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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OTAs overtake search engines as first stop for hotel research, SiteMinder finds

🗺 Online travel agencies (OTAs) have surged in popularity as a starting point for accommodation searches, rising from 18% to 26% globally, while search engine use declined to 21%. The SiteMinder 2026 report, surveying 12,000 travelers from 14 countries, notes that 80% want AI features for travel planning, with 65% open to demand-based pricing. Travel for events is expected to grow, with Gen Z and Millennials leading the trend. Japan, the US, and France are top destinations.
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London and Edinburgh stay top picks for hotel investors

🏨 London ranks as the top European city for hotel investment in 2025, according to Deloitte's survey, with Edinburgh leading the UK regions for the fifth year. Confidence in the hotel market remains high, despite concerns over profitability, labor issues, and geopolitical risks. Three-quarters of respondents anticipate increased competition for acquisitions in 2026, driving diversification strategies. Luxury hotels attract the most interest, while mid-market segments face challenges. Athens rises to third place for investment, following Madrid.
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Wealthy travelers fuel a luxury hotel boom

💸 Nov 20, 2025: U.S. luxury hotel ADR hits a record $394, $168 above the next tier, up from a $60 gap in 2008. Luxury bookings increase by 2.5% year-to-date, with ultraluxury rates in Paris at $2,600 and New York at $1,560. Affluent travelers favor personalized experiences, larger spaces, and privacy, driving demand for villas, multi-bedroom suites, and high-touch services. Brands like Montage are expanding globally, capitalizing on heightened revenue and bookings.
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Virtuoso’s 2026 luxury travel trends

🗺 Nov 20, 2025: According to the Virtuoso Luxe Report, luxury travel in 2026 focuses on meaningful experiences. 67% of travel advisors anticipate increased bookings, with 55% expecting higher spend per trip. Destinations are influenced by climate, with 45% of clients altering plans due to climate concerns and 76% opting for off-peak travel. Rising interest in Japan, Iceland, and Morocco highlights shifting preferences, and wellness trips rank as the second-most requested for solo travelers.
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Budget Season 2026: Why guest data is your most valuable planning tool

📈 Edwardian Hotels London identified declining satisfaction due to a lack of public workspaces and redesigned their property, boosting satisfaction and corporate loyalty. A Berlin hotel used guest feedback to choose a preferred mattress type, improving satisfaction scores. Guest reviews often highlight real needs such as faster service or reliable Wi-Fi rather than expensive upgrades. By listening to feedback, hotels can make data-driven budget decisions, focus on guest-loved experiences, and achieve higher ROI through improved reputation.
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Hotels pivot to profit discipline as revenue underperforms

📈 U.S. hotels faced a challenging 2025 with RevPAR averaging 9% below budget due to weaker ADR and slower recovery. But GOP margin stood at 37.7%, just 1.2 points under budget, thanks to better labor controls and frequent forecasting. Upper midscale and upscale hotels led in GOP, with Hawaii, California, New York, and D.C. outperforming in RevPAR. In 2026, operators will focus on real-time forecasting and labor-flex models for improved accuracy and profitability.
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Europe’s fall boom reshapes the continent’s travel rhythm

📅 Nov 17, 2025: Summer in Europe is becoming less appealing due to extreme heat and overtourism, pushing travelers to favor the fall. Record demand and higher hotel prices in September-November are noted, with increased bookings from the US to Europe. Older and luxury travelers are leading the shift. Popular cities like Florence and Rome are crowded throughout autumn, with October visitor levels often surpassing September. This trend extends the travel season into November and beyond.
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Watergate Bay Hotel wins top Cornwall tourism awards

🏨 Watergate Bay Hotel, based on the North Cornwall coast, won the Gold Cornwall Tourism Award for large hotel of the year and the Winner of Winners title on 13 November 2025. The hotel will represent Cornwall at the 2026 Visit England Awards. Recent expansions include appointing a new executive head chef, COO, and GM. The hotel will open Cornwall’s first beachside real ice rink on 17 November. Key partnerships include Land Rover Discovery.
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More than one third of people plan UK travel to visit family this Christmas

🎁 More than a third, or 37%, of UK residents plan to travel domestically to visit family and friends this Christmas, according to a survey of 45,000 by Travelodge. Only 4% will go overseas. Among these, 14% will sleep on sofas or floors. The survey also reveals 49% prefer regional Christmas markets, with Bath leading the list. Traditional meals remain popular: 65% will have turkey. Casual outfits dominate, with 45% opting for comfort.
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11 November bank holiday: Cannes and Nice, the few remaining strongholds still in the green

🗺 Provence-Alpes-Côte d'Azur saw an 11.8% RevPAR increase over the 11 November 2025 weekend, driven by a 10.7% rise in average daily rates, mainly in luxury hotels. Visitor numbers slightly increased (+0.5 points) due to favorable weather and international tourists. Cannes and Nice excelled, with Cannes' RevPAR surging 34.3%, linked to the European Pensions & Investments Summit starting 12 November. In contrast, other French regions didn't perform as well.
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