HM's 2026 Voice of the Owner Survey

Why It Matters

The findings signal where capital will flow in the hospitality sector, influencing development pipelines and technology adoption. Stakeholders can use these insights to anticipate market dynamics and adjust investment and operational plans accordingly.

Key Takeaways

• Owners prioritize asset upgrades over new acquisitions in 2026.
• RevPAR expectations rise 4% year‑over‑year amid inflation pressures.
• Labor shortages remain top operational challenge, driving automation investments.
• Direct investment in sustainability projects grows 15% among surveyed owners.

Pulse Analysis

The Hotel Management (HM) Voice of the Owner survey, now in its 2026 edition, aggregates responses from a cross‑section of independent and chain‑affiliated hotel owners across North America. By combining quantitative metrics with qualitative sentiment, the study provides a granular view of the forces shaping owners’ decision‑making in a post‑pandemic recovery phase. Sponsored by Directv Hospitality, the survey leverages HM’s industry reach to ensure a representative sample, allowing stakeholders to benchmark their strategies against peer expectations and emerging trends.

A standout insight from the data is the pivot toward asset upgrades and sustainability projects rather than fresh acquisitions. Owners report allocating roughly 55% of capital expenditures to refurbishments, energy‑efficiency retrofits, and technology upgrades, reflecting a desire to extend the lifespan of existing portfolios while meeting growing guest expectations for eco‑friendly experiences. This shift aligns with broader ESG pressures and suggests that developers may see a slowdown in new hotel pipelines, as owners seek to maximize returns on current holdings before committing to expansion.

Performance expectations remain ambitious, with surveyed owners forecasting a 4% year‑over‑year increase in revenue per available room (RevPAR) despite lingering inflation and higher operating costs. Labor shortages continue to dominate operational concerns, prompting a 30% rise in automation and AI‑driven staffing solutions. These dynamics underscore a competitive landscape where technology adoption and cost‑control become critical differentiators. For investors and service providers, the survey’s signals highlight opportunities in renovation financing, green building certifications, and workforce‑optimization platforms that can help owners meet their targets.