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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."

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."

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."

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."

THE HOSPITALITY SHOW, produced by Questex and the American Hotel & Lodging Association, recently concluded its second annual event. The three-day event at the Henry B. González Convention Center in San Antonio, Texas, drew 4,800 attendees and 460 exhibitors, marking a 26 percent increase in attendance and a 43 percent rise in vendor participation. "The Hospitality Show exists to convene our industry's top operations and technology leaders and provide the best networking, learning, and deal-making opportunities," said Kevin Carey, AHLA's previous interim president and CEO. "After a successful 2023 event, this year's Show raised the bar, and next year's event in Denver will be larger." The Hospitality Show 2025 will take place Oct. 26 to 28 at the Denver Convention Center in downtown Denver.

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."

Mary Beth Cutshall is the new chief growth officer at Vision Hospitality Group. In this role, she will oversee the expansion of the company's U.S. hotel portfolio. Chattanooga, Tennessee-based Vision Hospitality is led by founder and CEO Mitch Patel. "With 35 years of hospitality experience across sales, marketing, acquisitions, and business growth, Mary Beth is the perfect candidate to lead Vision's growth into new markets and segments with new partners," said Patel. "She has worked at all levels of the industry-from property-level sales to C-suite positions with major hotel management companies-providing her with invaluable industry insights and meaningful relationships with brands, owners, operators, and virtually every other hotel stakeholder. Mary Beth shares Vision's purpose-driven mentality, and we have no doubt she will help us achieve our expansion goals."

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."

DEMAND, WAGE GROWTH and ADR increase remain the top concerns in hospitality industry, according to the Hospitality Asset Managers Association's Fall 2024 Industry Outlook Survey. However, about 82 percent of respondents do not expect a recession in 2025. Furthermore, approximately 58 percent have made or plan to make changes to brand or management as part of their strategy. "The overall hospitality industry outlook remains positive from the hotel asset management point of view," said Sarah Gulla, HAMA's president. "For the most part, our member hotels continue to exceed budgeted forecasts, and there seems to be little fear of a recession on the immediate horizon. While demand and wage increases remain persistent concerns, this is a solid time to be in the hospitality industry."

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."

Ralph Posner is now AHLA's chief communications officer, while Khristyn Brimmeier has been named chief of staff. Posner will lead AHLA's external communications, including media relations, member communications, and campaign strategy. Brimmeier will serve as a strategic advisor to AHLA CEO Rosanna Maietta, supporting association priorities and key projects, AHLA said in a statement. "Ralph and Khristyn will be invaluable in growing and expanding AHLA's mission-to highlight the importance of the hospitality industry to the American economy in every community we serve," Maietta said. "As we continue doubling down on our efforts to unite and promote the hotel industry, I'm excited about the deep expertise and experience our new team members will bring to service, support, and advocacy." Additionally, Neal Daftary joined the association as vice president of market development for Green Key Global, a sustainability-focused joint venture of AHLA and the Hotel Association of Canada.

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."

HUNTER HOTEL ADVISORS secured $60.2 million in financing for seven hotels, with loans ranging from $5.73 million to $12.8 million and up to 85 percent financing. Prada Hotels, led by CEO Hemal Patel and Lotus Hospitality Investments used the financing to support their expansion. The financing includes SBA 7(a) and 504 loans for: JLL report highlights strong investment opportunities in select-service and extended-stay hotels for 2025, driven by high demand and stable returns JLL: Select-service, extended-stay hotels offer stable returns Extended Stay America Washington D.C. Chantilly Airport, Virginia Extended Stay America Washington D.C. Chantilly, Virginia Candlewood Suites Louisville Airport, Kentucky Candlewood Suites Indianapolis Airport, Indiana Staybridge Suites Denver Tech Center, Colorado Residence Inn Lake Charles, Louisiana Fairfield Inn & Suites Atlanta Vinings/Galleria, Georgia "The year 2024 ended on a strong note and a tailwind propelling us into 2025," said Adeel Amin, Hunter's senior vice president, capital markets. "A renewed appetite for traditional bank loans is emerging, particularly from local institutions, while innovative structures like variable-rate SBA 504 programs are also gaining traction. As the market finds its footing in this evolving landscape, lending is increasingly dictated by debt-service coverage ratios. Consequently, government-backed loans are poised to remain a critical component of the financing landscape for loan requests requiring maximum leverage up to 80 percent or low DSCRs."

Chad Goodnough is now senior vice president of sales, strategy, and innovation at Stonebridge Cos. In this role, he will drive revenue, market share and RevPAR growth for Stonebridge's portfolio through sales strategies. He joins from HRI Hospitality, where he was senior vice president of sales and marketing, Stonebridge said in a statement. "Chad's expertise in the hospitality industry and ability to drive results in competitive markets make him a strong fit," said Rob Smith, Stonebridge's CEO and president. "We are excited to welcome him and look forward to the strategies he will bring."

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.

APPROXIMATELY 48 PERCENT of businesses in the accommodation industry consider "staffing issues" the biggest risk to their operations over the next 12 months, according to a new report by Expert Market. Rising labor costs were identified as the second-largest risk by 34 percent, followed by "rising maintenance costs" at 27 percent. The Expert Market Accommodation Industry Report surveyed more than 400 U.S. accommodation businesses on upcoming challenges and strategies to address them amid the industry's highest quit rates since 2022. "The accommodation industry has faced a number of challenges since the pandemic, but none greater than those around staffing," said Chris Maillard, Expert Market's editor. "At a time when quitting rates remain higher than other industries, the report recommends that accommodation businesses prioritize their staff, from recruitment through to promotion."

OCCUPANCY FOR U.S. hotels is now expected to finish the year a little down from the previous forecast by STR and Tourism Economics. However, projections for ADR and RevPAR recovery remain on track in the data firms' final forecast of the year. RevPAR is still expected to fully recover this year on a nominal basis, but not until 2025 when adjusted for inflation, according to the new forecast. The updated forecast lowered occupancy by less than a percentage point for 2022, standing now at 62.7 percent compared to the previously forecasted 63 percent released in August. "As expected, group business travel has been much more aligned with pre-pandemic patterns, specifically in October when group demand hit a pandemic-era high," said Amanda Hite, STR president. "Leisure travel has maintained its strength since our previous forecast update, and we expect these strong demand trends in both group and leisure to continue through the fourth quarter. Bottom-line performance has also persisted, with our most recent data showing strong profit margins due to lower employment levels and reduced services. The challenges around labor continue to be a concern, as high levels of hospitality unemployment and more spending on contract labor are pushing labor costs on a per-available-room basis above 2019 levels. We continue to take inflation and the likely recession into consideration, but the hotel industry has continued to show resilience through these tougher times, thus the steadiness of our updated forecast."

Geetika Rana is now AAHOA's executive vice president of membership and events, while Dennis Smith is the new executive vice president of business development. Rana, with AAHOA since 2012, and Smith, who joined in 2022, were most recently SVP of membership and VP of business development, respectively. AAHOA President and CEO Laura Lee Blake congratulated them on their promotions. "Geetika's extensive experience with our members and events, combined with Dennis's expertise in building strategic partnerships, will significantly enhance AAHOA's ability to meet the evolving needs of our members," Blake said. "These leadership advancements position AAHOA for continued success in leading the hospitality industry forward." Rana said she is honored to take on the role and continue serving AAHOA's members, partners and the hospitality industry.

OCCUPANCY PROJECTIONS ARE dropping while ADR projections are rising in a new forecast for U.S. hotels by STR and Tourism Economics. RevPAR is still expected to recover fully on a nominal basis this year, according to the forecast released Thursday at STR's 14th Annual Hotel Data Conference in Nashville. However, RevPAR is still expected to take until 2025 to recover when adjusted for inflation, according to the forecast. For 2022, RevPAR is now expected to average $93 compared to the projection of $92 released in June, when projected nominal RevPAR recovery was set in 2023. The occupancy projection for the year was lowered to 64.6 percent for the year and the ADR projection rose to $148. The updated forecast adds a little more than $2 to the ADR projection for both 2022 and 2023, and occupancy was lowered by less than a percentage point for each year.