Why 2026 Looks Rocky for U.S. Hotels And Where Smart Investors Can Hit Big | Jan Freitag E50

Where is the hotel market headed in 2026, and how can investors succeed in a challenging environment?

This week on the Hotel Investor Playbook, we sat down with Jan Freitag, National Director of Hospitality Analytics at CoStar. With over 30 years of experience analyzing hotel performance data, Jan is one of the most respected voices in the industry.

Here’s what you’ll learn:

• How to use data and analytics to spot opportunities others overlook
• Why conviction and strong operations can outperform market averages
• How investors can protect margins as costs continue to rise
• Why the sub-$10M space stays active and how to play in it wisely

If you want to understand how smart investors can win even in a challenging market, this is the episode you need.

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About Jan

Jan Freitag is the National Director of Hospitality Analytics at CoStar Group, where he provides industry-leading insights on hotel performance, market trends, and investment opportunities. With nearly two decades at STR as Senior Vice President of Lodging Insights, Jan has become one of the most trusted voices in hospitality analytics, frequently cited by outlets like The Wall Street Journal, New York Times, Bloomberg, and CNBC. His expertise helps investors, owners, and operators make data-driven decisions across acquisitions, funding, marketing, and operations. Jan is also a sought-after speaker and thought leader, known for translating complex data into actionable strategies for hospitality success.

Connect with Jan

LinkedIn: https://www.linkedin.com/in/janfreitag/

Podcast: Tell Me More: A Hospitality Data Podcast

Jan's non-CoStar data set: I-92/APIS data https://lnkd.in/g-faxadX

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