Colorado Springs has long stood as one of Colorado’s most popular drive-to leisure destinations during the peak summer months. Government entities and related contract business have also supported strong lodging dynamics. While disruptions within the government segment over the past year have resulted in uncertainty for the near term, the long-term outlook remains optimistic.

The hotel sector in Minneapolis–St. Paul continues to evolve and recover from pre- and post-pandemic oversupply and demand changes. Leisure and event-driven travel have returned with renewed energy, but not yet at the scale needed to fully offset the region’s corporate travel losses.

Los Angeles occupancy remains below pre pandemic levels due to entertainment strikes, soft leisure demand, weak international travel, and 2025 wildfire disruptions. However, the region’s diverse economy positions it for recovery, aided by the 2026 FIFA World Cup. Entertainment production and international air travel are expected to stabilize, while ADR should grow.

In this article, we provide the market opinions of key HVS global leaders in many different regions of the world. HVS operates across the world, and regional leaders are keenly aware of the dynamics and trends that are influencing performance, profitability, and value.

Greater Houston’s lodging market is stabilizing, with distinct performance differences across submarkets. While 2024 posted strong results lifted by major events and weather-related displacement, inflation-adjusted levels show that real-dollar gains over 2019 are more modest. As 2025 has unfolded, differences between the city and outlying submarkets have become clearer as the market returns to more typical operating patterns.

Named the number-one “City on the Rise” in 2025 by LinkedIn, Grand Rapids is supported by major healthcare, grocery, and manufacturing employers. Several major developments are set to reshape the city’s landscape and strengthen hotel demand in the years ahead, including a new riverfront amphitheater, a professional soccer stadium, and an airport expansion.

In the past year, a surge of hotel consulting work in the Blue Ridge Mountains of southwestern North Carolina and northwestern Georgia has called attention to this market’s growth. The concentration of investment and development in this region indicates an opportunity hotspot, as the hotel supply is adapted to the increasing demand from travelers seeking high-quality properties.

Greenville, a city in the heart of South Carolina’s Upstate area, strengthened coming out of the pandemic and has continued its upward trajectory since. Supported by a strong economic base, thriving tourism industry, and small-town charm, the Greenville market remains one to watch.

Huntsville, also known as “Rocket City,” has rapidly become a major market in Alabama and the Southern United States, supported by a robust commercial and government demand base. As Huntsville undergoes unprecedented growth, hotel development has surged to meet the overflowing demand.

Following declines in recent years, Denver’s hotel market is expected to stabilize in 2026, with occupancy improving modestly and rate growth resuming by late spring. Risks remain, but infrastructure upgrades and a limited new supply pipeline support a cautiously optimistic outlook.