Occupancy and rate will both contribute to RevPAR, while pure rate acceleration is set to moderate from the peaks of recent years. Smart segmentation and careful control of channels will decide who outperforms.
What this means in practice is the need to standardise content toolkits for teams, giving marketing and sales access to libraries that are easy to deploy across social, email, and paid channels. By using software to remove repetition and automate tasks such as content publishing, lead capture, and reporting, teams can shift their focus toward higher value work that directly improves performance and guest experience.
With third party signals fading, performance belongs to brands that build their own data and use it well. For hotels, this means stronger direct relationships, cleaner consent, and a single view of the guest that informs both marketing and service.
What to Watch
Across Australia and New Zealand, the signals point to a year defined by precision. International arrivals are shifting, source markets are diversifying, and the balance between rate and occupancy is becoming more deliberate.
As hotels move toward greater adoption of first party data, performance will depend on how well each brand aligns story, system, and strategy. The demand exists; the difference will come from how clearly it is organised and how consistently it is executed.
Joshua Campbell
Director