October reflected a more selective travel environment. Average occupancy finished 7.3 points below last year (45% vs. 52%), while ADR held steady at $286.
November is pacing modestly behind last year, with occupancy tracking 2.9 points lower (22% vs. 25%) and ADR down 6.9% year over year at $231.78.
As the year winds down, traveler behavior is telling a familiar story. Demand hasn’t disappeared, it’s just showing up closer to check-in. Guests are still traveling, but they’re more selective, more price-aware, and more willing to wait for value before booking.
If you missed our earlier Fall 2025 Travel Check-In, you’ll see the same trend continuing: shorter booking windows, steady weekends, and guests making smarter decisions about where and when to stay.
Across the industry, October reflected a more selective travel environment. Average occupancy finished 7.3 points below last year (45% vs. 52%), while ADR held steady at $286.
This mirrors national patterns, where occupancy softened but rates stayed stable. Guests kept traveling but booked closer to their stay dates, with higher price sensitivity midweek. Value-focused pricing and clear messaging performed best, especially for hotels that positioned rate as a reflection of experience rather than a race to the bottom.
Weekend demand remained a relative bright spot, offsetting quieter weekdays. For many properties, maintaining rate discipline helped protect ADR even as fill dipped. Flexibility and responsiveness continue to be key competitive advantages.
In a dynamic market like this, pricing that adapts to real-time market demand and guest behavior it critical to keep rates competitive.
November is pacing modestly behind last year, with occupancy tracking 2.9 points lower (22% vs. 25%) and ADR down 6.9% year over year at $231.78.
That performance is right in line with seasonal patterns. November typically books within two weeks of stay dates, with Thanksgiving and early-holiday weekends driving most of the late fill.
Traveler sentiment remains healthy, and many guests are still planning one last trip before year-end. They’re simply waiting longer to confirm plans. Hotels leaning into flexible rate strategies and thoughtful midweek promotions are seeing steadier performance.
December pacing currently trails last year by 0.9 points (10% vs. 11%), with ADR down 9.1% at $232.80. Those numbers will evolve quickly, since most holiday and New Year’s bookings happen within weeks of arrival and aren’t reflected in the data yet.
Traveler intent remains steady despite economic uncertainty and occasional travel disruptions. Guests are holding off on confirming plans until closer to arrival, which continues to compress the booking curve.
The properties best positioned to win are those that stay agile on price and communicate clear value. That means staying visible in the window where guests are searching and using rate flexibility to capture short-lead demand.
Across our portfolio, several themes are defining this late-season performance:
Late fall and early winter 2025 reaffirm what we’ve seen all year. Guests are traveling on their own terms — later, more thoughtfully, and with clear expectations of value. Hotels that stay flexible on pricing, tell a compelling story around rate, and respond quickly to booking trends will close the year on a strong note.
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And if you’re ready to see how TakeUp can help your property adapt to real-time market shifts, get in touch with our team.
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