By Fred Hubler, CEO & Chief Wealth Strategist of Creative Capital Wealth Management Group
If you own a REIT, public or private, or you are in a real estate syndication or private fund, there is a decent chance you already have hotel and hospitality exposure sitting in your portfolio.
Here is the part that should keep traditional hoteliers up at night. Hilton’s 2026 Travel Trends Report, drawn from a survey of 14,000 travelers across 14 countries, found that people are now planning trips around emotion rather than destination. The question has shifted from “where should I go?” to “why do I want to go?” Rest, reconnection, and meaning are topping the list of travel motivations.
In their Hospitality Outlook, PwC tells a tale of two cities, or in this case, two hotels. Last year, traditional hotels saw occupancy drop 0.8% through August 2025. Revenue Per Available Room (RevPAR) was flat. Meanwhile, luxury properties posted 5.3% RevPAR growth, the only segment that grew. Resort assets built around golf, wellness, and destination programming led the whole sector in revenue. Two very different worlds, same industry. Know which one is in your portfolio.
Explore other articles by Fred Hubler at Forbes.
