European Hotel Sector: UBS Evidence Lab: June hotel search interest signals some improvement in general

Research evidence excerpt

European Hotel Sector: UBS Evidence Lab: June hotel search interest signals some improvement in general

Powered by Lab Global20 JulyResearch2026ab Evidence UBS YES

European Hotel Sector Equities

Europe including UKUBS Evidence Lab: June hotel search interest

signals some improvement in general Lodging

Jarrod Castle, CFA

Analyst

jarrod.castle@ubs.com

UBS Evidence Lab hotel search monitor - US, UK, France and Germany +44-20-7568 8883

We provide the latest cut of the UBS Evidence Lab Global Hotel Search Monitor (> Artem Prokopets

Access Dataset) , which tracks search interest in hotel brands (currently highly correlated Analyst

to RevPAR) between January 2018 and 27 June 2026. The YoY change in Google Search artem.prokopets@ubs.com

interest represents the change in the share of search for a keyword, and in our view +44-20-7901 5625

offers a good level of granularity on consumer interest towards hotel bookings and, in Ben Shelley, ACA

particular, brands. We note that in June 2026, search interest improved for most of the Analyst

brands tracked in the US, UK, France and Germany sequentially improved with Premier ben.shelley@ubs.com

Inn seeing a significant rise in search interest, while search interest for Hilton declined. +44-20-7568 3957

There was also an improvement in June 2026 search interest levels vs 2025 across the Robin M. Farley

brands tracked in the US, UK, France and Germany with a few exceptions. One- Analyst

month moving average search interest trends showed an improvement in search interest robin.farley@ubs.com

for all brands tracked vs 2025 levels except IHG. All IHG brands saw some weakening +1-212-713 2060

except Intercontinental, US.

Figure 1: UBS brand momentum table (%)

UBS br

and mome ntum tab le (%)