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2026 Travel Trends for Hotels: What the Data Signals and How to Prepare Now

  • Writer: HMA Staff
    HMA Staff
  • Jan 5
  • 4 min read

Updated: 2 days ago

International travel is shifting. Preparation determines performance.


Industry data shows international inbound travel to the U.S. facing continued pressure through parts of 2025, with an uneven recovery expected in 2026. The slowdown is driven by higher travel costs, uneven airline capacity, and growing traveler friction. Hotels that adjust segmentation, lifecycle timing, and data strategy now will be better positioned to protect direct revenue next year.



Traveler in an airport looking at airline arrivals.

Why International Travel to the U.S. Is Under Pressure


International demand still exists. The challenge is cost, access, and perceived complexity. Multiple industry sources point to the same drivers. US foreign policy is also a factor.


Cost and Currency Pressure


Tourism Economics has consistently reported that long-haul international travel demand is sensitive to airfare pricing and currency strength. Elevated airfares combined with a strong U.S. dollar reduce leisure demand and shorten length of stay for international travelers.


International airfares saw significant increases through 2025, especially to Asia, driven by strong demand, high operating costs (fuel, labor, regulations), and capacity constraints, with predictions suggesting fares will remain high or steady in 2026 due to ongoing economic volatility and increased fees.


What this means for hotels:

• Shorter stays

• Higher cancellation sensitivity

• Increased price comparison behavior

• Slower booking decisions


Airline Capacity and Route Allocation


International airline capacity has returned unevenly, with carriers prioritizing high-yield routes and domestic or short-haul international travel. Secondary U.S. markets remain less accessible than major gateways.


STR commentary and aviation analysis continue to show inbound demand concentrating in gateway cities first, leaving non-gateway destinations more exposed.


What this means for hotels:

• Softer inbound demand outside gateways

• Reduced nonstop access lowers destination competitiveness

• Increased reliance on connecting flights


Increased Traveler Friction and Entry Concerns


Reuters has reported on proposed U.S. policy changes that would expand visitor screening requirements, including requests for social media identifiers used over multiple years. Travel and tourism groups have warned this proposal could deter visitors even before implementation.


Tourism industry analysis shows perceived complexity and privacy concerns reduce leisure travel intent, particularly for discretionary trips.


What this means for hotels:

• Longer research and planning cycles

• Higher abandonment during trip planning

• Greater preference for destinations perceived as lower friction


This friction compounds cost and capacity challenges rather than replacing them.


What Industry Forecasts Signal for 2026


STR and Tourism Economics forecasts show overall hotel demand growth continuing, but with a changing mix. Domestic and regional travel remain more stable than long-haul inbound travel, while international recovery varies by origin market.


Key signals:

• Occupancy growth leans more heavily on domestic demand

• Rate growth depends on targeted strategy, not broad discounting

• International recovery is selective, not uniform


2026 Travel Trends for Hotels and What They Mean for Demand Planning


These 2026 travel trends for hotels point to a shift in demand mix, longer planning cycles for international travelers, and greater reliance on domestic and regional segments. Hotels that plan for these changes early are better positioned to protect occupancy and direct revenue.


What Hoteliers Should Do Now


Stop Treating International Travel as a Single Segment


Industry analysis consistently shows that booking windows, cancellation behavior, and price sensitivity vary widely by origin market. Treating international demand as one segment reduces accuracy and performance.


Segment by:

• Country or region of origin

• Leisure versus business travel

• Group versus transient

• Booking window length

• Cancellation behavior


Adjust Lifecycle Timing for International Guests


International travelers plan earlier and require more reassurance. Lifecycle messaging that mirrors domestic timing underperforms for inbound guests.


Lifecycle updates should include:

• Longer pre-arrival communication windows

• Earlier expectation setting

• Different bounceback timing


Strengthen First-Party Data Collection


STR and hospitality analysts continue to emphasize that hotels with stronger first-party data adapt faster during demand shifts.


Prioritize capture of:

• Country of residence

• Language preference

• Booking channel

• Stay purpose


2026 Readiness Checklist for Hotels


Use this as an internal planning guide.


Data and Segmentation:

• Audit duplicate guest profiles

• Suppress OTA placeholder emails

• Validate international email domains

• Segment inbound guests by origin market

• Identify top historical international revenue sources


Lifecycle and Messaging:

• Separate domestic and international lifecycle timing

• Add reassurance messaging earlier in inbound journeys

• Adjust bounceback timing for longer planning windows

• Review cancellation and policy messaging for clarity


Demand Planning:

• Identify domestic segments that offset inbound softness

• Build regional drive-market segments

• Create event-led segments tied to 2026 calendars

• Align offers to shoulder periods


Infrastructure and Readiness

• Review language support across email and web content

• Confirm deliverability hygiene before peak planning

• Validate CRM and ESP sync accuracy

• Ensure suppression lists are actively enforced


Why This Matters for 2026 Performance


Hotels relying on broad targeting and outdated segmentation will feel pressure first. Teams that prepare now by strengthening data accuracy, refining lifecycle timing, and improving segmentation are better positioned to protect direct revenue as international travel patterns continue to shift. Contact HMA to see how we can help you in 2026. Email us at hello@wearehma.com or call us at 831-655-0109.


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