Colliers U.S. Hospitality Brand Performance Comparison Report - H1 2026
Colliers' H1 2026 U.S. report shows luxury and upper-upscale brands posting 4–8% RevPAR gains while midscale and economy segments remain under pressure from budget travelers and excess supply.
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After a nearly flat 2025, when overall U.S. revenue per available room (RevPAR) slipped 0.2% amid a 1.2% decline in occupancy, the first half of 2026 brought renewed yet uneven momentum to the hospitality market. The K-shaped economy is reflected in a stark performance divide that has widened significantly since year-end 2025: top-tier luxury and upper-upscale brands are benefiting from robust growth, while midscale and economy segments are facing pressure.
Second-quarter results showed improvement across hotel brands compared with the prior six months. Hilton reported annual RevPAR growth of 3.9% system-wide and 4.7% in the U.S., while Hyatt posted a 5.7% system-wide increase, led by strong performance across its luxury and upper-upscale portfolios. IHG recorded double-digit RevPAR growth across its luxury brands and a 4.8% overall increase in the Americas. Marriott’s luxury properties saw 7.9% RevPAR growth, driven by a 6.6% increase in average daily rate (ADR), while overall RevPAR in the U.S. and Canada grew 4.6%.
These results underscore the increasingly bifurcated nature of hotel demand: premium, lifestyle, and destination-oriented brands continue to capture strong rate growth, while lower-tier segments remain pressured by budget-conscious travelers and the lingering impact of recent supply additions. Experience-led brands such as LXR Hotels & Resorts, The Unbound Collection by Hyatt, W Hotels, and Atwell Suites by IHG were among the strongest performers, each recording double-digit RevPAR growth in the first half of the year.
Key Findings:
Luxury brands continued to outperform, widening the gap between luxury and economy hotel segments.
Experience-driven brands led industry growth, with lifestyle, boutique and destination-oriented hotel concepts recording some of the strongest RevPAR gains.
Midscale performance showed signs of recovery as occupancy growth improved and supply pressures began to ease.