U.S. hotels saw modest July 2025 declines in RevPAR and occupancy, while luxury segments remain strong. McKibbon Equities and brand expansions signal ongoing growth. JTB’s acquisition of Northstar Travel Group boosts travel media and market intelligence globally.
We break down U.S. hotel performance in July 2025 and explore a major move in travel media that’s set to reshape market intelligence across the Asia Pacific region.
The U.S. hotel sector experienced a modest slowdown in July 2025, reflecting both seasonal patterns and ongoing macroeconomic influences. According to the latest STR data:
RevPAR (Revenue Per Available Room) slipped slightly by 1.1%, settling at $110.37.
Occupancy rates averaged 68.2%, down 1% compared to the same period last year.
Average daily rates (ADR) remained relatively stable at $161.90, demonstrating resilience amid slight declines in overall demand.
Market performance was uneven across the country. Major hubs such as New York City continued to shine, reaching an impressive 85.2% occupancy, driven by strong leisure and business travel demand. On the other hand, cities like New Orleans and Phoenix recorded the lowest rates, reflecting a mix of market saturation, seasonal demand shifts, and competitive pressures.
Experts anticipate that hotel rates globally will remain steady through 2026, though luxury segments are expected to see continued price growth. This aligns with investor behavior, as higher-end properties provide both resilience and profit potential in fluctuating markets.
July 2025 also saw several strategic moves and property updates across the hospitality sector:
McKibbon Equities completed its acquisition of SpringHill Suites Tampa Westshore, signaling confidence in midscale and extended-stay markets.
New openings in Cincinnati and Paradise Valley demonstrate continued regional growth and brand expansion.
Brands like Casago and Noble House continue to strengthen their portfolios through strategic partnerships, property refreshes, and renovations.
Global expansions remain a key focus, with ongoing European and Asian refurbishments highlighting international investment opportunities.
These activities indicate that, despite slight dips in occupancy or RevPAR, the hospitality industry is still growing and evolving, with operators prioritizing brand positioning, portfolio diversification, and guest experience enhancements.
On the corporate front, the travel media and market intelligence landscape is witnessing a significant transformation. Japan-based JTB Corporation has signed a definitive agreement to acquire Northstar Travel Group, the parent company of Phocuswright and PhocusWire.
Northstar Travel Group will continue to operate as an independent subsidiary under current management, ensuring continuity in operations and culture.
The acquisition strengthens JTB’s Asia Pacific footprint, giving it access to Northstar’s robust network of over 1 million professional travel buyers and more than 1,500 suppliers globally.
Northstar’s portfolio includes travel media, industry events, and comprehensive market intelligence services that support data-driven decision-making for travel operators worldwide.
Industry experts note that this acquisition reflects:
Strategic alignment between two market leaders with a focus on innovation and growth.
Global expansion ambitions, providing JTB with a stronger presence in travel intelligence and media.
Enhanced resources for travel professionals, combining Northstar’s insights with JTB’s regional expertise.
The deal, expected to close in September pending regulatory approval, reinforces the importance of accurate, actionable intelligence in a fast-evolving global travel market.
July 2025 illustrates a hotel industry that’s resilient, adaptive, and poised for growth, even amid modest market fluctuations. While RevPAR and occupancy saw minor declines, investment activity, property expansions, and brand repositioning suggest that operators are focusing on long-term strategic gains rather than short-term volatility.
Meanwhile, the JTB-Northstar acquisition underscores the growing synergy between technology, data, and strategic partnerships in the travel industry. As AI, analytics, and data-driven insights continue to shape business decisions, access to reliable market intelligence is becoming increasingly vital for operators, investors, and travel professionals alike.
For hospitality stakeholders, the message is clear: stay agile, prioritize quality and differentiation, and leverage insights to guide both operational and strategic decisions.
