U.S. Hotel and Lodging 2026: Slow Growth, Stable Split, AI Waiting

According to Phocuswright's report, U.S. hotel room revenue rose 1% to $207.9 billion in 2025, with ADR up 1% and occupancy falling to 62.3%, the first decline since 2020. For 2026, room revenue is projected to increase 3% to $214.7 billion. Online channel grew 4%, with OTA vs. hotel website split at 52%/48%, expected to hold steady. AI is becoming important in hotel marketing and distribution, but long-term impact remains uncertain.