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.
IHG launched its 20th global brand, Ruby, in the U.S.
The brand offers serves city-centers and urban locations with restrictions.
It focuses on major urban markets with new-build, conversion, and adaptive reuse.
IHG HOTELS & RESORTS introduced Ruby Hotels, its 20th global brand, to the U.S. It is designed to fit in city centers and urban locations with entry barriers and space constraints.
The company’s growth plan will focus on major urban markets and include new-build, conversion and adaptive reuse projects, IHG said in a statement.
“Ruby is a brand built for the future of hospitality,” said Jolyon Bulley, IHG's CEO for the Americas. “Its success in Europe speaks to the growing demand for flexible, lifestyle-focused hotels in highly traveled locations. Ruby’s U.S. introduction will complement our premium portfolio and offer owners a differentiated product with strong economics and scalable growth potential. We’re encouraged by the initial interest and buzz around Ruby, which reinforces our confidence in its appeal and ability to thrive in this market.”
Ruby, founded in Germany in 2013, joined the IHG portfolio earlier this year and has 34 open or pipeline hotels in European cities. The U.S. launch reflects IHG’s plan to grow the brand to more than 120 hotels in the next decade and more than 250 in 20 years.
Lauren Krostue, Ruby's vice president for global brand management, said Ruby allows IHG to connect with a new type of traveler—those who value unique stays at an accessible price point.
"In bringing Ruby to the U.S., we will retain what’s made the brand so special in Europe—including its unique design and operating model—while localizing certain elements to reflect market needs," she said. "We look forward to introducing the Ruby experience to a new group of owners and guests and showcasing what sets the brand apart in the increasingly popular ‘urban micro’ segment.”
IHG nearly doubled global conversion signings from 2023 to 2024, with conversions representing about 60 percent of openings and 40 percent of signings in the first quarter of 2025.
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The H-2B visa program protects U.S. jobs and wages, according to AHLA citing a study.
It allows hotels and resorts to meet travelers’ needs while supporting the economy.
It provides foreign workers for seasonal jobs when domestic workers are unavailable.
THE H-2B VISA program does not harm U.S. jobs or wages but increases pay and supports the labor force, according to an Edgeworth Economics study. Citing that study, the American Hotel & Lodging Association said the program enables hotels and resorts to meet travelers’ needs while supporting the workforce and economy.
The Edgeworth study for the H-2B Workforce Coalition found the program allows businesses to hire foreign workers for seasonal jobs when domestic workers are unavailable. It showed no evidence that increases in H-2B visas reduce U.S. employment or wages. Instead, each H-2B worker supports three to five local jobs and areas with more H-2B workers saw wages grow 1.6 percent faster.
“Areas that hired more H-2B workers under the higher visa cap saw greater job and wage growth among U.S. workers,” said Steve Bronars, partner at Edgeworth Economics, citing findings consistent with an earlier analysis by the U.S. Government Accountability Office.
Ashley McNeil, AHLA’s vice president of federal government affairs and chair of the H-2B Workforce Coalition, said the new analysis underscores the H-2B program’s clear value to local communities.
“The hotel industry, which is still 200,000 workers short compared to pre-pandemic levels, relies on legal guest worker programs to augment our workforce, particularly to address seasonal demands,” McNeil said. “Access to the H-2B visa program has been critical in allowing hotels and resorts of all sizes to meet travelers’ needs, while supporting the local workforce and economy.”
The program has also helped businesses manage peak-season labor shortages, easing the workload for full-time employees. Landscaping accounts for nearly 40 percent of certified H-2B workers. Hotels and motels account for 8.67 percent, support activities for forestry 6.3 percent and seafood processing and packaging 5.65 percent.
“This study reaffirms what our members have long recognized: despite extensive recruitment efforts, there remains a critical shortage of U.S. workers willing or available to fill temporary positions that are currently being filled by H-2B workers,” said Arnulfo Hinojosa, COO of the Federation of Workers and Employers of America and vice chair of the H-2B Workforce Coalition. “H-2B workers allow seasonal businesses to operate at a higher capacity and create more U.S. jobs.”
Meanwhile, President Donald Trump recently signed a proclamation raising the H-1B visa fee to $100,000 annually, a move that could affect Indian professionals in the U.S.
More than 70 percent expect a RevPAR increase in Q4, according to HAMA survey.
Demand is the top concern, cited by 77.8 percent, up from 65 percent in spring.
Only 37 percent expect a U.S. recession in 2025, down from 49 percent earlier in the year.
MORE THAN 70 PERCENT of respondents to a Hospitality Asset Managers Association survey expect a 1 to 3 percent RevPAR increase in the fourth quarter. Demand is the top concern, cited by 77.8 percent of respondents, up from 65 percent in the spring survey.
HAMA’s “Fall 2025 Industry Outlook Survey” found that two-thirds of respondents are pursuing acquisitions, 80 percent plan renovations in the coming year and 57 percent are making or planning changes to brand affiliation or management strategies.
“With hopes high for a stronger fourth quarter, hotel asset managers continue to maintain an optimistic outlook,” said Chad Sorensen, HAMA president. “More than 70 percent of our members expect RevPAR to increase 1 to 3 percent and two-thirds are pursuing acquisitions. With 80 percent planning renovations in the coming year, we see an engaged community focused on performance.”
Conducted among 81 HAMA members, about one-third of the association, the survey reports expectations for revenue growth, property investments and acquisitions.
However, the top three most concerning issues were demand, ADR growth and tariffs, HAMA said.
RevPAR growth forecast
Looking into 2026, 72.8 percent expect 1 to 3 percent growth, 18.5 percent expect 4 to 6 percent, 7.4 percent anticipate flat results and 1.2 percent project a decline. Full-year RevPAR projections versus budget are more mixed: 49 percent expect 1 to 3 percent growth, 17 percent expect flat results, 12 percent expect 4 to 6 percent growth, 2 percent expect 7 percent or more and 19 percent expect declines.
Hotel asset managers note several market pressures, the report said. Other concerns include ADR growth at 51.9 percent, tariffs at 34.6 percent, wage increases at 33.3 percent and potential Federal Reserve rate changes at 32.1 percent. Management company performance at 25.9 percent, immigration and labor trends, union activity and insurance costs were also mentioned.
“The industry is at its highest level of concern around maintaining or increasing rates,” Sorensen said. “There’s pressure to build on the P&L going into 2026.”
Performance projections
Confidence in the broader economy has increased since spring, the survey found. Only 37 percent of respondents expect a U.S. recession in 2025, down from 49 percent earlier in the year.
When asked about properties exceeding gross operating profit forecasts, 59 percent of managers expect 0 to 25 percent of their hotels to surpass targets, 25 percent expect 26 to 50 percent, 10 percent expect 51 to 75 percent and 6 percent expect 76 to 100 percent. Additionally, 20 percent reported returning hotels to lenders or entering forced sales since the spring survey.
Peachtree launched new DST with 131,040‑square foot industrial facility in Mansfield, Texas.
The property was acquired at $180 per square foot.
Peachtree completed $320M in debt-free transactions across multiple markets since 2022.
PEACHTREE GROUP LAUNCHED its latest Delaware Statutory Trust with the acquisition of a newly built 131,040-square-foot industrial facility in Mansfield, Texas. The company has completed about $320 million in debt-free transactions since launching its DST program in 2022, according to its statement.
The rear-load building, completed in 2025, features 36-foot clear heights, a three-acre outdoor storage yard and room for future expansion. The property was acquired for $180 per square foot, below market comparables, and is fully leased to Ferguson, a distributor for professional contractors in North America, Peachtree said in a statement.
“In today's higher-rate environment, where tighter credit and volatile valuations challenge traditional ownership, DSTs have emerged as a compelling alternative,” said Greg Friedman, Peachtree’s managing principal and CEO. “They deliver attractive cash flows backed by institutional-quality assets, while also offering tax advantages, professional management and diversification.”
Ferguson signed a 10-year corporate lease beginning in March, with 3 percent annual rent escalations, two five-year extension options and limited landlord obligations, the statement said. With investment-grade credit ratings from S&P BBB+ and Moody’s Baa1, the tenant supports the trust’s income stability and risk profile.
Peachtree’s DSTs, Opportunity Zones and REIT structures form a platform aimed at tax efficiency, compounding benefits and risk-adjusted returns, supported by Peachtree’s integrated asset management.
“Expanding into the industrial sector is a step toward building a diversified DST platform that can perform across cycles,” said Tim Witt, Peachtree’s president of 1031 Exchange and DST Products. “DSTs turn a looming tax bill into compounding wealth, keeping money in commercial real estate, but their true strength is pairing tax efficiency with investments that stand on their own merits.”
Atlanta-based Peachtree is led by Friedman; managing principal and CFO Jatin Desai and principal Mitul Patel. In July, Peachtree added the 128-key SpringHill Suites Phoenix West Avondale in Arizona as its ninth Delaware Statutory Trust offering since launching the program in 2022.
House introduces AFA to boost franchise model and hotel operations.
The act establishes a joint employer standard.
AHLA backs the bill, urging swift adoption.
THE HOUSE Of Representatives introduced the American Franchise Act, aimed at supporting the U.S. franchising sector, including 36,000 franchised hotels and 3 million workers nationwide. The American Hotel & Lodging Association, backed the bill, urging swift adoption to boost the franchise model and clarify joint employer standards.
The AFA amends the Fair Labor Standards Act and the National Labor Relations Act, which since 2015 have created uncertainty for franchisors and franchisees, AHLA said in a statement.
Rep. Kevin Hern (R-Oklahoma) and Don Davis (D-North Carolina) introduced the AFA.
“Hotel franchising is a pathway to the American Dream for many entrepreneurs,” said Rosanna Maietta, AHLA president and CEO. “It is a proven win-win business model that enables partnerships between franchisees and franchisors. The American Franchise Act codifies a clear joint employer definition and is essential to protecting this framework.”
AFA aims to protect the franchise model, which has long enabled women and minority entrepreneurs to run their own businesses with support from larger brands, the statement said. It will clarify the employment relationship by establishing a joint employer standard that protects workers and preserves franchisee autonomy.
Mitch Patel, AHLA board chair and Vision Hospitality Group CEO, said that as a hotel franchisee, he has seen how the model enabled him and others to achieve the American Dream.
“Throughout my career, my hotel business has employed thousands of people who have built lifelong careers in our industry,” he said. “The American Franchise Act is essential to preserving this foundation. For the benefit of both employers and employees, we strongly encourage the swift passage of this critical legislation.”
"As one of the few franchisees in Congress, I understand how damaging an ever-changing joint-employer rule is to the franchise business model,” said Hern. “I'm pleased that we were able to come together in a bipartisan effort to create legislation that safeguards small businesses and individuals working to achieve the American Dream across the country."
Davis said changes to joint-employer rules have created prolonged uncertainty in the industry.
“The American Franchise Act aims to restore stability by clarifying that franchisors and franchisees operate as independent employers while safeguarding workers through established labor standards,” he said.
Separately, a petition for a referendum on Los Angeles’s “Olympic Wage” ordinance, which sets a $30 minimum wage for hospitality workers by the 2028 Games, fell short of signatures. The ordinance will take effect, raising hotel wages from $22.50 to $25 next year, $27.50 in 2027 and $30 in 2028.