The event features 100 educational sessions, strategy updates and a trade show
Choice Hotels International began its 69th Annual Convention, “Powering the Future,” on April 29 at Mandalay Bay in Las Vegas with a keynote by President and CEO Patrick Pacious before thousands of owners, operators, and industry partners.
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.
CHOICE HOTELS INTERNATIONAL began its 69th Annual Convention, themed “Powering the Future,” at Mandalay Bay in Las Vegas on April 29. The three-day event opened with a keynote by Choice President and CEO Patrick Pacious before thousands of owners, operators and industry partners from around the world.
The event includes 100 educational sessions, a trade show for owners to connect with vendors, and brand sessions where Choice leaders outline focus areas and company investments to drive revenue and reduce costs, Choice said in a statement.
Pacious opened with a message: Choice Hotels is not just bigger, but stronger.
“Everything we do at Choice Hotels is about delivering value to hotel owners. The stronger we and our franchisees grow together, the more we can reinvest in their future success,” said Pacious.
“With 22 brands ranging from economy and midscale to upscale, upper upscale, and extended stay, and more than 7,500 hotels worldwide, the company leverages its growing size to strengthen value for owners by increasing revenue opportunities, reducing operating costs and supporting long-term business success.”
Some results achieved by Choice and its owners include:
A 6 percent year-over-year increase in converting lookers to direct bookers after the ChoiceHotels.com update; upscale booking conversion rose more than 14 percent in the first quarter of 2025.
Area directors helped owners identify over $25 million in operational cost savings in 2024, averaging $33,000 per participating property.
A food group purchasing program delivered an average 9 percent savings on food costs, based on market-basket comparisons from July 2024 to March 2025.
In 2024, hotels using ChoiceROCS recorded a 100-basis-point RevPAR Index premium over non-users, generating $81 million in incremental revenue for participating properties.
The company's scale has enabled strategic investments in proprietary tech tools, loyalty programs, and support systems that help its hotels stand out.
“Becoming bigger has allowed us to build a better and stronger business for you,” Pacious told the crowd.
Scale that works
Choice’s business revenue increased 45 percent year-over-year in the fourth quarter, with transient business revenue in upper midscale rising 20 percent. Business travel now accounts for 40 percent of all stays, diversifying demand beyond leisure travel, the company said.
Through partnerships with AAA, AARP, Preferred Hotels & Resorts and Westgate Resorts, along with a strengthened Choice Privileges loyalty program, Choice Hotels is driving more guests to its properties and marketing channels, it claimed.
According to the company, AARP members booked more than 1.1 million room nights at Choice hotels in 2024, and hotels with an official AAA appointment saw an average return on investment of $50,000. Loyalty membership surpassed 70 million, with members booking direct more often, staying longer and spending more.
The program’s enhancements — longer booking windows, premium room redemptions and exclusive experiences — have driven a 30 percent increase in redemptions and 13 percent growth in average length of stay, Choice said. More redemptions have increased loyalty and Elite memberships, with 20 percent of redemption stays including a paid night, extending stays and driving demand.
Tech integration
Choice has integrated artificial intelligence for more than five years, using it for marketing, revenue management and new business tools to help owners grow, the company said. Last year, Choice launched an initiative to develop and implement a suite of capabilities to be delivered over the next two years.
These consist of four areas:
Managing rates with more flexibility.
Driving more occupancy from small-to-mid-sized companies using a self-serve platform.
AI-driven digital marketing that delivers personalized messages to targeted customers.
An AI-enhanced group travel system that helps franchisees identify opportunities and respond to requests for proposals.
Brand performance
Choice recently launched new prototypes for Comfort and Country Inn & Suites, refining their brand identities and introducing new features to drive growth. One in four midscale hotels in the U.S. are flying a Quality Inn flag, a brand that marked its 85th anniversary last year.
Meanwhile, Pacious stated that the company plans to stay ahead by continuing to invest where it matters most.
Last year, the company marked the opening of its 500th property and continues to innovate with solutions like “Lobby in a Box” and “Kitchen in a Box,” making conversions easier and faster. Choice brands accounted for half of all economy and midscale extended stay hotels open and under construction in 2024, it said.
Choice said its Everhome Suites brand is growing quickly, with 25 hotels projected to open by the end of 2025. The WoodSpring Suites brand continues to operate under a proven formula, with gross operating profits above 55 percent.
Pacious stated that “today’s Choice is the industry’s one to watch” in the upscale and upper upscale segments, where the company’s growing presence is driven by strategic investments and a series of brand refreshes designed to stand out.
Upscale-and-above room count rose 44 percent to more than 110,000 rooms in 2024, and Choice Privileges members now have access to 180,000 upscale rooms, including through partnerships with Westgate Resorts and Preferred Hotels & Resorts, the company said.
Pacious closed with a message of momentum: Choice Hotels is delivering and has plans for the future.
"From midscale and extended stay leadership to AI-powered transformation, Choice’s scale isn’t just making it bigger — it’s making it better," he said. "That scale, combined with a commitment to innovation, is powering new possibilities for hotel owners ready to grow alongside one of the industry’s most forward-looking franchisors."
In April, Choice Hotels International hosted its 10th MasteryX tech summit in Scottsdale, Arizona, with 650 associates exploring tech solutions to boost revenue, cut costs, and improve efficiency for hotel owners.
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.
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The Trump administration says it is reviewing more than 55 million visa holders.
Reviews cover a wide range of visas for law enforcement and overstay violations.
The administration also suspended worker visas for foreign commercial truck drivers.
THE TRUMP ADMINISTRATION is reviewing more than 55 million people who hold valid U.S. visas for potential violations. It is expanding a policy of “continuous vetting” that could result in revocation and deportation.
The State Department confirmed all visa holders are subject to ongoing review, which includes checking for overstays, criminal activity, threats to public safety or ties to terrorism. Should violations be found, visas may be revoked, and holders in the U.S. could face deportation, according to the Associated Press.
Officials said the reviews will include monitoring of visa holders’ social media accounts, law enforcement records and immigration files. New rules also require applicants to disable privacy settings on phones and apps during interviews. The department noted visa revocations since President Trump’s return to office have more than doubled compared to the previous year, including nearly four times as many student visas.
The administration also announced an immediate halt on issuing worker visas for foreign commercial truck drivers, with Secretary of State Marco Rubio citing road safety and competition concerns for U.S. truckers.
“The increasing number of foreign drivers operating large tractor-trailer trucks on U.S. roads is endangering American lives and undercutting the livelihoods of American truckers,” Rubio posted on X.
The Transportation Department linked the move to recent enforcement of English-language proficiency requirements for truckers, aimed at improving safety. The State Department later said it was pausing visa processing while it reviewed screening protocols.
Critics, including Edward Alden of the Council on Foreign Relations, warned the actions could have significant economic consequences.
“The goal here is not to target specific classes of workers, but to send the message to American employers that they are at risk if they are employing foreign workers,” Alden wrote, according to AP.
Data from the Department of Homeland Security shows there are 12.8 million green card holders and 3.6 million temporary visa holders in the United States. The 55 million figure under review includes many outside the U.S. with valid multiple-entry tourist visas.
Earlier this week, the State Department reported revoking more than 6,000 student visas for violations since Trump returned to office, including around 200 to 300 for terrorism-related issues.
The vast majority of foreign visitors require visas to enter the U.S., with exceptions granted to citizens of 40 countries under the Visa Waiver Program, primarily in Europe and Asia. Citizens of China, India, Russia and most of Africa remain subject to visa requirements.
A $250 Visa Integrity Fee in President Donald Trump’s Big Beautiful Bill drew criticism from groups that rely on seasonal workers from Latin America and Asia on J-1 and other visas.
Peachtree Group originated a $176.5 million retroactive CPACE loan for a Las Vegas property.
The deal closed in under 60 days and ranks among the largest CPACE financings in the U.S.
The company promotes retroactive CPACE funding for commercial real estate development.
PEACHTREE GROUP ORIGINATED a $176.5 million retroactive Commercial Property Assessed Clean Energy loan for Dreamscape Cos.’s Rio Hotel & Casino in Las Vegas. The deal, completed in under 60 days, is its largest credit transaction and one of the largest CPACE financings in the U.S.
The 2,520-room Rio, now under the Destinations by Hyatt brand, was renovated in 2024 and comprises two hotel towers connected by a casino, restaurants and retail, Peachtree said in a statement.
“This transaction is a milestone for Peachtree Group and a testament to the ecosystem we have built over the past 18 years,” said Greg Friedman, Peachtree's managing principal and CEO. “Through our vertically integrated platform, deep expertise and disciplined approach, we have developed the infrastructure to be a leader in private credit. Our ability to deliver speed, creativity and certainty of execution positions us to provide capital solutions that create value for our investors and partners across market cycles.”
Atlanta-based Peachtree is led by Friedman; Jatin Desai as managing principal and CFO and Mitul Patel as principal.
The CPACE loan retroactively funded the renovations, allowing the owners to pay down their senior loan, the statement said. The property improvement plan included exterior work, upgrades to the central heating and cooling plant, electrical infrastructure improvements and convention center renovations.
Jared Schlosser, Peachtree’s head of originations and CPACE, said the deal marks an inflection point, with major financial institutions consenting to its use for the benefit of the capital stack.
“By closing quickly on a marquee hospitality asset, we were able to strengthen the position of both the owner and its lenders,” he said.
The CPACE market has surpassed $10 billion in U.S. originations in just over a decade, according to the C-PACE Alliance, with growth expected as more institutional owners and lenders adopt it.
“We see significant opportunity for retroactive CPACE and its use in funding new commercial real estate development,” Schlosser said. “It is an alternative to more expensive forms of capital.”
In June, Peachtree named Schlosser head of originations for all real estate and hotel lending and leader of its CPACE program. Peachtree recently launched a $250 million fund to invest in hotel and commercial real estate assets mispriced by capital market illiquidity.
Spark acquired the 120-key Home2 Suites by Hilton Wayne in Wayne, New Jersey.
Hunter Hotel Advisors facilitated the transaction with DC Hospitality Group affiliates.
The 2020-built hotel is near William Paterson University and less than 20 miles from Manhattan.
SPARK GHC RECENTLY acquired the 120-key Home2 Suites by Hilton Wayne in Wayne, New Jersey, from affiliates of DC Hospitality Group. Hunter Hotel Advisors facilitated the deal for an undisclosed amount.
The 2020-built hotel is less than 20 miles from Manhattan in a commercial corridor with major employers including Driscoll Foods, FedEx Group, Advanced Biotech, St. Joseph’s Wayne Hospital, and the Passaic County Administration, Hunter said in a statement. William Paterson University, Willowbrook Mall, and MetLife Stadium are also nearby.
It features an on-site fitness center, business center and indoor pool.
“The Home2 Suites by Hilton Wayne represents the type of asset we target,” said Patel. “Its proximity to major corporate demand generators, higher education institutions, and retail and entertainment venues supports strong performance.”
Hunter’s senior vice presidents, David Perrin and Spencer Davidson, brokered the transaction.
Patel said this is their second transaction with Hunter and praised the process and partnership.
“We look forward to building on the hotel’s recent performance and continuing to deliver guest experiences in the Greater New York City community,” he said.
Northstar Hotels Management recently acquired a 78-key Residence Inn and an 81-key Courtyard near the Jacksonville, Florida, airport.
Global pipeline hit a record 15,871 projects with 2.4 million rooms in Q2.
The U.S. leads with 6,280 projects; Dallas tops cities with 199.
Nearly 2,900 hotels are expected to open worldwide by the end of 2025.
THE GLOBAL HOTEL pipeline reached 15,871 projects, up 3 percent year-over-year, and 2,436,225 rooms, up 2 percent, according to Lodging Econometrics. Most were upper midscale and upscale, LE reported.
The U.S. leads with 6,280 projects and 737,036 rooms, 40 percent of the global total. Dallas leads cities with 199 projects and 24,497 rooms, the highest on record.
LE’s Q2 2025 Hotel Construction Pipeline Trend Report showed 6,257 projects with 1,086,245 rooms under construction worldwide, unchanged in project count and down 3 percent in rooms from last year. Projects scheduled to start in the next 12 months totaled 3,870 with 551,188 rooms, down 3 percent in projects but up 1 percent in rooms. Early planning reached 5,744 projects and 798,792 rooms, up 10 percent in projects and 9 percent in rooms year-over-year.
Upper midscale and upscale hotels accounted for 52 percent of the global pipeline, LE said. Upper midscale stood at 4,463 projects and 567,396 rooms, while upscale reached 3,852 projects and 655,674 rooms. Upper upscale totaled 1,807 projects and 385,396 rooms, and luxury totaled 1,267 projects and 245,665 rooms, up 11 percent year-over-year.
In the first half of 2025, 970 hotels with 138,168 rooms opened worldwide. Another 1,884 hotels with 280,079 rooms are scheduled to open before year-end, for a 2025 total of 2,854 hotels and 418,247 rooms. LE projects 2,531 hotels with 382,942 rooms to open in 2026 and 2,554 hotels with 382,282 rooms to open globally in 2027, the first time a forecast has been issued for that year.