Southeast hotel market forecast shows diverging patterns in 2026

This year, the Southeast region was relatively unscathed from an uneventful Atlantic hurricane season. Although hotel markets such as Tampa Bay and Charlotte benefited from the impact of hurricanes Helene and Milton in 2024, the one-time, hurricane-induced demand has since evaporated. Also, new supply-demand dynamics have emerged across the region, which are expected to affect hotel performance in 2026.