Marriott’s second-quarter results underscored a slowdown in its core U.S. and Canada markets, where revenue per available room was flat and soft business and government demand weighed on growth. The company trimmed its full-year forecast.

Overall global growth for revenue per available room (RevPAR) was only 1.5%, scraping the bottom of the guidance the company had given to investors earlier in the year. In the U.S. and Canada, it was flat.

“Continued strength in the luxury segment was offset by a decline in select service demand, largely reflecting reduced government travel and weaker business transient demand,” said CEO and president Anthony Capuano.

The main drag was a weak U.S.: part uncertainty from the Trump tariffs and part because of when Easter fell, a one-time factor.

Luxury brands like The Ritz-Carlton surged 6% year-over-year in RevPAR, while mainstream chains like Courtyard and Fairfield stumbled, noted analyst Richard Clarke in a flash report for Bernstein Research.

Some bright spots: International markets showed 5% growth in RevPAR. Net rooms growth accelerated to 4.7%, with 15,500 rooms added (not counting its CitizenM acquisition). The development pipeline grew 5.5% to record levels.

Trimming Outlook

Look

A survey conducted by Allianz Partners USA has found that social media and pop culture are playing a significant role in shaping travel decisions for Americans in 2025. The Vacation Confidence Index, conducted by Ipsos Public Affairs, highlights that younger Americans, particularly those aged 18-34, are increasingly planning trips inspired by viral destinations and popular media content.

The survey indicates that 47% of Americans aged 18-34 report that their travel plans are influenced by social media platforms such as TikTok, Instagram, and YouTube. Additionally, 42% of this age group say their vacation choices are affected by recent TV shows and movies. This trend suggests a growing connection between digital content consumption and real-world travel experiences.

The data also reveals a gender difference in how media impacts travel planning, with men more likely than women to be influenced by social media content and pop culture references when choosing travel destinations. This highlights that the influence of digital platforms and entertainment media is not only generational but also behavioral.

The Vacation Confidence Index has been conducted annually since 2009 and defines a vacation as a leisure trip of at least one week to a location 100 miles or more from home. The 2025 survey was conducted with a sample of 2,005 Americans aged 18 and older, with a credibility interval of +/- 2.7 percentage points.

The survey’s findings underscore a shift towards experiential and story-driven travel, where destinations featured in media content become focal points for travel itineraries. As digital content continues to shape consumer behavior, the travel industry may need to adapt to these evolving preferences.

Key Points

• Alaska Airlines will launch daily flights from Seattle to London and Reykjavik in May, expanding its international network.
• The airline is introducing a new livery inspired by the Aurora Borealis on its Boeing 787 Dreamliners, debuting in January.
• Alaska aims to operate 12 international routes by 2030, with additional destinations like Paris, Bangkok, Delhi, and Ho Chi Minh City under consideration.

Summary

Alaska Airlines is expanding its international presence following its acquisition of Hawaiian Airlines, announcing new daily flights from Seattle to London and Reykjavik starting in May. The carrier is also unveiling a new livery for its Boeing 787 Dreamliners, inspired by the Aurora Borealis, and has plans for significant international route growth by 2030. While expanding services and premium offerings, Alaska will maintain its original branding on narrowbody aircraft and preserve the Hawaiian logo.