In a sign of shifting market dynamics, hotel brand conversions in several major U.S. markets far outpaced their long-term averages in 2024. A review of the top 25 U.S. hotel markets indicates a wave of brand repositioning fueled by changing demand patterns, aging stock and rebranding strategies.
Hotel owners in Sun Belt and gateway markets double down on brand realignment
The number of hotels changing brands soars past historical norms in Miami and Houston, while Atlanta and Chicago lag
CoStar Analytics
July 10, 2025 | 7:28 P.M.
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