Market Trends

📽 W Hotels, part of Marriott Bonvoy, expands its "Hotel Tales" series globally after debuting at W New York - Union Square. This season features 5 creative forces, including Orville Peck and Emma Winder, across 4 continents in unique storytelling experiences. Highlights occur at W Austin, W Budapest, and W Dubai, exemplifying W's vibrant spirit. The series is available on Instagram, TikTok, YouTube, and The Angle, with new stories debuting in 2026. Marriott International operates 9,100 properties in 142 countries.

🖼 U.S. hotel occupancy fell in November 2025, marking a ninth consecutive month of decline. Occupancy was 57.9%, a 2.8% drop from November 2024. ADR increased by 0.6% to $153.77, while RevPAR decreased by 2.3% to $88.97. Tampa, Florida, saw the steepest declines, with occupancy down to 63.3% and RevPAR down to $97.57, largely due to Hurricane Milton's aftermath. Minneapolis and Detroit reported the lowest occupancy rates at 51.9% and 55.9%, respectively.

📈 December 2025, global hotel industry: Strategic growth through disciplined capital and targeted branding. Operators balance portfolio optimization amidst varying regional trends with new openings and asset transitions.

🗺️ Exclusive Resorts Investments will acquire luxury travel company Inspirato and launch The Exclusive Collective, a multi-brand luxury travel platform. The deal, pending approvals, will unite Inspirato, Exclusive Resorts, and onefinestay. Targeting over 25,000 high-net-worth travelers annually, the platform expects revenues of $500 million and $70 million in EBITDA by 2026. Steve Case, AOL co-founder, backs the initiative to provide curated travel experiences for affluent clients.

📈 HotScore Analytics, 2025, Bulgaria: Analyzed over 500,000 guest reviews from 1,200+ hotels, resulting in an average HotScore™ increase from 81.55 to 81.99. Co-financed by the EU, it’s an independent index. A pilot in Paris, involving 800,000 reviews, validated the methodology across 1,200 hotels. The TOP 100 Best Hotels in Bulgaria will be recognized in January 2026, with more expansion planned in Europe.

📈 Paris saw a notable increase in RevPAR (+6.3%) in November 2025, with occupancy up by 1.1 points and ADRs rising by 4.8%. The luxury segment led growth with a +4.9% RevPAR increase. Meanwhile, provinces declined by -1.3% RevPAR due to a -1.6 points drop in occupancy. Île-de-France outside Paris improved slightly (+1.3%) but remained below 2023 levels. Regions like Île-de-France (+4.6%), Provence-Alpes Côte d'Azur (+5.8%), and Occitanie (+5.7%) drove growth, contrasting with declines in Pays de la Loire (-10%), Brittany (-7.3%), and Normandy (-6.3%).

🏨 European hotel market trend is positive in November. RevPAR grew by 1.9% to €84.2, driven by a 1.8% increase in average rates. Occupancy remains stable with a 0.1 percentage point change.

🏨 Spain and Italy show strong hotel performance in November 2025, with RevPAR increases of 5.3% and 4.4%, respectively. Madrid (+8.6%) and Bilbao (+15.3%) boost Spain's figures, while Rome (+15.3%) benefits from events like the Lipedema World Congress. Meanwhile, Venice suffers a 13.8% drop without the Art Biennale. The UK sees a 2.0% RevPAR rise, driven by London (+7.0%). France's RevPAR grows 1.7%, led by Paris (+6.3%) and Marseille (+13.7%).

📅 November 12-13 at Javits Center, BDNY attracted nearly 15,000 professionals, marking a 16% rise in attendance from 2022. Featuring over 650 exhibitors, the show expanded international presence with new pavilions from Portugal and Ukraine. The event included 30+ sessions on industry trends and recorded a 17% uptick in matchmaking tool usage. Best Exhibit winners included Mittman Hospitality and more. The next BDNY is slated for November 10-11, 2024, at Javits Center.

🏨 Luxury hospitality is diverging into two categories: external luxury, catering to Status Seekers and Service Loyalists with prestige and predictability, and internal luxury, focusing on Experience Hunters and Transformation Seekers with mood and depth. The shift is due to AI-driven travel planning, emphasizing internal requests like "lively" or "grounding." DNA Hotels aligns with internal clarity, curating vibes and emotions. The future hinges on clearly defining the guest experience.