Industry and market trends

The industry today 




branded market


market share for branded hotels

Global hotel industry demand is driven by economic growth and an increasing trend for domestic and global travel. Over the long term, the lodging industry has grown broadly in line with Gross Domestic Product (GDP). However, in the US, demand growth has regularly outpaced GDP growth since 2010.

There are several industry metrics that are widely recognised and used to track performance, including revenue per available room (RevPAR) and rooms supply growth.

The branded hotel market 

We benchmark our performance against the largest branded players that we consider to be our peer group, with a similar system size and pipeline to ours and who operate in similar market segments to us.

Five of the leading branded hotel companies (IHG, Marriott, Hilton, Wyndham and AccorHotels) account for approximately 24 per cent of total open branded rooms and 58 per cent of the overall development pipeline (hotels in planning and under construction, but not yet open).

The industry tomorrow 

At a local market level, industry performance is impacted by short-term economic, political or physical factors. However, in the long-term, growth in the global hotel industry is driven by a number of key drivers and trends.

Major drivers 

Long-term macroeconomic trends substantially benefit the hotel industry.

2.6% GDP growth per annum over last 10 years

Increasing disposable income

Rising middle class

The growth of an ageing population, which has the desire and means to travel, is a favourable industry driver.

Ageing population (over 60s) with desire and means to travel (2013: 800m; 2050: 2bn)

Shift to multi-purpose trips

International travel is becoming increasingly viable for more people.

International tourist travel to increase from 1.2bn to 1.9bn tourist arrivals by 2026

Increased airline competition/lower fares

Relaxed travel restrictions

Major trends 

Technology continues to have a multifaceted and substantial impact on our industry.

Rising mobile bookings - Mobile to account for 40 per cent of online travel sales by 2020

Social networks help plan trips and share experiences

Big data: Personalisation

The changing profile of guests, combined with developments in digital technology, is driving different accommodation needs and stay expectations.

Rise of the millennials - 320m trips per year by 2020 (up 47% from 2013)

Multi-generational family trips

Blurring of business and leisure travel

Changing trends have created a more dynamic competitive environment within the travel industry.

Growth of travel intermediaries

Growing sharing economy