Hotel demand strengthens in 2025, shoulder seasons challenge peak periods: SiteMinder report
ByAinvest
Tuesday, Feb 3, 2026 9:23 am ET1min read
EXPE--
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.
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