The demand outlook for 2026 among U.S. hotels is mixed, according to a member survey conducted by the American Hotel & Lodging Association.
Roughly 39% of respondents said they expect 2026 travel demand to remain relatively stable compared with last year, while around 29% expect it to be somewhat stronger and 6% expect it to be much stronger. Nearly 20% expect demand to be somewhat weaker and about 4.5% expect it to be much weaker.
Rising costs and staffing shortages are top concerns for U.S. hotels this year, according to the survey.
Respondents reported cost pressures across multiple fronts, with the cost of goods and supplies flagged by 71% of respondents, followed by labor costs (65%), fluctuating demand and occupancy (59%), utility and energy costs (50%), insurance premiums (43%) and workforce shortages (42%).
On the staffing front, 50% reported that their properties are somewhat understaffed, but just 5% said they're severely understaffed. To attract and retain workers, 70% said they're paying higher wages, 54% are offering flexible scheduling and hotel discounts, and 31% are offering enhanced benefits.
Despite high hopes tied to the FIFA World Cup, which will bring 78 matches to venues across the U.S. later this year, nearly 20% of properties in applicable markets report that their 2026 bookings are currently running below expectations.
Conducted in late February, the
AHLA’s Front Desk Feedback report surveyed 246 hoteliers.