Market Trends

✈ 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.

🛫 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.

🏨 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.

📈 Middle East tourism is evolving rapidly, as highlighted in Phocuswright's 2025 report. By 2030, Saudi Arabia and GCC countries aim to transform tourism through giga-projects and online platforms. The region targets luxury and sustainable travel, embracing cultural modernization and mega-events like Expo Dubai and the Qatar World Cup. Economic growth boosts intra-regional travel, with Phocuswright offering open access to comprehensive industry insights for strategic advantages.

🗺 In 2024, U.S. online travel agencies recorded $108.5 billion in gross bookings, a 4% rise from 2023 and 85% above 2019 levels. Companies like Expedia, Booking, and Hopper are driving revenue growth through expanded networks and AI integration, enhancing loyalty programs, and increasing private accommodations. Booking now sees 37% of room nights from alternative lodgings. Dynamic packages are on the rise, and the OTA market remains stable with minor channel shifts expected through 2028.