Hotels are entering a fiercely competitive distribution environment in 2026. The strengthening of online travel agencies such as Expedia and Trip.com in Asia and Latin America, the decline in the share of Booking.com and Agoda, and the clear shift of travelers to shorter stays have changed the data for 2025, while profitability remains positive but is strongly pressured by rising labor costs and slowing demand.
These are some of the conclusions of a study compiled by Cloudbeds and Duetto, which is based on an analysis of travelers’ booking behavior from January to July 2025. The data was drawn from 20,500 independent hotels in 177 countries.
The significant growth of platforms such as Expedia, Trip.com, Hotelbeds and Despegar, mainly in Asia and Latin America, reflects the increase in international arrivals and the strengthening of tourism trends in these regions. At the same time, traditional players in the space, such as Booking.com and Agoda, are losing market share.
At the same time, the research records a trend towards shorter stays, due to economic factors, the rise of microcations and a decrease in remote working. These trends pose a challenge for hoteliers, who have traditionally benefited from longer stays due to lower operating costs and stable revenues.
Despite the difficulties, all regions worldwide recorded positive profit conversion rates in 2025, an element that shows effective cost control in an environment of increasing revenues.
Total revenue per available room (TRevPAR) is on an upward trend, with Latin America recording a 4.6% increase, ahead of North America and Europe. F&B continues to be the leading contributor to additional revenue, while in some markets activities such as golf and spa are also growing dynamically.
However, payroll costs continue to be the biggest challenge. Increasing payrolls in all markets, combined with a slight slowdown in demand, are forcing hotels to implement stricter cost policies and make greater use of automation tools.
The strategies that will decide the day after
The report lists clear priorities for hotels seeking to maintain a competitive advantage:
• Redefining Marketing & Distribution | Targeted campaigns, presence in metasearch and leveraging regional OTAs can offer access to new markets and strengthen direct sales.
• Upgrading Revenue Management | Increasing ancillary revenue, particularly through in-house experiences, and reducing operating costs through technology are key pillars.
• Adapting to the new length of stay | Extended stay packages, incentives, and a targeted approach to niches such as digital nomads and weekend professionals can mitigate losses.
2026 in an uncertain environment
With global growth estimated to be 3.1% in 2026, slightly improved compared to 2025, hotel businesses are called upon to demonstrate resilience and agility. Leveraging data, investing in technology, and adapting quickly to change will determine who comes out on top in a reshaping market.
