Market Trends

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STR lowers hotel forecast again

🛑 Nov 13, 2025, U.S.: Hotel performance projections for 2025-2026 face a downgrade by STR and Tourism Economics due to static macroeconomics. 2025 occupancy is forecasted at 62.3%, below 2024's 63.1%. RevPAR is expected to decline by 0.4% in 2025. ADR growth remains low at 0.8%. 2026 occupancy could drop to 62%. Economic challenges like rising unemployment and tariffs are key factors, though 2026 might see optimism from income growth and international events.
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Designing a Hotel Full of ‘Aha’ Moments – Chet Pipkin, Desolation Hotel

🏨 Chet Pipkin, founder of Belkin, shifted to hospitality with Desolation Hotel. He and his team focus on creating "aha moments" through thoughtful design, including EV chargers, Dyson hair dryers, stocked kitchenettes, and heated floors. The core of their approach is to remove friction, anticipate needs, and empower guests. If you're interested in enhancing guest experiences and learning about hospitality innovation, this content provides valuable insights on leading with authenticity and product thinking.
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  • 6 min

10 insights shaping wellness in hospitality

🏃‍♀️ The $6.3 trillion wellness economy is growing, with wellness tourism reaching over $830 billion and outpacing general tourism. Travelers often spend up to 175% more on wellness trips. The WELL Standard has certified 6 billion square feet for wellness. The article emphasizes the need for inclusive wellness initiatives targeting Gen X and integrating employee wellbeing. It also suggests exploring spiritual wellness and considering a Chief Wellness Officer role in hospitality.
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  • 5 min

Have a break, have a Twix: Why declining brand awareness won’t slow hotel growth

🏨 In Great Britain, five of the 10 best-known hotel brands saw a decline in awareness from 2017 to 2023, according to the Hotel Guest Survey. Awareness varies by age, with Baby Boomers at 64% and Gen Z at 43%. In some cases, Gen Z brand awareness reaches as low as 19%. Only 30% of Brits think hotels offer the best rates directly, with 54% preferring other booking sites. The focus should shift to converting awareness into consumer preference.
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Hotel occupancy rises in September as Red Roses boost demand

🏨 UK hotel occupancy surged to 85% in September 2025, spurred by England's Red Roses performing in the Women's Rugby World Cup. London saw occupancy rise to 87.2%, with room rates increasing from £157.76 to £164.61 UK-wide and £220.14 to £232.48 in London. Gross operating profits climbed from 41% to 41.8% in the UK. Despite pressures like rising costs, the hotel sector offset weaknesses in manufacturing and construction, as noted by RSM UK's Chris Tate and economist Thomas Pugh.
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Klook files for US IPO after strong revenue growth

🗺️ Klook, a Hong Kong-based travel platform, filed for a U.S. IPO on November 11, 2025, reporting a 24% revenue increase in 2024, totaling $417.1 million. Amid post-pandemic tourism recovery, the World Travel and Tourism Council forecasts the sector to hit $11.7 trillion in 2025. Klook targets young travelers with its mobile-first model in Asia-Pacific, facing competition from Booking.com and others, while analysts highlight risks like profitability pressures.
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Why I’m on Social Media in the First Place

📅 Columbia, Missouri hosted the 3-day Main Street Summit & Capital Camp, attracting over 1,200 founders, investors, artists, and athletes. The event featured talks on business insights and personal values, including those by Tim Tebow. Sessions were across downtown venues like cinemas and theaters. Key insights included the need for real connection, the shift towards analog experiences, and the importance of taste in business. Next, Waco prepares for its Homestead Fair, expecting up to 20,000 attendees.
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The new map of travel demand

📰 Nov 10, 2025, travel executives anticipate a shift in 2026, driven by luxury growth and experiential trends. Affluent travelers boost demand despite a K-shaped economy, while middle-income groups cut back. Luxury redefined prioritizes uncrowded, sustainable destinations like Greenland and Bhutan. Cruise bookings surge for 2026, appealing to younger, first-time cruisers. Emerging destinations include Saudi Arabia’s Red Sea, Malta, and Tenerife. Travelers crave "sportscations" and slow travel, seeking cultural immersion and experience over material status.
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European business travel shows strong growth ahead

🗺 European business travel is forecasted to hit €441.6 billion by 2028, showcasing resilience amid economic challenges. In 2026, spending will grow 8.2% to €389.9 billion. Western Europe, led by Germany, UK, France, Italy, Spain, and the Netherlands, will dominate with 88% of spending. Business trips average €850.7, with the UK at €1,305. Rail travel is chosen by 38% of travelers. Also, 83% see travel as essential for objectives, yet remain cautious about AI in bookings.
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