Overview
- The American Hotel & Lodging Association surveyed 246 hotel owners and operators in late February 2026 for its latest Front Desk Feedback snapshot.
- Owners most frequently cited pressures from supplies (71%), labor (65%), fluctuating demand and occupancy (59%), utilities and energy (50%), insurance premiums (43%), and workforce shortages (42%).
- More than half reported their properties are somewhat or severely understaffed, prompting incentives such as higher wages (70%), flexible schedules and hotel discounts (both 54%), and enhanced benefits (31%).
- Looking ahead, 39% expect 2026 travel demand to hold relatively steady versus 2025, with 29% anticipating somewhat stronger demand and 6% much stronger.
- With the 2026 FIFA World Cup approaching in the United States, nearly 20% of applicable hotels say current 2026 bookings are below expectations.