Market Trends

📅 FHS Saudi Arabia, 2026 edition, will occur at Mandarin Oriental Al Faisaliah, Riyadh, from April 20-22. Over 1,100 global hospitality leaders, including CEOs from Al Khozama and Taiba Investments, will attend. The summit, focusing on investment opportunities across Saudi Arabia, will host presentations and panel debates on six tracks. With $1.6 billion in business opportunities and 11 significant announcements last year, the event aims to forge partnerships and shape Saudi Arabia's hospitality future.

🏨 In luxury hospitality, targeting "Modern Affluent Travelers" is key. The strategy focuses on hyper-personalization, shifting from selling commodities to emotional outcomes like sanctuary and transformation. High Net Worth Individuals (HNWI) value exclusive experiences over price, emphasizing direct relationships over intermediaries. Execution pillars include creating upstream demand, leveraging first-party data, and enhancing direct booking with exclusive perks. Long-term success lies in owning customer relationships, not renting them from online travel agencies (OTAs).

🗺 Travelers in 2026 are prioritizing experiences: pet-friendly bookings surged 260% and extreme adventures by 79%. "Sweat Jetting" boosts marathon tourism, with Chicago Marathon seeing a 300% rise. Family trips are increasingly child-led, with heritage tours and cooking classes up 40% and 47%, respectively. Nightlife evolves with DJ sets on water (+29%) and listening bars (+64%). The Trendcast report analyzed data from 2024-2025, predicting evolving travel behaviors.

🏨 A high-end dual-property hotel project in California faced delays due to missing FF&E components as the opening date neared. Despite construction progress, FF&E status was unclear. A project management team and procurement firm were involved, but lacked coordination on key dates. FF&E Consultants intervened, conducted assessments, coordinated installations, and facilitated temporary solutions. Both properties passed inspections and opened on time, thanks to a coordinated recovery plan that preserved the owner's investment.

💰 A Google Display Network campaign was launched for a 5-star luxury hotel in Chicago, targeting travelers and business professionals. It significantly exceeded key performance indicators, achieving 4x the projected traffic and 3x the targeted revenue of $50,000, reaching over $150,000. The campaign's Return on Ad Spend (ROAS) was 12.5:1, demonstrating exceptional financial success and visibility for the hotel’s breakfast offer. The campaign used precise audience targeting, aligning with luxury travel and dining interests.

🏨 2026 Guest Experience Benchmark shows hotels thriving under pressure. In 2025, the global Guest Review Index reached 86.7%, a 0.5% increase from 2024. Review volume grew by 2.1%. Luxury hotels struggled, with a global GRI of 90.4%. The Middle East saw a 0.8-point GRI rise, while North America faced luxury stagnation. Google became the top review platform, surpassing TripAdvisor in mentions. Asia led globally, with exceptional GRI performance across star categories.

📈 Eastern Europe leads with TRevPAR up 6.4% and GOPPAR up 9.8%. Southern Europe shows 4.6% TRevPAR growth, while Western and Northern Europe see lower increases (up to 1.9% and 1.3%, respectively). Spain's GOP margin holds at 41.0%, with TRevPAR rising 3.0% and labour costs increasing 4.0%. Credit card commissions are now €2.7 PAR, and Sales & Marketing expenses have more than doubled to €3.6 PAR. Utilities costs are at €5.0 PAR, down from €7.0 PAR earlier in 2023.

🛠 AHLA's 2026 report predicts growth driven by FIFA World Cup and America250. Hotels paid nearly $128 billion in wages in 2025, estimated to hit $131 billion in 2026. Taxes generated reached $85.1 billion, expected to grow to $87 billion. With over 2 million jobs supported, the workforce will expand by 30,000, totaling 2.2 million employees. Guest spending to rise 1.7%, reaching $805 billion in 2026. Operating profits remain at 90% of 2019 levels due to cost pressures.

📈 Global Hotel Alliance's 2025 revenue hit $3.2 billion, up 21%, driven by international travel, which made up 67% of revenue, with Thailand, UAE, Singapore, and Spain as top destinations. Repeat-stay and cross-brand revenues increased by 18% and 15%, respectively. Membership rose 25% to over 34 million, while direct digital bookings saw a 29% rise. The US and UK led as outbound markets. GHA added eight hotel brands, expanding its global footprint.