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U.S. TRAVEL COMPANIES intensified their focus on loyalty programs during the post-COVID recovery to capitalize on industry momentum, despite frequent traveler dissatisfaction, according to a Morning Consult study. While increased personalization and expanded perks have been well-received, many travelers find the programs more complicated and less rewarding. Morning Consult's report, "What Travelers Actually Want from Loyalty Programs," found that U.S. travel loyalty program membership remained steady from 2021 to 2024. Millennials and high earners are the most frequent members, but no demographic group has shown significant growth. The study, conducted with 4,450 U.S. adults on Oct. 10 to 11, alongside monthly surveys from October 2021 to March 2024 with about 2,200 adults each, revealed one key finding: loyalty program members are more likely to stay at hotels or fly with airlines where they hold memberships, compared to choosing other providers.

Sonesta International Hotels Corp.'s Red Lion Inn & Suites in Elk Grove, Illinois. The 47-room mid-scale property is owned by Mahesh Chaudhari. "The opening of the Red Lion Inn & Suites Elk Grove is a testament to the brand's renewed growth nationwide," said Keith Pierce, Sonesta's executive vice president and president of franchise and Development. "This is the third Red Lion Inn & Suites location to open in 2024, underscoring how Sonesta continues to meet consumer demand for midscale properties with openings in secondary and tertiary markets." Sonesta said that guests at Red Lion Inn & Suites Illinois can earn or redeem points through the Sonesta Travel Pass loyalty program. Sonesta is the 8th largest hotel company, with approximately 1,100 properties totaling 100,000 guest rooms across 15 brands in eight countries, according to STR.

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."

Over the past few years, with new airlines popping up on a regular basis, the big fishes in the pond are facing new competition every day to both retain their customer base and entice new or potential customers from their competitors. To do so the airlines have been creating new ways, one of them is to award their customers for their loyalty to their airline where the customer gets awarded for the travelling with the airline or known as "Frequent flyer miles", and with good reason.

A NEW JERSEY bill that will reform the franchise business model in that state took another step forward today, moving from the Assembly to the Senate, and supporters, including AAHOA, expect it to become law this year. However, the American Hotel & Lodging Association has come out in opposition to the law, saying it would "undermine the foundation of hotel franchising." New Jersey Assembly Bill A1958 would make changes to the New Jersey Franchise Practices Act. AAHOA has been supporting the bill, saying it mirrors several concerns included in its 12 Points of Fair Franchising. Specifically, it would reform rules for mandated vendors, rebates, loyalty programs and new fees, AAHOA said in a statement. "New Jersey has long been a state with a strong entrepreneurial culture that has been welcoming to immigrants, including many AAHOA members," said AAHOA Chairman Bharat Patel. "The state Assembly recognized that and took a step toward making New Jersey a better place for small businesses with today's vote to advance fair franchising principles. New Jersey can be an example to the nation for supporting franchising practices that allow hotel owners to achieve the American dream." AAHOA supports the preference of certified women-owned, minority-owned and veteran-owned businesses to serve as the mandated and preferred vendors for the franchise business model.

In our exclusive Leadership Series interview, Pat Pacious, president and CEO of Choice Hotels International, reflects on his organization's relationship with AAHOA, his opposition to the proposed New Jersey State legislation on fair franchising and why Asian hoteliers are still important to the company. In the end, he said, it's about keeping state governments out of a dialogue that should be held between franchisers and their franchisees regarding subjects such as selling loyalty points and revenue from preferred vender programs. Pacious also discussed other key topics in the conflict between AAHOA and several large hotel companies, including Choice as well as Marriott International. Also in the interview, held at Choice's recent 67th Owner & Franchisee Convention in Las Vegas, Pacious discusses topics addressed at the convention, such as Choice's recent acquisition of Radisson Hotels Americas. He also comments on the company's offering to current and future franchisees and the importance of Asian American owners. 'This is not about fair franchising' In February, Choice announced it would "pause its partnership" with AAHOA, according to an alert to AAHOA members. AAHOA said Choice's decision came in response to AAHOA's 12 Points of Fair Franchising and its public support for New Jersey Assembly Bill A1958, which would make changes to the New Jersey Franchise Practices Act. Prior to Choice's action, Marriott had announced it was withdrawing its support for AAHOA for the same reason, and both companies chose not to attend the 2023 AAHOA Conference and Trade Show in Los Angeles in early April. Other companies, including Hilton and IHG Hotels & Resorts, also did not attend.

HOTEL BRAND HIHOTELS by Hospitality International has launched changes to its INNcentive Instant Rewards program, a statement said. The program offers members access to thousands of discounts and special offers from nationally recognized companies, the company said in a statement. The benefits under the rewards program include a 15 percent discount during each stay (based on availability), early check-in and late checkout, discounts and special offers for dining, shopping, entertainment and travel and weekly emails with special offers for traveling and everyday activities. "A major initiative has been to enhance the structure and offers of the INNcentive program to benefit our franchisees," said Chris Guimbellot, hihotels president and CEO. "These added perks and discounts will help our hotel owners retain current guests and attract new ones, increase repeat visits and brand loyalty, drive direct bookings to our hotels and allow us to compete more effectively with other brands and OTAs - all without any additional fees to franchisees."

HYATT HOTELS CORPORATION has signed franchise agreements with 3H Group and Presidio Hotel Development to open Hyatt Studios in two states. Led by founder Hiren Desai, 3H Group will introduce the studios in Mobile, Alabama, while Guneet Bajwa heads the effort for Presidio Hotel Development in Marysville, California, and both are expected to open by late 2024 to 2025. Following its April launch, Hyatt has garnered letters of interest for more than 100 Hyatt Studios, marking its inaugural upper-midscale extended-stay brand in the Americas, the company said in a statement. "Hyatt's expansion into these new markets through Hyatt Studios hotels underscores our dedication to developers, guests, and World of Hyatt members," said Dan Hansen, global head of Hyatt Studios. "We've learned that when Hyatt guests stay with a competing brand, they appear to do so for one of two reasons: the absence of a Hyatt hotel within five miles or the choice to stay at a lower chain scale. By offering Hyatt options in these fresh markets, we foster brand loyalty without internal competition and present developers with untapped opportunities."

HOTEL OWNERS NAVIGATING industry changes wrought by the pandemic face no dearth of challenges: the decline in business travel, competition from home rental apps and ongoing labor shortages are just a few. Too often, the people owning the hotels - many of them small business owners - are figuring out how to adapt to the new hospitality landscape with added complications from the hotel brands that should be their partners. While many hotel owners have struggled to maintain their livelihoods since the pandemic began three years ago, some big hotel chain franchisers sold hundreds of millions of dollars' worth of loyalty point value to credit card companies under a system that often fails to adequately reimburse the franchisees. That is the thanks these hardworking franchisees got as they worked hard to keep hotel doors open. It does not have to be this way. Generations of franchise owners have successfully embraced entrepreneurship through the franchising model. Franchising allows budding entrepreneurs to adopt a known brand name and comprehensive business strategies in exchange for a portion of the revenue. This partnership has nurtured our industry: Hotels owned by our members employ 1.1 million Americans and contribute $368 billion to the economy. But the franchising relationship needs to be a two-way street to be truly successful. That is why we must ensure that the franchise industry engages in sustainable practices that recognize and safeguard the contributions of small business owners.

Sudhakar Veluru is now the executive vice president and chief information technology officer at Four Seasons Hotels & Resorts. Prior to this role, he served as the chief technology officer at MGM Resorts International, spearheading digital transformation initiatives that enhanced access to e-commerce, customer loyalty programs, and casino games across mobile and online platforms, Four Seasons said in a statement. Before joining MGM, Veluru held various senior leadership positions at The Walt Disney Co. He will report to Alejandro Reynal, Four Seasons' president and CEO. "We are excited to welcome Sudhakar at this important time in Four Seasons information technology transformation," said Reynal. "Sudhakar's extensive experience in technology and IT innovation will be instrumental in shaping our digital-first future, further enhancing the guest, resident and employee experience across our growing global portfolio of luxury properties."

In an era where sustainability and convenience are paramount considerations for travelers, hotels are embracing innovative solutions to stay ahead in the competitive hospitality industry. One such forward-thinking amenity that is transforming the guest experience and boosting revenue is the integration of electric vehicle charging stations. Beyond environmental consciousness, these charging stations offer a plethora of benefits that can significantly impact a hotel's bottom line. 1. ATTRACTING A GROWING MARKET SEGMENT The shift towards electric vehicles is undeniable, with more consumers opting for eco-friendly transportation. In the years to come more EVs will be hitting the roads. By installing EV charging stations, hotels tap into a burgeoning market segment, attracting EV travelers that plan their trips around EV chargers. This strategic move puts the hotel at the top of the list and positions the hotel as a progressive and forward-looking establishment. 2. ENHANCING THE GUEST EXPERIENCE Providing EV charging stations enhances the overall guest experience. Travelers with electric vehicles often face the challenge of finding suitable charging points during their journeys. By offering on-site charging, hotels alleviate this concern, fostering a sense of convenience and loyalty among guests. The seamless integration of charging stations into the guest experience contributes to positive reviews and encourages repeat bookings.

ROBERT MCDOWELL, CHIEF commercial officer of Choice Hotels International, will leave the company on Jan. 15, according to a Dec. 5 filing with the U.S. Securities and Exchange Commission. He assumed his current leadership role in 2016, overseeing digital commerce, revenue management, procurement and customer care functions, according to Choice's website. McDowell, who joined in May 2011 as senior vice president of global distribution, is departing to pursue other opportunities, Choice's filing said. During his tenure, he led customer acquisition through an integrated digital ad campaign, developed a top-tier revenue management platform, relaunched the Choice Privileges loyalty program, and enhanced the digital platform, Choice said.

HYATT HOTELS CORP. is set to launch a lifestyle group following the acquisition of Standard International, the parent company of The Standard and Bunkhouse Hotels. The new group would focus on developing future projects included in the acquisition. Amar Lalvani, former executive chairman of Standard International, will serve as president and creative director of the new group. It will be headquartered in New York City, with additional offices in Austin and Bangkok, Hyatt said in a statement. "The lifestyle segment isn't for the faint of heart; it takes creativity and commitment," said Lalvani. "But if you get it right, you reap the benefits of strong guest loyalty and developer returns. Hyatt respects the creativity needed to deliver our experiences, while we value Hyatt's history, global infrastructure, and commercial services."

U.S. HOTEL BOOKINGS for Dec. 21-25 are up 22 percent from last year, according to SiteMinder, a hotel distribution and revenue platform. The growth is driven by international bookings, which now account for 32 percent of total bookings, up from 28 percent during the same period in 2023, a more than 15 percent annual increase. The top five markets driving this growth are Canada, Germany, the UK, France, and Italy, SiteMinder data showed. "It's pleasing to see that U.S. hotels will be enjoying their share of Christmas cheer this year," said Trent Innes, SiteMinder's chief growth officer. "Increased bookings, driven by the strong return of international travel and continued confidence among domestic travelers, are also leading to longer stays and extended lead times. These positive trends present both an opportunity and a call to action for American hoteliers to provide tailored, seamless experiences this festive season, maximizing revenue while fostering loyalty and positive reviews."

Lisa Checchio is the new chief commercial officer of Miami-based EBG, an e-commerce provider specializing in travel and entertainment. She joins from Wyndham Hotels & Resorts, where she was executive vice president and chief marketing officer. In the new role, Checchio will oversee marketing, customer experience, revenue growth, and related functions, including creative services, loyalty and CRM, corporate sales, client services, data analytics and communications, EBG said in a statement. She will report to Founder and CEO Brett Reizen and be based in EBG's New York office. "Lisa's proven track record in building brands and customer experiences will drive growth at EBG as we execute our strategic vision," said Reizen. "Ahead of our 25-year anniversary, her expertise will help us chart future success and strengthen EBG's leadership in the industry."

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."

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."

HYATT HOTELS CORP. reported a 5 percent year-over-year RevPAR increase in the fourth quarter and 4.6 percent for 2024. The company added 81 hotels with 20,721 rooms in the fourth quarter, including Standard International and Bahia Principe properties, bringing net rooms growth to 7.8 percent in 2024. However, it posted a $56 million loss in the fourth quarter but ended the year with a $1.3 billion profit. "The purposeful evolution of our business model and strong brand focus accelerated our network effect, benefiting each of our stakeholders," said Mark Hoplamazian, Hyatt's president and CEO. "Our fourth-quarter results demonstrate the strength of our commercial offerings, as evidenced by the growth of the World of Hyatt loyalty program, which reached approximately 54 million members. Our operating results and industry-leading net rooms growth allowed us to achieve record levels of gross fees while returning more than $1.2 billion to shareholders in 2024."

A travel guide to New Caledonia from Moon Handbooks South Pacific by David Stanley.

AT THE 35TH Hunter Hotel Investment Conference, there was plenty to talk about. Several Indian American hoteliers were speakers at the event at the Marriott Marquis in Atlanta March 19 to 22. This year's conference came with "a profound sense of purpose, no limits," said Lee Hunter chairman of the Hunter Conference during his welcoming address. "Over the next three days, we're going to hear from numerous industry experts, as leaders in this industry, we understand the importance of embracing change, challenging the conventions and pursuing new opportunities," Hunter said. "It's with this in mind that as we sat down to put forth our speaker lineup, this year, we focused on bringing new voices to distinguish. These voices are going to challenge you. They're going to inspire you, they're going to force you to think outside the box."