| Travel demand in the US rises as global instability continues |
US travel continued its upward trajectory in early 2026, with overall demand for hotel rooms increasing across all chain scales. February saw 2.7 million more rooms sold compared to the same month in 2025, signaling sustained travel interest despite ongoing global disruptions. Industry analysts highlighted that travel demand growth is now reaching a wider range of US regions, not just major markets, and is described by STR's Senior Director of Analytics Isaac Collazo as entering a phase of "real growth." |
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Marriott International is maintaining development momentum in the US despite economic uncertainty and challenges such as higher inflation and tighter lending. "Hotels slated to open this year are opening on schedule, and signing momentum is holding," says Noah Silverman, global development officer for the US and Canada. The company's midscale brand City Express has reached 100 signed deals in around 15 months, all conversions, while StudioRes, a midscale extended-stay brand, also is gaining traction. |
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Las Vegas tourism saw a rebound in February, with a 2.1% increase in visitors compared to the previous year, according to the Las Vegas Convention and Visitors Authority. Hotel occupancy rose to 85% on the Strip, and revenue per available room increased by 6.3%. However, convention attendance declined slightly, and passenger counts at Harry Reid International Airport dropped by 3.3%.
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A winter marked by warm temperatures and poor snowpack has led to early ski resort closures across the Mountain West and California. Multiple resorts, including Snowbasin in Utah and Palisades Tahoe in California, are shutting down ahead of their usual schedules as high March temperatures impede operations. "This has been the most challenging winter across the Rockies that we have ever experienced," Vail CEO Rob Katz said. "Skier visits through March 1 were down 11.9% year over year across Vail's North American portfolio of 37 ski areas." |
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Booking.com continues to emphasize the importance of human connection in its customer service approach, even as it adopts advanced AI tools. Gill Fisher, director of service process design, stressed that while AI can handle routine or transactional queries, true differentiation comes from real human interactions -- especially in emotionally charged or complex situations. This commitment to empathy and understanding is seen as the key to building meaningful relationships with travelers, ensuring that customers feel valued during stressful travel moments.
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