The last decade has seen a continued shift in hotel ownership.
In 2010, roughly 70% of branded hotels were franchised operations. By 2019, that figure rose to roughly 80%.
Major hotel brands have led the charge. Marriott International, Hilton Worldwide, Wyndham Hotels & Resorts, Choice Hotels International and Intercontinental Hotels Group — the top 5 franchisors by total room count in the U.S. — collectively represent 82% of total franchised branded rooms, according to STR and JLL Research.