Europe’s hotel sector is propelled by sustained travel growth during a period when supply growth is projected to be well below the historical average. This is capturing the attention of a wider cohort of global real estate investors. In this context, market participants are turning increasingly to data-driven approaches to identify the most promising investment opportunities.

Virtuoso, the leading global network renowned for creating luxury experiences,is uniquely positioned to identify the key trends shaping travel in the year ahead. The 2026 Virtuoso Luxe Report once again taps into the collective knowledge of Virtuoso’s industry-leading travel agency members and their teams of professional travel advisors. The results, sourced from the survey’s highest response rate to date – 2,485 across more than 50 countries – reveal the most coveted destinations, top motivations and evolving preferences driving travel now and in the year ahead. The findings also serve as a roadmap for how the luxury travel advisor community at large can maximize revenue and grow their client base by diving into what matters most to savvy travelers.

According to the Amex GBT 2026 Hotel Monitor, global hotel rates are projected to experience modest growth through 2026, influenced by geopolitical and economic factors across key business destinations.

The global hotel industry is expected to experience modest growth in room rates through 2026, according to the Hotel Monitor 2026 report by American Express Global Business Travel (Amex GBT). The report highlights that geopolitical instability and economic conditions, particularly potential US tariffs, are expected to limit significant price increases across key business travel destinations worldwide.

European hotels are seeing their visitor numbers erode in July 2025, even in traditionally attractive leisure destinations. Consumption patterns, the economic and political context are evolving, and the hospitality sector is directly facing these changes during this peak summer season for leisure destinations.