Hotel Rooms Got Pricier Than Anyone Expected, and Marriott Knows It

Hotels in the United States and Canada saw revenue per available room rise more than 7 percent in the third quarter of 2026, according to Marriott’s earnings. CEO Anthony Capuano described the growth as broad-based across customer segments and chain scales, meaning it was not just luxury properties pulling the average up.

Marriott’s worldwide RevPAR grew 6.5 percent, beating its August guidance of 3.5 to 4 percent. The company raised its full-year 2026 worldwide RevPAR outlook to 4.5 to 5 percent, up from 3 to 3.5 percent, and reported adjusted earnings of $3.02 a share against $2.84 expected.

For travelers, the arithmetic is simple: one report put average rates up about 5 percent in the second quarter and 7.4 percent in the third, so a room that cost $200 a year ago would now run around $215. Supply is not rushing to help, as Lodging Econometrics says the US hotel pipeline fell 4.9 percent year over year, even though the luxury pipeline hit a record.

Fees are part of the story too. New York City’s ban on hidden hotel fees took effect February 21, 2026, and the city estimates it will save guests more than $46 million this year. Rates and fee rules are shifting together, so comparing the all-in price before booking matters more than the nightly figure.

Sources: Travelers Today, Lodging Econometrics