While global trends offer important insights, hoteliers must adapt these into tailored, local strategies to truly enhance property performance / Credit: Tero Vesalainen via Shutterstock

As the global hospitality industry looks toward 2025, regional differences in hotel pricing are emerging, signalling an uneven recovery.

While some areas have rebounded swiftly, others face ongoing difficulties in achieving pre-pandemic growth levels.

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Recent data from Lighthouse, a cloud-based intelligence platform for the hospitality sector, highlights key insights into these varying trends, with Latin America leading the charge and Asia-Pacific showing a more complex picture.

Latin America surges ahead

Latin America has shown the strongest hotel pricing recovery in 2024, with a significant year-over-year increase of 12.2%. This growth has propelled the region beyond its pre-pandemic pricing levels.

Analysts attribute this surge to a rising middle class, greater economic stability, and strengthening labour markets. As demand continues to rise, the region presents opportunities for more dynamic pricing and revenue management strategies.

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Europe and North America maintain stability

Europe has experienced moderate growth, with hotel prices increasing by 2.4%, from $166 in 2023 to $170 in 2024.

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Meanwhile, North America has stabilised, with hotel pricing remaining unchanged at $155 during the same period.

Both regions are characterised by mature markets, and experts suggest that further revenue gains could come from refining market segmentation and optimising distribution channels.

Asia-Pacific: a mixed picture

In Asia-Pacific, the recovery is notably uneven. China, after reopening to international tourists in 2023, initially saw a surge in hotel demand. However, in 2024, the market is facing new challenges, including a drop in pricing and weakening consumer confidence.

Despite these challenges, China’s initial reopening had a positive ripple effect across neighbouring countries such as South Korea, Japan, and Thailand, which saw growth in hotel demand. I

n contrast, India’s market has remained relatively stable, with domestic factors driving demand, although recent months have shown signs of decline.

Localised strategies key to 2025 success

As the hospitality industry continues to recover, the need for market-specific strategies is clear.

Regions like Latin America may benefit from more aggressive pricing, while areas like China may need to adopt flexible pricing models to respond to fluctuating demand.

Looking ahead, success in the global hotel industry will hinge on agility, data-driven decision-making, and the ability to adapt to local market conditions.