Japan and China emerge as fast-growing origin markets over past year Hotel occupancy stood at 74% in June, ahead of 2024 levels
New data from Amadeus, in collaboration with UN Tourism, indicates a steady increase in travel demand across North America over the past year. The report, titled “Travel Insights 2025: Focus on Americas,” highlights key trends in air traffic and hotel occupancy, with notable contributions from emerging Asian markets such as Japan and China.
Air Traffic Trends
Air traffic to North America has shown a modest increase, with a 1.1% rise year-on-year. This growth is attributed to the recovery of key Asian markets, particularly China and Japan, which recorded significant increases in travel to North America. The gap between passenger volume and scheduled capacity has narrowed, suggesting a more balanced supply and demand dynamic.
Jill Boegel, Senior Vice President of Commercial, North America, Hospitality at Amadeus, notes that both traffic and capacity projections are expected to level off from June to November, indicating moderate growth expectations. Airlines may need to employ targeted marketing strategies to boost demand during off-peak periods and optimize capacity utilization.
Hotel Occupancy and Rates
Hotel occupancy in North America reached 74% in June 2025, slightly surpassing the 2024 levels. This reflects the continued strength of domestic and regional travel, particularly during the spring and early summer months. The Average Daily Rate (ADR) has remained robust, consistently exceeding $160, indicating a stable pricing environment despite seasonal fluctuations.
Canada, in particular, experienced a notable increase in ADR, peaking at $187 in June 2025. This suggests a shift towards higher-value stays and a growing demand for upscale accommodations. Boegel suggests that hotels can leverage dynamic pricing strategies to capture higher-value bookings, especially in the U.S. and Canada.
Emerging Destinations
The report identifies New York and Los Angeles as the most booked destinations in North America, maintaining their positions from the previous year. However, Orlando has emerged as a fast-rising destination, climbing two places to become the third most booked city. Chicago also saw an increase in bookings, moving up two places to fifth.
Smaller cities such as Nashville, Calgary, and Dallas have experienced significant growth in bookings, with increases of 3%, 2%, and 1%, respectively. This trend reflects a growing interest in these destinations, driven by factors such as affordability, unique experiences, and local marketing campaigns.
Overall, the data from Amadeus and UNWTO underscore a resilient travel and hospitality sector in North America, supported by emerging Asian markets and a rising interest in smaller destinations. As the industry continues to recover and adapt, stakeholders can capitalize on these trends by tailoring their marketing strategies and optimizing pricing models to meet the evolving preferences of travelers.
Download Travel Insights 2025: Focus on Americas.
