U.S. hoteliers have mixed expectations for summer demand

Flexibility, market-specific tactics, and sharp revenue management will be key for hoteliers hoping to make the most of a complex and shifting travel landscape

As the summer travel season approaches, U.S. hoteliers are navigating a mixed bag of optimism and uncertainty. While some markets, especially beach destinations and off-the-beaten-path locales, are seeing stable demand, others are bracing for volatility due to factors like global economic uncertainty, reduced government travel, and shifts in international inbound tourism. Industry experts suggest that performance this summer will depend heavily on market type, traveler behavior, and the ability to adapt quickly to booking patterns and demand shifts.

Key takeaways

• Market performance varies widely: Popular summer destinations and urban markets like New York City and San Francisco are seeing promising demand, but not record-breaking. Travelers are diversifying their destinations, exploring lesser-known regions like the Bourbon Trail and wine country.
• Flat to modest summer bookings: July and August bookings are pacing flat compared to last year, with no significant spikes or drop-offs, though some business travel in cities like Boston is ticking up.
• Evolving traveler trends: Solo travel and event-based travel (e.g., sports tournaments) are gaining momentum, presenting new opportunities for hoteliers to customize offerings.
• Booking windows are split: Travelers are either booking far in advance or very last minute, with a noticeable lull in bookings during the mid-range window (3 months to 6 weeks before arrival). Early bookers tend to pay more, while last-minute guests are more price-sensitive.
• International travel slowing: Inbound travel from key markets like China, Canada, and South America is declining due to geopolitical tensions and travel advisories. Urban markets are most affected, though Japanese travelers may fill some gaps.
• Government travel decline: Federal budget cuts and layoffs have sharply reduced government-funded travel. Hotels in government-heavy markets are being forced to diversify into other demand segments while maintaining rate integrity despite rising costs.
• Profitability challenges: Inflation continues to squeeze hotel margins, limiting the ability to discount rates to drive occupancy. Hoteliers must remain strategic in balancing rate, demand, and cost control.
• Wait-and-see among corporations: Business travel remains cautious amid economic uncertainty and stock market volatility. Companies are trimming travel budgets, impacting the business transient segment.

Get the full story at CoStar