Marriott Says U.S. Hotel Demand Is Spreading Beyond Luxury

Skift·Published May 6, 2026·Pricing & Profitability
Marriott Says U.S. Hotel Demand Is Spreading Beyond Luxury
Summary

Marriott's CEO highlights a shift in travel trends, with a notable rebound in select-service hotels as travelers increasingly opt for drive-to destinations, which is leading to more demand for these accommodations. While luxury and resort hotels still lead, the gap is closing, suggesting a changing landscape for hotel demand in the US.

Key takeaway
Insight

The demand for drive-to destinations is increasing due to rising fuel prices impacting airline fares.

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