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U.S. REVPAR IS expected to grow steadily in 2025, supported by urban markets benefiting from improved group and business travel and inbound international recovery, according to a recent CBRE study. The firm expects a 2 percent increase, with occupancy up 23 bps and ADR rising 1.6 percent. RevPAR in 2025 is projected to be 16.6 percent above 2019 levels, reflecting the lodging industry's continued recovery, CBRE said in a statement. "The U.S. hotel market is poised for steady growth in 2025, primarily led by continued outperformance of the urban segment, which should experience RevPAR growth of 2.8 percent this year," said Rachael Rothman, CBRE's head of hotel research and data analytics. "The sector's resilience and the sustained demand for higher-priced hotels bode well for the upcoming year."

INDEPENDENT HOTEL OPERATORS must refine their strategies to stay competitive in 2025 amid labor shortages, price-sensitive travelers and the growing dominance of branded hotels, which now account for 72 percent of U.S. properties, according to Cloudbeds. Furthermore, independent hoteliers are focusing on 2025 as the "year of optimizing performance." Cloudbeds' 2025 State of Independent Lodging Report provides a data-driven analysis of the global independent lodging segment, highlighting key trends across often-overlooked property types. "Hospitality is fundamentally human-and independent properties represent its heart and soul," said Adam Harris, Cloudbeds' cofounder and CEO. "Cloudbeds is helping these businesses transform challenges into opportunities, proving that being independent doesn't mean being alone. Together, we're building a future where independent hospitality businesses don't just survive-with access to technology like Cloudbeds Intelligence, they lead the way forward."

CHOICE HOTELS INTERNATIONAL recently launched its 2025 global marketing campaign, "Check Into More," focused on maximizing stays by enhancing guest experiences and brand loyalty across its 22 brands. The campaign features actor and writer Keegan-Michael Key for the second consecutive year as the "Vacation Maximization-er," guiding travelers to make the most of their stays with Choice Hotels. The campaign, based on research showing 95 percent of U.S. travelers seek unique experiences, features six 30- or 15-second ad spots airing on TV and digital channels through 2025, Choice said in a statement. "Over the last few years, we've seen a significant cultural shift in people booking travel based on what they want to experience, not just where they want to go," said Noha Abdalla, Choice Hotels' chief marketing officer. "With over 7,500 properties at different price points ranging from full-service upscale hotels with on-site restaurants and bars, to ubiquitous select-service hotels, all connected through a benefit-rich rewards program, we're empowering our guests to unlock more opportunities for connection and exploration."

THE U.S. IS expected to see 953 hotel openings with 108,366 rooms in 2025, with New York City and Nashville leading at 5,719 and 2,849 rooms, respectively, according to CoStar. Around 1,865 hotels with 198,319 rooms are projected to open in 2026. Other markets, including San Diego, Dallas, and Phoenix, are projected to open 5,719, 2,849, and 2,818 rooms in 2025, the report said. "The ongoing development in New York City is not surprising given the market's status and its high performance in recent years," said Isaac Collazo, STR's senior director, analytics. "With major sources of leisure and business travel, New York reported the highest occupancy level of any U.S. market in both 2023 and 2024. Though fewer rooms are in construction compared to 2023, more are in the planning and final planning stages, pointing to continued investment in the long term."

What's Choice Hotels Offering NASCAR Fans in 2025? CHOICE HOTELS INTERNATIONAL is extending its Choice Privileges sponsorship of Trackhouse Racing for a second year, giving members access to the 2025 NASCAR Cup Series season. The program will also sponsor Ross Chastain, driver of the No. 1 Chevrolet, and Daniel Suárez, driver of the No. 99 Chevrolet. Members can use points to bid on race day experiences, including tours of the Trackhouse Racing transporter and pit road, driver meet-and-greets and watching the race with the crew chief, Choice said in a statement. "As experiences shape travel plans, we are committed to enhancing Choice Privileges offerings," said Nandika Suri, Choice's vice president for loyalty, co-brand credit card and partnerships. "The energy of pit road and meeting drivers and crew made the Trackhouse Racing offer popular. We're pleased to extend this sponsorship, which aligns with our members' interests."

POST-PANDEMIC TRAVELERS ARE blending relaxation with high-energy adventures to maximize their time and financial investment, according to Hilton's annual Trends Report. Approximately 70 percent of global travelers enjoy staying active while on the go, and one in five leisure travelers are planning outdoor adventures in 2025. The report's findings are based on research involving 13,000 travelers across 13 countries, including Brazil, feedback from more than 4,100 Hilton team members and interviews with Hilton travel experts. "Our 2025 Trends Report uncovers what has been simmering for years-the intersection of work and play; of relaxation and adventure; of being alone but together," said Chris Nassetta, Hilton's president and CEO. "Travelers don't just want to choose their own adventure; they want to maximize every moment of their time away. This new data reveals a fascinating dichotomy and a growing focus on experiences that will keep us constantly evolving to meet the needs of tomorrow's traveler."

THE EIGHTH CALIFORNIA Lodging Investment Conference is scheduled for March 5 to 6 in Long Beach, California. It begins with a networking mixer and the 2025 Hotel Development of the Year Award, sponsored by Lodging Econometrics. The conference continues on March 6 with a full day of panels and networking, CLIC said in a statement. "The business outlook remains positive, with an increased level of consumer confidence laying the groundwork for a boom in travel and hospitality," said Craig Sullivan, CLIC's founder and president. "Savvy hoteliers who want to gain valuable knowledge on the California hotel market and network with the leading hospitality players on the West Coast will gain valuable insight into the ever-changing hotel landscape." Following opening remarks, Rachel Humphrey and Lan Elliot of the Women in Hospitality Alliance will present on the Women in Hospitality Leadership Alliance, the statement said. Bruce Ford, senior vice president of global business development at Lodging Econometrics, will then deliver the annual hotel market update before the day's panels.

U.S. HOTEL INVESTORS are growing more optimistic, with 94 percent planning to maintain or increase investments this year, up from 85 percent last year, according to a recent CBRE study. Key drivers include improved return expectations, distressed opportunities and favorable pricing. CBRE's U.S. Hotels Investor Intentions Survey shows only 6 percent of investors plan to reduce allocations, down from 16 percent last year, amid slowing RevPAR growth and cost concerns. "We anticipate an acceleration in hotel investment activity in 2025, as investors are eager to seize new buying opportunities amid increasingly favorable economic conditions," said Bill Grice, CBRE Hotels' president of the Americas. "With ample liquidity accessible through the debt capital markets, investors are targeting assets that offer substantial in-place cash flows and are actively seeking value-add properties that can be repositioned to yield above-market returns."

Mark Hoplamazian, Hyatt Hotels Corp. president and CEO, has been named the 2025 Cornell Hospitality Icon of the Year. The award, established by the Cornell Peter and Stephanie Nolan School of Hotel Administration, will be presented at the Cornell Icon and Innovator Awards in New York City on June 3. Appointed to his current role in December 2006, Hoplamazian has led Hyatt's IPO, overseen its growth, and helped define its purpose over 18 years: to care for people so they can be their best, Cornell said in a statement. "We are excited and honored to recognize Mark as this year's Cornell Icon," said Kate Walsh, dean of the Nolan Hotel School. "Mark is a tremendous leader who, with his deep care for every colleague, guest, and stakeholder, embodies the essence of hospitality. He leads Hyatt - and our industry - with heart, mind, and soul, and is an inspiration and model for our Cornell students. We could not think of a more fitting leader to honor as our Industry Icon."

WYNDHAM HOTELS & RESORTS will continue expanding its economy and midscale brands while adding new upscale and lifestyle offerings in 2025. The company also aims to add technology and digital capabilities to improve experiences for its owners and guests. The company will continue leveraging its scale to provide franchisees with tools, solutions, and technology to drive business, Wyndham said in a statement. "We navigated an unforgettable year in 2024, remaining steadfast in our ability to deliver for guests, owners, and shareholders," said Geoff Ballotti, Wyndham's president and CEO. "From welcoming our 25th brand and expanding into new markets to broadening our portfolio of aspirational hotels and generating new owner revenue streams through the industry's best tech platform - 2024's successes have both Wyndham and our franchisees well-positioned for the years ahead."

U.S. EXTENDED-STAY HOTELS started 2025 with strong January growth, particularly at lower price points, according to The Highland Group. Supply and demand grew much faster than the overall industry, but other performance metrics lagged. The U.S. Extended-Stay Hotels Bulletin: January 2025 reported stronger ADR and the most RevPAR gains for extended-stay hotels compared to corresponding classes. "January was another very good month for extended-stay hotels with positive change in RevPAR in nine of the last ten months and the economy segment continuing to lead RevPAR growth," said Mark Skinner, The Highland Group's partner.

HOTELS STRUGGLED WITH rising costs outpacing revenue growth in 2024, hindering economic growth and job creation, according to American Hotel & Lodging Association's 2025 State of the Industry report. Despite these challenges, opportunities remain, driven by guest spending trends, shifting traveler behaviors, and major upcoming events. The report, published with Accenture, found property costs outpacing revenue, with operations, maintenance, sales, marketing, and IT expenses rising nearly 5 percent in 2024, adding to hotel industry challenges. "America's small business hotel owners have been struggling as rising costs, compounded by high inflation and interest rates, make it difficult to stay open and serve guests," said Rosanna Maietta, AHLA's president and CEO. "That's why we will be focused on promoting policies that help our members overcome these challenges so they can focus on what they do best-creating pathways for their employees to find lasting careers and creating unforgettable experiences for their guests."

INTERNATIONAL INBOUND TRAVEL is expected to slow down in the fall after surging over the summer, according to the latest U.S. Travel Association forecast. USTA also expects it may take until 2025 for the travel segment to recover to pre-pandemic levels. Inbound travel recovery picked up in summer and reached a pre-pandemic high of 35 percent below 2019 levels in July 2022, said U.S. Travel Association. It improved from a 41 percent decrease in May and declines of more than 50 percent earlier in 2022. The latest report by Aaron Szyf, economist, USTA, said that inbound travel recovery continued from Europe and Latin America in the past few months, which was 22 percent below 2019 levels in July. Meanwhile, Asian markets declined 66 percent in July, largely due to stagnation from China and a very slow return from Japan.

DD PARTNERS, PEACHTREE Group, and Woodbine Development are collaborating on Embassy Suites Gulf Shores, a resort with a Gulf of Mexico view located in tourism spot in Alabama. DD Partners and Woodbine lead the development and asset management of the 8-story joint venture project, with Peachtree overseeing resort operations. The project is currently in progress and is expected to be completed in the summer of 2025, the companies said in a joint statement. The 8-story property will feature 257 all-suite beachfront guestrooms, along with 13,620 square feet of enclosed meeting and pre-function space, including a 7,800-square-foot ballroom, the statement said. The resort will also feature a 3-story parking garage and 7,618 square feet of leasable retail space.

THE AMERICAN HOTEL & Lodging Association is weighing all options, including litigation, to contest the U.S. Department of Labor's final rule revising overtime regulations under the Fair Labor Standards Act. The association is concerned that many hoteliers may be forced to eliminate longstanding managerial positions, which serve as crucial paths to career advancement. The updated rule features two-tiered increases in the minimum salary threshold and the threshold for highly compensated employees, along with automatic updates to both thresholds, DOL said in a statement. The minimum salary threshold will rise to $43,888 on July 1, followed by an increase to $58,656 on Jan. 1, 2025. This represent more than a 60 percent increase from the current $35,568 threshold, DOL said. The HCE threshold will jump to $132,964 on July 1, then to $151,164 on Jan. 1, 2025-an over 70 percent increase from the current $107,432 threshold, DOL added. The updated rule includes automatic updates to both the minimum salary threshold and the HCE threshold, which will be raised every three years.

THE NATIONAL NONPROFIT Shatterproof named STR President Amanda Hite a 2025 Shatterproof Hospitality Heroes honoree for her efforts to raise awareness of substance abuse. Hite will be honored at the eighth annual Hospitality Heroes Reception, held during the Americas Lodging Investment Summit on Jan. 29. The event will also raise funds to support Shatterproof's efforts to promote addiction treatment in America, Shatterproof said in a statement. "Amanda Hite is a true testament of the Hospitality Heroes award due to her personal commitment to educate the public to reduce the stigma of addiction and ensure that people who use substances or have substance use disorders have a path to recovery," said Gary Mendell, Shatterproof's CEO. "We look forward to working with her and STR to raise awareness and bring change to treatment outcomes and research."

STR AND TOURISM Economics downgraded their growth rate forecast for the U.S. hotel business with their final revision of 2024. The forecast for next year remains uncertain as the impact of the presidential election becomes clear. For 2024, projected gains in ADR and RevPAR were each downgraded, down 0.5 percentage points to 1.5 percent growth for ADR and with RevPAR's projected growth dropping 0.6 ppts to 1.4 percent, respectively. Occupancy for the year was lowered 0.1 ppts to 62.9 percent, after the previous forecast projected the metric to remain steady from 2023. For 2025, the occupancy growth projection was downgraded 0.4 ppts, and the forecast for ADR and RevPAR increases were lowered to 1.6 percent and 1.8 percent, respectively. "The outlook for 2025 remains somewhat in flux, with positive sentiment potentially offset by the higher cost of living," said Amanda Hite, STR president. "Based on current economic conditions, higher-end hotels will continue to drive industry performance. The change in the presidential administration is anticipated to yield stronger economic conditions at first, which is not yet reflected in the data."

STR AND TOURISM Economics made significant downward adjustments to the 2024-25 U.S. hotel forecast, reflecting lower-than-expected performance and reduced growth projections for the remainder of the year. Projected gains in ADR and RevPAR were downgraded by 1 and 2.1 percentage points, respectively. Occupancy is also expected to decline, contrasting with the previous forecast's projection of year-over-year growth in this metric. While an occupancy growth projection was maintained for 2025, ADR and RevPAR were adjusted downward by 0.8 and 0.9 percentage points, respectively, STR and TE said in a joint statement. "We have seen a bifurcation in hotel performance over the first four months of the year, which we don't believe will abate soon," said Amanda Hite, STR's president. "The increased cost of living is affecting lower-to-middle income households and their ability to travel, thus lessening demand for hotels in the lower price tier. The upscale through luxury tier is seeing healthy demand, but pricing power has waned given changes in mix and travel patterns and to a lesser extent, economic conditions. Travel remains a priority for most Americans, but the volume has lessened as prices on goods and services continue to rise."

Amanda Hite, STR president, recently won the 2025 Shatterproof Hospitality Hero Award at the Americas Lodging Investment Summit in Los Angeles for her efforts to raise awareness of substance use disorder and end addiction stigma. She is the seventh recipient and the first woman to receive the award. Meanwhile, more than 70 hospitality companies raised $2.1 million to support Shatterproof's efforts to improve substance use disorder treatment in healthcare, Shatterproof said in a statement. "I am honored to receive this award, but more importantly, to help raise critical support for Shatterproof and the transformational work they are doing," Hite said. "STR is proud to collaborate with Shatterproof as they lead the way in advocating for people with substance use disorder, their families and the communities this disease impacts."

The 73-room Red Roof Inn-Hometown Studios by Red Roof Ridgecrest and the 50-room Fairmont Breakers Long Beach in California won the Lodging Econometrics/California Lodging Investment Conference 2025 Hotel Developments of the Year Award. The hotels were recognized in the select-service/extended-stay and luxury hotel categories, respectively. Craig Sullivan, CLIC's founder and president, and Bruce Ford, LE's senior vice president and director of global business development, will present the awards during the opening session of the conference on March 5 to 6 at the Westin Long Beach, CLIC and LE said in a joint statement. For Red Roof properties, the brand collaborated with an established franchisee to repurpose an aging asset, bringing two new hotel products to a growing market.