marketingasianhospitality.com··1 min·For: Owner, GM, Revenue, Marketing
Midscale and Value Hotel Brands Surge in 2026 YouGov Study
A new YouGov study shows midscale and value brands gaining significant ground as rising costs prompt U.S. travelers to prioritize affordability. Hilton leads overall in business travel consideration and quality, while Marriott captures the top spot for leisure travelers.
Key Takeaways
- 1Holiday Inn Express and Holiday Inn top the value rankings, with Holiday Inn posting the largest consideration gain (+2.2 pts).
- 2Hilton leads business travel consideration at 46.5%, while Marriott leads leisure travelers at 39.3%.
- 3Overall consideration is led by Marriott (45.3%) and Hilton (44.9%), with midscale brands steadily closing the gap.
Source: asianhospitality.com
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