Colliers Releases the U.S. Hospitality Brand Performance Comparison Report for H1 2026 :: Hospitality Trends

Key Findings

• Luxury brands continued to outperform, widening the gap between luxury and economy hotel segments.
• Experience-driven brands led industry growth, with lifestyle, boutique and destination-oriented hotel concepts recording some of the strongest RevPAR gains.
• Midscale performance showed signs of recovery as occupancy growth improved and supply pressures began to ease

Luxury Performance Continues to Outpace the Market  Luxury and upper-upscale hotels continued to benefit from strong pricing power, occupancy gains and ADR growth, while economy properties faced pressure from softer travel demand and recent supply growth. The result was a widening performance gap across the U.S. hospitality sector.

Experience-Driven Brands Lead Growth

Luxury, lifestyle, and experience-driven brands delivered the strongest results across major hotel companies during H1 2026. Brands such as Atwell Suites, Kimpton, LXR Hotels & Resorts, and The Unbound Collection by Hyatt posted double-digit RevPAR growth, highlighting continued consumer demand for differentiated hospitality experiences and premium hotel offerings. 

Leading Hotel Brands by H1 2026 RevPAR Growth

The strongest-performing hotel brands recorded double-digit RevPAR growth during H1 2026, led by luxury, lifestyle, and experience-driven brands. Source: Company Securities and Exchange Commission Filings, H1 2026.

Questions This Report Answers Q: Which hotel segments performed best in H1 2026?
A: Luxury brands led performance. Luxury and upper-upscale hotels continued to benefit from strong pricing power and demand, widening the gap between luxury and economy hotel segments.

Q: What is driving the hotel performance in H1 2026?
A: Experience-driven brands are outperforming. Lifestyle, boutique and destination-oriented concepts recorded some of the strongest RevPAR growth as travelers continued to prioritize differentiated hospitality experiences.

Q: Are midscale hotel brands beginning to recover?
A: Signs of stabilization are emerging. Midscale and upper-midscale brands recorded improving occupancy trends during H1 2026 as supply pressures began to moderate.

Download the report
Compare brand-level performance across Hilton, Hyatt, IHG and Marriott and explore the operating trends shaping the U.S. hospitality market in H1 2026.

Download the Colliers H1 2026 report.