STR Weekly Insights: September 21-27, 2025 Travel Trends

Article Summary:

The STR Weekly Insights for 21-27 September 2025 highlight several key developments in the U.S. and global travel markets. The analysis, conducted by Isaac Collazo, reveals that the Rosh Hashanah calendar shift has further softened U.S. RevPAR (Revenue Per Available Room), particularly impacting group hotels in the U.S. Top 25 markets. Long Island, notably due to the Ryder Cup, saw the highest lift. September U.S. RevPAR is trending toward a moderately negative territory, while global RevPAR remains positive but softened. Canada reported an off-month, indicating varied performance across regions.

Key Points:

1. Rosh Hashanah Calendar Shift: The shift in the Rosh Hashanah calendar has contributed to a further softening of U.S. RevPAR.
2. Impact on U.S. Top 25 Markets: The U.S. Top 25 markets, especially group hotels, have been the most impacted by the RevPAR trends.
3. Long Island’s Performance: Long Island, particularly due to the Ryder Cup, experienced the highest lift in the nation.
4. September U.S. RevPAR Trend: U.S. RevPAR is trending toward a moderately negative territory in September.
5. Global RevPAR: Global RevPAR has softened but remains positive overall.
6. Canada’s Performance: Canada reported an off-month, indicating varied performance across regions.

Actionable Takeaways:

• RevPAR Softening in U.S. Group Hotels: The softening of U.S. RevPAR, particularly in group hotels, suggests a need for strategic adjustments in pricing and marketing strategies for hotels targeting corporate and group bookings. This could involve exploring package deals, enhancing group services, or leveraging the positive trends in other market segments to offset the negative RevPAR trend.

• Regional Variations in Performance: The varied performance across regions, with Long Island seeing the highest lift and Canada reporting an off-month, highlights the importance of localized strategies. Travel businesses should analyze regional trends to tailor their offerings and marketing efforts effectively, capitalizing on positive trends while mitigating the impact of negative ones.

• Global Positive Trend: Despite the softening in the U.S., the global RevPAR remaining positive indicates a resilient travel market. This suggests that international markets may offer opportunities for growth and diversification. Travel businesses could explore expanding into or strengthening their presence in these global markets to offset domestic challenges.

Contextual Insights:

The article’s context is deeply rooted in recent developments within the U.S. travel market, particularly influenced by the Rosh Hashanah calendar shift and the Ryder Cup event in Long Island. These factors have created a nuanced landscape where certain segments, such as group hotels, are experiencing negative impacts, while others, like Long Island, are seeing significant gains. The global perspective, with a positive RevPAR trend, underscores the interconnectedness of the travel industry and the potential for international growth. Expert insights from thought leaders suggest that while domestic challenges persist, strategic adaptations and a focus on regional opportunities can lead to sustained growth and resilience in the travel sector.

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