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AS MANY AS 84 percent of business travelers in the U.S. expect to take at least one trip to attend conferences, conventions or trade shows in the next six months, according to a survey from the U.S. Travel Association. They also expect to resume traveling at a slightly slower pace, about 1.6 trips per month, compared to 1.7 monthly trips pre-pandemic. The Quarterly Business Travel Tracker by J.D. Power said that less than one in 10 U.S. business travelers are uncertain if they would travel in the next six months. Meetings and events are not occurring and corporate policies restricting business travel are listed as reasons behind this. USTA forecasts that business travel spending was still down 60 percent from pre-pandemic levels in 2021. However, the latest data shows a clear shift in American business travelers' desire to return to in-person meetings.

While we don't know what will happen next, the past several months has shown us that the need to get out and travel is stronger than ever. However, as the labor and staffing crisis continues, some hoteliers struggle to accommodate the uptick in travel. Corporate travel and industry events and the need to meet face-to-face will continue to grow, so now is the time to focus on getting staff ready to welcome back corporate travelers who haven't traveled in 18 months. Taking notes from the entertainment industry One interesting tactic that the hospitality industry should take note of is the way the entertainment industry has handled the return of movies in theaters. If you went to the movies over the summer, you may have seen how the industry pulled together to thank movie-goers for coming back to the theater. Galaxy Theaters CEO came onto the big screen to thank the audience and welcome them back. Regal did something similar. Even more compelling were the messages from directors such as John Krasinski ahead of Quiet Place II and Lin-Manuel Miranda ahead of In the Heights. These two films led the charge in releasing their content to the big screen. In doing so, they took the time to record a message to thank the audience for coming back and for supporting the industry. This strategy works because the theater has a captive audience. After all, unless you are late to the film, or getting popcorn, you are sitting there in anticipation of seeing a movie on the big screen after nearly 18 months of Netflix and microwaved popcorn.

HOTELS IN THE Americas performed above 2019 levels, although RevPAR is stabilizing amidst decreasing consumer travel spending, according to real estate firm JLL. This has affected resort markets heavily dependent on leisure travel. In contrast, urban travel demand is on the rise, driven by group, corporate, and inbound international travel. According to JLL's Global Real Estate Perspective for February 2024, global hotel RevPAR surpassed 2019 levels by 11.7 percent in the first 11 months of 2023. The global urban market strengthened with increased international travel and the return of business and group demand. London, New York, and Tokyo are expected to lead global RevPAR performance in 2024 as urban travel rebounds. Stabilization has weighed heaviest in resort markets, particularly in the Americas and EMEA, while Asia-Pacific continues to accelerate as intraregional travel grows following border reopenings, the report added. Foreign capital, absent since the onset of COVID, is expected to become more active over the next 12 months. Middle Eastern and Asian investors are likely to lead, with urban markets in Europe and select U.S. cities as primary recipients of capital.

THE OMICRON COVID-19 variant could derail the hotel industry's fledgling recovery if countries like the U.S. move forward to tighten testing policies, according to HotStats. Future hotel bookings, meetings and other hotel-related activity will be impacted by the expectation of travel impediments, whether self-imposed, company-imposed or government-mandated, it added. In the U.S., major indices were still down double digits in October 2021 compared to same month two years ago, according to a blog post by HotStats. "Since a rapid uptick in occupancy from the beginning of the year through the summer, hitting an apex in July, occupancy in the U.S. has since more or less flatlined, a signal that the leisure boom could not be sustained at the same levels prior," said HotStats. "Though much maligned, there is propitious data surfacing in corporate travel. In October, corporate ADR was $7 higher than in October 2019 and $35 higher than in the previous month. Corporate volume mix, defined as the proportion of rooms sold at the corporate rate compared to total rooms sold, has grown 6 percentage points since July."

THE MAJOR CHALLENGES faced by U.S. hotels are labor, the return of corporate, group and conference travel, the impact of inflation on cost lines and the energy crisis, said Michael Grove, COO of HotStats, in a recent presentation. In the same session at the International Hospitality Investment Forum, panelists debated the best metric by which to measure industry performance. While speaking during a panel session at IHIF titled "Decoding the Data", Grove said that the most pressing issue is fixed costs are being replaced by oncoming growth in the variable areas which changes the dynamic of the cost base. "One of the key items around the average rate growth is what's going to happen when the full business mix returns," Grove said. "We still have a lot more of the lower-rated business to come back-the tours and groups and the other segments. We need to look at the impact on the cost lines themselves, the expense items around the P&L and what impact inflation is having on those, what impact the labor challenge is having.

NOBLE INVESTMENT GROUP has acquired the Homewood Suites by Hilton Salt Lake City | Downtown in Salt Lake City, Utah. The company, led by Mit Shah as CEO,said the city represents a fast-growing market. The 137-room hotel is in Salt Lake City's central business and entertainment district, according to Noble. The area contains more than 15 million square feet of office space and several corporate headquarters, including Zions Bancorporation, Questar Corporation, and Goldman Sachs. Also nearby are the Salt Palace Convention Center, Vivint Arena, Gallivan Center, Temple Square and the Utah State Capitol. More than 26 million passengers annually pass through the Salt Lake City International Airport, which is 4 miles west of downtown. "Salt Lake City has seen some of the highest in-migration trends leading up to and continuing through the global health crisis," Noble said in its statement. "The city boasts more than ten ski resorts within an hour's drive, as well as more than a dozen national parks and monuments. With its world-class outdoor lifestyle, Salt Lake City is one of the most dynamic leisure and corporate travel markets in the U.S."

CHOICE HOTELS INTERNATIONAL is implementing "Choice Direct Pay," a system that allows corporate customers to make reservations for their employees and guests at multiple Choice hotels. The new system then bills the companies directly through a single, centralized invoice. Choice Direct Pay also would provide weekly consolidated invoicing so corporate travelers can pay for all stays at one time. Users can download and manage their invoice data through an individualized online portal, and centralized customer support can help with the enrollment process, check the status of payments and invoices and resolve issues with charges. The program also allows users to add project costs and department codes to bills to further simplify the reconciliation process. They also can access to existing negotiated and chainwide rates and search for participating hotels, as well as adjust their stay dates.

The Hyatt House In Beaverton, Oregon, is now open. It is a joint venture developed by NewcrestImage led by Mehul Patel as chairman and CEO and Canterbury Hotel Group led by Arvind Patel as CEO. The 125-room, 5-floor extended-stay Hyatt House by NewcrestImage is near Beaverton's city hall, the 550-seat Patricia Reser Center for the Arts, the Tualatin Valley and Cooper Mountain Nature Park. Also close are corporate headquarters for Nike, Reser's Fine Foods and optics manufacturer Leupold & Stevens. Hotel amenities include a 635-sq. ft. meeting room, two indoor lounges and an outdoor patio and BBQ area. It is the first joint venture by NewcrestImage and Canterbury Hotel Group. "The opening of this Hyatt House is powerful testimony that hoteliers continue to provide the best of hotel experiences even during challenging travel times," Mehul said. "We've created a property that is safe, comfortable, and special - where travelers can rest easy after a tough day on the road."

REMOTE SALES AND training appear to be surging in popularity among hotels, according to training consulting firm Gillis Sales. The firm reported $23 million in revenue from hospitality clients in 2021 and a 40 percent since the beginning of the pandemic. The latest figures indicate that hotels are seeing the benefits of investing in sales to increase profitability as travel resumes, said Tammy Gillis, CEO of Gillis Sales. Gillis foresees an increase in business as hoteliers turn to remote sales solutions to find and keep qualified salespeople. Market trends suggest that leisure and corporate travel are increasing while labor shortage continues, according to the company's statement.

WYNDHAM HOTELS & RESORTS has entered into a new agreement with Groups360 to bring instant online multi-room bookings to Wyndham hotels in 2023. Using Groups360's GroupSync Marketplace direct booking solution, Wyndham hotel owners will have the opportunity to integrate the platform with their hotel reservation systems, providing travel planners, including groups and events organizers along with those managing infrastructure, logistics and corporate accounts, with rates and availability as well as booking of rooms online, the company said in a statement. "Over the last three years, Wyndham has invested over $100 million in major technology initiatives, giving our franchisees access to best-in-class offerings that unlock new efficiencies while helping to grow their bottom line," said Lisa Checchio, Wyndham's chief marketing officer. "Bringing franchisees access to GroupSync is just the latest example and one we believe offers incredible opportunity for franchisees, particularly those in the economy segment, where such technology is an industry first." Hotels that publish live inventory and rates within the GroupSync Marketplace save travel planners' valuable time by allowing them to search, shop and book blocks of rooms. Possible users include short one- to-two-night group events such as youth sports, weddings and family reunions, as well as multi-week infrastructure or logistics projects such as commercial construction, bridge repair or highway expansion, Wyndham's statement said.

HYATT HOTELS CORPORATION plans to expand its brand portfolio in India and Southwest Asia, with eight new hotels set to open across various leisure and city destinations in 2024. The expansion will focus on Hyatt Regency, Hyatt Place and Hyatt Centric brands and is timed to coincide with an expected rebound of travel in the country and sub-continent, Hyatt said in a statement. "Southwest Asia continues to demonstrate high growth potential and is among the top global growth markets for Hyatt, said Sunjae Sharma, Hyatt's managing director for India and Southwest Asia. "We have strong expansion plans for 2024 across our portfolio encompassing our legacy brands like Hyatt Regency, Hyatt Place and Hyatt Centric across destinations that will strengthen our brand presence in key markets. This expansion represents our strong commitment and confidence in the Southwest Asia region." Hyatt is also expanding its luxury and lifestyle brands in India, including the recent launch of JdV by Hyatt with the opening of Ronil Goa, the statement said. JdV by Hyatt is the ninth brand introduced by Hyatt in India, reaffirming its commitment to expanding its presence in the country.

UNITY WAS THE theme at Sonesta International Hotels' inaugural conference in Las Vegas. Sonesta essentially completed its integration with Red Lion Hotels Corp. with the announcement of a unified loyalty program, Sonesta Travel Pass, and combined website. Approximately 1,300 attendees, including franchisees, general managers of Sonesta's corporate owned properties and employees, came to the conference and trade show at The Venetian Resort Las Vegas. Along with keynote speakers and entertainment, the conference provided updates on the company's status. "My team and I have been looking forward to this moment for months to finally be with you, to talk with you, to listen to you and your guests and to show off a little to you," said John Murray, executive vice president for The RMR Group that owns Sonesta. "Because we really do have a lot to show off. We also have a lot to celebrate. Today we're here to celebrate the transformation of Sonesta and Red Lion's histories into our future as one Sonesta."

PROFITS ROSE IN October for U.S. hotels on a month-to-month basis, according to STR. However, the numbers are still down versus 2019, indicating a bump in the road to recovery. GOPPAR for the month was $62.75, according to STR's monthly P&L data release, up from $46.29 in September. TRevPAR for the month was $165.03, compared to $140.94 the month before, and EBITDA PAR was $44.14, up from $30.47 in September. At the same time, labor costs also rose from $47.50 the previous month to $52.17 inOctober. Estimated industrywide gross operating profit was 89 percent of October 2019 levels, after coming in at 97 percent in September. Labor costs reached 91 percent of pre-pandemic comparables in October after reaching a high of 96 percent in September. "October data was important to analyze from multiple angles," said Raquel Ortiz, STR's assistant director of financial performance. "The metrics were up quite a bit from September if you measure by available rooms, but that's to be expected as October is usually a stronger revenue month due to conferences and group travel. When you extrapolate and bring in the comparison to pre-pandemic times, performance was lower. Fortunately, even with less corporate business this year, profit margins (38 percent) still came relatively close to what we saw in 2019 (40.9 percent)."

VISION HOSPITALITY GROUP recently broke ground on its Embassy Suites by Hilton in Chattanooga, Tennessee. The seven-story 184-suite Embassy Suites will be developed for $54 million and includes rooftop and street-level bars and a coffee area in an open lobby. The project also includes a leasable restaurant space and 5,000 total square feet of meeting space, Vision said in a statement. Vision said it will bring an economic boost to the destination with more than 100 jobs ranging from senior management positions, guest service agents, housekeepers and others. With a construction timeline of approximately two years led by Humphreys and Associates Contractors, LLC, the hotel is expected to open in the summer of 2025. "We are thrilled to begin construction on this project in our hometown of Chattanooga, just steps from our company headquarters," said Mitch Patel, Vision's president and CEO. "This project is our first Embassy Suites hotel, and we know the brand's value-added services are a perfect fit for this location welcoming both corporate and leisure travelers." Embassy Suites by Hilton, one of Hilton's 19 brands. Amenities will include a fitness center and an evening reception. Embassy Suites by Hilton has more than 260 open hotels, with 42 properties under development. The Embassy Suites Chattanooga is one among 15 projects in Vision's development pipeline expected to open in the next two years. The company's portfolio comprises 16 properties in Greater Chattanooga and 41 nationwide, the statement added.

BWH HOTEL GROUP has announced the recipients of the first ever David and Louise Kong Legacy Scholarship. The scholarship grants financial assistance to individuals associated with Best Western Hotels & Resorts. The four winners are Alexis Heichman of Eagle, Ashley Hernandez, of Patterson, and Phoenix residents Katerina Rose Levendi and Kayla McMahon, the group said in a statement. They will receive $12,000 as part of funding. Heichman will begin her journalism studies at Arizona State University this fall. She wants to be a travel, cultural or sports correspondent. Hernandez will continue her bachelor's degree studies in hotel and hospitality management. She is currently the general manager of the Best Western Plus Villa Del Lago Inn. Levendi now studies business at Paradise Valley Community College and wants to become a human resources manager. McMahon will start studying business administration and management at Arizona State University this fall. Her career interests is in family law and business. The scholarship is given to member hoteliers or their children, hotel staff or their children, and corporate associates or their children, the statement added.

NEWCRESTIMAGE RECENTLY ACQUIRED the TownePlace Suites by Marriott Dallas Las Colinas in Irving, Texas. It is the most recent acquisition for the Dallas-based investment firm led by Mehul Patel as managing partner and CEO, and the company plans to fully renovate the property, which opened in 1998 and was last renovated in 2014. The 3-floor, 135-suite property offers three types of guestroom: studio, one-bedroom, and two bedroom, according to NewcrestImage. It is near two major airports, Dallas Fort Worth International Airport and Love Field, and two major convention centers, the Irving Convention Center and the Gaylord Texan Convention Center. Amenities at the hotel include a fitness center and an outdoor pool. "This extended-stay property is in the heart of a high-traffic corridor that's a popular destination for both corporate and leisure travelers," Patel said. The acquisition of the TownePlace Suites is important to Marriott, said Loren Nalewanski, the company's vice president franchising for the Element, Residence Inn, Fairfield, TownePlace and SpringHill Suites brands. "Our industry is built on strong partnerships between brands and owners," Nalewanski said. "This acquisition enhances the long, valued, and successful partnership between Marriott and NewcrestImage, which has owned and operated 30 Marriott-branded properties since 2013."

ATLANTA-BASED BANYAN Investment Group, led by Rakesh Chauhan and Andy Chopra as managing partners, is rebranding as Satori Collective, an investment management firm focusing primarily on hotel property investment. Its subsidiary Banyan Tree Management also has become Aperture Hotels. Satori and Aperture will work independently of one another. The awakening Satori focuses on investment into select-service, upper select-service extended-stay and lifestyle hotel properties, according to the company. It concentrates on investment in growth corridors located in top MSAs across the U.S. which have established hotel demand generators such as tourism, corporate group travel, state capitals, conference universities, healthcare, heavy manufacturing and military. "Satori is a Buddhist term meaning 'awakening and deep understanding,' which is how our team approaches commercial real estate investment," Chopra said. "With more than 140 years of combined investment experience in virtually all markets and segments, our team has an unparalleled understanding of both the environment and the marketplace. We realized that our true, core business is real estate investment, so we have renewed and doubled our focus on raising and deploying capital in pursuit of consistent, risk adjusted returns while allowing our former management platform to stand on its own and pursue additional third-party management business opportunities."