2026 Travel & Hospitality Trend Forecast
Florida hotel executives share insights on seven key trends for 2026, including wellness-focused journeys, community-centered hospitality, and proactive planning ahead of global events.
Markets & Performance
U.S. Travel on New Foreign Traveler Social Media Proposal
U.S. Travel Association warns that CBP's proposed social media screening for visa-free travelers could reduce tourism and harm America's economy.
Less New York, more Nashville: Europeans head to smaller US cities
Western Europe travel to the US fell 3.5% overall, but Tennessee, Montana and Idaho saw increases as tourists seek authentic American experiences.
Game-changing metrics: How Super Bowl LX will shape San Francisco’s hotel market
Hotels expect ADR to rise 37% and RevPAR to jump 47% in February 2026, though occupancy will trail 2016 levels due to larger supply.
U.S. Travel on New Foreign Traveler Social Media Proposal
U.S. Travel warns CBP's proposed social media requirements for visa waiver travelers could deter millions of visitors and billions in spending.
U.S. hotel results for week ending 6 December
CoStar data shows occupancy fell 3.2% to 57.2% with Tampa posting the largest declines due to Hurricane Milton displacement effects.
US Hotels Face Profit Pressure as Labor Costs Outpace Recovery
Labor costs are rising 4-5% annually while occupancy drops, with union hotels showing -1% profit conversion versus 25% for non-union properties.
Americans Dissatisfied with Travel Security Experience; Demand 9/11 Passenger Security Fee Put Back Where It Belongs
Poll reveals 89% want the $1.5 billion annually diverted from TSA security fees returned to fund modern screening technology and reduce airport delays.
STR Weekly Insights: 16-29 November 2025
U.S. RevPAR fell 0.3% in the fortnight ending November 29, but excluding 13 hurricane-impacted markets, RevPAR actually grew 0.9%.
U.S. hotel results for week ending 29 November
CoStar data shows Tampa suffered steep declines due to 2024 hurricane displacement demand comparisons, while San Francisco led gains with 14.9% RevPAR growth.
Grand Rapids, Michigan: A City on the Rise
HVS analysis highlights strong hotel demand growth driven by $1+ billion in upcoming developments including amphitheater, soccer stadium, and airport expansion.
By Angela Lahti, Associate, Tampa - St. Pete, HVS
STR Weekly Insights: 9-15 November 2025
U.S. RevPAR fell 4.6% for the week ending November 15, with Veterans Day falling on Tuesday causing the sharpest midweek decline since recession years.
U.S. Companies with Strategic Business Travel Management Can Outperform Peers by Up to 30% in Revenue, According to New GBTA and ASTA Business Travel ROI Study
U.S. companies that take a strategic, well-governed approach to their business travel programs can achieve up to 30% higher revenue than their peers, according to a new return on investment (ROI) benchmarking study released today by the Global Business Travel Association (GBTA) and the American Society of Travel Advisors (ASTA).
Canada hotels report highest ADR, RevPAR growth of 2025
Canada’s hotel industry reported its highest 2025 monthly growth rates in average daily rate (ADR) and revenue per available room (RevPAR), according to October 2025 data from CoStar, a leading global provider of commercial real estate information, analytics, and online property marketplaces.
The Continued Rise of Upstate South Carolina’s Hospitality Sector
While Greenville’s lodging sector has traditionally focused on business travelers, it has evolved in recent years to embrace a wider variety of demand. Given the strong presence of major companies in the automotive manufacturing, advanced materials, aerospace, aviation, and health services fields, commercial demand has always been strong for area hotels. The market’s diverse employment base and expanding economy continues to attract new companies and new residents. This relocation demand, coupled with the growth of the market’s tourism sector since 2020 and expansion of the city’s downtown neighborhood, has resulted in lodging demand shifting more towards the leisure segment.
By Janet Snyder, Senior Vice President and Director at HVS Asheville, HVS
U.S. hotel results for week ending 15 November
The U.S. hotel industry reported negative year-over-year comparisons, according to CoStar’s latest data through 15 November. CoStar is a leading global provider of online real estate marketplaces, information and analytics in the property markets.
U.S. hotel performance for October 2025
U.S. hotel occupancy fell year over year for an eighth consecutive month, according to October 2025 data from CoStar, a leading global provider of online real estate marketplaces, information, and analytics in the property markets.
Cogwheel Analytics Introduces Market-Level Benchmarking to Elevate Hotel Digital Marketing Insights
Cogwheel Analytics announced the launch of its new Market-Level Benchmarking feature, designed to help hotels compare their digital marketing performance against similar properties within the same geographic area. This enhancement gives hotel owners and management companies critical insights into how their properties perform locally, enabling smarter, data-driven marketing decisions.
U.S. hotel results for week ending 8 November
Due to a comparison against election week in 2024, the U.S. hotel industry reported positive year-over-year comparisons, according to CoStar’s latest data through 8 November. CoStar is a leading global provider of online real estate marketplaces, information and analytics in the property markets.
Demand-Driven Growth: Huntsville Hotel Market’s Meteoric Rise
The economic and hotel demand landscape of Huntsville has been undergoing an expansion over the last several years. With several large-scale projects underway in this already well-established market home to a multitude of major demand generators, Huntsville has become a hotspot for growth, which in turn has boosted hotel demand.
By Marc Greeley and Rutger Marks