Vishnu Rageev R is a journalist with more than 15 years of experience in business journalism. Before joining Asian Media Group in 2022, he worked with BW Businessworld, IMAGES Group, exchange4media Group, DC Books, and Dhanam Publications in India. His coverage includes industry analysis, market trends and corporate developments, focusing on retail, real estate and hospitality. As a senior journalist with Asian Hospitality, he covers the U.S. hospitality industry. He is from Kerala, a state in South India.
HOTELS SUPPORT 8.3 MILLION American jobs, which is equivalent to nearly one in 25 U.S. jobs, according to an economic analysis released by the American Hotel & Lodging Association and Oxford Economics. At the same time, AHLA members recently held an event to lobby Congress in support of proposed laws that would help grow the industry’s workforce.
The study includes a breakdown of the hotel industry’s economic impact in every state and congressional district. Meanwhile, the federal laws AHLA support would open up immigration to allow more workers into the country and would define joint employers.
Hotels as job generators
According to the survey, hotel guests spent a total of more than $691 billion on lodging, transportation, food and beverage, retail and other expenses in 2022 alone.
“For each $100 of spending on lodging, hotel guests spent another $220 during their trip. Hotels paid employees more than $104 billion in wages, salaries, and other compensation, and supported $463 billion in total wages, salaries, and other compensation. Hotels directly generated $72.4 billion in federal, state, and local tax revenue and supported nearly $211.2 billion in total federal, state, and local tax revenue,” the study said.
The top five states for hotel guest spending included Florida, New York, Nevada and Texas, while the top five states in 2022 for hotel wages, salaries, and compensation were California, Nevada, Florida, New York and Texas. The top five states in 2022 for hotel-generated federal, state, and local tax revenue were California, Nevada, Florida, New York, Texas, the study found.
The survey said this hotel-related economic activity is resulting in unprecedented career opportunities for current and prospective hotel employees.
“As of March, national average hotel wages were among the highest ever at more than $23 per hour,” it said. “Since the pandemic, average hotel wages have increased faster than average wages throughout the general economy. And hotel benefits and flexibility are better than ever.”
“Hotels are investing in our workforce to create good jobs that power local economies, and this analysis is proof of that,” said Chip Rogers, AHLA president and CEO. “To continue supporting millions of good-paying jobs and generating billions in tax revenue in communities across the nation, hotels need to hire more people. The good news is that there’s never been a better time to build a lifelong hotel career, with average hotel wages at near-record levels, better benefits than ever before, and unprecedented opportunity to move up the ranks.”
According to the U.S. Bureau of Labor Statistics, as of April, hotel employment is down by more than 250,000 jobs compared to February 2020. Hotels are looking to fill many of the jobs lost during the pandemic, including more than 100,000 hotel jobs currently open across the nation.
To help hotels fill open jobs and raise awareness of the hotel industry’s 200+ career pathways, the AHLA Foundation’s “A Place to Stay” multi-channel advertising campaign is now active in 20 cities, including Atlanta, Baltimore, Chicago, Dallas, Denver, Houston, Los Angeles, Miami, Nashville, New York, Orlando, Phoenix, San Diego, Tampa, Philadelphia, San Francisco, Detroit, Washington, Seattle, and Boston.
Making their case
AHLA members and leaders hosted a two-day fly-in event, ‘Hotels on the Hill’, on Capitol Hill, Washington D.C., on May 15-17, lobbying Congress for favorable policies to help grow the hotel workforce. More than 200 hoteliers representing 30-plus states held more than 100 meetings with House and Senate offices, including House and Senate leadership to shed light on how labor shortages are impacting hotel industry.
America’s nearly 62,500 hotels support nearly 1 in 25 American jobs, help drive nearly $760 billion into the U.S. economy, and support more than $211 billion in federal, state, and local taxes each year.
“To continue these positive economic contributions in communities across the country, hotels need to hire more people,” AHLA said in a statement.
To that end, AHLA lobbied for passage of the following legislation.
The H-2B program
According to AHLA, the H-2B program is vital to helping independent hotels and resorts in remote vacation destinations to fill seasonal roles. However, the program is capped at 66,000 visas each year.
During the event, AHLA urged Congress to expand the legal H-2B guestworker program by including an H-2B Returning Worker Exemption in this financial year. They demanded Department of Homeland Security appropriations bill to augment the process.
AHLA demanded Congress to modify the H-2B non-immigrant visa program by exempting returning workers from the inadequate 66,000 annual visa cap.
‘Asylum Seeker Work Authorization Act’
A historic number of asylum seekers are already housed in hotels across America, AHLA said. “They are awaiting court dates and are following the legal process. Unfortunately, current law prevents them from legally working for at least six months, forcing them to rely on assistance from local governments and communities.”
AHLA has urged for cosponsor and to pass the Asylum Seeker Work Authorization Act as this bipartisan legislation would help hotels address critical staffing needs by allowing asylum seekers to work within 30 days after applying for asylum.
‘Save Local Business Act’
AHLA said the National Labor Relations Board has proposed a new “joint employer” legal standard that would subjectively determine which entities would be considered co-employers for collective bargaining purposes.
AHLA has demanded the Congress to pass the Save Local Business Act (S.1261/H.R.2826). “The NLRB regulation would minimize franchisees' control over their own businesses, severely complicate hotels’ ability to contract with independent vendors, and allow courts and government bureaucrats to subjectively determine joint-employment liability. The Save Local Business Act would clarify the definition of an employer as an entity with direct control over specific working conditions,” AHLA pointed out.
Main Street Tax Certainty Act
Meanwhile, AHLA’s Rogers also spoke in favor and supported the Main Street Tax Certainty Act, which was introduced in the Senate by Sen. Steve Daines.
“The Main Street Tax Certainty Act is a bipartisan effort to keep the Small Business Deduction from expiring in 2025. It would ensure permanent tax relief for millions of employers – including thousands of hotels – organized as sole proprietorships, corporations, and partnerships,” said Rogers. “This critical legislation would provide hotel small business owners with long term tax certainty, helping them to continue investing, building, and creating jobs.”
According to AHLA, the Main Street Tax Certainty Act would allow pass-through businesses to continue to deduct up to 20 percent of qualified business income each year. The deduction, which is scheduled to expire at the end of 2025, was originally established as part of the Tax Cuts and Jobs Act of 2017, it further added.
AHLA said there are more than 100,000 hotel jobs currently open across the nation, and as of March, national average hotel wages were near all-time highs at more than $23 per hour. Average hotel wages have increased faster than average general wages since the pandemic, AHLA said, and hotel benefits and flexibility have improved.
“Harnessing the voices of local hoteliers from across the country is the most effective way to achieve advocacy victories. That’s why AHLA’s Capitol Hill fly-in event, Hotels on the Hill, is so important,” Rogers said. “When AHLA members speak with their representatives, Congress listens. The face-to-face connections facilitates the most effective way to strengthen relationships with influential lawmakers and illustrate to Congress the essential role hotels play in creating jobs and supporting communities.”
Noble broke ground on StudioRes Mobile Alabama at McGowin Park.
The 10th StudioRes expands Noble’s long-term accommodations platform.
Noble recently acquired 16 WoodSpring Suites properties through two portfolio transactions.
NOBLE INVESTMENT GROUP broke ground on StudioRes Mobile Alabama at McGowin Park, a retail center in Mobile, Alabama. It is Noble’s 10th property under Marriott International’s extended stay StudioRes brand.
“Noble is institutionalizing one of the most resilient and undersupplied segments at the intersection of hospitality, mobility and how people stay,” said Shah. “We are scaling a branded platform to capture secular demand that creates stable cash flow and long-term value.”
In May, Noble acquired 16 WoodSpring Suites properties through two portfolio transactions, expanding its platform in branded long-term accommodations.
Noah Silverman, Marriott International’s global development officer, U.S. & Canada, said breaking ground on the 10th StudioRes with Noble reflects the brand’s growth and the companies’ three-decade partnership.
“With both companies’ expertise in long-term accommodations, Marriott’s distribution channels, and the power of our nearly 248 million Marriott Bonvoy members, we are confident StudioRes is uniquely positioned to generate customer demand at scale, drive performance and sustain long-term growth,” he said.
Meanwhile, Marriott has more than 50 signed StudioRes projects, about half under construction, the statement said. The first StudioRes opened in Fort Myers, Florida.
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AHLA Foundation is partnering with ICHRIE and ACPHA to support hospitality education.
The collaborations align academic programs with industry workforce needs.
It will provide data, faculty development, and student engagement opportunities.
THE AHLA FOUNDATION, International Council on Hotel, Restaurant and Institutional Education and the Accreditation Commission for Programs in Hospitality Administration work to expand education opportunities for students pursuing hospitality careers. The alliances aim to provide data, faculty development and student engagement opportunities.
Their efforts build on the foundation’s scholarships and link academics to workforce needs, AHLA said in a statement.
"We're not just funding education—we're investing in the alignment between academic learning and professional readiness," said Kevin Carey, AHLA Foundation president and CEO. "These partnerships give us the insights needed to support students and programs that effectively prepare graduates to enter the evolving hospitality industry."
ACPHA will provide annual reports on participating schools’ performance, enabling the Foundation to direct resources to programs with curricula aligned to industry needs, the Foundation said.
Thomas Kube, incoming ACPHA executive director, said the partnership shows academia and industry working together for hospitality students. The collaboration with ICHRIE includes program analysis, engagement through more than 40 Eta Sigma Delta Honor Society chapters and faculty development.
“Together, we are strengthening pathways to academic excellence, professional development and industry engagement,” said Donna Albano, chair of the ICHRIE Eta Sigma Delta Board of Governors.
Global hotel RevPAR is projected to grow 3 to 5 percent in 2025, JLL reports.
Hotel RevPAR rose 4 percent in 2024, with demand at 4.8 billion room nights.
London, New York and Tokyo are expected to lead investor interest in 2025.
GLOBAL HOTEL REVPAR is projected to grow 3 to 5 percent in 2025, with investment volume up 15 to 25 percent, driven by loan maturities, deferred capital spending and private equity fund expirations, according to JLL. Leisure travel is expected to decline as consumer savings tighten, while group, corporate and international travel increase, supporting RevPAR growth.
Major cities continue to attract strong demand and investor interest, particularly London, New York and Tokyo. APAC is likely to post the strongest growth, fueled by recovering Chinese travel, while urban markets remain poised for continued momentum.
Lifestyle hotels are emerging as the new “third place,” blending living, working and leisure. The trend is fueling expansion into branded residences and alternative accommodations. JLL said investors must weigh regional performance differences, asset types and lifestyle trends when evaluating opportunities.
Separately, a Hapi and Revinate survey found fragmented systems, inaccurate data and limited integration remain barriers for hotels seeking better data access to improve guest experience and revenue.
Fragmented systems, poor integration limit hotels’ data access, according to a survey.
Most hotel professionals use data daily but struggle to access it for revenue and operations.
AI and automation could provide dynamic pricing, personalization and efficiency.
FRAGMENTED SYSTEMS, INACCURATE information and limited integration remain barriers to hotels seeking better data access to improve guest experiences and revenue, according to a newly released survey. Although most hotel professionals use data daily, the survey found 49 percent struggle to access what they need for revenue and operational decisions.
“The Future of Hotel Data” report, published by hospitality data platform Hapi and direct booking platform Revinate, found that 40 percent of hoteliers cite disconnected systems as their biggest obstacle. Nearly one in five said poor data quality prevents personalization, limiting satisfaction, loyalty and upsell opportunities.
“Data is the foundation for every company, but most hotels still struggle to access and connect it effectively,” said Luis Segredo, Hapi’s cofounder and CEO. “This report shows there’s a clear path forward: integrate systems, improve data accuracy and embrace AI to unlock real-time insights. Hotels that can remove these technology barriers will operate more efficiently, drive loyalty, boost revenue and ultimately gain a competitive edge in a tight market.”
AI and automation could transform hospitality through dynamic pricing, real-time personalization and operational efficiency, but require standardized, integrated and reliable data to succeed, the report said.
Around 19 percent of respondents cited communication delays as a major issue, while 18 percent pointed to ineffective marketing, the survey found. About 10 percent reported challenges with enterprise initiatives and 15 percent said they struggled to understand guest needs. Nearly 46 percent identified CRM and loyalty systems as the top priority for data quality improvements, followed by sales and upselling at 17 percent, operations at 10 percent and customer service at 7 percent.
Meanwhile, hotels see opportunities in stronger CRM and loyalty systems, integrated platforms and AI, the report said. Priorities include improving data quality for personalized engagement, using integrated systems for real-time insights, applying AI for offers, marketing and service and leveraging dynamic pricing and automation to boost efficiency, conversion and profitability.
“Clean, connected data is the key to truly understanding the needs of guests, driving amazing marketing campaigns and delivering direct booking revenue,” said Bryson Koehler, Revinate's CEO. “Looking ahead, hotels that transform fragmented data into connected data systems will be able to leverage guest intelligence data and gain a significant advantage. With the right technology, they can personalize every interaction, shift share to direct channels and drive profitability in ways that weren’t possible before. The future belongs to hotels that harness their data to operate smarter, delight guests and grow revenue.”
In June, The State of Distribution 2025 reported a widening gap between technology potential and operational readiness, with many hotel teams still early in using AI and developing training, systems, and workflows.
Hyatt partners with Way to unify guest experiences on one platform.
Members can earn and redeem points on experiences booked through Hyatt websites.
Way’s technology supports translation, payments and data insights for Hyatt.
HYATT HOTELS CORP. is working with Austin-based startup Way to consolidate ancillary services, loyalty experiences and on-property programming on one platform across its global portfolio. The collaboration integrates Way’s system into Hyatt.com, the World of Hyatt app, property websites and FIND Experiences to create a centralized booking platform.
World of Hyatt members can earn and redeem points on experiences booked through Hyatt websites, including wellness programs, cultural activities, ticketed events and local collaborations, the companies said in a statement. Members can also access FIND Experiences, which includes activities and auctions where points can be used to bid on events.
"In our search for an on-brand platform to power experiences and tap into ancillary revenue opportunities, Way's collaboration has been a true unlock for us," said Arlie Sisson, Hyatt’s senior vice president and global head of digital. "After a thorough evaluation of potential solutions, Hyatt chose Way to power the next chapter of our digital strategy by streamlining operations, elevating brand differentiation, enhancing personalization and, most importantly, delivering care at every touchpoint in the guest journey."
The Way initiative spans Hyatt’s portfolio, covering cabana rentals, in-room amenities and partnerships with local providers, the statement said. Way’s technology supports real-time translation, more than 100 currencies, multiple payment methods and data insights to help Hyatt manage operations globally.
"Hyatt set a high bar and Way is proud to bring their vision to life," said Michael Stocker, Way’s co-founder and CEO.
"The platform supports enterprise needs while preserving the guest experience."