First RevPAR Growth Since March 2025
US hotels achieved their first RevPAR growth month since March 2025, ending a 10-month decline. January 2026 data shows Minneapolis leading gains due to federal agent activity, while Miami benefited from the CFP Championship Game. The return to positive territory suggests demand stabilization after extended softness.
The growth remains modest and event-driven rather than reflecting broad-based recovery. Markets with specific demand generators outperformed, while properties without event support continued facing pressure. The data indicates selective recovery rather than universal improvement. Read the data →
Business Travel Returned to 2019 Levels
International travel grew 4% in 2025 with South America leading at 11% growth. Business travel returned to 2019 levels for the first time, marking full recovery six years after the pandemic began. The milestone confirms corporate travel has fully normalized, though patterns differ from pre-pandemic structures.
The recovery doesn’t mean business travel returned to identical behaviors. Meetings compress into fewer days, bleisure extends trips, and video calls replace some travel entirely. The volume matches 2019, but the mix has permanently shifted. Read more →
The AI Decision Framework Every Hotel Leader Should Use
The framework requires AI inputs to be fully digitized, success to be measurable, and deployment to provide meaningful advantage over manual processes. These three criteria filter out AI projects that sound impressive but deliver questionable value.
Most failed AI implementations violate at least one criterion. Projects targeting processes with paper-based inputs or undefined success metrics waste resources. The framework forces clarity before investment, preventing AI theater that looks innovative but achieves nothing measurable. Read the framework →
Some Hotels Are Intentionally Removing Technology
While most hotels add tech, properties like Grand Velas, Urban Cowboy Lodge, and Hoshinoya Kyoto are removing it. Device lockboxes, Wi-Fi-free rooms, and phone restrictions promote guest wellness by eliminating digital distractions.
The trend reflects growing recognition that constant connectivity creates anxiety rather than convenience for some guests. Hotels positioning themselves as digital detox destinations can command premium pricing from travelers seeking genuine disconnection. The approach requires confidence to sacrifice perceived convenience for authentic rest. Read more →
Signals
Marriott EMEA expansion accelerated. Marriott signed over 230 deals across Europe, Middle East, and Africa in 2025, with conversions representing nearly 50% of signings. The luxury segment delivered a record 40 signed agreements, showing continued appetite for premium positioning.
Phishing attacks surged. Hostech companies report a surge in credential harvesting attacks targeting hotel PMS and booking channels. Security experts recommend upgrading to passkey-based multi-factor authentication to prevent account compromises.
CRM personalization evolved. Hotels are shifting from automated messaging to predictive, CRM-driven personalization that unifies guest data through PMS integration to deliver intelligent experiences and drive revenue beyond generic communications..