Despite steady travel demand expected in 2026, U.S. hoteliers face rising operating costs and continued staffing challenges, according to a survey from the American Hotel & Lodging Association.
The survey of 246 hotel owners and operators, conducted late last month, found that operating costs are the biggest challenge facing respondents. The biggest financial pain points included the cost of goods and supplies (71 percent), fluctuating demand and occupancy (59 percent), utility and energy costs (50 percent), insurance premiums (43 percent) and workforce shortages (42 percent).
“Hoteliers are resilient, but the cost pressures they’re facing are very real,” AHLA president and CEO Rosanna Maietta said in a statement. “From rising insurance and energy expenses to workforce shortages, hotels are navigating significant operational challenges."
More than half of hoteliers surveyed report being "somewhat" or "severely" understaffed at their properties. The most recent data available from the U.S. Bureau of Labor Statistics puts job openings in the leisure and hospitality sector at 969,000 as of January 2026, up from 781,000 in December 2025 and 809,000 in November 2025. For that same three-month period, the average monthly churn rate across the sector was about 5.1 percent.
Survey respondents said they offered a range of incentives to recruit and retain employees, including higher wages (70 percent), flexible scheduling (54 percent), hotel discounts (54 percent) and enhanced benefits (31 percent).
"As the U.S. prepares to host global events like the [2026 FIFA] World Cup," Maietta said, "ensuring hotels have the workforce and resources they need will be critical to maintaining America’s leadership in travel and tourism.”
Despite the headwinds facing hoteliers, 39 percent expect 2026 demand to "remain relatively stable" year over year, while 29 percent expect it to be "somewhat stronger" and 6 percent expect it to be "much stronger."
Ahead of the 2026 FIFA World Cup, some hoteliers across the 16 host markets have been tracking early booking trends around match dates. The AHLA said nearly 20 percent of applicable properties currently are seeing bookings below expectations for 2026.
It's a trend also highlighted by real estate data provider CoStar, parent company of hotel analytics firm STR, which reported that many room blocks held for FIFA tournament ticket holders are now being released with fewer bookings made than expected, leaving hoteliers under pressure to fill those rooms.