Market Trends

💰 CoStar and Tourism Economics revised the 2026-27 U.S. hotel forecast at the Americas Lodging Investment Summit. For 2026, occupancy, ADR, and RevPAR increased by 0.1 ppts, while supply growth decreased by 0.2 ppts, and demand dropped by 0.1 ppts. RevPAR is projected to grow by 1.4% in 2027 but remains below the long-term average of 3.0%. The World Cup will boost travel, and expenses are expected to rise slower than 2025 but still outpace inflation.

🏨 11-17 January 2026, Arlington, Va.: The U.S. hotel industry showed positive growth in key metrics. Occupancy rose to 56.1% (+0.7%), ADR reached $157.21 (+0.9%), and RevPAR achieved $88.19 (+1.6%). Minneapolis led occupancy gains at 51.6% (+12.2%) and RevPAR at $63.93 (+17.4%). Miami's ADR increased to $287.54 (+11.8%). Philadelphia saw a 21.8% rise in RevPAR, while Washington, D.C., experienced declines in ADR (-31.3%) and RevPAR (-32.1%).

🗺 Luxury travelers plan to increase travel spending in 2026, with 79% intending to spend more than in 2025. The survey by Flywire Corporation reveals that 38% more travelers take 5+ vacations annually compared to last year. 91% prefer seamless payment experiences, while 60% favor prepaid, discounted accommodations. Younger travelers, under 45, drive wellness tourism, with 97% interested in stress-reducing trips. Travel advisors remain essential for 97% of travelers to craft personalized experiences.

🛠️ In 2024, bleisure travel surged by 25%, with TravelPerk projecting over 500% growth by 2033. This trend is transforming business trips into leisure experiences through multi-functional spaces and flexible booking options. Hotels are increasingly integrating local culture and personalized services, catering to travelers seeking both productivity and relaxation. Since 2011, GCSTIMES has led sustainable development in hospitality, operating in 140+ countries with centers in China, the US, UAE, France, and Australia.

🌍 France joined the leading hospitality markets in December 2025 with a RevPAR growth of 8.5%, close to Spain's 5.7% and Italy's 7.3%. In Spain, Madrid's RevPAR increased by 9.1%, while Bilbao saw a 14.7% rise. Italy's Rome led with a 14.5% gain, and Venice saw a 10.8% increase. The Alpine arc showed strong growth, with Austria up 13.2% and Switzerland 9.2%. The UK grew modestly at 1.8%, while Germany's RevPAR rose by 3.3%.

📈 Hilton, in 2025, added nearly 800 hotels and 100,000 rooms, achieving a 6.7% net unit growth. 🌍 With more than 3,700 hotels under development, totaling over 520,000 rooms, Hilton signed 1,000 new hotels or 140,000 rooms. New brands include Apartment Collection and Outset Collection. 🚪 Over 1,000 luxury hotels are globally operational, with 200 new properties in 2025. 🌟 Hilton operates 9,000 hotels in 143 countries, welcoming 233 million guests in 2025. 📈

$3m milestone in recovered bookings highlights a widespread blind spot in direct booking strategies SAN FRANCISCO, 26 JANUARY 2026 – For many property managers, the direct booking journey ends the moment…

🏨 Booking.com generates more global visibility than the top five hotel chains combined, including Marriott, Hilton, IHG, Wyndham, and Accor. As of now, the largest OTAs—Booking Holdings, Expedia Group, Airbnb, Trip.com Group, and MakeMyTrip—dominate attention in the travel sector, significantly impacting search, pricing, and booking behaviors ahead of hotel websites. This spotlight on OTAs highlights strategic concerns for hotel CEOs about outsourcing control over the demand funnel.

✈️ Tourism spending soared to $1.74 trillion globally. The United States leads, Europe retains its cultural appeal, Asia showcases its hospitality, and the Middle East emerges as a global hub. Countries employ different strategies, from monetizing volume or experience to leveraging geography. Today's tourism focuses on infrastructure, connectivity, pricing, and political stability. The goal: convert visitors into sustained economic value beyond just selfies and souvenirs.