Gitnux/Report 2026

Hotel and Hospitality Industry Statistics

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Hotel and Hospitality Industry Statistics
Samuel NorbergWritten by Samuel Norberg·Fact-checked by Maya Johansson
Published
How this report is researched
01Editorial Scope

Gitnux editors write the brief first: the topic, the inclusion rules, and the frame for what belongs.

02Source Research

Agents search the published record and log every extracted figure back to the passage it came from.

Read our full methodology →

Search agents attach provenance to every extracted figure.

Next review: within 39 days

01 Industry overview

The hotel and hospitality industry at a glance

The global hotel sector generated an estimated $1.021 trillion in revenue in 2025, while operators faced slower occupancy growth, elevated costs, labor constraints and increasing consolidation.

$1.021T[68]
Global hotel revenue, 2025
2.2M[29]
U.S. direct hotel jobs, 2025
70.6%[25]
Global hotel occupancy, 2025
~25%[25]
Top five global room share
Market size
Global hotel-sector revenue was estimated at $1.021 trillion in 2025, up from $965 billion in 2024. In the United States, hotel sales reached $352.3 billion in 2024, while the wider hotel industry supported $1.681 trillion in business sales.[68][29]
Forecast & CAGR
Skift Research estimates global hotel revenue at $1.071 trillion in 2026 and $1.151 trillion in 2027, implying approximately 5% growth in 2026 and 7% in 2027. IHG cites Oxford Economics' forecast of 3.6% annual growth in global hotel room nights through 2035.[68][24]
Market share & regions
In Hyatt's 2025 system-wide portfolio, Europe recorded the highest regional RevPAR at $189.81, followed by the Americas excluding the United States at $176.16 and Asia-Pacific excluding Greater China at $155.62. Middle East and Africa delivered the fastest regional RevPAR growth at 10.2%, while Asia-Pacific excluding Greater China grew 9.5%.[25]
Segmentation
The accommodation sector is segmented by hotel class, geography, customer purpose and booking channel. AHLA reported 64,165 U.S. hotels and 5.7 million guest rooms in 2024, while Skift Research separately tracks business and leisure accommodation spending and online versus offline bookings.[29][106]
Key players & concentration
Scale remains concentrated among major branded groups: IHG reported that the five largest hotel groups held almost one-quarter of global room supply in 2025. IHG also reported branded hotels represented 57% of global room supply and 79% of the active pipeline.[25]
Pricing
U.S. hotel average daily rate rose 0.9% to $160.54 in 2025, even as RevPAR declined 0.3% to $100.02. Hyatt reported a 2025 global system-wide ADR of $204.88, up 1.6% year over year.[107][25]
Trends, drivers & challenges
Demand is being supported by international travel, emerging-market middle-class growth and the continued recovery of room nights, while operators face rising insurance, utility, labor and property costs. AHLA reported that U.S. hotel operating costs rose faster than revenue between 2019 and 2025, with insurance costs increasing 111%.[24][29]
Consumer behavior & competition
Loyalty programs are a major competitive tool: IHG cited research showing 79% of consumers are more likely to recommend brands with strong loyalty programs and 85% are more likely to use a brand when they belong to its loyalty program. Competition is also shifting toward branded portfolios, direct distribution and scalable operating platforms.[25]
M&A
U.S. travel, leisure and hospitality M&A reached $39.6 billion in the first half of 2026, up 106.8% from the first half of 2025, according to KPMG. Deal activity favored larger transactions focused on customer ownership, loyalty ecosystems, distribution control and pricing power.[76]
Regulation
U.S. hotel operators continue to monitor tax, labor and franchising policy, including rules affecting joint-employer liability and provisions of the Tax Cuts and Jobs Act. AHLA identifies franchise-model protections, bonus depreciation and the small-business deduction as important policy issues for hotel businesses in 2026.[29]
Latest news
The most recent industry outlook available before November 10, 2026 indicates steady but cost-constrained demand: an AHLA survey found 39% of U.S. hotel operators expected 2026 demand to remain stable, 29% expected it to be somewhat stronger and 6% much stronger than in 2025. The 2026 FIFA World Cup was identified as a major demand event, alongside persistent labor, insurance and energy-cost pressures.[29]

02 Ranking

Top 10 Companies in the Hotel And Hospitality Industry

The leading companies in the hotel and hospitality industry, ranked on market impact, performance, momentum, innovation and brand popularity.

Updated November 10, 2026 · Next review December 10, 2026

Verdict

Hilton Worldwide Holdings leads Gitnux's 2026 hotel and hospitality ranking with an Overall score of 9.3, with 9,000 hotels in operation after adding nearly 100,000 rooms in 2025. Marriott International is the runner-up at 8.8, with ~414,000 associates managed at year-end 2025.

Ranked by Overall score · How we score ↓

Editor's top 3 picks

Where to start, by need.

  1. #1 Overall · Leader in hotel management

    Hilton Worldwide Holdings

    US

    Ranked #1 · 9.3 · Hotel management

    Why we picked it: Branded system scale is visible in 9,000 hotels after nearly 100,000 room additions in 2025.

    See in ranking ↓Visit hilton.com ↗

  2. Leader in hotel ownership and leasing

    Hyatt Hotels

    US

    Ranked #4 · 8.7 · Hotel ownership and leasing

    Why we picked it: Its portfolio mix is reflected by ~242,000 colleagues across multiple property ownership and management types.

    See in ranking ↓Visit hyatt.com ↗

  3. Leader in luxury hotel management

    Four Seasons Hotels and Resorts

    CA

    Ranked #5 · 8.7 · Luxury hotel management

    Why we picked it: Its luxury management focus is indicated by operating in major destinations as a global hotel and resort manager.

    See in ranking ↓Visit fourseasons.com ↗

Pick 1 is the #1 company overall. Picks 2 and 3 are the highest-ranked companies in the top 5 that add a new segment.

Full ranking

Sort by
Top 10 companies in the hotel and hospitality industry, 2026 – Gitnux ranking
#CompanyOverall ↓Company snapshot
1

Hilton Worldwide Holdings

Hotel management · US

9.3
2

Marriott International

Hotel management · US

8.8
3

InterContinental Hotels Group

Hotel management · GB

8.8
4

Hyatt Hotels

Hotel ownership and leasing · US

8.7
5

Four Seasons Hotels and Resorts

Luxury hotel management · CA

8.7
6

H World Group

China and international hotel operations · CN

8.7
7

MGM Resorts International

Integrated resorts, hotels and casinos · US

8.2
8

Radisson Hotel Group

International hotel management and franchising · BE

8.2
9

Accor

Global hotel management, franchising and ownership · FR

8.2
10

Choice Hotels International

Global hotel franchising and extended stay · US

7.9

How we score

  • Impact (30%): scale and weight in the market (revenue, market share, employees, market position).
  • Performance (20%): recent revenue growth and operating margin; an analyst assessment where a company does not publish them.
  • Momentum (20%): growth trajectory and future potential.
  • Innovation (15%): R&D intensity and how technologically advanced the company is.

Popularity (brand search demand, 15%) counts toward Overall but is not published as a column. Overall leaves out what is not known.

Scale Scores are shown on a 7–10 scale with one decimal; bars start at 7.0.

Cadence Recalculated when new figures are published; next review December 10, 2026.

Independence. Rankings are editorially independent. Scores, ranks, picks and the verdict follow the method above; no company can pay to change them.

Cite this ranking

APA

Samuel Norberg. (2026, November 10). Top 10 companies in the hotel and hospitality industry. In Hotel And Hospitality Industry Statistics. Gitnux. https://gitnux.org/hotel-and-hospitality-industry-statistics/#top-companies

report visual · Comparison

Revenue of the largest hotel and hospitality companies

Marriott International leads with $26.2B in annual revenue (group level, converted to USD).

Marriott International$26.2B
MGM Resorts International$17.5B
Hilton Worldwide Holdings$12.0B
Hyatt Hotels$7.1B
Accor$6.1B
InterContinental Hotels Group$5.2B
source-verifiedmarriott.gcs-web.com · sec.gov · ir.hilton.com · group.accor.com · ihgplc.com2025

04 Statistics

Technology & Innovation

AI adoption shows wide variance: 28% of hotel chains had an AI strategy in 2026, while 31% primarily relied on vendor-provided tools.

AI in the hotel and hospitality industry

  • 28% of hotel chains had a company-wide AI strategy in 2026.[1]
  • 60% of reported hotel-chain AI usage came from external tools such as ChatGPT in 2026.[1]
  • 4% of European hotels had more than three years of AI experience in 2025.[1]
  • 22% of hotel chains systematically monitored their brand visibility in AI-generated search and recommendation results in 2026.[1]
  • 31% of hotel chains primarily relied on vendor-provided AI solutions in 2026.[1]
  • 48% of hotel chains occasionally monitored their visibility in AI-generated search and recommendation results in 2026.[1]

Automation in the hotel and hospitality industry

  • More than 40% of surveyed U.S. travelers preferred checking in through a hotel website, app or digital kiosk in 2024.[2]
  • 45% of hospitality operators planned to invest in robotics for cooklines, delivery or guest services within three years in 2023.[3]
  • 26.6% of hospitality executives said they were just beginning to invest in contactless and self-service technology in 2021.[4]
  • 5.0% of surveyed travelers identified cryptocurrency payment capability as a future must-have hotel technology in 2021.[4]
  • Nearly 80% of surveyed U.S. travelers were willing to stay at a hotel with a completely automated front desk or self-service kiosk in 2024.[2]
  • 25.4% of surveyed travelers identified automated comfort controls as a future must-have hotel technology in 2021.[4]

Digital Transformation in the travel and hospitality sector (sector benchmark)

  • 69% of lodging-technology survey respondents identified integrating new technology with legacy systems as a moderate or major 2024 industry challenge.[2]
  • 59% of active travel and hospitality respondents were at the piloting or deploying stage of AI adoption in Adobe’s global research.[5]
  • 47% of hotels in Andalusia rated their infrastructure capacity for digital transformation as high or very high in the study period.[6]
  • 80% of travel and hospitality respondents reported siloed, transactional, or consultative relationships between business and information-technology teams.[5]

Technology Adoption in the travel and hospitality sector (sector benchmark)

  • 83% of travel and hospitality executives said they increased AI budgets in 2024, according to the Skift-AWS industry survey.[7]
  • 14% of travel buyers said they were already using AI in their travel programs in the October 2024 GBTA poll.[1]
  • 49% of global travel programs planned to increase technology investment for 2025, based on a GBTA poll of travel-industry professionals.[1]
  • 89% of travel and hospitality executives expected generative AI to have a meaningful business impact within three years.[7]

Cloud Computing in the travel and hospitality sector (sector benchmark)

  • 67% of travel and hospitality companies were in advanced stages of cloud adoption globally in 2024, according to a survey of industry executives.[7]
  • 69% of hospitality respondents used a hybrid-cloud deployment model globally in 2023, compared with 31% using public cloud only.[8]
  • 79% of travel and tourism companies surveyed by the World Economic Forum reported cloud computing among technologies expected to be adopted.[9]
  • 29% of hospitality respondents reported full cloud maturity for critical applications and workloads globally, while 38% said they were well on the way in 2023.[8]
  • 67% of travel and hospitality companies were in advanced stages of cloud adoption in the 2024 Skift-AWS industry survey.[7]

Big Data in the travel and hospitality sector (sector benchmark)

  • More than eight in ten worldwide travel buyers considered data analytics extremely or very important to their travel programs in April 2025.[10]
  • 18.8% of hotels in an Andalusian study rated their implementation of big-data tools as high or very high.[6]
  • 62.8% of hotels in an Andalusian study rated their implementation of big-data tools as low or very low.[6]
  • 89% of travel and tourism companies surveyed by the World Economic Forum reported user and entity big-data analytics among technologies expected to be adopted.[9]

Blockchain in the hotel and hospitality industry

  • 55 studies published between 2014 and 2024 were identified in a systematic review of blockchain-based hotel loyalty programs.[11]

05 Statistics

Data & Analytics

Reporting load persists alongside data fragmentation: 25% of hoteliers’ time goes to reporting, and only 11% report a fully integrated technology stack in 2026.

Business intelligence in the hotel and hospitality industry

  • 35% of hoteliers rate forward-trends data as the most important insight from their BI solutions; 2024, international.[12]
  • 0.54 percentage points was the year-on-year increase in lead share for business-intelligence hotel technology solutions from 2023 to 2024; 2024, international.[13]
  • 25% of hoteliers’ time is spent on reporting activities; 2024, international hotel survey.[13]
  • 51% of independent hoteliers use BI analytical tools as their primary source of reporting data for evaluating performance and productivity, while 31% use manual spreadsheets; 2021, international.[4]
  • 75.7% of Portuguese hotels use some form of revenue-management system, a major BI-adjacent technology; 2024, Portugal.[14]
  • 30% of mid-scale hotels invest in analytics tools, compared with about 20% of independent hotels; 2024, international hotel survey.[13]

Data analytics in the hotel and hospitality industry

  • 17.0% of Portuguese hotel firms using AI apply it to price definition; 2024, Portugal.[14]
  • 91% of hotel chains already use AI; 2026, global hotel chains.[1]
  • 61% of hotel operators say their data is useful, despite fragmentation across systems; 2026, international hotel industry.[15]
  • 13% of hotel chains report measurable ROI from AI so far; 2026, global hotel chains.[1]
  • 52% of hotel operators say the industry is progressing slowly but steadily in operations technology; 2026, international hotel industry.[1]
  • 13.3% more revenue was obtained in a hospitality demand-forecasting study using hotel-chain data and smoothed demand curves; 2021, hotel-chain case study.[16]

Data Quality in the travel and hospitality sector (sector benchmark)

  • 47% of business leaders were fully confident in their organizations’ data accuracy in 2025, across the broader business sample reported by Salesforce.[17]
  • 15% of hotel owners and operators were very confident in the accuracy and timeliness of their operational data in 2026.[1]
  • 69% of travel and hospitality companies training AI models wasted resources on bad data in 2025, according to a Salesforce survey of business leaders.[17]
  • 27% of hotel operators used more than seven technology platforms in 2026, increasing the risk of fragmented and inconsistent operational data.[1]
  • 27% of hotel operators spent more than 11 hours per week consolidating or reconciling data in 2026.[1]

Data Governance in the travel and hospitality sector (sector benchmark)

  • 78% of travel and hospitality business leaders said data-governance policies varied across departments in 2025.[17]
  • Only 11% of hotel owners and operators reported a fully integrated technology stack in 2026, indicating limited enterprise-wide data integration.[1]
  • 91% of hotel owners and operators still relied on some manual reporting within automated workflows in 2026, highlighting incomplete process standardization.[1]
  • 51% of hoteliers said regulation helped their commercial goals in 2025, while 20% said it hindered them, in a survey covering hotel distribution professionals.[13]
  • 97% of travel and hospitality business leaders said a strong data foundation was the most critical factor for AI deployment in 2025.[17]

KPIs in the hotel and hospitality industry

  • 50% of German hotels actively track revenue per available room; 2025, Germany.[18]
  • 81% of Greek hotels actively track room occupancy to evaluate performance; 2025, Greece.[19]
  • $160.72 was U.S. hotel average daily rate in 2025, according to CoStar data presented in a 2026 industry outlook; 2025, United States.[20]
  • 53% of German hotels actively track average daily rate; 2025, Germany.[18]
  • 49% of Greek hotels actively track average length of stay; 2025, Greece.[19]
  • 48.5% of hotel revenue managers use revenue-generation index to measure revenue-management performance; 2019, Asia-Pacific survey.[21]

06 Statistics

Strategy & Growth

Growth signals mix conversions and development scale; Hilton added nearly 100,000 rooms in 2025, with 6.7% net unit growth globally in 2025.

Growth in the hotel and hospitality industry

  • 6.7% was Hilton’s net unit growth in 2025 globally.[22]
  • 854,695 rooms were in Accor’s hotel portfolio at June 30, 2025.[23]
  • 9,158 properties were in Hilton’s global system at December 31, 2025.[22]
  • 520,500 rooms were in Hilton’s development pipeline at the end of 2025.[22]
  • 6.6% was IHG’s gross system growth in 2025.[24]
  • 65,078 rooms were opened by IHG in 2025 across 443 hotels.[24]

Differentiation in the hotel and hospitality industry

  • 33,400 Marriott rooms added in 2025 were conversions from competitor brands.[25]
  • 63 million members belonged to Hyatt’s World of Hyatt loyalty program at year-end 2025.[26]
  • 49% of IHG’s pipeline was weighted toward upscale and luxury brands at the end of 2025.[24]
  • More than 200 luxury and lifestyle hotels were added to Hilton’s portfolio in 2025.[22]
  • 55 residential agreements were signed by Marriott in 2025.[25]
  • 52% of IHG’s room openings in 2025 were conversions.[24]

Mergers and acquisitions in the hotel and hospitality industry

  • 78.5% was the year-over-year increase in hospitality and leisure deal value in 2025.[27]
  • 774 hospitality and leisure deals were recorded in 2025.[27]
  • $2.7 billion was the value of CMR Hotel’s acquisition of Soho House & Co. in 2025.[27]
  • $49.2 billion was the value of hospitality and leisure deals in 2025.[27]
  • $525 million was the announced value of OYO’s acquisition of Motel 6 and Studio 6 in 2024.[28]
  • Three brands were added to Marriott’s portfolio through the citizenM acquisition and two new brand launches in 2025.[25]

Strategic partnerships in the hotel and hospitality industry

  • More than 450 hotels participated in Hilton’s exclusive Small Luxury Hotels of the World partnership in 2025.[22]
  • 1,275 rooms were included in Hilton’s strategic partnership with INSPIRE Entertainment Resort in South Korea in 2025.[22]
  • 3,800 NOVUM rooms joined IHG’s system in 2025 through the company’s long-term commercial agreement.[24]
  • 19,762 Iberostar rooms were in IHG’s system in the 2025 supplementary portfolio data under a long-term commercial agreement.[24]
  • Hyatt and Homeinns entered a strategic master franchise agreement to introduce Hyatt Studios in China in 2025.[26]
  • 33 active partnership agreements were held by the American Hotel & Lodging Association at the end of 2024.[29]

07 Statistics

People & Workforce

Labor constraints stay measurable: 64.9% of surveyed U.S. hoteliers reported staffing challenges in December 2024, with 2.2M direct U.S. direct hotel jobs in 2025.

Hiring in the hotel and hospitality industry

  • 13.4% of surveyed U.S. hoteliers said they were offering hotel discounts to attract and retain employees in December 2024.[29]
  • 805 thousand job openings were available in the U.S. leisure and hospitality industry in September 2026.[30]
  • 47.5% of surveyed U.S. hoteliers said they were raising wages to attract and retain employees in December 2024.[29]
  • 919 thousand hires were recorded in the U.S. leisure and hospitality industry in August 2026.[30]
  • 64.9% of surveyed U.S. hoteliers reported staffing challenges in December 2024.[29]

Employee retention in the hotel and hospitality industry

  • 37% of surveyed hotels reported that all of their 2023 hires were still employed.[31]
  • 1,262 thousand separations were recorded in the U.S. leisure and hospitality industry in September 2026.[30]
  • 1,125 thousand separations were recorded in the U.S. leisure and hospitality industry in August 2026.[30]
  • 23% of surveyed hotels reported that 40% to 60% of their 2023 hires were still employed.[31]
  • 36% of surveyed hotels described employee retention as an extremely challenging issue in 2024.[31]

Remote Work in the travel and hospitality sector (sector benchmark)

  • Across U.S. hospitality and food services, employees worked 10.19% of paid days from home in 2026.[32]
  • Across U.S. hospitality and food services, employees worked 11.11% of paid days from home in 2025.[32]
  • Across U.S. hospitality and food services, employees worked 10.23% of paid days from home in 2024.[32]
  • Among travel buyers, 7% reported a full-time remote company policy for 2024, compared with 15% among travel suppliers and travel-management companies.[33]

Hybrid Work in the travel and hospitality sector (sector benchmark)

  • Among travel suppliers and travel-management companies, 54% reported a hybrid company work policy for 2024.[33]
  • Among business-travel professionals in the Asia-Pacific region, 62% reported that their company had a hybrid work policy for 2025.[34]
  • Among business-travel professionals in North America, 51% reported that their company had a hybrid work policy for 2025.[34]
  • Among travel buyers, 68% reported a hybrid company work policy for 2024.[33]
  • Among business-travel professionals in Latin America, 58% reported that their company had a hybrid work policy for 2025.[34]

Upskilling in the hotel and hospitality industry

  • 50% of surveyed hospitality employees identified learning and development as their top retention driver in Schoox research reported in 2025.[35]
  • 21% was the increase in productivity scores associated with regular-break communications in a workforce technology example cited for frontline hospitality managers in 2025.[36]
  • Nearly $44 million had been reinvested into the U.S. hotel industry through AHLA Foundation programs by 2024.[29]
  • 30% of surveyed Scottish hospitality workers said they had not received enough training to do their job well in 2024.[37]
  • More than 45,000 potential leaders had been supported by AHLA Foundation career-development programs and initiatives by 2024.[29]

Employee Engagement in the travel and hospitality sector (sector benchmark)

  • Across IHG’s global hotel and corporate workforce, the 2024 employee-engagement score was 87%.[24]
  • Across Travel + Leisure Co.’s accommodation and hospitality workforce, the 2024 associate-engagement survey received 16,405 completions, representing 86% of associates.[38]
  • Across New Zealand hospitality and tourism workplaces, 67% of employees in very small organizations reported work engagement in 2025.[39]
  • Across New Zealand tourism businesses, 60% of employees reported work engagement in 2025.[39]
  • Across New Zealand hospitality and tourism workplaces, 62% of employees with people-management responsibilities reported work engagement in 2025.[39]

DEI in the hotel and hospitality industry

  • 53.1% of U.S. hotel and lodging management positions were held by women in 2022.[40]

08 Statistics

Customer & Sales

Customer experience in the hotel and hospitality industry

  • 84 points was the U.S. lodging industry score for staff courtesy and helpfulness in 2026, on the ACSI 0–100 scale.[41]
  • 85 points was the U.S. lodging industry score for website satisfaction in 2026, on the ACSI 0–100 scale.[41]
  • 81 points was the U.S. lodging industry score for in-room internet quality in 2026, on the ACSI 0–100 scale.[41]
  • 81 points was the U.S. lodging industry score for in-room amenities in 2026, on the ACSI 0–100 scale.[41]
  • 85 points was the U.S. lodging industry score for mobile-app reliability in 2026, on the ACSI 0–100 scale.[41]

Customer retention in the hotel and hospitality industry

  • 65% of consumers said they would engage more with hospitality loyalty programs if they offered better discounts in 2024.[42]
  • 1.6% of total U.S. hotel revenue represented loyalty-program costs in 2024, up from 1.58% in 2023.[43]
  • 4.4% was the increase in U.S. hotel loyalty fees in 2024, compared with 2.7% revenue growth.[43]
  • 5.3% was the decline in loyalty-point liability per U.S. hotel-loyalty member in 2024, reaching $17.85 per member.[43]
  • 7.4% was the 2024 increase in hotel-loyalty members per available room in the United States, reaching 137 members per room.[43]

Customer acquisition in the hotel and hospitality industry

  • 20% of European hotels reported that OTAs accounted for more than half of their bookings in the 2024 distribution study.[44]
  • 0.6% was the share of European hotel overnight stays generated through social-media channels in the 2023 HOTREC distribution data.[44]
  • 45.1% of European hotel overnight stays were generated through real-time online channels in 2023.[44]
  • 28% of European hotels reported that OTAs accounted for 30% to 49% of their bookings in the 2024 distribution study.[44]
  • 29.1% was the OTA share of European hotel overnight stays in the 2023 HOTREC distribution data.[44]

Customer loyalty in the hotel and hospitality industry

  • $1.2 billion was the hotel-loyalty-program revenue reported in CBRE’s 2024 analysis.[43]
  • 60% was the customer-wallet share captured by preferred cruise brands in the comparison cited by the 2024 hospitality loyalty report.[42]
  • $2.4 billion was the hotel-loyalty-program liability reported in CBRE’s 2024 analysis.[43]
  • 110 million-plus members were enrolled in Accor’s ALL loyalty and booking platform at the end of 2025.[45]
  • 11.3% of average daily rate represented loyalty-point liability per member in 2024, down from 21.9% in 2016.[43]

Lead generation in the hotel and hospitality industry

  • 75% of hospitality professionals selected personalized guest experiences as the highest-priority industry trend for the following 18 months in Relay’s 2024 survey.[46]
  • 22 million hotel text messages were analyzed globally in Revinate’s 2026 hospitality benchmark, using 2025 activity.[47]
  • 3 inbound hotel lead calls per room were recorded monthly during peak periods in North America in Revinate’s 2026 hospitality benchmark.[47]
  • 2.8 billion hotel-marketing emails were analyzed globally in Revinate’s 2026 hospitality benchmark, using 2025 activity.[47]
  • 28 million hotel guest reviews were analyzed globally in Revinate’s 2026 hospitality benchmark, using 2025 activity.[47]

09 Statistics

Marketing & Brand

Digital marketing budgets and distribution quality remain operational levers; the U.S. lodging industry allocated 8.4% of revenue to marketing budgets in 2024.

Marketing in the hotel and hospitality industry

  • 22% of hoteliers spent less than $25,000 annually on digital advertising in 2024.[21]
  • 36% of travel agents identified verified rate parity as a strong trigger for hotel bookings from GDS advertising in 2026.[48]
  • $74,337 was the average annual spend per hotel property on digital advertising and media in 2024, according to an Amadeus hospitality survey.[21]
  • 8.4% of travel and hospitality companies’ revenue was allocated to marketing budgets in 2024, up from 7.3% in 2023, according to Gartner’s benchmark.[49]
  • 34% of hoteliers spent between $50,001 and $100,000 annually on digital advertising in 2024.[21]

Digital marketing in the hotel and hospitality industry

  • 18.1% was the average click-through rate for warm-lead hotel email campaigns in North America in 2024.[47]
  • 0.2% was the global average hospitality email conversion rate in 2024.[47]
  • 56.2% was the average open rate for warm-lead hotel email campaigns in North America in 2024.[47]
  • 3.0% was the average conversion rate for cold-lead hotel email campaigns in North America in 2024.[47]
  • 40% of hotels offered visitors an option to subscribe to an email offer or newsletter in a January 2024 digital-maturity review.[50]

Branding in the hotel and hospitality industry

  • 0.2% was the RevPAR contraction rate of the weakest hotel brand family from 2014 through 2024.[51]
  • 49% of surveyed travelers prioritized well-known hotel brands because of previous positive experiences in 2023.[52]
  • 41% of surveyed travelers prioritized well-known hotel brands when traveling for leisure in 2023.[52]
  • 49% of surveyed travelers prioritized well-known hotel brands for reassurance about reliable amenities and facilities in 2023.[52]
  • 46% of surveyed travelers prioritized well-known hotel brands because they associated them with security in 2023.[52]

Social media in the hotel and hospitality industry

  • 19 X engagements per day were received by travel and hospitality brands in 2024.[53]
  • 127 engagements per day were received by travel and hospitality brands on social media in 2024, according to Sprout Social.[53]
  • 46 Instagram engagements per day were received by travel and hospitality brands in 2024.[53]
  • 16,828 was the median number of Instagram followers for UK hospitality brands in February 2025.[54]
  • 7 TikTok engagements per day were received by travel and hospitality brands in 2024.[53]

Influencer Marketing in the travel and hospitality sector (sector benchmark)

  • 92% of European travel and hospitality brands work with micro-creators, defined as influencers with 10,000 to 100,000 followers, in research conducted across seven markets in 2025.[55]
  • 49% of hospitality brands include paid influencer work in their brand strategy, up from 37% in the previous survey period.[54]
  • 72% of European travel and hospitality brands plan to expand their creator pool, according to research conducted across seven European markets in 2025.[55]
  • 92% of destination marketing organizations and tourism boards globally increased or maintained influencer-marketing budgets in 2026.[56]
  • 91% of hospitality brands include some form of influencer marketing in their brand strategy, based on a 2026 hospitality-sector survey.[54]

10 Statistics

Operations & Execution

Operational tech costs and manual workflows remain visible; 83% of global hotel chains said system costs were too high in 2023 and 91% still used manual reporting in 2026.

Process optimization in the hotel and hospitality industry

  • 71% of hotel companies surveyed by Deloitte expected mostly or completely digital check-in in the future.[36]
  • 34% of global hotel chains offered online check-in with digital keys in 2023.[57]
  • 83% of surveyed global hotel chains said technology system costs were too high in 2023.[57]
  • 31.2% of surveyed hoteliers said automated guest communication helped support a smaller staff in 2022.[58]
  • 76% of global hotel chains used CRM systems in 2023, up from 54% in 2022.[57]

Operational efficiency in the hotel and hospitality industry

  • U.S. hotel guest-services labor hours increased 0.8% year over year in 2025.[59]
  • 2.11 labor hours per occupied room was the average across U.S. hotels in 2025.[59]
  • 91% of surveyed hotel operators still used some manual reporting in 2026.[1]
  • U.S. hotel hours per occupied room increased 3.6% in the fourth quarter of 2025.[59]
  • U.S. hotel leadership labor hours improved 0.5% year over year in 2025.[59]

Quality management in the hotel and hospitality industry

  • Approximately 60% of hotel guest messages sent through HelloShift were automated in 2025.[60]
  • About one in six inbound hotel guest text messages arrived between 7 p.m. and 7 a.m. in 2025.[60]
  • North American hotel app users scored 68 points higher in satisfaction than nonusers in 2025.[61]
  • 3% to 4% of hotel room quality inspections failed their property's pass threshold in 2025.[60]
  • Hotel guest satisfaction fell 217 points when a problem occurred during the stay in 2025.[61]

Supply chain in the hotel and hospitality industry

  • Plate waste represented 40% of food wasted in hotels in the hotel food-systems analysis published in 2024.[62]
  • 70.5% of luxury hotels allocated at least half of their food-and-beverage spending to local providers in 2024.[63]
  • 72% of surveyed U.S. hotels reported a lack of availability of cleaning and housekeeping supplies in 2021.[1]
  • 74% of surveyed U.S. hotel operators said supply-chain issues negatively affected business revenue in 2021.[29]
  • 79% of surveyed U.S. hotels reported increased costs for cleaning and housekeeping supplies in 2021.[1]

Outsourcing / Offshoring in the travel and hospitality sector (sector benchmark)

  • 64% of European corporate travel managers outsourced at least part of their hotel RFP process in 2026.[33]
  • 54% of organizations across North America and EMEA outsourced some or all hotel RFP activities to travel management companies or consultants in 2026.[33]
  • 14% of travel supplier and TMC professionals whose companies were not adding staff expected to outsource more work to third parties in 2025.[33]
  • Six in 10 travel buyers worldwide relied on their travel management company for sourcing support in 2025.[10]
  • Around three in 10 travel buyers worldwide engaged external consultants for travel-supplier sourcing in 2025.[10]

11 Statistics

Finance & Pricing

Pricing is pressured by cost structure; U.S. hotel average daily rate rose 0.9% to $160.54 in 2025 while RevPAR declined 0.3% to $100.02.

Pricing strategy in the hotel and hospitality industry

  • 53% of surveyed senior hoteliers used AI to price rooms in 2026, across Europe, North America and Asia-Pacific.[64]
  • 44% of 1,485 independent and chain hotels surveyed across six European countries applied an active revenue-management strategy in 2025.[65]
  • 27% of proposed hotel rates in the first round of 2026 negotiations were dynamic rates.[66]
  • 51.8% of hotel survey respondents said increasing revenue through optimized group and transient pricing was their primary group-business objective for 2024.[67]
  • 10% of surveyed senior hoteliers in 2026 were willing to let AI make most pricing decisions autonomously.[1]

Cost reduction in the hotel and hospitality industry

  • $19.90 was the hourly compensation cost in the U.S. accommodation and food-services industry in the first quarter of 2026.[68]
  • 0.90% of hospitality-business turnover was spent on credit-card charges in an Australian 2024–25 benchmarking table.[69]
  • 4.5% was the 2024 increase in hotel labor expenses in the food-and-beverage department in a 2,600-hotel U.S. sample.[70]
  • 15% was the increase in U.S. hotel labor costs from 2019 to 2025.[29]
  • 38% was the approximate increase in U.S. accommodation and food-services hourly compensation costs from the first quarter of 2019 to the first quarter of 2026.[68]

Profitability in the hotel and hospitality industry

  • 33.8% was U.S. hotel labor cost as a share of revenue in 2023, up from 32.7% in 2022.[71]
  • 25.1% was the U.S. hotel EBITDA margin in 2023, down from 25.5% in 2022.[71]
  • 40% to 50% was the profitability range reported for select-service hotels benefiting from lower food-and-beverage labor requirements.[70]
  • 8% to 10% was the typical hotel net-profit margin after ownership costs in the third quarter of 2025.[72]
  • 35.9% was the U.S. hotel gross operating profit margin in 2023, down from 36.3% in 2022.[71]

Financial planning in the hotel and hospitality industry

  • 37.8% was the average U.S. hotel GOP-margin budget for the first half of 2025.[59]
  • $191.35 was the average U.S. hotel ADR budget for the first half of 2025.[59]
  • 38% was the average U.S. hotel GOP margin achieved in the first half of 2024, used as the comparison point for 2025 budgets.[59]
  • $125.69 was the actual average U.S. hotel RevPAR in the first half of 2024, compared with the $123.89 budget for H1 2025.[59]
  • $186.14 was the actual average U.S. hotel ADR in the first half of 2025, below the $191.35 budget.[59]

12 Statistics

Product & Service

Product development in the hotel and hospitality industry

  • Marriott signed nearly 1,200 development deals representing approximately 163,000 rooms in 2025.[73]
  • 97,000 Hilton rooms opened worldwide in 2025.[74]
  • 703 Marriott properties were added globally in 2025, including properties from the citizenM acquisition.[73]
  • 139,200 Hilton rooms were added to the development pipeline in 2025.[74]
  • 3,703 Hilton hotels were in the development pipeline at the end of 2025.[74]

Product lifecycle in the hotel and hospitality industry

  • U.S. hotel renovation and conversion projects increased 6.1% year over year in the fourth quarter of 2025.[75]
  • 75% of Marriott conversion rooms joined the system and began contributing to fee growth within 12 months of signing in 2025.[73]
  • U.S. hotel renovations and conversions reached 2,118 projects representing 278,628 rooms in the fourth quarter of 2025.[75]
  • U.S. hotel renovation projects reached 722 projects representing 141,136 rooms in the third quarter of 2024.[76]
  • U.S. hotel renovation and conversion projects totaled 1,997 projects and 255,816 rooms in the fourth quarter of 2024.[77]

After-sales in the hotel and hospitality industry

  • Hotel guests with a brand mobile app had satisfaction 68 points higher than guests without one in 2025.[61]
  • 460 was the average satisfaction score after a hotel problem occurred in the 2025 J.D. Power study.[61]
  • 71% of hotel guests wanted to request services such as bell staff, extra towels or valet through their phones in 2025.[2]
  • 62 was the 2026 ACSI satisfaction score for leisure guests who complained.[41]
  • 37% of U.S. business hotel guests reported a complaint in 2026.[41]

Value proposition in the hotel and hospitality industry

  • 30% of U.S. hotel customers chose their most recent hotel because of its convenient location in 2024.[78]
  • 16% of U.S. consumers ranked loyalty or rewards programs among the top three factors influencing hotel choice in 2024.[29]
  • 22% of U.S. consumers ranked hotel ratings and reviews among the top three factors influencing hotel choice in 2024.[29]
  • 16% of U.S. hotel customers chose their most recent hotel because it had the best service in 2024.[78]
  • 79% of surveyed hotel guests were satisfied with basic hotel needs in Deloitte’s hospitality experience research.[36]

13 Statistics

Sustainability & Ethics

Sustainability metrics quantify operational changes; Accor reduced water intensity by 5% between 2024 and 2025.

Sustainability in the hotel and hospitality industry

  • 2.92% of Marriott’s energy at managed and franchised properties globally came from renewable sources in 2024.[79]
  • 5% was Accor’s reduction in water intensity between 2024 and 2025 across its operations.[23]
  • 21.39 million megawatt-hours of energy were consumed across Hilton managed and franchised hotels and corporate offices in 2024.[80]
  • 70% of Accor hotels complied with all seven identified back-office single-use-plastic reduction measures at the end of 2024.[23]
  • 75% of Accor hotels had eliminated at least 90% of identified single-use plastics by the end of 2025.[23]

ESG in the hotel and hospitality industry

  • 5.4% was the annual turnover rate of public hotel-company boards between 2023 and 2025.[81]
  • 87% of Hilton franchised hotel general managers attested that all hotel team members completed mandatory anti-trafficking training in 2024.[80]
  • 33,799 IHG colleagues supported community-impact projects in 2024.[24]
  • Approximately 25% of hotel-company C-suite roles were held by women in 2025.[81]
  • 172,458 hours were volunteered by IHG colleagues in 2024.[24]

Ethics in the hotel and hospitality industry

  • 99.4% of hotels surveyed in the United States reported training staff to address modern-slavery risks in 2024.[82]
  • 99.3% of convention or conference hotels in the United States reported modern-slavery training in 2024.[82]
  • 99.3% of extended-stay hotels in the United States reported modern-slavery training in 2024.[82]
  • 99.1% of full-service hotels in the United States reported modern-slavery training in 2024.[82]
  • 99.3% of upper-midscale hotels in the United States reported modern-slavery training in 2024.[82]

CSR in the hotel and hospitality industry

  • 77% of Massachusetts hotels participated in community-service activities in 2024.[83]
  • 2.9 million volunteer hours had been accumulated by Hilton since 2017, including 452,000 hours in 2024.[80]
  • 2,500 local and small businesses were supported by Hilton in 2024.[80]
  • 1.5 million people were reached by Hilton community-impact activity in 2024.[80]
  • $1,355,567 was distributed through Hilton’s Team Member Assistance Fund in 2024.[80]

Circular economy in the hotel and hospitality industry

  • 1 to 2 years is the reported service life for hospitality staff uniforms.[84]
  • 5 to 10 years is the reported refurbishment cycle for hotel furniture, fixtures, fittings and appliances.[84]
  • 200 washes is the reported service life for hotel linens and textiles in the 2024 hospitality circular-economy report.[84]
  • 450 kilowatt-hours of electricity per square metre per year is the reported hotel energy-use figure in a 2024 UK hospitality circular-economy report.[84]
  • 1,500 litres of water per room per day is the hotel accommodation figure reported in the 2024 hospitality circular-economy report.[84]

Carbon footprint in the hotel and hospitality industry

  • 27% was the improvement in hotel carbon efficiency globally between 2014 and 2019.[85]
  • 63.2 kilograms of CO2e per square metre was Marriott’s 2022 greenhouse-gas intensity in Canada.[79]
  • 780,655 metric tonnes of CO2e came from Marriott capital goods in 2022, excluding franchised operations.[79]
  • 7,375,528 metric tonnes of CO2e were Marriott’s total Scope 3 emissions excluding franchised operations in 2022.[79]
  • 54,893 metric tonnes of CO2e came from Marriott business travel in 2022, excluding franchised operations.[79]

15 Statistics

Globalization & Expansion

Portfolio internationalization is tracked through room supply growth; IHG surpassed one million open rooms globally in 2025.

Globalization in the hotel and hospitality industry

  • Louvre Hotels Group had hotels operating or under development in 70 countries in January 2025.[96]
  • China accounted for 24% of hotels in the global development pipeline in 2024.[97]
  • Accor operated 3,123 hotels in Europe, North Africa and the Middle East at the end of 2024.[45]
  • IHG surpassed one million open rooms globally in 2025.[24]
  • Accor operated 1,637 hotels in Asia-Pacific at the end of 2024.[45]

Cultural adaptation in the hotel and hospitality industry

  • 55% of hoteliers cited limited awareness of guest cultural preferences as a localization barrier in 2025.[98]
  • The Chinese hotel-review study analyzed 10,149 hotels across five cities.[11]
  • 44% of hoteliers reported uncertainty about localization return on investment in 2025.[98]
  • Foreign-language hotel reviews covered eight language groups in a study of 412,784 reviews from 10,149 Chinese hotels.[11]
  • More than 50% of Accor room nights were booked by loyalty members in 2025, compared with 44% before the pandemic.[45]

Supplier management in the hotel and hospitality industry

  • 76.6% of hotels preferred local suppliers in their purchasing policies in the 2024 Green Lodging Trends report.[99]
  • Minor Hotels included 347 suppliers in its carbon assessment in 2025.[100]
  • 67.3% of hotels worked with suppliers to minimize waste in 2024.[99]
  • 78% of organizations had mandates or ambitions to buy from certified, sustainable, local or small businesses in 2025.[101]
  • Accor’s supplier net-zero program represented 75% of nominated purchasing volume in 2024.[23]

Stakeholder management in the hotel and hospitality industry

  • Hilton and the Hilton Global Foundation supported hotel teams and communities affected by floods in Brazil and hurricanes in the United States during 2024.[102]
  • Hilton employed or managed approximately 181,000 people at hotels and corporate offices at December 31, 2024.[102]
  • 89% of the largest hotel groups identified local communities as stakeholders in sustainability reporting, according to a 2025 academic study.[103]
  • Hilton was ranked the world’s second-best workplace in 2024.[102]
  • 82.2% of hotels implemented initiatives supporting local communities in 2024.[99]

Distribution channels in the hotel and hospitality industry

  • 22% of hotel bookings came through direct digital and web channels in the 2024 HEDNA distribution study.[104]
  • Voice bookings represented 21% of hotel reservations in the 2025 HEDNA survey.[105]
  • 16% of hotel bookings came through direct voice channels in the 2024 HEDNA distribution study.[104]
  • 10% of hotel bookings came through GDS channels in the 2024 HEDNA distribution study.[104]
  • 12.3% of European hotel overnight stays were booked through online channels in 2023, compared with 7.4% in 2013.[44]

Key questions about the hotel and hospitality industry

What is the estimated global hotel sector revenue in 2025?
Global hotel-sector revenue was estimated at $1.021 trillion in 2025.
How is global hotel revenue expected to grow in 2026?
Skift Research estimates global hotel revenue at $1.071 trillion in 2026, implying approximately 5% growth in 2026.
Which companies lead the hotel and hospitality industry?
Hilton Worldwide Holdings leads Gitnux's 2026 hotel and hospitality ranking with an Overall score of 9.3, with 9,000 hotels in operation after adding nearly 100,000 rooms in 2025. Marriott International is the runner-up at 8.8, with ~414,000 associates managed at year-end 2025.
What shifts are most visible in hotel technology adoption?
In 2026, 28% of hotel chains had a company-wide AI strategy; 31% primarily relied on vendor-provided AI solutions. Integration with legacy systems remains a stated challenge, with 69% identifying it as a moderate or major challenge in 2024.
How concentrated is global hotel room supply among top groups?
IHG reported the five largest hotel groups held almost one-quarter of global room supply in 2025.
How do loyalty programs affect demand and operating costs?
IHG cited that 79% of consumers are more likely to recommend brands with strong loyalty programs and 85% are more likely to use a brand when they belong. In the U.S., loyalty-program costs were 1.6% of total hotel revenue in 2024.
Reference

Cite This Report

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APA
Samuel Norberg. (2026, November 10). Hotel And Hospitality Industry Statistics. Gitnux. https://gitnux.org/hotel-and-hospitality-industry-statistics
MLA
Samuel Norberg. "Hotel And Hospitality Industry Statistics." Gitnux, 10 Nov 2026, https://gitnux.org/hotel-and-hospitality-industry-statistics.
Chicago
Samuel Norberg. 2026. "Hotel And Hospitality Industry Statistics." Gitnux. https://gitnux.org/hotel-and-hospitality-industry-statistics.

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