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EV HOTELS, A new technology-centric hotel brand founded by Ken Patel, is entering the "metaverse" by way of a partnership with "metavestor" club BAPESWORLD. Patel said his will be the first hotel company to play in the still fluidly defined metaverse, essentially a combination of online gaming, virtual reality, cyber meeting spaces and ecommerce. When completed, EV Hotels will include a "crypto trade floor" in partnership with EV Hotel has partnered with cryptocurrency and NFT exchange Chicago Digital Exchange where the crypto trading community can meet in person to share information and expertise. Individual traders and companies will be able to buy membership trading rights through CDX that will include discounted exchange fees and other exchange amenities at the EV Hotel trading floors. Under the new agreement, BAPES will be featured in the "non-fungible tokens" lobby where it will have NFTs for sale for in-person and in the metaverse. "Ventures like this are new to the hospitality and digital world, and that is why I am excited to announce the partnership between EV Hotel and BAPE," Patel said. "This sort of partnership usually does not come to market, and to have metaverse in the same sentence with hospitality is unheard of. The world's first hotel brand to hit the metaverse. What we are doing is to create an experience that brings hospitality back and gives it life again. Innovation is a team sport, and this venture merges the capabilities of our respective teams."

THE BIDEN ADMINISTRATION'S new National Travel and Tourism Strategy sets a 5-year goal of attracting 90 million international visitors to the U.S. each year. Two major associations in the U.S. hospitality industry applauded the strategy as a step forward in restoring the travel industry. The new tourism strategy aims to support broad-based economic growth in the travel and tourism industry across the U.S. AAHOA thanked the U.S. Department of Commerce Secretary Gina Raimondo and the Tourism Policy Council for their continued leadership and support. "[An expected] 90 million international visitors will drive strong economic growth," said Laura Lee Blake, president and CEO, AAHOA. "The $279 billion in annual estimated spending by these visitors will help not only the hotel and hospitality industry, but also the entire American economy. We commend Secretary Raimondo's new National Travel and Tourism Strategy, and welcome her efforts to aggressively rebuild U.S. travel and tourism."

VISION HOSPITALITY GROUP has broken ground on the upscale AC Hotel Atlanta Perimeter Center in Atlanta. The 156-room hotel is expected to open in 2021. Chattanooga, Tennessee-based Vision Hospitality is led by Mitch Patel, president and CEO. AC Hotel Atlanta Perimeter Center will feature the first rooftop bar in Atlanta's Perimeter Center area. The hotel's library will provide novels for guests and the AC Lounge will be available for work and social gatherings. The hotel also will display a curated collection of art. Nearby are Perimeter Center Mall and offices for State Farm, UPS, The Atlanta Journal-Constitution newspaper and Mercedes Benz USA. Vision Hospitality has 10 hotels in the Atlanta metro area, including the recently refinanced 115-room Marriott Courtyard Duluth Sugarloaf in Duluth, Georgia, and the SpringHill Suites Downtown Atlanta. "The concept behind the AC Hotel Atlanta Perimeter Center is simple but powerful - edit away the unnecessary to allow guests to focus on what is most important to them," Patel said. "I am especially excited to introduce the rooftop bar, which will feature expansive views of Perimeter Center, Buckhead and Midtown."

Michael DiMaria will be general manager of Vision Hospitality Group's Kinley Chattanooga Southside when it opens this spring in Chattanooga, Tennessee. Previously he was general manager at the company's TownePlace Suites and Residence Inn by Marriott in Nashville, Tennessee. DiMaria has received several awards, including the Marriott Gold Circle Award and Vision Hospitality Group General Manager of the Year. He has a bachelor's degree in hospitality services from Central Michigan University. "Kinley is more than just a lifestyle hotel - the inclusive nature is meant to foster relationships between guests and the city," said Mitch Patel, president and CEO of Vision Hospitality. "DiMaria is a forward thinking, hospitality-driven leader focused on delivering unparalleled experience to guests, making him a great fit for this position."

IHG HOTELS & RESORTS hopes to draw more young college graduates to the hospitality field, particularly among historically underrepresented groups, through a new partnership with Clark Atlanta University and Morehouse College in Atlanta. As part of the tie-up, IHG will provide resources to support students' professional development in the hospitality sector and create employment opportunities. The initiative is part of IHG's early-career recruitment program, according to IHG, which also is based in Atlanta. "Our partnerships with Clark Atlanta University and Morehouse College underscore IHG's commitment to supporting the success of future leaders and increasing ethnically and racially diverse talent within our company," said Elie Maalouf, CEO of IHG Americas. "Our goal is to create meaningful engagements that open more doors of opportunity for underrepresented groups. I recently had the pleasure of meeting a few of our summer interns from both schools and it was inspiring to be among a new generation of up-and-coming talent that we hope will soon come back to IHG."

MARCH IS WOMEN'S History Month, a time to focus attention on women's role in business and society. It also is the second month for Wyndham Hotels & Resorts' new "Women Own the Room" program that aims to open the door for more women to achieve hotel ownership. Two of the first participants in the program are Trusha Patel, founder and CEO of Platinum Holdings in Austin, Texas, and Neha Jadhav of Chantilly, Virginia, founder of Luminous Hotel Management. Both women are opening dual-brand La Quinta and Hawthorn Suites hotels with assistance from WOTR assistance. Correcting an imbalance Wyndham launched WOTR in January in an effort to overcome the common barriers women face in developing, opening and running their own hotel. The program provides assistance with financial solutions, personalized operational support and networking and educational opportunities. Programs such as WOTR are needed to counter hospitality industry data that shows women are significantly underrepresented in hotel ownership, real estate, and investment funding roles, Wyndham said in a press release. The company cited the most recent annual report from the Castell Project, a nonprofit focused on promoting women in the industry, that found that while there are more women in the hospitality industry they still lag behind in leadership roles.

THE AHLA FOUNDATION, is re-launching its ForWard program, created to advance women in leadership and ownership within the hotel industry, and plans to integrate the program with the recently acquired Castell Project, an organization focused on promoting women in hospitality leadership. Also, the foundation presented the 2023 Peggy Berg Castell Award to Julienne Smith, IHG Hotels & Resorts' chief development officer for the Americas. The integration of ForWard and the Castell Project will result in a unified platform offering resources, events, professional development, and community-building opportunities, the AHLA Foundation said in a statement. "There is tremendous opportunity for us to do more to celebrate, champion, and create community for women," said Anna Blue, president of AHLA Foundation, the charitable arm of the American Hotel and Lodging Association. "AHLA Foundation is uniquely positioned to collaborate across industry and invest in the women who are advancing hospitality."

Sameer Nair is now senior vice president of acquisitions and development for Atlanta-based hotel investment and management firm Hospitality Ventures Management Group. Prior to joining HVMG, Nair oversaw transactions worth more than $600 million as vice president of investments and capital markets for Delray Beach-based Kolter Hospitality, the company said in a statement. In a career span of 11 years, Nair has sourced and closed deals worth more than $350 million across Hilton-, Hyatt-, IHG-, Marriott-franchised hotels and also negotiated and restructured $1 billion of existing debt. "An industry expert with more than a decade of hospitality real estate experience, Sameer immediately brings a wealth of knowledge and industry relationships he's acquired during his decorative career thus far. His presence immediately augments and broadens our already strong bench strength, and we look forward to Sameer playing an important role in helping HVMG and our owners and investors achieve their growth goals," said Robert Cole, HVMG president and CEO.

Jessica Janis, director and practice leader for hospitality at Corning Optical Communications LLC, is appointed the new honorary trustee of the AHLA Foundation. Janis will now serve as a member on its board of trustees, AHLA Foundation said in a statement. "Jess and Corning have long been passionate advocates and supporters of the AHLA Foundation and our work," said Anna Blue, president of AHLA Foundation. "We are thrilled to welcome her to our dedicated group of Trustees, steadfastly committed not only to the growth of our industry but also to the success of its people." "It's an honor to contribute to an organization shaping the future of hospitality, empowering the industry's next wave of leaders," said Janis. "At Corning, it's my privilege to help drive transformation in the hospitality sector through cutting-edge connectivity. With the AHLA Foundation, I anticipate collaborating with fellow Trustees to enhance educational opportunities, support research, and promote diversity-ensuring a vibrant and inclusive hospitality industry."

DAVID KONG, THE recently retired CEO of Best Western Hotel Group, has launched DEI Advisors, a non-profit organization dedicated to helping women and other minority groups to achieve their career aspirations. Specifically, it plans to close the diversity gap that still exists on the upper, leadership levels of the hospitality industry. Based in Scottsdale, Arizona, DEI Advisors will conduct a series of interviews with industry leaders with the intent of sharing inspiration and guidance to help individuals navigate their careers. The interviews will teach how to overcome conscious and unconscious bias, seek advancement, face structural barriers successfully, establish networks, advocates and mentors and better integrate their work life and personal life. "I formed DEI Advisors as a non-profit organization to collect and share insights and learnings from industry leaders," said Kong, who is DEI Advisors principal and founder. "While many companies are doing wonderful work in the areas of DEI, individuals must also be responsible, and feel empowered, for their own personal growth and career aspirations. Essentially, we're aiming to prepare future leaders in the industry for the driver seat of their own journey, where they get to truly help create and advocate for their own destiny."

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."

THE AMERICAN HOTEL & Lodging Association philanthropy branch AHLA Foundation has launched a trafficking prevention training program for the hotel industry in collaboration with ECPAT-USA and Marriott International to mark the World Day Against Trafficking in Persons observed on July 29, a statement said. The program titled "Recognize and Respond: Addressing Human Trafficking in the Hospitality Industry" was developed by Marriott by partnering with non-profit organizations and survivor experts. It includes learning paths for associates and managers around increased guidance on responding to potential trafficking situations and interacting with potential victims. It is available to the hotel industry through ECPAT-USA's online learning platform for free, the statement said. The new initiative advances the American Hotel & Lodging Association and AHLA Foundation's "No Room for Trafficking" awareness program which raises awareness about human trafficking. "One of No Room for Trafficking's goals is to train every single hotel employee to identify and respond to a potential human trafficking situation. Through this innovative new training, the industry as a whole will be better equipped to help identify and stop cases of human trafficking," said Chip Rogers, president and CEO of AHLA. "We are extremely grateful to Marriott International and leading trafficking prevention partners who are offering this free training with support from the AHLA Foundation."

AAHOA's 12 POINTS of Fair Franchising are meant to serve as a template for hotel franchisers to use in how they relate to association members. One of those franchisers, G6 Hospitality, recently responded and let AAHOA leadership know how they're applying the points. G6, parent company of Motel 6 and Studio 6 economy brands, provided an analysis of all the 12 points in which the company provides additional commentary and clarification around the brand's practices related to its franchisees, according to AAHOA. The association released the 12 Points in April as part of educational offerings. Rob Palleschi, CEO of G6 Hospitality, said his company emphasizes open communication and collaboration with its franchisees. "We value our relationship with AAHOA and are committed to open communication and collaboration to support both our owners and our industry," said Rob Palleschi, CEO of G6 Hospitality.

HOSPITALITY INVESTMENT EXECUTIVE Leslie Hale has won the third annual Castell Award instituted by the American Hotel & Lodging Association Foundation, a statement said. The award honors a female trailblazer in the hospitality investment arena who paves the way for more women to rise to the top. The award will be presented at the Lodging Conference on Sept. 20. Hale is the president and CEO of RLJ Lodging Trust and vice chair of the AHLA board of directors, the statement said. She also serves on the board of directors of Macy's, Inc. and Delta Airlines Inc. The female leader is a Howard University Trustee and is a board member of the Federal Reserve Bank of Richmond's Baltimore Branch. "Leslie is the ideal candidate for this important award," said Rosanna Maietta, president and CEO, AHLA Foundation. "Over the years, her dedication to advancing the hospitality industry sets the gold standard for leadership, she has inspired men and women in our industry, and we are thrilled to honor her leadership."

HIHOTELS BY HOSPITALITY International announced the winners of its 2021 awards. These awards recognized six properties and a vendor in meeting and exceeding the company's standards of operations last year, the company said. "Last year was very challenging again for the hospitality industry, so it was truly inspiring to see so many of our franchisees show such tremendous resilience and determination to succeed. I'd like to commend every one of our award winners and nominees for going above and beyond and showing great pride in what they do," said Chris Guimbellot, president and CEO at hihotels.

DESPITE THE CHALLENGES of 2020, hihotels by Hospitality International added 18 properties throughout the U.S. Most are conversions owned by Asian American hoteliers. The five hihotels brands include Red Carpet Inn, Scottish Inns, Master Hosts Inns, Downtowner Inns and Passport Inn. Hospitality International said the brands' franchising model includes customized support, advanced technology and overall value. "Last June, we announced a new branding identity for the company that expanded franchisee services and development opportunities and refocused our goal of becoming the best choice for economy hotel franchising. The response has been tremendous and we look forward to building on this great momentum in 2021," said Chris Guimbellot, hihotels president and CEO.

ASIAN HOSPITALITY IS A B2B NEWS MAGAZINE AND WEBSITE THAT COVERS THE U.S. HOTEL INDUSTRY. OUR NICHE READERSHIP AND TARGET MARKET ARE INDIAN AMERICAN HOTELIERS, WHO OWN MORE THAN HALF OF THE HOTELS IN AMERICA. THE COMMUNITY OF HOTELIERS IS AMONG THE MOST AFFLUENT GROUP BUSINESS OWNERS IN THE U.S., WITH AN ESTIMATED $35 BILLION IN BUYING POWER. ASIAN HOSPITALITY uniquely provides editorial in Gujarati, the language spoken by most Asian American hoteliers who have roots in Gujarat, India. Its sister publication, PRIYA, is the business magazine for entrepreneurial women. In Indian American hotel businesses, women make most of the buying decisions. They also have carved their own paths to business success, leading family enterprises and starting their own ventures. The next generation of the Asian American hotelier community is made up of highly educated and experienced women and men who are eager to take hotel development and operations to the next level. ASIAN HOSPITALITY is with them every step of the way.

ON MONDAY THE Hospitality Financial and Technology Professionals association politely declined an offer by the American Hotel and Lodging Association to merge the two organizations. Instead, HFTP's board of directors offered to enter into a memorandum of understanding with AHLA similar to agreements it has with other associations, such as AAHOA. HFTP said in a statement that, as a global organization "with members from the entire hospitality spectrum" it would not benefit those members to merge with a localized association such as AHLA. Instead, it suggested the MOU in keeping with HFTP's agreements with AAHOA, Caribbean Hotel and Tourism Association, Hospitality Sales and Marketing Association, Hotel Asset Managers Association - Middle East, Hotel Controllers and Accountants Association of Hong Kong, National Club Association and the Association of Private Club Directors. "As a former director of AHLA, I know they do good work for the industry and their recent takeovers of HTNG and HAMA will definitely help these smaller associations," said Frank Wolfe, HFTP's CEO. "But HFTP is a global association with global brands: HITEC, PineappleSearch.com, the Uniform System of Accounts for the Lodging Industry and global certifications/certificates, not to mention our members from non-hotel segments. Our mission is education not advocacy."

Matthew Hostetler, chief development officer at Red Roof, has been operating outside his wheelhouse for about 18 years now. In this installment of Asian Hospitality's Leadership Series, he explains how he does it all with a smile on his face. Hostetler was at the Hunter Hotel Conference in March in Atlanta when he took time to talk about his history in the hotel business along with the current status of Red Roof. Topics also included AAHOA's 12 Points of Fair Franchising, the company's preparations for possible economic headwinds this year and the success of Red Roof's newest brand. Same job, different industry In 2002, Hostetler was recruited by Cendant Hotel Group, which is now Wyndham Hotel Group, to conduct franchise sales under Phil Hugh, who was at that time senior vice president for franchise sales. That was when he stepped out of his comfort zone. "I said yes to an opportunity that was way, in sales was not outside of my wheelhouse, but outside of my industry," Hostetler said. "I was in transportation for 15 years before that. So yeah, that definitely outside the wheelhouse." In 2014, he joined Red Roof as the senior vice president of development, again working under Hugh. In 2020, when Hugh left the company, Hostetler became chief development officer. Now he's settled into the job. "I love the hotel business. I love hospitality. I love the people in this business, how they are so entrepreneurial," Hostetler said. But there's also so people oriented as well. That's what attracts talent so much right? Hospitality. Everyone has a smile on their face most of the time."

PEACHTREE GROUP RECENTLY introduced new branding, logo and tagline, "Guided by Intuition, Grounded by Expertise." The branding update aims to project the company's integrated investment strategies and service platforms. This change consolidates the company's varied brand portfolio, renaming Stonehill as Peachtree Group Credit and Peachtree Hospitality Management as Peachtree Group Hospitality Management, the company said in a statement. "The new branding has given us a competitive edge in attracting top-tier talent, ensuring a consistent influx of the best minds and skills to navigate an ever-changing business landscape," said Greg Friedman, CEO and managing principal of Peachtree Group. "Moreover, our strategic branding approach, aimed at consolidating our diverse range of businesses, is poised to unleash even greater untapped potential within our investment platform. This platform, already proven in its value in the hospitality sector, has played a pivotal role in our expansion and diversification into other real estate sectors and ventures."