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IN MARCH, THE U.S. celebrated the achievements and history of women as part of Women's History Month. In recognition of the month, some hotel companies introduced or continued programs aimed at increasing women's role in the industry. In line with the Women's History Month theme this year "Celebrating Women Who Tell Our Stories," Choice Hotels International kicked off its "HERtels at Choice Development Seminar" with nearly 40 franchise owners, general managers, and hotel associates in attendance. At the same time, Wyndham Hotels & Resorts' "Women Own the Room" initiative has signed over 30 hotels across the U.S. and Canada in the first year of its launch. Also, California hotelier and philanthropist Sunil "Sunny" Tolani issued a special message for the month. HERtels by Choice Choice Hotels took the recently held Hunter Hotel Conference in Atlanta as a launch pad for its inaugural HERtels seminar. The event was held next door to the Marriott Marquis Atlanta, Hunter's venue, and is an enhancement of Choice's HERtels program that was launched in 2021. "While industry-wide parity is improving, with more female investors, directors, and leaders in hospitality than ever before, women entrepreneurs still face significant economic and societal barriers when it comes to hotel ownership and development. As an industry, we owe it to the next generation of hoteliers to change this statistic," said John Lancaster, vice president for emerging markets, franchise development and owner relationships, Choice Hotels International. "This initiative and the invaluable resources it provides is a natural extension of our industry-leading emerging markets program and our enduring commitment to helping growth-minded entrepreneurs further their unique ownership journey."

OFFICIALS OF THE "She Has a Deal" annual hotel investment pitch contest announced the five teams selected to advance to the final round of SHaDPitch 2023. The competition allows early career women to compete for the prize of $50,000 of equity in SHaD's Prosperity Fund I, following the conclusion of a virtual, preliminary round of pitching, SHaD said in a statement. SHaD 2023 will be held at the new Marriott Headquarters in Bethesda, Maryland, on April 27 to 28. According to the statement, the goal of SHaD is to increase the number of women owning and developing hotels. It provides participants with the ability to source, analyse, raise capital and close hotel real estate investment deals. During the preliminary judging round, eight teams comprising 15 participants pitched their hotel investment acquisition or development projects live on Zoom to a judging panel of hotel business executives, entrepreneurs, and investors. The judges evaluated and selected the following five teams: Sydney Young and Rachel Nicholson with SpartanStone, graduates of Michigan State University, pitching a La Quinta Inn & Suites in Lewisville, Texas. Chandler Williamson with Chanders Core Commitment, graduate of North Carolina Central University, pitching a Hilton Garden Inn in Raleigh/Durham, North Carolina. Isabella Suffredini, Veronica Lewis and Alexandra Neoman with CROWN, graduates of Cornell University, pitching a TownePlace Suites in Houston, Texas. Makenna Price with Hookipa Hospitality, graduate of Washington State University, pitching a Fairfield Inn & Suites in Ft. Lauderdale, Florida Allison Busch and Hannah Takekawa with AH Hospitality, graduates of San Diego State University, pitching a Staybridge Suites in Austin, Texas "Every year, I grow more encouraged that we are making an impact," said Tracy Prigmore, founder of SHaD. "These are brilliant women who benefit from the education and programming that SHaD provides, and their hotel investment acumen has grown by leap

LINA PATEL IS Red Roof's new director for strategic franchise initiatives. In the new role, Patel will direct the growth of Red Roof among diverse and underrepresented corporate and franchise communities. Patel has been a hotel owner for 23 years, according to the statement. Prior to joining Red Roof, she was the member of one of the industry's largest franchise advisory committees. In 2007, Patel joined the board of LPS of USA, a non-profit religious, cultural, and non-political organization providing support to American immigrants from India's Leuva Patidar region. She will report to Matthew Hostetler, Red Roof's chief development officer, the company said in a statement. "Lina is one of the strongest advocates for growth and diversity in our industry, and we are delighted to have her join our team as director of strategic initiatives," said George Limbert, president of Red Roof. "She brings a unique and multi-faceted background as a franchise owner, industry executive and AAHOA board member to her new role," Limbert added. Patel, who joined the board of AAHOA in 2017, played a role in launching the organization's HerOwnership program in 2022 - to help further foster, promote, and empower women entrepreneurs in hospitality sector. "With six years on the board of AAHOA, Lina has a deep understanding of the challenges everyday hotel owners face, as well as their paths to success, which she has demonstrated by example in her own career," Hostetler said. Hostetler said 35 percent of Red Roof's franchise system is represented by women.

WYNDHAM HOTELS AND RESORTS launched the new "Extra Mile" initiative to show support and gratitude towards flight attendants, ahead of the International Flight Attendant Day on May 31, a statement said. The hotel company is partnering with TV personality and former flight attendant Lauren Lane for the project. As part of the scheme, when flight attendants check-in at select hotels across the U.S., some will receive a $10 gift cards, in the form of reward points, to popular retailers like Starbucks and Amazon while others will receive a free weekend stay at the Wyndham hotel of their choice. "Our Wyndham team members consistently go the extra mile and the same is true of our travel counterparts in the sky, so many of whom are the first touch point on our guests' journey to us," said Jurgen Schafers, Wyndham brand leader and vice president of operations. "With thousands of attendants staying with Wyndham, often in between routes, this is our way of saying thank you and letting them know we appreciate all they do."