Gitnux/Report 2026

Hotel Service Industry Statistics

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Hotel Service 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 service industry at a glance

The global hotel sector is estimated to generate $1.021 trillion in revenue in 2025, with growth continuing but moderating as occupancy stabilizes and operating costs remain elevated.

$1.021T[87]
Global hotel revenue, 2025
2.2M[27]
U.S. direct hotel jobs, 2025
4.5%[88]
U.S. RevPAR growth, 2025
1.35M[69]
Hilton system rooms, 2025
Market size
Global hotel-sector revenue reached an estimated $1.021 trillion in 2025, up from $965 billion in 2024. In the United States, the hotel sector includes more than 64,000 properties and nearly 5.7 million guestrooms.[87][27]
Forecast & CAGR
Skift Research estimates global hotel revenue will rise from $1.021 trillion in 2025 to $1.151 trillion in 2027, implying an approximate 6.2% compound annual growth rate over 2025–2027. AHLA expects U.S. hotel guest spending to reach nearly $805 billion in 2026, 1.7% above 2025.[87][27]
Market share & regions
Hilton’s 2025 system had 851,582 rooms in the United States, 232,665 in Asia Pacific, 129,765 in Europe, 74,418 in the Americas excluding the United States, and 42,517 in the Middle East and Africa. The company operated 9,158 properties across 143 countries and territories.[69]
Segmentation
The U.S. hotel industry spans more than 64,000 properties and nearly 5.7 million guestrooms, including hotels and motels, casino hotels, and bed-and-breakfast inns. Major commercial segments include luxury, lifestyle, full-service, focused-service, all-suites, and timeshare offerings.[27][69]
Key players & concentration
Large branded groups continue to expand through franchising and management contracts. Hilton ended 2025 with 9,158 properties and 1.351 million rooms, while IHG had 6,963 hotels and 1.026 million rooms; these figures describe individual company systems rather than total industry market share.[69][36]
Pricing
U.S. hotel average daily rate increased 4.7% in 2025, while revenue per available room rose 4.5%; occupancy declined 0.2% from 2024. The FTC’s short-term-lodging fee rule, effective May 12, 2025, requires advertised prices to disclose mandatory fees in the total price.[88][89]
Trends, drivers & challenges
The main 2026 demand supports are the FIFA World Cup and America250, but operating costs remain a major constraint: AHLA survey respondents cited costs of goods and supplies at 71%, labor costs at 65%, and fluctuating demand and occupancy at 59%. Insurance costs increased 111% between 2019 and 2025, according to AHLA’s 2026 industry report.[27]
Consumer behavior & competition
Domestic leisure travel remains the largest component of U.S. travel activity, while international inbound travel remains below pre-pandemic levels. In a 2025 AHLA survey, 30% of hotels reported declines in completed leisure stays and 26% reported lower upcoming leisure bookings than a year earlier.[27]
M&A
M&A activity remains focused on brand expansion and platform growth. IHG’s 2025 results identified its Ruby acquisition and NOVUM-related conversions as important contributors to its portfolio expansion, while IHG ended the year with a 340,000-room development pipeline.[36]
Regulation
The U.S. FTC Rule on Unfair or Deceptive Fees applies to hotels, motels, inns, short-term rentals, third-party platforms, resellers, and travel agents. Since May 12, 2025, covered businesses must disclose the total price including mandatory fees and may not misrepresent fees or charges.[89][90]
Latest news
In November 2026, AHLA reported that 90% of surveyed hotel professionals said AI helps routine work get done faster, while only 15% said it had improved frontline work. In the first half of 2026, hours per occupied room fell 3.1% at full-service hotels and 3.5% at select-service hotels using Actabl’s Hotel Effectiveness tool.[27]

02 Ranking

Top 10 Companies in the Hotel Service Industry

The leading companies in the hotel service 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 service ranking with an Overall score of 9.8, with approximately 182,000 people at leased and managed hotels and offices. InterContinental Hotels Group is the runner-up at 9.3, backed by $5.189 billion of 2025 revenue.

Ranked by Overall score · How we score ↓

Editor's top 3 picks

Where to start, by need.

  1. #1 Overall · Leader in hotel management & franchising

    Hilton Worldwide Holdings

    US

    Ranked #1 · 9.8 · Hotel management & franchising

    Why we picked it: Its global managed and franchised system scale is backed by 9,158 properties across 143 countries and territories.

    See in ranking ↓Visit hilton.com ↗

  2. #2 overall

    InterContinental Hotels Group

    GB

    Ranked #2 · 9.3 · Hotel management & franchising

    Why we picked it: Its predominantly franchised and managed system is measured with $5.189 billion in 2025 revenue.

    See in ranking ↓Visit ihgplc.com ↗

  3. #3 overall

    H World Group

    CN

    Ranked #3 · 9.1 · Hotel management & franchising

    Why we picked it: Its China and international operations are quantified with RMB25.307 billion revenue and 26,458 employees in 2025.

    See in ranking ↓Visit hworld.com ↗

Pick 1 is the #1 company overall. No other segment places in the top 5, so picks 2 and 3 follow rank.

Full ranking

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

Hilton Worldwide Holdings

Hotel management & franchising · US

9.8
2

InterContinental Hotels Group

Hotel management & franchising · GB

9.3
3

H World Group

Hotel management & franchising · CN

9.1
4

Marriott International

Hotel management & franchising · US

9.0
5

Hyatt Hotels Corporation

Hotel management & franchising · US

8.9
6

Accor

Global hotel management, franchising and ownership · FR

8.7
7

Wyndham Hotels & Resorts

Global economy and midscale hotel franchising · US

8.3
8

Meliá Hotels International

Leisure and resort hotels, Europe and global markets · ES

8.1
9

Choice Hotels International

Global midscale, extended-stay and economy franchising · US

7.9
10

Minor International

Hotels, resorts and hospitality across 72 markets · TH

7.8

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 service industry. In Hotel Service Industry Statistics. Gitnux. https://gitnux.org/hotel-service-industry-statistics/#top-companies

report visual · Projection

Nights spent at tourist accommodation establishments (European Union)

Nights spent at tourist accommodation establishments grew from 1.4 billion nights in 2020 to 3.1 billion nights in 2025.

1.4 billion nights
Start
+16.82%
CAGR · 5y
3.1 billion nights
Projected
20202025
source-verifiedec.europa.eu2025

04 Statistics

Technology & Innovation

AI adoption is split between strategy and execution: 28% of hotel chains had a company-wide AI strategy in 2026, while 60% of AI usage came from external tools such as ChatGPT.

AI in the hotel service industry

  • 4% of surveyed European hotels had more than three years of AI experience in 2025.[1]
  • 12% of reported hotel-chain AI usage came from internally developed or hosted tools in 2026.[1]
  • 49% of European hotel professionals cited data analysis and reporting as a promising AI application in 2025.[2]
  • 62% of European hotel professionals identified marketing as a promising AI application area in 2025.[2]
  • 60% of reported hotel-chain AI usage came from external tools such as ChatGPT in 2026.[1]
  • 28% of hotel chains had a company-wide AI strategy in 2026.[1]

Automation in the hotel service industry

  • 27% of surveyed U.S. travelers said ideal hotels should provide mobile room entry in 2024.[3]
  • 74% of hotel operators offered or planned to offer contactless payments in 2022.[4]
  • 81% of hotels saw moderate or major potential in contactless payments in 2022.[4]
  • 68% of hotels saw potential in AI for analytics or predictive intelligence in 2022.[4]
  • More than 40% of surveyed U.S. travelers preferred hotel check-in through a website, app or digital kiosk in 2024.[3]
  • 43% of surveyed U.S. travelers said ideal hotels should include in-room smart-home devices in 2024.[3]

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

  • 47% of hotels in Andalusia rated their infrastructure capacity for digital transformation as high or very high in the study period.[5]
  • 80% of travel and hospitality respondents reported siloed, transactional, or consultative relationships between business and information-technology teams.[6]
  • 59% of active travel and hospitality respondents were at the piloting or deploying stage of AI adoption in Adobe’s global research.[6]
  • 69% of lodging-technology survey respondents identified integrating new technology with legacy systems as a moderate or major 2024 industry challenge.[3]

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

  • 14% of travel buyers said they were already using AI in their travel programs in the October 2024 GBTA poll.[1]
  • 83% of travel and hospitality executives said they increased AI budgets in 2024, according to the Skift-AWS industry survey.[7]
  • 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 in the 2024 Skift-AWS industry survey.[7]
  • 79% of travel and tourism companies surveyed by the World Economic Forum reported cloud computing among technologies expected to be adopted.[8]
  • 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.[9]
  • 69% of hospitality respondents used a hybrid-cloud deployment model globally in 2023, compared with 31% using public cloud only.[9]
  • 67% of travel and hospitality companies were in advanced stages of cloud adoption globally in 2024, according to a survey of industry executives.[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]
  • 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.[8]
  • 18.8% of hotels in an Andalusian study rated their implementation of big-data tools as high or very high.[5]
  • 62.8% of hotels in an Andalusian study rated their implementation of big-data tools as low or very low.[5]

IoT in the travel and hospitality sector (sector benchmark)

  • 17% of European accommodation and food-service firms used IoT devices for production-process monitoring, automation or logistics in 2021.[11]

05 Statistics

Data & Analytics

Operators report integration and data confidence gaps: only 11% of hotel owners and operators reported a fully integrated technology stack in 2026, while 15% were very confident in operational data accuracy and timeliness.

Business intelligence in the hotel service industry

  • 36% of hotel marketing teams used business-intelligence data tools regularly in 2024, globally.[12]
  • 35% of hoteliers identified future-trends data as their highest-value business-intelligence insight in 2024, globally.[12]
  • 4% of hotel groups reported that nobody in their organization currently used business intelligence in 2024, globally.[12]
  • 21% of hotel group-travel teams used business intelligence regularly in 2024, globally.[12]
  • 51% of independent hoteliers used business-intelligence analytical tools as their primary reporting source for evaluating performance and productivity, in the Oracle survey year.[13]
  • 50.2% was the average use of business-intelligence and artificial-intelligence tools among 456 Portuguese hotel firms surveyed in 2024.[14]

Data analytics in the hotel service industry

  • 30% of mid-scale hotels invested in analytics tools in the 2024 State of Distribution survey.[15]
  • 55.5% of surveyed Andalusian hotels rated their use of technology to analyze customer information as low or very low in 2024.[16]
  • 16.7% of surveyed Andalusian hotels rated their use of technology to analyze customer information as high in 2024.[16]
  • 42% of European hotels used dynamic-pricing tools in 2025.[17]
  • 24.4% of surveyed Andalusian hotels conducted predictive analysis of customer needs in 2024.[16]
  • 18.8% of surveyed Andalusian hotels rated their implementation of big-data analysis tools as high or very high in 2024.[16]

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

  • 69% of travel and hospitality companies training AI models wasted resources on bad data in 2025, according to a Salesforce survey of business leaders.[18]
  • 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]
  • 15% of hotel owners and operators were very confident in the accuracy and timeliness of their operational data in 2026.[1]
  • 47% of business leaders were fully confident in their organizations’ data accuracy in 2025, across the broader business sample reported by Salesforce.[18]

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

  • 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.[19]
  • 78% of travel and hospitality business leaders said data-governance policies varied across departments in 2025.[18]
  • Only 11% of hotel owners and operators reported a fully integrated technology stack in 2026, indicating limited enterprise-wide data integration.[1]
  • 97% of travel and hospitality business leaders said a strong data foundation was the most critical factor for AI deployment in 2025.[18]

KPIs in the hotel service industry

  • $160.30 was the U.S. hotel average daily rate in 2025, according to CoStar data reported by AHLA.[20]
  • $218.41 was hotel ADR in Q2 2026 in the HotelData sample, up 8.0% from Q2 2025.[21]
  • $100.61 was total U.S. hotel GOPPAR in the first half of 2026, according to HotStats data reported by hotelAVE.[22]
  • 47.2% was hotel GOP margin in Q2 2026 in the HotelData sample, compared with 43.9% in Q2 2025.[21]
  • 62.3% was U.S. hotel occupancy in 2025, according to CoStar data reported by AHLA.[20]
  • 36.6% was total U.S. hotel GOP margin in the first half of 2026, according to HotStats data reported by hotelAVE.[22]

06 Statistics

Strategy & Growth

Expansion stays heavy on rooms and conversions. Hilton opened 97,000 rooms in 2025, and Marriott had 610,000 rooms in its development pipeline at the end of 2025.

Growth in the hotel service industry

  • 97,000 rooms were opened by Hilton globally in 2025.[23]
  • 610,000 rooms were in Marriott’s development pipeline at the end of 2025.[23]
  • 4.0% was IHG’s reported global system room growth in 2025.[23]
  • 4.3% was Marriott’s net room growth worldwide in 2025.[23]
  • 3% was Wyndham Hotels’ year-over-year development-pipeline growth in 2025.[23]
  • 6.7% was Hilton’s net unit growth in 2025, with 702 net room additions globally.[23]

Differentiation in the hotel service industry

  • 243 million members were enrolled in Hilton Honors at the end of 2025, up 15% from 2024.[23]
  • 15% was the compound annual growth rate of loyalty membership among the six major U.S. hotel groups from 2014 to 2024.[24]
  • 24 brands was the average portfolio size of the six major U.S. hotel groups in 2024, double the 2014 average.[24]
  • 12.1% of booked room nights were GDS-channel loyalty bookings in 2024 in the analyzed hotel dataset.[15]
  • 30% was the increase in total direct hotel bookings in 2024 compared with 2019, according to the cited hotel-booking analysis.[15]
  • 26.4% of booked room nights were direct-channel loyalty bookings in 2024 in the analyzed hotel dataset.[15]

Mergers and acquisitions in the hotel service industry

  • 774 hospitality and leisure deals were recorded in 2025, with total value of $49.2 billion.[25]
  • 78.5% was the increase in hospitality and leisure deal value in 2025 compared with 2024.[25]
  • 30% was the decline in U.S. hospitality transaction volume in 2024 compared with the 2019 high.[26]
  • 7 transactions above $300 million occurred in the second half of 2024 in the U.S. hospitality market.[26]
  • 37 citizenM properties, comprising 8,789 rooms, were added to Marriott’s system through the acquisition in 2025.[23]
  • $2.7 billion was the value of CMR Hotel’s acquisition of Soho House and Co. in 2025.[25]

Strategic partnerships in the hotel service industry

  • 43,409 rooms were signed into IHG’s EMEAA pipeline during 2025.[23]
  • 40% of IHG’s room signings in 2025 were conversion signings.[23]
  • 358 new-build hotels were signed by IHG in 2025.[23]
  • 55 residential agreements were signed by Marriott in 2025.[23]
  • 33 active partnership agreements were held by the American Hotel & Lodging Association at the end of 2024.[27]
  • 306 conversion hotels were signed by IHG in 2025.[23]

07 Statistics

People & Workforce

Turnover eased into 2026 in the Actabl/HotelData series, with the hotel employee turnover rate at 5.35% in June 2026. Staffing pressures remain visible in average open positions per property.

Hiring in the hotel service industry

  • 13% of surveyed U.S. hotels said they were providing hotel discounts to attract and retain workers in late 2024.[27]
  • 14% of surveyed U.S. hotels reported difficulty hiring culinary workers in late 2024.[27]
  • 20% of surveyed U.S. hotels said they were offering flexible working hours to attract and retain workers in late 2024.[27]
  • 9% of surveyed U.S. hotels said they participated in job fairs or advertising to attract workers in late 2024.[27]
  • U.S. hotels were trying to fill an average of six to seven open positions per property in late 2024.[27]

Employee retention in the hotel service industry

  • 6.07% was the hotel employee turnover rate in June 2024, based on Actabl data analyzed by HotelData.com.[27]
  • 5.84% was the hotel employee turnover rate in June 2025, based on Actabl data analyzed by HotelData.com.[27]
  • 5.35% was the hotel employee turnover rate in June 2026, based on Actabl data analyzed by HotelData.com.[27]
  • 20% of surveyed hotels reported that 60% to 80% of their 2023 hires were still employed in 2024.[28]
  • 2% of surveyed hotels reported that less than 20% of their 2023 hires were still employed in 2024.[28]

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

  • Across U.S. hospitality and food services, employees worked 10.23% of paid days from home in 2024.[29]
  • Across U.S. hospitality and food services, employees worked 11.11% of paid days from home in 2025.[29]
  • Among travel buyers, 7% reported a full-time remote company policy for 2024, compared with 15% among travel suppliers and travel-management companies.[30]
  • Across U.S. hospitality and food services, employees worked 10.19% of paid days from home in 2026.[29]

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

  • Among travel buyers, 68% reported a hybrid company work policy for 2024.[30]
  • Among business-travel professionals in North America, 51% reported that their company had a hybrid work policy for 2025.[31]
  • Among business-travel professionals in Europe, 77% reported that their company had a hybrid work policy for 2025.[31]
  • Among travel suppliers and travel-management companies, 54% reported a hybrid company work policy for 2024.[30]
  • Among business-travel professionals in the Asia-Pacific region, 62% reported that their company had a hybrid work policy for 2025.[31]

Upskilling in the hotel service industry

  • 60% of Scottish hotel and restaurant establishments provided workforce training in 2022.[32]
  • 55% of surveyed hotels increased marketing and sales training budgets from 2024 to 2025.[19]
  • 26% of Maryland hotels organized no-cost workforce training in 2024.[33]
  • 58% of surveyed hotels increased revenue-management training budgets from 2024 to 2025.[19]
  • 32% of Scottish hotel and restaurant establishments provided external workforce training in 2022.[32]

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

  • Across Travel + Leisure Co.’s accommodation and hospitality workforce, the 2024 associate-engagement survey received 16,405 completions, representing 86% of associates.[34]
  • Across New Zealand hospitality and tourism workplaces, 67% of employees in very small organizations reported work engagement in 2025.[35]
  • Across New Zealand hospitality and tourism workplaces, 62% of employees with people-management responsibilities reported work engagement in 2025.[35]
  • Across New Zealand tourism businesses, 60% of employees reported work engagement in 2025.[35]
  • Across IHG’s global hotel and corporate workforce, the 2024 employee-engagement score was 87%.[36]

DEI in the hotel service industry

  • 8% of hotel-company partner or principal leaders were women in 2022.[37]

08 Statistics

Customer & Sales

Customer experience in the hotel service industry

  • 86 points was lodging's 2026 score for mobile-app quality in the United States.[38]
  • 81 points was lodging's 2026 score for in-room internet quality in the United States.[38]
  • 83 points was lodging's 2026 score for room cleanliness and comfort in the United States.[38]
  • 85 points was lodging's 2026 score for mobile-app reliability in the United States.[38]
  • 78 points was lodging's 2026 score for hotel amenities such as pools, spas, fitness rooms and business centers in the United States.[38]

Customer retention in the hotel service industry

  • 70%–80% of hotel website traffic was mobile traffic in D-EDGE's 2024 report.[39]
  • 20% more was the approximate hotel spending by IHG One Rewards members compared with non-members in 2024.[36]
  • 10 times was the relative likelihood that an IHG One Rewards member booked direct compared with a non-member in 2024.[36]
  • 60% of IHG's globally booked room nights were attributable to loyalty members in 2024.[36]
  • 29% of hotel online revenue came through hotel websites in D-EDGE's 2024 distribution data.[39]

Customer acquisition in the hotel service industry

  • 40% of mid-size and regional hotel-chain bookings came through online travel agencies in 2024.[15]
  • 22% of hotel bookings came through direct digital and web channels in the 2024 global hotel distribution survey.[15]
  • 16% of hotel bookings came through direct voice channels in the 2024 global hotel distribution survey.[15]
  • 10% of hotel bookings came through global distribution systems in the 2024 global hotel distribution survey.[15]
  • 35% of hotel bookings came through online travel agencies in the 2024 global hotel distribution survey.[15]

Customer loyalty in the hotel service industry

  • 55% of United States hotel guests were enrolled in a loyalty program in 2026.[40]
  • 145 million IHG One Rewards members were reported in 2024.[36]
  • 59.1% of total room-night revenue at Marriott's included hotels came from Bonvoy member-paid room nights in 2024.[41]
  • 9,300 hotels and resorts in 144 countries and territories participated in Marriott Bonvoy as of December 31, 2024.[41]
  • $238 was the average daily spend per Marriott Bonvoy member-paid room night in 2024.[41]

Lead generation in the hotel service industry

  • 5%–6% was the conversion rate for hotel cart-abandonment campaigns in Revinate's 2026 hospitality benchmark.[1]
  • 33.6% was the newsletter open rate in Revinate's 2026 hospitality benchmark.[1]
  • More than half of qualified hotel leads were reportedly closed by reservations teams in Revinate's 2026 hospitality benchmark.[1]
  • 41% of travel-industry phone leads converted during the call in Invoca's 2026 benchmark dataset.[42]
  • 38% of ChatGPT-referred travel leads converted on the call in Invoca's 2026 benchmark dataset.[42]

09 Statistics

Marketing & Brand

Distribution and retention are quantified through marketing channel performance. Hotel spending via direct digital channels reached $262 billion in 2024, and 18% of OTA searchers booked directly in 2026.

Marketing in the hotel service industry

  • 47% of hotels used guest-appreciation or loyalty programs to increase repeat business and retention in 2025.[19]
  • 46% of hotels used customer-relationship marketing and website offers to promote direct bookings in 2025.[19]
  • 11% of total revenue was the average hospitality marketing budget in 2019, before the pandemic disruption.[43]
  • 57% of hotels used a digital-marketing agency to promote direct online bookings in the 2025 global hotel distribution survey.[19]
  • 26% of hotels engaged travel influencers through an agency to promote direct bookings in 2025.[19]

Digital marketing in the hotel service industry

  • 37% of hotels had a dedicated team member responsible for distribution channels in 2025.[19]
  • 18% of guests who began searching on an online travel agency ultimately booked directly with the hotel in 2026.[44]
  • 3.3 percentage points was the year-over-year increase in the share of OTA-originated searches that converted to direct hotel bookings in 2026.[44]
  • $262 billion was the value of hotel gross bookings through direct digital channels globally in 2024.[45]
  • $218 billion was the value of hotel gross bookings through direct digital channels globally in 2019.[45]

Branding in the hotel service industry

  • 79% was the maximum RevPAR-performance advantage of top-performing brands over lagging brands in comparable chain scales during the five years through 2023.[46]
  • 160% was the implied maximum incremental profit performance associated with the strongest hotel brands, using CBRE’s flow-through assumptions.[46]
  • 3% of same-store hotel brands generated RevPAR growth above inflation between 2018 and 2023.[46]
  • 25 brands were operated by the six major hotel brand families tracked by CBRE in 2023.[46]
  • 52% of hotel brands outperformed the sample average during the 2014–2019 period in CBRE’s comparison.[46]

Social media in the hotel service industry

  • 56.6% of hospitality businesses identified Facebook as their primary social-media focus in the available survey.[47]
  • 40% of hospitality businesses reported using X or Twitter in the available social-platform survey.[47]
  • 56% of Italian consumers said social-media reviews influenced their hotel booking decisions in YouGov’s international survey.[48]
  • 56% of Spanish consumers said social-media reviews influenced their hotel booking decisions in YouGov’s international survey.[48]
  • 31.1 million hotel-and-travel reviews were included in Tripadvisor’s 2024 traveler contributions cited by hospitality research.[49]

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

  • 72% of European travel and hospitality brands plan to expand their creator pool, according to research conducted across seven European markets in 2025.[50]
  • 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.[50]
  • 92% of destination marketing organizations and tourism boards globally increased or maintained influencer-marketing budgets in 2026.[51]
  • 91% of hospitality brands include some form of influencer marketing in their brand strategy, based on a 2026 hospitality-sector survey.[52]
  • 49% of hospitality brands include paid influencer work in their brand strategy, up from 37% in the previous survey period.[52]

10 Statistics

Operations & Execution

Operational performance shifts show through labor and inspection outcomes. In the U.S., management hours per occupied room fell 14.6% from January to September 2025, and guest-services hours fell 13.5% over the same period.

Process optimization in the hotel service industry

  • 27% of hotel chains used smart ancillary sales through apps, mobile websites or digital ordering in 2023 worldwide.[53]
  • 57% of hotel general managers expected automation to improve the guest experience and bottom line in 2023 worldwide.[54]
  • 25% of hotel chains used automated guest recognition in 2023 worldwide.[53]
  • 71% of hotels were moving toward mostly or completely digital check-in in 2023 worldwide.[54]
  • 35% of hotel chains had a structured innovation-management process in 2023 worldwide.[53]

Operational efficiency in the hotel service industry

  • 4% was the increase in average hourly compensation for hospitality employees in 2024 in the United States.[55]
  • 7.4% fewer hours were worked at the typical hotel in the sample in 2024 than in 2019 in the United States.[55]
  • 4% was the increase in hotel headcount between January and September 2026 in the United States.[20]
  • 14.6% was the decline in management hours per occupied room from January to September 2025 in the United States.[21]
  • 13.5% was the decline in guest-services hours per occupied room from January to September 2025 in the United States.[21]

Quality management in the hotel service industry

  • 3% to 4% of hotel room inspections failed the property’s own pass threshold in 2025 across hotels using HelloShift.[56]
  • 460 points was the satisfaction score for guests experiencing a hotel problem in 2025 in North America.[57]
  • 40% of hotel guests considered smart-TV streaming a must-have amenity in 2025 in North America.[57]
  • 14% of leisure lodging guests complained about their stay in 2025 in the United States.[38]
  • 699 points was the overall satisfaction score for guests using a hotel brand’s mobile app in 2025 in North America.[57]

Supply chain in the hotel service industry

  • 92.5% of U.S. hotels took action to divert food waste from landfill in the AHLA survey year.[58]
  • 40.9% of convention hotels measured food waste in the AHLA survey year.[58]
  • More than 20% of food purchased by hotels was thrown away uneaten worldwide in the Sustainable Hospitality Alliance analysis year.[59]
  • 73.8% of extended-stay U.S. hotels measured food waste in the AHLA survey year.[58]
  • 60% of food waste in hotels was kitchen waste in the Sustainable Hospitality Alliance analysis.[59]

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

  • 54% of organizations across North America and EMEA outsourced some or all hotel RFP activities to travel management companies or consultants in 2026.[30]
  • Six in 10 travel buyers worldwide relied on their travel management company for sourcing support in 2025.[10]
  • 64% of European corporate travel managers outsourced at least part of their hotel RFP process in 2026.[30]
  • 14% of travel supplier and TMC professionals whose companies were not adding staff expected to outsource more work to third parties in 2025.[30]
  • 9% of North American travel buyers and 13% of European travel buyers whose programs were not adding staff expected to outsource more work to third parties in 2025.[30]

11 Statistics

Finance & Pricing

U.S. pricing and margins are tracked alongside occupancy and cost pressures. The U.S. hotel occupancy rate was 62.3% in 2025, while utility costs increased 28% from 2019 to 2025.

Pricing strategy in the hotel service industry

  • $225.82 was San Francisco’s average daily hotel rate in 2025, up 6.0% year over year.[60]
  • $333.71 was New York City’s average daily hotel rate in 2025, up 4.7% year over year.[60]
  • $211.96 was average daily rate for the HotelData U.S. sample in the first half of 2026, up 7.1% from the first half of 2025.[21]
  • 67.9% was the HotelData U.S. sample’s occupancy rate in the first half of 2026, up 1.1 percentage points year over year.[21]
  • 63.0% was the U.S. hotel occupancy rate in 2024, while average daily rate reached $158.67 and increased 1.7% year over year.[55]

Cost reduction in the hotel service industry

  • 59% of surveyed U.S. hoteliers identified fluctuating demand and occupancy as a financial pressure in 2026.[27]
  • 28% was the increase in U.S. hotel utility costs from 2019 to 2025.[27]
  • 65% of surveyed U.S. hoteliers identified labor costs as a financial pressure in 2026.[27]
  • 43% of surveyed U.S. hoteliers identified insurance premiums as a financial pressure in 2026.[27]
  • 18% was the increase in U.S. hotel administrative and general costs from 2019 to 2025.[27]

Profitability in the hotel service industry

  • 25.1% was the U.S. hotel EBITDA margin in 2023.[61]
  • 38.5% was the GOP margin budgeted by U.S. hotels for the first nine months of 2025.[62]
  • 37.7% was the actual GOP margin achieved by U.S. hotels during the first nine months of 2025.[62]
  • $73.60 was U.S. hotel GOPPAR in 2024, up 3.2% from 2023.[55]
  • $51.88 was U.S. hotel EBITDA per available room in 2024, up 2.5% from 2023.[55]

Financial planning in the hotel service industry

  • $105.12 was the average RevPAR actually achieved by U.S. hotels in the first half of 2025.[21]
  • $123.89 was the average RevPAR budgeted by U.S. hotels for the first half of 2025.[21]
  • $26.29 was average housekeeping labor cost per occupied room for U.S. extended-stay hotels in the second half of 2024 and first quarter of 2025.[21]
  • $44.62 was average housekeeping labor cost per occupied room across U.S. hotels in the second half of 2024 and first quarter of 2025.[21]
  • $108.92 was the average RevPAR forecast by U.S. hotels for the second half of 2025.[21]

12 Statistics

Product & Service

Expectations skew toward upgrades and policy flexibility. In 2026 research, 74% of hotel guests said they would pay extra for an in-room upgrade.

Product development in the hotel service industry

  • 70% of hotel-innovation-barometer participants had implemented some management innovation in 2024, but only 12% rated it satisfactory or high-level.[63]
  • 74% of hotel guests said they would pay extra for an in-room upgrade, most often for a better view or more space, in 2026.[40]
  • 3.73 was the innovation-strategy implementation score for large international hotel chains in the 2024 hotel innovation barometer.[63]
  • 2.66 was the product-and-service innovation score for larger hotel chains, compared with 1.28 for smaller chains, in the 2024 hotel innovation barometer.[63]
  • 8 in 10 hotel guests would pay more for, or consider paying more for, flexible cancellation, according to 2026 consumer research.[40]

Product lifecycle in the hotel service industry

  • 2024 was the fifth consecutive year in which Ecolab conducted its consumer study of hotel-selection, experience and review drivers.[27]
  • 2025 was the reporting year in which hotel owner and operator investments in guest-room décor, furnishings and bathrooms were associated with higher guest satisfaction.[57]
  • 35 percentage points was the spread in loyalty-program satisfaction among hotel sub-brands identified by Deloitte, indicating differing lifecycle performance across brands.[54]
  • $158.67 was the record U.S. hotel average daily rate in 2024, while guests reported improved value perceptions across every hotel segment in 2025 research.[57]
  • 594,872 U.S. hotel rooms were built between 2004 and 2009, creating a large cohort approaching major renovation cycles in the mid-2020s.[64]

After-sales in the hotel service industry

  • 55% of hotel guests were enrolled in a loyalty program in 2026 consumer research, despite 82% saying consistent delivery would sustain loyalty.[40]
  • 71% of travelers identified price as a hotel-booking driver in 2026 consumer research, creating a key expectation hotels must manage after purchase.[40]
  • 35 percentage points was the variation in loyalty-program satisfaction across hotel sub-brands in Deloitte’s guest-experience study.[54]
  • 16% of U.S. hotel customers selected a hotel because they trusted its cleanliness most in Medallia’s 2024 survey.[65]
  • 7% of hotel travelers defined good value as the lowest price in 2026 research, indicating that post-stay loyalty depends on more than discounting.[40]

Value proposition in the hotel service industry

  • 7% of consumers ranked the ability to earn loyalty or reward points among the top hotel-booking values in 2025.[66]
  • 13% of consumers ranked the ability to obtain a full refund among the top hotel-booking values in 2025.[66]
  • 11% of consumers ranked contactless hotel experiences among the top booking values in Expedia Group’s 2025 survey.[66]
  • 11% of consumers ranked flexible policies for changing bookings among the top hotel-booking values in 2025.[66]
  • 6% of consumers ranked premium benefits and upgrades among the top hotel-booking values in Expedia Group’s 2025 survey.[66]

13 Statistics

Sustainability & Ethics

Sustainability commitments are measured through energy, water, and waste. Hilton’s managed-hotel waste diversion from landfill was 17.3% in 2024, and 57.5% of energy came from grid electricity.

Sustainability in the hotel service industry

  • 4.3% of Hilton’s total hotel energy came from renewable sources in 2024.[67]
  • 70% of luxury and business hotel travelers said sustainability commitments made them more likely to choose a hotel in 2025.[27]
  • 36.3% was Hilton’s reduction in managed-hotel water-use intensity from its 2008 baseline in 2024.[67]
  • 57% of U.S. hotel guests were much more likely to stay at a property with a sustainability certification or label in 2024.[27]
  • 82% of Hilton hotels offered Digital Key in 2024, avoiding more than 103 metric tons of plastic.[67]

ESG in the hotel service industry

  • 2,500 local and small businesses were supported by Hilton hotels and operations in 2024.[67]
  • 17.3% of Hilton’s total hotel waste was diverted from landfill across managed and franchised properties in 2024.[67]
  • 57.5% of Hilton’s total hotel energy came from grid electricity in 2024.[67]
  • 17.3% was Hilton’s voluntary turnover rate for U.S. lodging-facility employees in 2024.[67]
  • 47.8% of Hilton’s hotel water withdrawals in 2024 occurred in regions with high or extremely high baseline water stress.[67]

Ethics in the hotel service industry

  • 100% of Hilton’s managed hotels had general managers attesting that all hotel team members completed mandatory anti-trafficking training in 2024.[67]
  • 4,304 Hilton team members received support from the company’s Team Member Assistance Fund in 2024.[67]
  • 87% of Hilton’s franchised hotels had general managers attesting that all hotel team members completed mandatory anti-trafficking training in 2024.[67]
  • 970,000 learning and career-growth opportunities were provided by Hilton in 2024.[67]
  • 1.6 million meals were distributed through Hilton community programs in 2024.[68]

CSR in the hotel service industry

  • 2,500 local and small businesses were supported by Hilton in 2024.[67]
  • More than 26,000 pounds of waste were collected through Hilton community activities reported in its 2024 annual review.[68]
  • $500,000 was committed by Hilton to combat human trafficking across the hospitality industry in 2024.[67]
  • 4,304 Hilton team members received assistance from the Team Member Assistance Fund in 2024.[67]
  • $7.377 million in grants was awarded to Hilton community partners in 2024.[67]

Circular economy in the hotel service industry

  • 45.4% of U.S. hotels reported diverting food waste in 2024.[58]
  • 80.6% of U.S. hotels had a back-of-house recycling program in 2024.[58]
  • 83.5% of U.S. hotels had a waste-reduction plan in 2024.[58]
  • 91.2% of U.S. hotels donated leftover usable bathroom amenities in 2024.[58]
  • 32% of U.S. hotels had eliminated garbage bags from in-room bins in 2024.[58]

Carbon footprint in the hotel service industry

  • 33% was Hilton’s reduction in energy consumption per square meter from its 2008 baseline by the end of 2023.[69]
  • 26.70 million gigajoules was Hilton’s total hotel energy consumption in 2024.[67]
  • 32.76 tonnes of carbon dioxide equivalent per year was the average emissions contribution from paper waste at one four-star hotel in Türkiye during 2022–2024.[70]
  • 0.8675 gigajoules per square meter was Hilton’s total hotel energy consumption in 2024.[67]
  • 44.62 tonnes of carbon dioxide equivalent per year was the average emissions contribution from organic waste at one four-star hotel in Türkiye during 2022–2024.[70]

15 Statistics

Globalization & Expansion

Global footprints are expressed in property and room counts. Marriott operated 2,601 premium properties with 732,590 rooms worldwide as of December 31, 2024.

Globalization in the hotel service industry

  • Marriott operated 2,601 premium properties with 732,590 rooms worldwide at December 31, 2024.[83]
  • Marriott operated 658 luxury properties with 164,230 rooms worldwide at December 31, 2024.[83]
  • Accor planned 1,381 additional hotels comprising 233,199 rooms at the end of 2024.[84]
  • 8,447 Hilton properties operated across 140 countries and territories at December 31, 2024.[68]
  • More than 220 million guests stayed at Hilton properties in 2024.[68]

Cultural adaptation in the hotel service industry

  • 57% of surveyed travelers wanted to find local cuisine and food specialties during travel in a Marriott travel-trends survey.[26]
  • 58% of surveyed travelers expressed strong interest in learning local languages in a Marriott travel-trends survey.[26]
  • 40% of surveyed travelers were interested in food tastings or food tours of local cuisine in the Hotels’ Digital Divide study.[85]
  • 81% of consumers surveyed wanted local-experience and hotel-upgrade recommendations from hotels in an ALICE-commissioned YouGov poll.[85]
  • 36% of surveyed travelers were interested in guided tours of the town they were visiting in the Hotels’ Digital Divide study.[85]

Supplier management in the hotel service industry

  • 42% of Hilton’s key suppliers across the Americas and EMEA received EcoVadis ratings in 2024.[67]
  • 89 new Hilton suppliers were screened using EcoVadis social criteria in 2024.[67]
  • Hilton had distributed more than $5 million to team members through its relief activity since 2014.[67]
  • Hilton supported 2,500 local and small businesses through its supply-chain activities in 2024.[67]
  • 100% of Hilton-managed hotels completed preventing-human-trafficking training in 2024.[67]

Stakeholder management in the hotel service industry

  • Hilton awarded 121 hotel-led action grants for community projects in 2024.[67]
  • IHG’s overall colleague engagement score was 87% in 2024.[36]
  • Hilton had awarded 228 hotel-led action grants cumulatively since 2022 by the end of 2024.[67]
  • IHG colleagues volunteered 172,458 hours in 2024.[36]
  • Hilton reported more than 1.5 million community members meaningfully impacted during 2024.[67]

Distribution channels in the hotel service industry

  • 35% of hotel bookings came through online travel agencies in the 2024 State of Distribution survey.[15]
  • 7.4% of European hotel overnight stays were booked through hotel-owned online systems in 2013.[86]
  • Direct digital channels were projected to overtake OTAs as the dominant hotel distribution channel by 2030.[24]
  • 10% of hotel bookings came through global distribution systems in the 2024 State of Distribution survey.[15]
  • 17% of hotel bookings came through walk-ins and group bookings in the 2024 State of Distribution survey.[15]

Key questions about the hotel service industry

How big is the global hotel sector, and what does 2026 look like for US spending?
The global hotel sector is estimated to generate $1.021T in revenue in 2025. AHLA expects U.S. hotel guest spending to reach nearly $805 billion in 2026.
What growth path do estimates project after 2025?
Skift Research estimates global hotel revenue will rise from $1.021T in 2025 to $1.151T in 2027. That implies an approximate 6.2% compound annual growth rate over 2025–2027.
Which companies lead the hotel service industry?
Hilton Worldwide Holdings leads Gitnux's 2026 hotel service ranking with an Overall score of 9.8, with approximately 182,000 people at leased and managed hotels and offices. InterContinental Hotels Group is the runner-up at 9.3, backed by $5.189 billion of 2025 revenue.
Which technology shifts matter most for hotel operations in 2026?
In 2026, 60% of reported hotel-chain AI usage came from external tools such as ChatGPT, while 28% of hotel chains had a company-wide AI strategy. Data and integration constraints also show in 27% of hotel operators using more than seven technology platforms.
How concentrated is the industry’s growth through development and distribution models?
Large branded groups expand through franchising and management contracts, with Hilton ending 2025 with 9,158 properties and 1.351 million rooms and IHG ending with 6,963 hotels and 1.026 million rooms. In the US, the hotel sector includes more than 64,000 properties and nearly 5.7 million guestrooms.
What pricing and fee compliance changes affect hotel pricing behavior?
The FTC’s short-term-lodging fee rule became effective May 12, 2025 and requires advertised prices to disclose mandatory fees in the total price. It applies to hotels, motels, inns, short-term rentals, third-party platforms, resellers, and travel agents.
Reference

Cite This Report

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

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