A defining 2026 trend is a heavy shift toward personalized guest experiences; brands failing to adapt risk losing market share. Notable 2026 Events & Impact
Gross Operating Profit per Available Room (GOPPAR) remains at roughly 90% of 2019 levels due to elevated operating costs. washington*dc*hotels
445 rooms; first Arlo in DC; rooftop pool with Capitol views. Salamander Washington DC Completed Dec 2024 A defining 2026 trend is a heavy shift