Earnings season came and went for the world's largest hotel companies, and it's that time of the year when each of the publicly traded entities shares its annual report.
There's a lot in each that can impact how you travel over the coming years — and signal what is or isn't working for each major company. From brand buildups at IHG Hotels & Resorts to soaring rates at Hilton and Marriott and the risk of bad-mouthing on social media, we dug into these annual filings to pull out what's most important across Marriott, Hilton, Hyatt, IHG and Accor.
Here's what to keep an eye on over the next year.
A lot of attention centered on Marriott, Hilton, IHG and Hyatt all launching new brands targeting budget-minded travelers. These new brands, ranging from StudioRes at Marriott to Spark at Hilton to IHG's Garner and Hyatt Studios, are expected to come in with rates hovering as low as $100 per night, depending on the brand.
But don't let that change your view on the overall hotel rate environment: Hotel rooms continue to get pricier despite inflation coming down.
Hilton's annual report notes overall nightly rates across the company's global portfolio are up more than 5% from 2022. In the U.S., rates were up a little more than 4%, while European hotel rates soared 12.8%. Those in the Middle East and Africa were up more than 13%.
Over at Marriott, hotel rates in the U.S. and Canada climbed 4.7% last year while they increased 7.2% in Europe and nearly 10% in the Middle East and Africa.
Evening turndown service doesn't come, you've been seated for two hours and the entree still hasn't arrived, the hotel opened too early and is still largely under construction ... any one of these situations happening during a resort getaway is enough to make one pick up their iPhone and start doing a grassroots review on social media.
Whether you have five followers or 5 million, that can take a toll on the overall reputation of a hotel company. Hyatt even lists it as a risk factor in its annual report.
"The continued expansion in the use and influence of social media has compounded the potential scope of negative publicity that could be generated, lead to litigation or governmental investigations, or damage our reputation," reads Hyatt's 10-K filing with the U.S. Securities and Exchange Commission. "Adverse incidents have occurred in the past and may occur in the future. Negative incidents could lead to tangible adverse effects on our business, including lost sales, boycotts, reduced enrollment and/or participation in the loyalty program, or paid membership program, disruption of access to our digital platforms, loss of development opportunities, or reduced colleague retention and increased recruiting difficulties. Any decline in the
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