The state of global hotel pricing: H2 2025 recap and H1 2026 outlook

What is in the report?

• Regional pricing performance, past and future
  Year-over-year comparisons for every major region in H2 2025 vs H2 2024, plus forward-looking projections for H1 2026 based on advertised rates and demand indicators.

• The traveller shifts influencing demand and pricing
  How a growing preference for value and familiar destinations is influencing hotel rates worldwide, from softening markets in some regions to resilience in others.

• Destination leaders and those under pressure
  he top markets seeing the sharpest rate increases, and the ones facing the steepest drops, with insights into the economic and travel trends behind them.

• Additional performance insights
  How branded, independent hotels and different star categories fared across regions in the second half of 2025.

• Practical takeaways
  Action-oriented insights to help you respond to evolving traveler demand and competitive pressures in the months ahead.

Why read it?

Hotel room pricing in the second half of 2025 was far from uniform. Certain regions are posting strong growth while others are seeing notable rate declines, and a clear shift in traveller behaviour – towards value and familiar destinations – is reshaping demand across markets.

This half-year report brings together the latest data and analysis to help you:

• Understand where your region stands now 2025 has come to a close.

• Anticipate how pricing trends may develop in the first half of 2026.

• Identify strategic moves to strengthen your competitive position for the year ahead.