Market Trends

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Hospitality market trends and data: analysis, figures and insights to understand where the hotel industry is heading.

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  • 4 min

Going Solo: The power of being an independent hotel

🏨 In 2026, independent hotels excel globally with agile, culturally relevant, and resilient approaches. Over 90% of luxury travelers prefer effortless, curated journeys, and 89% seek hotels reflecting local culture. Loyalty programs are crucial, with I Prefer Hotel Rewards boasting over six million members. Preferred Hotels & Resorts members outperform competitors, with affiliation costs at 1.7% of gross room revenue versus 11% for other brands. The Post Ranch Inn, Big Sur, joined Preferred in 2024, highlighting the independence advantage.
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Too Many Brands: Hotel Groups Chased Scale. Now They Need Focus

🏨 Major hotel companies have doubled their portfolios over a decade. Loyalty programs now boast hundreds of millions of members, showcasing substantial growth. The strategy leaned on asset-light models, conversion brands, and soft brands to absorb independent supply, aiming for accelerated expansion and diverse offerings. Skift Research's latest report discusses the economics of this brand expansion strategy, emphasizing the significance of scale in the hotel industry.
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CoStar: U.S. Hotel Industry Continues to Report Positive Year-Over-Year Comparisons

📅 February 15-21, 2026, Arlington, Virginia: The U.S. hotel industry saw a positive year-over-year performance. Occupancy rose by 3.1% to 62.2%. ADR increased by 3.0% to $164.56, while RevPAR climbed by 6.2% to $102.35. New Orleans led ADR and RevPAR growth, boosted by Mardi Gras. Las Vegas experienced a 20% jump in occupancy due to events like the WVC Annual Conference. Conversely, Boston faced declines in all metrics, with occupancy dropping to 56.1%.
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Wyndham Hotels to expand across EMEA after ‘record’ growth

🏨 Wyndham Hotels and Resorts expanded in EMEA in 2025, signing 173 deals and opening 126 hotels, adding over 11,500 rooms. The company now operates more than 770 hotels with about 100,200 rooms. Strong travel to Greece, Italy, and Spain, along with domestic travel in India, Türkiye, and the Middle East, fueled growth. RevPAR increased by 6% across the region, while the global development pipeline grew to 259,000 rooms, marking a 3% year-on-year growth.
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  • 6 min

Hospitality Strategic Planning: 5 Moves to Define Your Year

🏨 Luxury hotels are missing out on half their revenue potential by focusing digitally on room bookings rather than high-margin assets like spas and dining. HotStats data shows non-room revenue can account for 45-55% of TRevPAR, yet strategies remain 90% room-focused. A unified commerce platform can capture intent and reduce booking friction, preventing a 30% “invisible guest” opportunity loss. Pre-booked activities lead to 47% more spent on lodging and 81% more on local transport.
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Direct Channel Benchmarking Identifies Gaps and Boosts Hotel Conversion Rates and Revenue

📈 Feb 27, 2026: Direct channel benchmarking has become vital for hotels, identifying gaps in conversion, revenue, rate parity, and visitor behavior. Key metrics include conversion rates, booking numbers, and demand patterns. Common issues are low conversion and booking values, rate disparities, and poor mobile performance. Addressing these through strategic actions and optimization enhances direct revenue. For more insights, visit The Hotels Network.
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U.S. Hotels See First RevPAR Growth Since March 2025, Driven by 0.6% ADR Increase

📈 Feb 27, 2026, U.S. hotel industry: January 2026 saw Revenue per Available Room (RevPAR) increase by 0.4% to $79.69, the first rise since March 2025. Average daily rate increased by 0.6% to $152.09, offsetting a 0.2% occupancy drop to 52.4%. Minneapolis led major markets with a 17.5% occupancy increase and 25.9% RevPAR rise. Miami’s ADR rose 12.4% due to the CFP Playoff Championship Game, while Washington, D.C. and Tampa faced declines.
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HOTELS Magazine March/April 2026 digital issue now available

🏨 March/April 2026 HOTELS magazine is out. Featured: Orient Express brand revival by CEO Gilda Perez-Alvarado. ALIS recap poses if 2026 will surpass 2025. FIFA World Cup 2026 sparks hotel opportunities. Costalegre, Jalisco, Mexico sees a development boom. Explore JW Marriott Reston Station's insights with its GM. Visit W Punta Cana, Dominican Republic. Discover these stories and more in the new edition!
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CoStar Reports Mostly Positive U.S. Hotel Industry Performance Results in January

📅 In January 2026, the U.S. hotel industry reported mixed performance. Occupancy fell by 0.2% to 52.4%, ADR rose by 0.6% to $152.09, and RevPAR increased by 0.4% to $79.69. Minneapolis had a significant occupancy rise (17.5%), while Miami saw a 12.4% ADR boost. Washington, D.C., experienced declines due to last year's inauguration, with ADR down 25.8% and RevPAR down 31.3%. Tampa's occupancy dropped 14.9% to 68.2%.
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Adrien Lanotte, Chief Analyst at MKG : 2025 marked a year of geographic fragmentation for Europe

🏨 Spain leads European hotel performance in 2025, thanks to strong tourism and a resilient economy. Southern and Eastern Europe, including the Czech Republic, Hungary, Poland, and the Baltic states, show dynamic growth, benefiting from competitive pricing and rising demand. In contrast, Germany faces a profitability shock due to rising costs and softer demand. The Benelux region also struggles with challenges like increased taxes. Overall, Europe experiences a fragmented hotel industry landscape, diverging from the uniform growth seen in the 2000s.
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