The luxury hotel industry is experiencing significant shifts in brand dynamics, according to CBRE’s 2024 trend report on hotel brands. As RevPAR (Revenue Per Available Room) growth slows and the U.S. hotel market matures, brand proliferation has become a key strategy for attracting new customers. The report reveals that the average number of brands per brand family has nearly doubled in the past decade, rising from 13 in 2013 to 25 in 20231. This trend highlights the increasing complexity of the luxury hotel landscape, with implications for marketing strategies, guest experiences, and investment decisions in the hospitality sector. Read the report here.
