its unique "escape" offering to avoid stagnation and remain financially viable.
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  • 4 min

New Perspective: Thom Geshay Brings Management Expertise to His Role as AHLA Vice Chair

🏨 Thom Geshay, CEO of Davidson Hospitality Group since 1988, shares insights on hospitality trends and his role with AHLA. He highlights a divergence in industry performance across segments and emphasizes sustainability. Davidson focuses on specialized, full-service properties. AHLA's advocacy will gain momentum with events like the 2026 World Cup. Geshay’s leadership principles include passion, inclusivity, and risk-taking. His outlook for the industry is optimistic, with major events set to boost engagement and economic impact.
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Global Rescue Survey: 20 Percent of Travelers Plan More Trips With Longer Stays in 2026

🌍 2026, Lebanon, New Hampshire—Global Rescue's Winter 2026 Survey highlights evolving travel trends: 20% of travelers plan more trips with longer stays, while 11% favor longer stays but fewer trips. A notable 49% foresee no change. U.S. respondents (52%) expect trip stability, versus 40% of non-U.S. participants. Men (22%) lean towards extended trips more than women (16%). Travelers favoring longer stays seek cultural immersion, cost savings, and a less rushed experience.
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  • 7 min

Hospitality Is Eating Luxury’s Lunch and Leaving the Receipt on the Pillow.

🏨 Luxury brands are shifting focus to hospitality, as noted by Bain and Altagamma, emphasizing experiential value over conspicuous consumption. Omer Acar of Raffles Hotels states, "Luxury retail sells the dream but in hospitality, we deliver the dream." Aman Resorts in New York showcases this shift with urban tranquilly at premium prices. Julie Bramham, Diageo's MD, highlights a move towards experience-led value. Hospitality offers seamless, memorable experiences, driving consumer preference over traditional luxury goods.
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  • 6 min

The future of luxury hospitality: who will stand out, and why ?

🏨 The luxury hotel market, worth $112.4 billion in 2025, is projected to hit $219.1 billion by 2035, with a 7.7% annual growth rate. Economy hotels' revenue per room dropped 1.8% through August 2025, while luxury saw a 5.3% rise. In 2025, Four Seasons was the most admired hotel group, and Mandarin Oriental ranked top luxury brand. Rosewood Hong Kong was named the world's best hotel. Total US hotel labor costs reached $127 billion in 2025, up 15.3% since 2019.
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Design: the new structuring asset of hotel brand equity?

🏨 Damien Perrot, Global Chief Design, Technical Services & Innovation Officer at Accor, emphasized the strategic role of design in the hotel industry during the Accor Rencontres France Congrès Événement. Design now extends beyond aesthetics, influencing guest experiences, brand promises, and operational performance. This evolution transforms design into a crucial value-creation tool for differentiating in a competitive market. Accor's focus spans Premium, Midscale, and Economy Brands, underscoring design's broad impact across hotel segments.
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