Hotel demand strengthens in 2025, shoulder seasons challenge peak periods: SiteMinder report

According to SiteMinder's Hotel Booking Trends, global hotel arrivals beyond traditional peak periods strengthened in 2025, creating more consistent year-round demand. Shoulder seasons gained momentum as travelers distributed their stays more evenly throughout the year. Room rates rose in 70% of markets, with Asian travel demand reshaping global revenue. Direct bookings held steady, and booking windows extended with cancellations falling. Expedia Group led across North America.