Market Trends

💸 Gloria Thalasso & Hotels in Gran Canaria and Lanzarote increased direct sales from 2.7% in 2014 to 45% of total sales by 2025. In collaboration with Mirai since 2014, they implemented a new website, booking engine, digital marketing, and the Omnichannel Contact Center. Metasearch campaigns achieved 99% coverage, while calls achieved a 37% conversion rate. The Mirai Twin 3D shopping process improved interaction and conversion, enhancing guest-centered service and sustainability focus.

Blog Post Excerpt 📈 Midscale hotels saw the strongest growth in satisfaction, doubling 5-star growth rates. On October 16, 2025, Shiji's Q3 report highlighted a 86.8% Global Review Index, with 3-star properties growing satisfaction by 0.8pp. Global review volumes rose 2.6% year-over-year, driven by a 33% increase on Google. Despite gains, Europe and Asia review volumes fell slightly. Average response times improved to 3.0 days, down from 4.7 days in Q3 2023, thanks to AI tools.

📖 Heritage and comfort redefine luxury travel in 2026. PoB Hotels' report reveals 75% of affluent travelers prioritize heritage, with 80% valuing peace. Domestic tourism rises, as 50% took three UK breaks last year, with nearly 60% planning the same for 2026. Despite economic uncertainty, 42% expect higher spending on UK breaks. Dining diversifies with interest in chef’s tables and foraging walks, while spontaneity becomes a status symbol, with up to 75% of bookings made at short notice.

💰 McKinsey forecasts luxury tourism spending will grow to $391 billion by 2028. Michelin Keys now rates over 7,000 properties. Private clubs are evolving, predicted to double by 2033. OpenAI suggests websites could be obsolete. Dutch VAT on hotels rises from 9% to 21% in 2026, pushing for innovation. Nike's campaign shifts focus from action to motivation. Despite economic uncertainty impacting luxury goods, aspirations for luxury persist, with Gen Z driving shifts in luxury consumption.

📊 According to the U.S. Consumer Travel Report 2025, travelers are maintaining the number of trips but are spending less annually. Increased cost-consciousness is evident, with a slight rise in younger travelers who prefer OTAs for price comparison. Consumers consider road trips over air travel if flights become costly. AI-powered tools are influencing research and bookings, as general search usage declines, indicating a shift in how trips are planned and chosen.

🚿 Kinedo, part of the SFA Saniflo Group, is showcasing at HIX Expo in London’s Business Design Centre on November 26th-27th. For the first time, they reveal high-end and budget-friendly bathroom designs with unique Kinewall panels. The event attracts over 5,000 attendees, including designers and hotel operators, and features seminars on hotel wellness and luxury. Kinedo's stand A81 highlights contrasting room sets with Solo Design walk-in enclosures.

📈 March 2025: An urban hotel increased rates from $189 to $279 per night during a citywide event. Occupancy remained strong at 94%. However, operational issues, such as understaffed housekeeping and unprepared front desk, led to 14 negative reviews and a 15% decline in repeat bookings. A GM-led operational excellence program at an airport hotel increased online review scores from 3.9 to 4.5 stars and added $1.4 million in annual revenue, with a $180,000 investment paying off in six weeks.

🗺️ Globetrotters in 2026 are embracing simplicity and connection over consumption, says Lemongrass Media's report featuring 16 travel trends. Key themes include 'Decision Detox' for stress-free holidays, 'Untrending' destinations that avoid overtourism, and rail travel resurgence. Destinations like Vienna and Copenhagen focus on systemic tourism solutions. Regenerative travel evolves with impact on biodiversity and culture. Luxury travel shifts towards authenticity. Tara Schwenk and Mirjam Peternek McCartney emphasize meaningful, value-driven experiences.