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The Data

Data shapes decisions.But too often, independent hotels are left guessing what’s really happening in the industry.

While the biggest brands rely on internal research teams and portfolio-wide analytics, independents rarely get the same visibility. That’s why we’ve invested in this report year after year to bring clarity to what shifted and what it means for the year ahead.

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Contents

This is our biggest industry report yet

90 million bookings
180 countries
Tens of thousands of independent hotels

The headline numbers tell a story. But not the full one.

Globally, rates fell, revenue softened, and demand slowed for independents.

0%
Global ADR
0%
Global RevPAR
0%
Global Occupancy

However, our analysis showed the market isn’t moving as one. Performance is split across regions and countries, creating very different realities. Some markets are gaining ground, while others are feeling the pressure.

Here's how performance varied.

1.6% ADR
3.1% RevPAR

North America had modest declines

13.5% ADR
13% RevPAR

Latin America faced a year of rate compression

6% ADR
3.9% RevPAR

EMEA maintained the strongest pricing power

16.2% ADR
17.5% RevPAR

Asia Pacific saw the sharpest pricing declines of any region

Canada vs. the US is just the beginning.

See how your country performed against its neighbors.

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OTAs gained ground.

OTAs aren't slowing down, and independents are carrying the cost.

36.6% direct booking rate
63.4% OTA booking rate

Where OTA dependence is highest

Portugal
Portugal 79.7%
Indonesia
Indonesia 77.9%
Spain
Spain 76.7%

Where hotels retain more control

Canada
Canada 49.8%
Argentina
Argentina 50.2%
United States
United States 53.3%

OTAs gained share in every key market.

See how much their influence has grown where you operate.

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Travelers are planning earlier

Booking windows have steadily grown, giving hotels more time to manage pricing and inventory.

Booking Window (days)
2023: 38
2024: 39
2025: 40

...and they're cancelling earlier, too.

Cancellation windows have increased as well, providing independents more space to resell rooms, adjust rates, and protect revenue.

Cancellation Window (days)
2023: 34.6
2024: 36.3
2025: 38.7

Stays are still short

Quick trips mean faster turnover and higher operating pressure.

2.6 nights
Average stay

...but extended stays are growing

Bookings of 7-13 nights increased 25% YOY, signaling modest but meaningful growth in extended stays.

25%
YOY
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We couldn't fit it all on one page.

Inside the full report, you'll find more data, including:

  • ADR, RevPAR, and Occupancy by country
  • Booking windows by regions
  • Cancellation rates by channel and country
  • Cancellation windows by region
  • Check-in and check-out days
Free download
State of Independent Lodging 2026 Report