- AHLA: Rising costs and staffing shortages remain top owner concerns.
- The cost of goods and supplies is the most cited pressure.
- More than half of properties understaffed.
RISING OPERATING COSTS and staffing challenges remain top concerns for hotel owners nationwide, even as most expect travel demand in 2026 to remain steady with last year, according to a survey by the American Hotel & Lodging Association. More than half of respondents reported their properties are understaffed.
AHLA’s “Front Desk Feedback” survey of hotel owners and operators nationwide cited pressure from rising supply, labor, insurance and energy costs as the industry prepares for global events, including the 2026 FIFA World Cup.
“Hoteliers are resilient, but the cost pressures they face are real,” said Rosanna Maietta, AHLA’s president and CEO. “From rising insurance and energy expenses to workforce shortages, hotels are navigating operational challenges. As the U.S. prepares to host global events such as the World Cup, ensuring hotels have the workforce and resources they need will be critical to maintaining America’s leadership in travel and tourism.”
Operating costs remain the biggest challenge for owners, the association said. The most cited pressures are the cost of goods and supplies, reported by 71 percent of owners; labor costs, cited by 65 percent and fluctuating demand and occupancy, cited by 59 percent. Owners also pointed to utility and energy costs, cited by 50 percent; insurance premiums, cited by 43 percent and workforce shortages, reported by 42 percent.
Staffing shortages persist across the industry, with more than half of respondents reporting their properties are somewhat or severely understaffed, the study found. To recruit and retain employees, hotels are offering higher wages, cited by 70 percent; flexible scheduling and hotel discounts, each cited by 54 percent and enhanced benefits, cited by 31 percent.
Looking ahead, 39 percent of respondents expect demand in 2026 to remain stable compared with 2025, AHLA said. Another 29 percent expect it to be somewhat stronger, while 6 percent expect it to be much stronger. With matches scheduled across the United States during the upcoming World Cup, many hotels are tracking early booking trends. Nearly 20 percent of applicable properties reported bookings below expectations for 2026.
AHLA also hosted the fourth Responsible Stay Summit on March 3–4 in McLean, Virginia.
