Market Trends

📖 In 2026, global travel trends show regional disparities with hotel prices rising by 9% in Asia but dropping 11% in Oceania. Taxes are increasing in places like Kyoto, Milan, and the Netherlands. Global short-term rental growth has slowed from 11% to 6.5%. "Destination Dupes" sees travelers choosing cheaper alternatives like Albania over Greece. "Blended Booking Channels" blur social media and transactions. Hoteliers should focus on local data, such as competitor pricing and event impacts, for effective strategies.

🎮 Atari Hotels plans to start construction on its flagship Phoenix property in late 2026, designing the hotel as an entertainment venue in Phoenix’s Roosevelt Row Arts District. The project, by Räkkhaus, will have fewer rooms, focusing on esports, gaming, concerts, and nightlife to drive revenue beyond lodging. This approach highlights a shift in urban hotels towards becoming experience platforms, relying on dining, retail, events, and gaming for a mixed-use revenue strategy.

🏨 The Caribbean and Latin America lodging market in 2025 saw a rise in intra-regional travel despite reduced U.S. visitors. Luxury and all-inclusive properties thrived, while modest-priced ones struggled. Hilton expanded with Waldorf Astoria in Costa Rica and Turks and Caicos, and Hyatt acquired Playa Hotels. A Hyatt survey found 82% of U.S. respondents lacked quality time with loved ones. Major brands expanded all-inclusive hotels due to profitability, simplicity, and demand, driven by guests seeking culture and sustainability.

🏨 Urban hospitality is evolving as guest preferences shift towards flexible, longer stays. The UK serviced-apartment and aparthotel market is valued at over $6.2 billion in 2024, potentially reaching nearly $13 billion by 2030. Birmingham exemplifies this trend, with aparthotels offering independence, home-like comfort, and practicality. Europe shows a 3.8% occupancy growth and a 4.4% revenue increase. Aparthotels benefit operators with efficient staffing and guests with autonomy, redefining urban accommodation.

📈 Grupo Camino Real, a Mexican hotel chain, implemented a new digital strategy with Google Ads to tackle high competition from online travel agencies. Over a year and a half, they increased direct sales by 7% and total sales by 9.9%. Their efforts led to an 83% revenue increase and achieved a 9x return on ad spend. Strategic guidance from Mirai and Google's Performance Max and Demand Gen tools played crucial roles in these results.

🏨 Greater Houston’s hotel market saw a RevPAR increase of 15% in 2024 from 2023, largely due to events like the College Football Playoffs, May derecho storm, and Hurricane Beryl. Inflation-adjusted gains over 2019 are modest. Houston CBD led in 2024 revenues, but real-dollar improvements were limited. By late 2025, market performance normalized, with a broader improvement expected in 2026, aided by the 2026 FIFA World Cup. The inflation-adjusted RevPAR indices ranged from 93 to 109 across submarkets.

🏨 In 2026, hotels in Florida, including The Perry Hotel Naples, SkyBeach Resort, The Marker Key West, The Gates Hotel South Beach, and others, are gearing up for changing travel trends. Key shifts include wellness-oriented, emotionally-driven, community-centered, and value-driven travel. Miami anticipates a strong travel year due to global events like the FIFA World Cup, increasing demand, and proactive trip planning. Hotels are focusing on immersive, personalized experiences and leveraging technology, like AI, for enhanced guest interactions.

📈 Dec 17, 2025: Amid the rise of OTAs and AI travel assistants, travelers still choose direct hotel bookings, valuing recognition and personalization. Direct bookings thrive with explicit benefits like upgrades and exclusive perks. Human interaction, first-party data, and automation create emotional loyalty, encouraging long-term shifts from OTAs. Effective direct booking systems align data, technology, and staff to enhance guest relationships, making them more rewarding than intermediaries.

📈 Dec 17, 2025, U.S.: Hotel transactions focus on sharpening portfolios. Buyers prioritize digital capabilities, guest experiences, and brand strength over expansion. Late 2025 saw increased deal activity, yet average deal sizes decreased, with strategic acquisitions favored. Luxury hotels outperform, while economy hotels lag. Hotel groups lead acquisitions, emphasizing loyalty and personalization. Digital gaming investments illustrate a blend of hospitality with entertainment. Modern back-office systems and customer data are pivotal in hotel valuations and future growth strategies.

🏨 U.S. hospitality sector in 2025 shifts to operational optimization and selective dealmaking, per PwC. Third-quarter deal volume rose 40% from Q2, though average transaction size dropped 55%. Private equity's share of deal value fell to 10% from over 50% in 2024. Strategic transaction value increased by 7%. Modernization efforts focused on digital infrastructure and AI. Largest deals involved digital gaming assets.