Dallas, Texas — August 14, 2026
In short: U.S. travelers increasingly choose familiar hotel brands first when researching accommodations, with 14% now doing so, nearly tripling from last year.
According to SiteMinder’s Changing Traveler Report 2026, 14% of U.S. travelers now start their accommodation research with well-known hotel brands, a significant jump from 5% last year. This represents the highest proportion among surveyed countries and more than double the global average of 7%, which itself had doubled from 3% the previous year.
Industry Context: This trend reflects a growing preference for brand recognition and reliability among U.S. travelers, contrasting with more adventurous or boutique accommodation choices seen in other markets. It fills a gap for travelers seeking assurance and consistency in their lodging options.
TMCs managing U.S. corporate accounts should anticipate higher demand for well-known hotel chains, potentially influencing contract negotiations and loyalty program offerings. Airport lounge operators may see increased traffic from travelers seeking brand-familiar lodging options post-travel. The shift suggests a need for travel trade platforms to highlight brand familiarity prominently in their search algorithms and marketing materials.
What is this trend?
It refers to U.S. travelers increasingly selecting hotel brands they are familiar with as their initial choice when researching accommodations.
Which travel trade segments does this affect?
This trend primarily impacts travel management companies (TMCs), airport lounge operators, and hotel brands themselves, as they must adapt their marketing and service offerings to align with this preference.
When does this take effect?
The trend is ongoing, with no specific timeline provided in the source article.
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