US-based travel companies, from Marriott International to Booking Holdings are trimming their budgets and workforce ahead of next year as falling leisure travel demand from lower-income travelers hits top-line growth.
Diminished demand for budget hotels reduced growth in the hotel business in 2024, and that trend is expected to continue in 2025. Real estate analytics company CoStar and global travel data firm Tourism Economics in November downgraded their 2025 outlook for room revenue growth to 1.8% from 2.6%.
"We anticipate these recent trends to moderate and for overall demand growth to be slightly stronger next year," said Aran Ryan, director of industry studies at Tourism Economics, a subsidiary of Oxford Economics, as higher income consumers still have strong intentions to travel.
The cuts are happening across the leisure industry, from hotels to travel bookers to resorts. Hotel operator Marriott told investors in this month that it will cut its annual pre-tax and administrative costs by $80 million (€76.3 million) to $90 million (€85.8 million), and later said it would lay off more than 800 corporate-level employees in the first quarter.
"Marriott is going to implement layoffs early next year as the result of a poor earnings turnout," said Sylvia Jablonski, chief investment officer of Defiance ETFs. "This sounds like a move towards running a leaner and more efficient Marriott."
Online travel agency Booking.com, a brand of Booking Holdings, said it could cut jobs after already slowing its headcount growth in the last year. In the third quarter, Booking's workforce increased 3% year-over-year compared to a 13% increase the year prior.
"We are being more efficient and we are very careful with hiring," Booking chief financial officer Ewout Steenbergen told investors on an earnings call.
Ski resort operator Vail Resorts said it is planning $100 million (€100 million) in annualised cost savings by the end of 2026, with plans to cut 14% of its corporate workforce.
Some companies have said they will rely more on automation to lower costs. Norwegian Cruise Line Holdings is planning $300 million (€286 million) of savings through 2026 amid record demand for cruise travel as it consolidates back-office activity through the use of low-cost technology.
Timeshare company Marriott Vacations Worldwide, which split from Marriott International in 2011, plans to save $50 to $100 million (€47 to €95 million) annually over the next two years, in part through automation efforts.
