For the data behind the commentary, download the full Q2 2026 U.S. Hospitality Report.
Q2 2026 Hospitality Key Trends
- First-Half Performance Outperforms Initial Forecasts: STR/Tourism Economics initially projected just 0.6% of RevPAR growth for full-year 2026, following a 0.2% decline in 2025. RevPAR instead grew 4.8% in the first half, prompting a mid-year upward revision to 2.8% for the full year, though that revised figure still trails the actual first-half performance.
- RevPAR Growth Accelerates in Q2: U.S. RevPAR growth strengthened throughout the second quarter, with gains of 4.5% in April, 4.0% in May, and 8.4% in June, bringing year-to-date (YTD) RevPAR growth to 4.8%. As in Q1, gains were driven primarily by ADR, which increased 3.5% YTD and accelerated to 6.7% in June, while occupancy contributed a more modest 1.3% YTD.
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World Cup Demand Boost: The 2026 FIFA World Cup emerged as a significant demand driver for U.S. hotels, generating outsized gains in host markets. During the week ending June 27, RevPAR surged 51.6% in Miami and 40.7% in San Francisco as World Cup matches heightened demand.
- Performance Gap Widens Across Chain Scales: Luxury hotels led all segments, posting 8.8% YTD RevPAR growth, alongside ADR gains of 6.5%. Growth moderated steadily down the chain scales, with Upper Upscale, Upscale, and Upper Midscale clustered in the 3.9% to 4.8% RevPAR growth range, while Economy remained the only segment in negative territory YTD. However, Economy returned to positive RevPAR growth in June at 2.3%, suggesting early signs of stabilization.
- Margin Relief Persists: With RevPAR growth driven primarily by ADR rather than occupancy, operators remain positioned for margin support. ADR gains that outpace inflation, coupled with only modest occupancy growth, help limit occupancy-driven expense pressures and reinforce rate integrity. Recovery will remain uneven across segments, with luxury and upper-tier hotels best positioned to offset to elevated labor, insurance, and utility costs through rate growth.
For the data behind the commentary, download the full Q2 2026 U.S. Hospitality Report.
