The Zacks Hotels and Motels industry is currently under pressure, facing challenges from rising costs, demand fluctuations, and competitive dynamics. Sticky inflation has elevated labor, utility, and maintenance expenses, reducing profit margins as pricing power diminishes. The industry’s outlook is bleak, evidenced by its ranking of #179 out of 243 in the Zacks Industry Rank, placing it in the bottom 26% of industries. Average daily rates are projected to rise by only 1% in 2026, while occupancy is expected to slightly decline to 62.1%.
Key players such as Marriott International (MAR), Hilton Worldwide (HLT), and Hyatt Hotels Corporation (H) are adopting strategies to counter these challenges, focusing on portfolio expansion, conversions, and enhancing loyalty programs. For instance, Marriott anticipates a 16.4% increase in its 2026 earnings per share, while Hilton projects a 12.5% growth, and Hyatt expects a significant 47.5% rise in the same timeframe. Despite a tough year in 2025, CoStar and Tourism Economics anticipate gradual improvement from 2026 onwards as the travel environment stabilizes.
