The 2026 Hotel Industry Report
Signals, Shifts, and Strategies Defining the Year Ahead
The U.S. hotel industry enters 2026 on new terms. Demand has leveled, costs are climbing, and travelers expect far more than a clean room and loyalty points. They want seamless digital service, proof of purpose, and experiences that feel designed for them, and they’re willing to walk away if brands can’t deliver.
This report is your blueprint for navigating this next chapter. It distills the most important market forces, guest behaviors, and competitive shifts shaping the year ahead, and pairs them with actionable strategies hotels can use now to protect rate, build loyalty, and unlock new revenue.
of travelers now prioritize personalized experiences over points when choosing a hotel (Mews).
of U.S. travelers say they value personalized communication and tailored recommendations from hotels.
review response rate is linked to measurable gains in a hotel’s online ratings (TripAdvisor).
members now belong to Marriott Bonvoy, proving that loyalty ecosystems extend far beyond the stay itself.
71% of affluent travelers prefer experiences over things when booking travel. (Mews)
of Gen Z travelers plan and book their trips on smartphones (eMarketer).
What’s inside the 2026 Hotel Industry Report?
The critical market outlook for 2026, including occupancy, ADR, and RevPAR forecasts, and what flat demand means for profitability and growth
- Guest Experience: How guest expectations are evolving, from seamless digital experiences to purpose-driven loyalty, and what hotels must do to keep up.
- Differentiation Strategies: The most powerful strategies to differentiate in a crowded landscape, build lasting loyalty, and unlock new revenue beyond the room.
- Takeaways: A focused 90-day action plan hotel leaders can deploy now to protect rate, elevate guest experience, and drive results.
Download the full report today
Stay ahead of industry trends and equip your team with actionable strategies to succeed.
