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Mark Sergot is InterContinental Hotels Group's new vice president for global sales operations and enablement. Previously he was chief sales officer for Associated Luxury Hotels International. Sergot spent 16 years at FRHI Hotels & Resorts, the parent company of the Fairmont, Raffles & Swissotel brands. He became FRHI's senior vice president for its global sales organization. He will be based on the company's Americas headquarters in Atlanta and report to global sales Vice President Derek DeCross.

ABOUT 78 PERCENT of global travelers place high quality service above all else when booking a hotel, according to a global survey by IHG Hotels & Resorts' voco hotels. Cleanliness and other basic needs also rank highly, but the way hotel staff approach guests during their stay is very important, and travelers want to feel comfortable, both physically and in themselves. "Just like travel has changed, consumers expectations have too," said Will Yell, VP luxury and upscale conversion and affiliate brands at IHG. "With nearly half of travelers stating they want to be valued as an individual, a one-size-fits-all approach to hotel service no longer resonates with travelers." Travelers also are ready to reconnect post-pandemic, with six out of 10 craving connection, interaction and/or conversation more during their travels, compared to pre-pandemic, the survey said. That leads them to want more connection with hotel staff. "As many as 65 percent of travelers think hotel staff should act in a friendly manner towards guests and half said they want to be able to talk to staff and vice versa in a friendly, conversational manner, rather than overly formal or personal. Nearly half (48 percent) of travelers agree that a friendly, approachable, and personalized experience is more important than ever following the pandemic," the survey said.

VIRAL "VICTOR" PATEL and Mahmood "Mike" Merchant are new members of Best Western Hotels & Resorts board of directors. Patel will represent several Midwest states and Ontario, Canada, and Merchant will represent California, Nevada and Hawaii. Patel has been a member of Best Western for more than 20 years, according to the company. He has served as a governor and as the chair of the Best Western Kentucky marketing co-op, liaising between the brand and hoteliers. He is currently the owner and operator of the Best Western Corbin Inn in Corbin, Kentucky, and will represent that state as well as Illinois, Indiana, Michigan, Iowa, Minnesota and Wisconsin. "I've witnessed tremendous growth within our brand over the years and am excited to join my fellow Board members as we move forward under Larry's leadership," said Patel. "Service is extremely important to me, and I feel grateful to have served my colleagues and community in a variety of roles over the years. I look forward to this new set of responsibilities and am fully committed to serving our hoteliers across the Midwest and parts of Canada and our hoteliers at large."

THE BAIRD/STR HOTEL Stock Index jumped in July, ending a downward trend for two consecutive months. The index decreased 10.4 percent year-to-date for the first seven months of 2022. Baird/STR Index recorded a sharp increase of 14.3 percent in July, according to STR. The index fell 19.3 percent in June and dropped 5.8 percent in May. It went up 0.7 percent during April. It increased 2.2 percent in March after rising 4.1 percent in February. The Baird/STR Index surpassed both the S&P 500, up 9.1 percent from June, and the MSCI US REIT Index, increased 8.7 percent, respectively during July. The hotel brand sub-index rose 14.2 percent from June, while the Hotel REIT sub-index increased 14.6 percent during the month. "Hotel stocks rebounded sharply and outperformed their respective benchmarks in July; relative outperformance has continued in August," said Michael Bellisario, senior hotel research analyst and director at Baird. "Despite the big gains in July, hotel stocks did not fully recapture June's losses. Positively, second quarter earnings exceeded analysts' and investors' expectations, and broader recession fears have begun to subside, which has boosted sentiment and stock prices. All eyes are on the post-Labor Day outlook that should reflect a more normalized travel environment."

SOME 87 PERCENT of hotels are now experiencing a staffing shortage and 36 percent said they witness severe shortage, according to a survey by the American Hotel & Lodging Association. However, the situation has improved now compared to May when 97 percent of respondents said they struggled to recruit staff. As many as 43 percent of the hotels said that the most critical staffing need is housekeeping, the AHLA survey found. To address the crisis, 81 percent of hotels have increased wages to potential hires, 64 percent are offering greater flexibility with hours, and 35 percent have expanded benefits, the survey said. But 91 percent said they are still unable to get adequate staff. Now, hotels are trying to fill an average of 10.3 positions per property, which was 12 vacancies in May. In May, 49 percent of those surveyed said they are severely short-staffed and 58 percent admitted housekeeping was the biggest challenge.

THE BAIRD/STR Hotel Stock Index fell 9.1 percent in September, according to STR. Experts said that they have concerns regarding recession and its impact on the sector. The index witnessed a sharp drop of 20.6 percent year-to-date through the first nine months of 2022. In September, the Index surpassed both the S&P 500, down 9.3 percent, and the MSCI US REIT Index, which fell 12.8 percent. The hotel brand sub-index decreased 7.7 percent from August to 8,268, while the Hotel REIT sub-index dropped 13.5 percent to 989. "September was a risk-off month for the broader market, and hotel stocks were down sharply as well. However, the Hotel REITs were modest underperformers only, while the Global Hotel Brands were slight relative outperformers," said Michael Bellisario, senior hotel research analyst and director at Baird. "Broader macroeconomic concerns continue to dominate investor sentiment and positioning, but underlying hotel fundamentals held steady throughout the month, which relatively helped the hotel stocks during a volatile time for the capital markets. Investors continue to ask about recession scenarios and downside analyses for our coverage list, which suggests a lot of the bad news is being priced into the stocks, particularly the Hotel REITs, in our opinion."

THE BAIRD/STR HOTEL Stock Index dropped 2 percent to 5,739 in September, influenced by higher interest rates impacting stock prices and investor sentiment, according to STR, although the hotel stocks outperformed their relative benchmark. That is the second month of decline in the index following a surge in July. "Hotel stocks declined in September, yet they exceeded their relative benchmarks," said Michael Bellisario, senior hotel research analyst and director at Baird. "Both the S&P 500 and the RMZ recorded their poorest monthly performance this year due to elevated interest rates affecting stock prices and investor sentiment. Hotels likely gained from sustained, albeit gradual, RevPAR growth throughout the month. Year-to-date, the hotel brand sub-index stands at 23 percent, whereas the Hotel REIT sub-index lags at negative 1.5 percent."

FRANCHISEE RESILIENCE AND determination was the focus of Choice Hotels International's 66th annual convention in Las Vegas last week. In keeping with that theme, in a press conference at the convention, corporate leadership for Choice said they are working with AAHOA on ways to implement the association's recently updated 12 Points of Fair Franchising. More than 5,200 people attended the conference, including franchisees and their families. Other news from the event includes the announcement of a new program to promote women ownership of hotels and the hiring of two new franchise development directors. "GO" was the theme of the convention, in recognition of the struggles Choice's franchisees have faced over the past three years of pandemic and economic downturn. The company overcame those challenges, driving new business, advocating for government aid and reducing operating costs for franchisees, said Patrick Pacious, Choice's president and CEO. It also surpassed 2019 system-wide performance levels.

THE BAIRD/STR HOTEL Stock Index dropped in May, after rising continuously for five months. Investors grew concerned about macroeconomic slowing and inflationary pressures which led to the broader stock market volatility. Baird/STR dropped 5.8 percent during the month, according to STR. Baird/STR went up 0.7 percent during April. The index decreased 2.8 percent over the first five months of 2022. It increased 2.2 percent in March after rising 4.1 percent in February. Baird/STR index fell behind the S&P 500, which was flat from April, but surpassed the MSCI US REIT Index, which was down 6.3 percent. The hotel brand sub-index fell 6 percent from April, while the Hotel REIT sub-index dipped 4.9 percent during the month.

THE HOLIDAY INN Express in LaPlace, Louisiana, reopened on Jan. 17, after the owner, QHotels Management in LaPlace led by Vimal Patel, completed $5 million in repairs to damage form Hurricane Ida in September. The repairs were slowed by his insurance company's failure to pay for the work in a timely manner, Patel said. The situation also is affecting Patel's ability to repair and reopen other properties in the area. "We had to use our own line of credit, to finish the hotel," Patel said. "Five more hotels to go. They are still a work in progress. A couple of hotels will open probably next month and then a couple probably will open in sometime in April. And the last hotel will probably take some time, so maybe May or June before we can open it up." The 91-room Holiday Inn Express is near Cajun Pride Swamp Tours, The Choice Hall, YMC EVENTS Venue and the Dream Event Center.

WITH A GRAND procession through the streets of his home village of Sarona, India, shared online in a video, Jayanti P. "J.P." Rama left this world as a legend among his peers. The former AAHOA chairman and longtime hotelier left a legacy that will last for decades with the younger generation he mentored and inspired. Rama died Feb. 17 while visiting family in Ahmedabad, India, at the age of 74. He was co-founder of JHM Hotels, now Greenville, South Carolina-based auroHOTELS, which now is run by his son, D.J. Rama. He is survived also by his daughter, Rita Rama Patel, wife Ilaben (Laxmiben) Rama and brothers, Hasmukh "H.P." Rama, Manhar "M.P." Rama and Raman "R.P." Rama, all of whom traveled to India for the funeral. For those friends and family of Rama who could not attend the actual ceremony, Auro University in Surat, a private university founded by the Rama family and auroHOTELS, has posted a video on YouTube. Tributes to Rama also continued to come in, as seen below.

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."

DRIVEN BY STRONGER-than-expected demand and moderate supply, CBRE has raised its forecast for hotel performance again this year, resulting in increased occupancy. CBRE revised its forecast for 2023 RevPAR to $97.89, up 6 percent year-over-year and an increase of $0.43 rise from the previous forecast. This positive revision is based on a 65-basis-point increase in expected occupancy compared to the previous forecast issued in February, CBRE said in a statement. Furthermore, the ADR is projected to grow by 3.7 percent in 2023, slightly lower than the previous forecast of 4.2 percent. According to CBRE Hotels Research, this is primarily due to slightly lower inflation expectations and a higher proportion of group travel and shoulder-period demand, which typically have lower rates. CBRE's baseline scenario forecast envisages an average GDP growth of 0.8 percent and average inflation of 4.6 percent in 2023. Given the strong correlation between GDP and RevPAR growth, changes in the economic outlook will directly impact the performance of the lodging industry, CBRE noted. "We are already starting to see signs that the easing of travel restrictions in Japan and China, combined with continued improvements in group and independent business demand, are bolstering demand heading into the heavy summer travel season," said Rachael Rothman, head of hotel research & data analytics at CBRE.

THE BAIRD/STR HOTEL Stock Index dropped in June for the second consecutive month. The index dropped for the first time, after rising continuously for five months, in May. Baird/STR recorded a sharp fall of 19.3 percent in June, according to STR. The index dropped 5.8 percent in May. It went up 0.7 percent during April. It increased 2.2 percent in March after rising 4.1 percent in February. The index decreased 21.6 percent during the first six months of 2022. The Baird/STR Index fell behind both the S&P 500, dropped 8.4 percent from May and the MSCI US REIT Index, down 7.9 percent respectively during June. The hotel brand sub-index fell 19.3 percent from May, while the Hotel REIT sub-index dipped 19.5 percent during the month. "Hotel stocks continued on their downward trajectory in June and were significant relative under-performers as investors began to factor in an increasing likelihood of an impending recession," said Michael Bellisario, senior hotel research analyst and director at Baird. "While the upcoming summer travel months are expected to be strong, investors are looking beyond the near-term fundamental strength to a period when demand and ADR growth are likely to moderate, which is supported by the many macroeconomic indicators that are flashing signs of broader slowing."

THE U.S. HOUSE of Representatives recently unveiled the 'No Hidden FEES Act of 2023' (H.R 6543), compelling the travel industry to enhance transparency regarding so-called "junk fees." This legislation is designed to improve pricing transparency for customers seeking short-term lodging, including hotels, motels, inns, and privately-owned vacation rentals. Meanwhile, the American Hotel & Lodging Association extended its support for the bill, which was introduced by Reps. Young Kim and Kathy Castor on Friday. "As Americans grapple with persistent high inflation, the last thing families need after budgeting for trips is to be hit with costly last-minute fees," Kim said. "The No Hidden FEES Act would rectify this issue, offering cost transparency for consumers so they know the upfront lodging expenses. I will continue the fight to make life more affordable for families in Southern California and throughout our nation."

IHG HOTELS & RESORTS is set to launch a new brand targeted at midscale conversions, the company said during its first-half earnings call. Although the company has kept the brand's name under wraps, more than 100 hotels and their owners have displayed strong interest in the new brand. IHG, has previously established brands such as Holiday Inn and Holiday Inn Express in the upper-midscale category. It expects that the forthcoming brand will advance the company's growth within a $14 billion segment exclusive to the U.S. market. "As we expand our brand portfolio, we're pleased to announce an upcoming launch of a new brand aimed at midscale conversion opportunities," said Elie Maalouf, IHG's CEO. "Conversions offer substantial growth potential, constituting approximately 40 percent of global first-half openings and signings, reflecting owners' increasing eagerness to swiftly benefit from IHG's reach and enterprise. We're thrilled that over 100 hotels have already expressed definite interest in this new brand."

THE BAIRD/STR HOTEL Stock Index rose again in April, continuing a trend the index has followed for the past four months. Investors' optimism is driven by the travel industry's ongoing recovery due to pent-up demand that is overriding negative influences, such as the Russia/Ukraine war and rising interest rates. Baird/STR went up 0.7 percent during the month, according to STR. The index rose 3.1 percent over the first four months of 2022. In March it increased 2.2 percent in March after rising 4.1 percent in February. The index also surpassed both the S&P 500, which dropped 8.8 percent in April, and the MSCI US REIT Index, which went down 4.6 percent. The hotel brand sub-index rose 0.5 percent from March, while the hotel REIT sub-index jumped up 1.5 percent.

THE REVPAR OF hotels in Phoenix is forecasted to reach $419 for Super Bowl weekend of February 10-12, the second-highest level for the event, according to STR. As the city also hosts Phoenix Open this week, the Friday through Sunday night occupancy may touch 94 percent and ADR to hit $445. According to STR, a unique volume of demand would push occupancy slightly higher than Phoenix's last host year in 2015 (93.7 percent) even though supply increased by 11.7 percent this year. The ADR level would rank third among host markets behind Miami in 2020 and San Francisco in 2016. "Phoenix's jump in RevPAR during its last Super Bowl host year was staggering, and this time around will be no different with big-time growth contribution from both occupancy and ADR," said Isaac Collazo, STR's vice president of analytics. "Demand speaks for itself, especially with consumer behavior around the event free of pandemic concerns-unlike the last two Super Bowls. Phoenix's ADR situation has different influences than recent host markets given inflation and having less upper-tier supply than a Los Angeles or Miami." The overall Phoenix market comprises 544 hotels with 70,488 rooms.

24SEVEN HOTELS, A California-based third-party hotel management company, has partnered with the digital tipping platform Shiny to improve services for over 450 associates across its 30-hotel portfolio. David Wani is the founder and CEO of 24Seven Hotels. This partnership will include 24Seven's premium-branded, select-service, and lifestyle hotel segments throughout the western U.S., with implementation across various hotel departments, including housekeeping, the companies said in a joint statement. "With one of the tightest labor markets in industry history and ever-rising costs, it has become increasingly important for us to recognize the efforts put forth by our associates," said Wani. "We believe that by consistently rejecting the status quo and insisting that we can always improve and innovate, we conquer complacency-and ultimately improve the efficiency and effectiveness of our operation. Along with our Daily Pay program, this is another example of the additional efforts we take to ensure our employees are among the most satisfied in the industry."

TOURISTS ARE PROJECTED to maintain or increase their travel spending in 2024 compared to the previous year, according to American Express Travel's "2024 Global Travel Trends Report". Approximately 84 percent of respondents from countries including the U.S., Australia, Canada, India, Japan, Mexico, and the U.K. anticipate spending the same or more, with 77 percent prioritizing the quality of their travel experience over cost considerations. "Travelers are focused on creating the right itineraries and building memories, whether that means booking a trip to see a favorite sports team compete or taking a once-in-a-lifetime expedition cruise," said Audrey Hendley, American Express Travel's president. "Our 'Global Travel Trends Report' sheds light on what is driving global travel bookings and provides inspiration for where to go next." About 65 percent of respondents express greater interest in embarking on a major trip in 2024 compared to previous years, the report said. Additionally, 72 percent prefer saving money for a major trip over spending it on social outings with friends. More than half of respondents intend to save for a major trip over a span of six months to two years.