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EV HOTELS, A new technology-centric hotel brand founded by Ken Patel, is entering the "metaverse" by way of a partnership with "metavestor" club BAPESWORLD. Patel said his will be the first hotel company to play in the still fluidly defined metaverse, essentially a combination of online gaming, virtual reality, cyber meeting spaces and ecommerce. When completed, EV Hotels will include a "crypto trade floor" in partnership with EV Hotel has partnered with cryptocurrency and NFT exchange Chicago Digital Exchange where the crypto trading community can meet in person to share information and expertise. Individual traders and companies will be able to buy membership trading rights through CDX that will include discounted exchange fees and other exchange amenities at the EV Hotel trading floors. Under the new agreement, BAPES will be featured in the "non-fungible tokens" lobby where it will have NFTs for sale for in-person and in the metaverse. "Ventures like this are new to the hospitality and digital world, and that is why I am excited to announce the partnership between EV Hotel and BAPE," Patel said. "This sort of partnership usually does not come to market, and to have metaverse in the same sentence with hospitality is unheard of. The world's first hotel brand to hit the metaverse. What we are doing is to create an experience that brings hospitality back and gives it life again. Innovation is a team sport, and this venture merges the capabilities of our respective teams."

THE U.S. TRAVEL Association and Tourism Diversity Matters formed a new strategic partnership to focus on issues related to diversity, equity and inclusion (DEI), a statement from USTA said. The partnership will provide USTA more access to Tourism Diversity Matters' subject matter expertise, research and resources. Founded in 2021, Tourism Diversity Matters addresses blind spots in ethnic disparities within the tourism and events industries. It will provide these industry leaders with resources and tactics to develop more effective DEI strategies to engage, recruit and retain a diverse workforce. DEI is a core priority of USTA, the association said in a statement, and is committed to having a vital role in affecting lasting change and supporting the development of industry-wide DEI plans. The partnership will advance workforce development issues and federal policy initiatives that support travel's recovery, the statement added. "USTA has a clear vision: in working closely with Tourism Diversity Matters, we aim to help the travel sector achieve a truly diverse, equitable and inclusive industry for all," said Roger Dow, USTA's president and CEO and a board member of Tourism Diversity Matters. "Aligning with Tourism Diversity Matters is a great step toward this pursuit that will enrich USTA's membership for years to come."

URBAN PARK HOTELS just launched a new flag brand, Urban Park Motel. It is an economy conversion brand intended specifically for small motel owners. Founded in 2020 by long-time hoteliers Jay Patel and John Parkin, Urban Park Hotels is designed to attract hoteliers away from larger franchises with simplified standards and lower fees using membership over franchising. The new brand, which joins existing brands Urban Park Hotel & Suites and Urban Park Hotel Express, follows that same philosophy. "After collaborating with our team, especially during the height of the Covid-19 pandemic, we noticed that a lot of small motel owners were either closing their properties or trying to 'wait it out' and see what happens," Parkin said. "We also had to readjust our development strategy and wait for the industry to rebound. During this period we created Urban Park Motel, a flag that will reward good motel owners with an opportunity that the large hotel franchise companies have overlooked due to size, location and total expected revenue."

THE AMERICAN HOTEL & Lodging Association formed a new partnership with the AHLA Foundation, and the International Council on Hotel, Restaurant, and Institutional Education to grow the future workforce of the hotel and hospitality industry. As part of the collaboration, which came into effect on June 13, ICHRIE will distribute AHLA Foundation materials and facilitate access to its membership and communication channels. Besides, they will explore future opportunities to engage hospitality management faculty and students, an AHLA statement said. AHLA will also recruit a larger workforce and promote hospitality career opportunities. "We are thrilled to partner with ICHRIE and its outstanding deans, directors, program leaders and members of the major hospitality universities and schools, and work together on our shared mission to strengthen the hotel industry's talent pipeline," said Chip Rogers, president and CEO of AHLA. "As the global leader in hospitality and tourism education and research, ICHRIE will help maximize our reach to students and educators across the nation. Together, AHLA, the AHLA Foundation, and ICHRIE will ensure that all Americans preparing to the enter the workforce are aware of the multitude of great hospitality career opportunities available to them." AHLA's chief operating officer will serve on ICHRIE's new Industry Council to help facilitate relationships, and both AHLA and the AHLA Foundation will participate in ICHRIE's 75th Anniversary Conference this August in Washington, D.C.

THE AMERICAN HOTEL & Lodging Association recently announced three promotions among its leadership team. Kiersten Pearce was promoted to senior vice president for executive and strategic initiatives; Adrienne Weil was promoted to senior vice president for member engagement and services; and Kara Filer was promoted to senior vice president for strategic partnerships and business development. Pearce joined AHLA in 2018 and previously served as its vice president of member engagement and services, according to AHLA. In her new role she will develop industry initiatives that align with AHLA's strategic plan and organizational priorities. She'll also oversee the coordination of the AHLA board of directors, executive committee and associated committees, as well as operational functions, including legal. Weil previously served as AHLA's vice president of strategic partnerships and business development and led efforts to accelerate "non-dues" revenue growth from industry service providers and suppliers. In her new role, she will lead AHLA's membership team and spearhead efforts to optimize AHLA's committees and networks and ensure AHLA's differentiated value proposition remains relevant as member needs evolve.

"BE ONE BODY" and roar like a pride of lions, Pujya Brahmviraharidas Swami, one of India's leading saints, told attendees of the 2023 AAHOA Conference and Trade Show in Los Angeles last week in his keynote speech. However, his call for unity came at a time when several large hotel companies boycotted AAHOACON23 over AAHOA's support for franchising reform. The association's new chairman, Bharat Patel, will have to lead the effort to follow Pujya Brahmviraharidas Swami's guidance and unite the membership in light of the split with Marriott Hotels International, Choice Hotels International and others. The leadership required will take courage, said Pujya Brahmviraharidas Swami, who spearheads the global outreach of BAPS in the U.S. to spread harmony and collaboration and who the Indian government and heads of state have called upon for guidance. "This is not just a story of celebrating the past or creating the future, but also of recalibrating the present. This is not a story of a motel and a mouse," Brahmaviharidas said. "This is a story of an empire of hospitality and a pride of lions. Roar in the right direction, in the right way, and the world will listen." Also during AAHOACON23, which set a record level of booth sales for the trade show, members elected new board members. The association also announced a new charity organization dedicated to helping victims of natural disasters, and software company Virdee took the top prize in the inaugural AAHOA Tech Pitch Competition. Change of command New Chairman Bharat Patel officially moved into the top spot on the board on the last day of the conference at the Los Angeles Convention Center. He replaced Nishant "Neal" Patel and will be followed next year by Miraj Patel, who is now vice chairman. "Like the theme from AAHOACON23, I look forward to honoring the past and creating a bolder future by working with AAHOA's nearly 20,000 members to ensure we reestablish strong partnerships with our state associations

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