Hospitality Trends
July - September 2025
This article highlights key market insights gathered over the past month from our global network of luxury hospitality partners. By analysing recent booking trends, market performance, and consumer behaviours, we’ve tried to identify patterns that reveal emerging opportunities and potential challenges. Our goal is to help you better anticipate industry shifts, enabling strategic decisions and proactive responses in an evolving hospitality landscape.
Below, we dive deeper into three standout trends we’ve identified through our analysis of present data:
Identified trends
Enduring US Demand
The United States continues to underpin growth in the luxury hospitality sector. Despite quarter-to-quarter fluctuations, it remains the strongest contributor to revenue across most destinations. Year-on-year data highlights robust performance, with American travellers generating substantial increases in high-value bookings, often ranging from +40% to over +200% in revenue growth. Even when period-over-period results show moderation, average spend per booking remains strong, underscoring the willingness of US guests to prioritise premium experiences. Notably, recent tariff measures by Donald Trump’s administration have not dampened outbound travel demand, which continues to appear resilient in the luxury segment. This combination of scale and stability positions the US as a cornerstone market that demands sustained engagement through loyalty-driven and high-value campaigns.
European Growth Pockets
Several European markets demonstrated strong momentum during the quarter. The United Kingdom and France stood out, with revenue gains often between 70% and 230% for UK travelers and 80% to over 360% for French guests, despite smaller booking volumes. Smaller markets such as Austria, Belgium, and the Netherlands also showed striking increases, in some cases above 200% to 800%, signaling untapped potential. This diversification suggests that demand across Europe is broadening: while Germany and Italy remain important but volatile, secondary markets are becoming reliable contributors to overall resilience. Political and economic factors, including inflation and tariff disputes, appear to be pushing many travelers toward intra-European destinations.
Markets Weaknesses and Declines
Not all regions shared in this growth trajectory. Switzerland’s domestic market, while still large in terms of sessions, underperformed in revenue, indicating possible saturation or a preference for outbound travel. Long-haul markets such as Australia and South Korea posted consistent double-digit declines in both comparisons, while Brazil likewise showed no sign of recovery. These structural weaknesses suggest that immediate strategic focus should remain on stronger-performing regions, while weaker markets are monitored for long-term recovery opportunities rather than near-term investment.
As we reflect on these evolving dynamics, we see one clear imperative: strategic agility. The future belongs to those who can identify where demand is building, recalibrate investments away from weakening markets, and harness the digital innovations reshaping traveller behavior. Turning these insights into growth means staying agile, spotting opportunities early, and adapting with confidence. By aligning strategy with shifting demand, hotels can stay ahead of the curve and thrive in the months and year to come.
We’re committed to supporting your hotel in proactively adapting to these shifts. To explore tailored strategies specific to your hotel’s objectives, connect with our team – we’re here to help you stay ahead.
Contact us
Mariavittoria Avino
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