Major US travel companies, including Marriott International, Booking Holdings, and Vail Resorts, are preparing for a challenging 2025 by trimming budgets and workforce in response to reduced demand from lower-income travelers and slowing top-line growth.
- Marriott plans to cut US$80-90 million in annual costs and lay off 800 corporate employees in Q1 2025. The move aims to create a "leaner and more efficient" operation, following weak earnings this year.
- Booking.com has slowed hiring, increasing its workforce by just 3% in 2024, compared to 13% the previous year, and may cut jobs further.
- Vail Resorts aims for US$100 million in annual savings by 2026, including a 14% reduction in corporate staff.
- Norwegian Cruise Line Holdings is targeting US$300 million in cost savings by 2026 through automation and consolidating back-office functions.
- Marriott Vacations Worldwide plans to save US$50-100 million annually over two years, also leveraging automation.
The leisure travel industry has been hit by declining demand for budget hotels and downgraded revenue growth projections, with 2025 room revenue growth revised from 2.6% to 1.8% by CoStar and Tourism Economics.
Despite the downturn, higher-income consumers still express strong intentions to travel, offering a glimmer of hope for the sector's recovery. As companies streamline operations, they are increasingly turning to technology and automation to drive efficiency.
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