Market Trends

1424 posts

Hospitality market trends and data: analysis, figures and insights to understand where the hotel industry is heading.

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  • 8 min

The End of Guesswork Hospitality

🏨 In 2026, the hotel industry is evolving. Two camps emerge: "Warehouses for Sleep" (price/location-focused) and true hoteliers (guest-focused). The "Marryattilton" model struggles with generic service. Key trends: "Whycation" (travels with purpose, e.g., Sleep Tourism), "Hidden Season" (off-peak travel), and "Invisible Concierge" (AI-driven personalization). Personalized hospitality demands understanding guest intent and using technology to enhance experiences. The future is in-depth guest research, not generic amenities.
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Generic luxury gives way to culturally coded hospitality

🏨 Dec 16, 2025, luxury hotels globally are redefining opulence by aligning with cultural identities rather than showcasing visual wealth. Traditional luxury elements like grand designs and high prices are now commonplace and lack exclusivity. Hotels are targeting precise audiences, focusing on cultural tribes and hyper-personalization. This shift includes members-only clubs and unbranded luxury models that emphasize cultural coherence. The emphasis is on guest identity affirmation through experience, design, and atmosphere.
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Roundtable Reality Check: Hospitality’s Biggest Stories of 2025 and 2026 Predictions

🗺 Waldorf Astoria reopens in 2025. Ultra-luxury hotels are distancing from others. Loyalty programs face a crisis over guest priorities. Trade show fatigue is noted, and brands are swiftly acquiring independents. AI anxiety is compared to overconfidence, and AI is impacting the hospitality workforce indirectly. Route 66 celebrates 100 years, boosting road trips. In 2026, the hospitality economy is expected to be K-shaped, with ultra-wealthy spending rising as mainstream consumers feel the strain.
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4 menu trends spotted at the University of Michigan FSD Chefs Immersion

🍳 Earlier this week at the University of Michigan, Ann Arbor, noncommercial chefs participated in FoodService Director's FSD Chefs Immersion. They engaged in a culinary exchange using sponsor products, including those from Botrista, Hormel, and Kraft Heinz. The Orange Team crafted cinnamon rolls with Hawaiian rolls, while the Yellow Team made dessert sushi with mango sticky rice and gochujang berry sauce, highlighting innovative culinary trends. Jamix documented recipes, and La Colombe provided coffee.
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New Research Reveals the Secrets to an Engaging Guest Satisfaction Survey

📝 In 2025, 1,500 hotel post-stay surveys were analyzed. Surveys with embedded questions had a 22.7% response rate, versus 19.6% without. Subject lines under five words achieved a 23% response rate, while those with 11+ words dropped to 17%. Surveys styled with custom CSS averaged 22.3% participation, compared to 19.4% for unbranded ones. Surveys 1-3 pages, with 5-7 questions per page, performed best. One to three open-ended questions maintained response rates between 20-22%.
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  • 2 min

UK business travellers expect seamless…

📶 UK companies, 2025-2026, global business travel. What? UK firms underprepare business travelers for reliable internet abroad. How? Only 69% provide mobile data solutions, lowest in Europe. Why? Over-reliance on EU "Roam Like at Home". Issues? 93% of global business travelers face online connectivity problems. Trends? UK's key travel role: projected 2nd most visited by North America and Oceania, 3rd by Africa in 2026. Solution? Transition to eSIMs for seamless global data access.
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  • 4 min

2025 Black Friday Report: Hotels With Website Campaigns Grew Direct Revenue by 60.5%

📅 Hotels worldwide saw significant gains during the 2025 Black Friday period (Nov. 18–Dec. 2). Participating hotels experienced a 30.8% increase in direct bookings versus a 2.8% increase for non-participants. Search engagement grew by 16.2% for campaign hotels, while their conversion rates improved by 21.3%, with a 56.6% boost in booking engine conversions. Revenue per user rose by 56.3%, leading to a 60.5% surge in direct revenue for those with targeted offers.
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  • 16 min

Hotel Availability Near College Campuses – A Mews Study

🏨 In 2025, over 1.3 million applicants submitted 8.5 million college applications in the U.S., fueling demand for nearby accommodations. However, only 25% of hotels are within two miles of top campuses. The University of Hawaii boasts 91% hotel proximity, while Yeshiva University has the lowest. Parking is available at 90% of hotels. New hotels or improved offerings can capitalize on underserved markets, particularly at institutions like the University of Chicago and Johns Hopkins University.
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