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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."

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."

HOTEL BOOKINGS FOR Easter 2025 are up 16.8 percent from the same period last year, according to SiteMinder, a hotel distribution and revenue platform. The data, comparing bookings at the same properties across nine markets 30 days before Easter in 2024 and 2025, shows stronger demand, earlier bookings and growing interest in international travel. These global trends are mirrored in the U.S., where SiteMinder data showed a 14.98 percent rise in Easter weekend bookings as of March 18-an average of 3.6 more reservations per property compared to the same period in 2024. "With Easter falling later this year than in 2024, we're not just seeing stronger travel demand-we're seeing travelers rethink how they plan," said James Bishop, SiteMinder's vice president for ecosystem and strategic partnerships. "Earlier bookings and a rise in international travel are shaping this year's trends, with the later holiday creating more favorable conditions in many regions. But flexibility remains key-historically, domestic travelers tend to book closer to arrival, meaning the final guest mix and pricing dynamics could still evolve in the coming weeks."

AAHOA AND KALIBRI Labs launched a national study on the impact of federal policy changes and industry challenges, showing a mixed outlook for U.S. hospitality in 2025. About one-third of hotel submarkets are ahead of 2024 benchmarks, but more are seeing declines-particularly in government and corporate segments-raising concerns ahead of peak summer travel. AAHOA's March 2025 survey found 69 percent of hotel owners reported business declines linked to recent federal policy changes. "These findings are not just numbers-they reflect the real-world challenges and opportunities facing our members," said Miraj Patel, AAHOA chairman. "It's encouraging to see that some markets are holding steady or growing, but the overall outlook calls for close attention and action. As owners, we are on the front lines, and partnerships like this help ensure our perspective is represented in broader industry discussions."

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."

GENDER EQUALITY REMAINS a distant goal, with full parity projected to take approximately 134 years to achieve worldwide, according to JPMorgan Chase & Co.'s latest report. Despite increased female workforce participation, women hold only 32 percent of senior leadership roles globally. JPMorgan Chase's Global State of Gender Balance in 2025 report found that the gender pay gap persists, widening to 17 percent in the U.S. while remaining steady at 13 percent in Europe. White men continue to hold the highest-paying jobs in the U.S., while women occupy just 10 percent of top corporate roles like CEO, COO, and CFO, the report said. The share of women directors in S&P 500 companies reached a record 34 percent last year, but progress in U.S. board representation slowed. In S&P 100 companies, C-suite women fell to 11.8 percent in 2023 from 12.2 percent in 2022.

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."

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."

AAHOA IS GEARING up for the 2025 AAHOA Convention & Trade Show, set for April 15 to 17 in New Orleans. The event, themed "New Ideas, New Opportunities, New Orleans," features three days of education, networking and a trade show. Spiritual leader Gurudev Sri Sri Ravi Shankar will be a keynote speaker at AAHOACON25's general sessions, AAHOA said in a statement. "AAHOACON25 is more than just a conference-it's where the industry comes together to spark fresh ideas, find new opportunities, and strengthen partnerships," said Miraj Patel, AAHOA chairman. "This year, set against the vibrant backdrop of New Orleans, we're bringing together the best minds in hospitality to explore what's next for our industry. I encourage every hotel owner, industry partner and aspiring leader to join us for a transformative experience."

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 HUNTER HOTEL Investment Conference opened its 2025 meeting this week with news that it will move to a new location next year. Also, speakers at the conference gave their views on the current turbulence buffeting the U.S. economy. The theme of this year's conference was "Elevate your game," said Lee Hunter, conference chairman and COO of sponsor Hunter Hotel Advisors, in his opening comments Tuesday at the Marriott Marquis Hotel in downtown Atlanta. More that 2,200 people attended the conference. "As leaders, we know in order to be successful, you have to rise above ordinary," Hunter said. "Over the next few days, we're going to learn talk about pushing boundaries, eliminating and overcoming obstacles, and learning how to elevate not just our businesses and our teams, but our relationships and ourselves as well."

U.S. TOURISM SPENDING is presently lagging behind 2023 and 2024 levels, which were boosted by strong post-pandemic travel demand, according to Bank of America credit and debit card data. The bank's data showed a decline in lodging, tourism and airline spending. Bank of America's report, "Yellow light for travel: US domestic tourism taps the brakes," found that through March 22, lodging and tourism-related services were down about 2.5 percent from last year, while airline spending dropped roughly 6 percent. Poor weather, a late Easter and weak consumer confidence may be contributing to the slowdown, the report said. However, Bank of America analysts remain cautiously optimistic, noting that softer travel spending may signal a "yellow light" rather than a "red," as households grow more hesitant to plan major trips in the near term.

AGRANI VENTURES AND Prominence Consulting recently acquired two Marriott International-branded hotels, Courtyard and Residence Inn Peoria, in Peoria, Illinois, with multimillion-dollar renovations planned. Prominence Hospitality will manage the dual properties. Agrani Ventures is led by partners Ajay Barot and Parin Patel, while Rana Rehan Zaid leads Prominence as investor and managing principal. "This acquisition is a key milestone for Agrani Ventures as we continue expanding our hospitality portfolio," Barot and Patel said. "We see strong potential in Peoria and are committed to building long-term strategic investments that enhance the region's hospitality landscape."

WHITESTONE CAPITAL, A subsidiary of Whitestone Cos., acquired the 189-key Westin Great Southern Hotel in Columbus, Ohio, in an all-cash deal-its 14th purchase in 24 months and first in downtown Columbus. The company selected ZMC Hotels to manage the property. Whitestone Cos. is led by CEO Jay Batra. "While we've acquired many assets nationwide, this one is especially meaningful as it's in our hometown," Batra said. "We're excited to add this historic property to our portfolio." The Westin Great Southern Hotel, built in 1896, is listed on the National Register of Historic Places. Originally the Great Southern Fireproof Building and Opera House, it has hosted figures including Presidents William McKinley, Theodore Roosevelt, William Howard Taft, Woodrow Wilson, and Franklin D. Roosevelt. "When you step into the two-story marble lobby, you feel a century of history around you," said Batra. "You see the craftsmanship that built it. They don't make them like this anymore."

GREAT PLACE TO Work certification program and Fortune magazine recently named Hilton as the "No. 1 Best Company to Work For in the U.S." for the second consecutive year. It was the company's 10th appearance on the list and fourth overall ranking in the No. 1 spot. According to Hilton, its workplace culture is designed to support inclusion, wellness, growth and purpose for its team members around the world. The company offers benefits to both hourly and salaried employees in the U.S. including wellness offerings designed to help team members care for themselves as well as their children, parents, siblings, pets or others who need care. That includes mental wellbeing benefits, $5 co-pays for behavioral health visits and free access to caregiving concierge benefits through Hilton's partnership with caregiving concierge service, Wellthy.

DUETTO, A REVENUE management software company, acquired HotStats, a hotel benchmarking and financial reporting company. The acquisition supports Duetto's aim to provide hoteliers with a view of top-line revenue and performance across rooms, F&B and ancillary services. The acquisition also reflects Duetto's focus on expansion under GrowthCurve Capital, which acquired the company last year, Duetto said in a statement. "We're thrilled to welcome HotStats into the Duetto family," said David Woolenberg, Duetto's CEO. "By augmenting our existing suite of solutions with HotStats' industry-leading financial benchmarking data asset, we're able to deliver the industry's most comprehensive solution for driving revenue and profit optimization."

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."

PEACHTREE GROUP-LED Peachtree Media Partners showcased its financed films "We Bury the Dead" and "The Surfer" at the 2025 SXSW Film & TV Festival in Austin, Texas. Peachtree's SXSW selection highlights its growing role in senior-secured storytelling financing, targeting $5 million to $50 million productions with rising demand for flexible capital. The firm's SXSW participation follows the May premiere of "The Surfer" at Cannes, where it received a six-minute standing ovation, reinforcing the firm's role as a TV and film lender. SXSW brings together filmmakers, industry leaders, and media professionals, Peachtree said in a statement. "Our increasing activity in film and television financing is a natural extension of our lending capabilities," said Greg Friedman, Peachtree's managing principal and CEO. "The entertainment industry presents unique investment opportunities, and our goal is to provide financing solutions that align with the creative vision of filmmakers while delivering strong returns for our stakeholders."