Report: CWC drives hotel gains in some U.S. cities
Charlotte, Philadelphia and Miami show more consistent gains across matches
The FIFA Club World Cup, which began on June 11, is driving hotel occupancy increases in some of its 11 U.S. host markets, according to STR. Pictured is the FIFA Club World Cup 2025 Group D match between Los Angeles Football Club and CR Flamengo at Camping World Stadium on June 24, 2025, in Orlando, Florida.
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.
The FIFA Club World Cup is boosting hotel occupancy in several host markets.
Occupancy increases vary by market and by match within markets.
The tournament may be hit by falling international arrivals.
THE FIFA CLUB World Cup is driving hotel occupancy increases in some of the tournament’s 11 host markets, according to STR. The tournament, which began June 11, serves as a precursor to next year’s World Cup in the U.S.
The Club World Cup includes matches in Atlanta; Charlotte, North Carolina; Cincinnati; Los Angeles; Miami; Nashville, Tennessee; New York City; Orlando, Florida; Philadelphia; Seattle; and Washington, D.C.
Undersold hotel rooms for later-stage matches are expected, as participating teams are still unknown, STR said in an article . The uneven impact on host city hotel markets may also reflect recent patterns of last-minute booking and broader challenges in U.S. travel.
Occupancy increases vary by market and even by match within the same market, STR’s Forward STAR data shows. Philadelphia, Charlotte and Miami show more consistent gains across matches. Philadelphia leads with a 13.2 percent year-over-year occupancy increase during the group stage, followed by Charlotte at 8 percent and Miami at 5.7 percent.
Thousands of tickets remain unsold for most matches, which STR noted is expected given that teams have not advanced and travelers are booking closer to travel dates.
The tournament, which includes teams from several countries, could also be affected by a recent decline in international arrivals to the U.S.—one of several factors potentially limiting future bookings. Domestically, economic uncertainty and a drop in discretionary travel are also contributing.
Next summer’s World Cup is expected to boost demand, though the impact will depend on room supply and proximity to other markets. Based on data from past tournaments, STR projects corporate sponsors and high-spending fans will push ADR premiums in host cities up by 5 to 25 percent.
In March, a report commissioned by the U.S. Travel Association found the U.S. unprepared for the 2026 World Cup at Los Angeles’s SoFi Stadium and the 2028 Olympics, citing outdated air travel systems, visa delays, and aging infrastructure.
Choice launched two campaigns to boost bookings across its four extended-stay brands.
Based on guest feedback, the campaigns focus on efficiency, cleanliness, value and flexibility.
They will run through 2026 across social media, Connected TV, digital display and online video.
CHOICE HOTELS INTERNATIONAL launched two marketing campaigns to increase brand awareness and bookings across its four extended-stay brands. The "Stay in Your Rhythm" campaign promotes all four brands by showing how guests can maintain daily routines, while "The WoodSpring Way" highlights the service WoodSpring Suites staff provide.
The company has more than 550 extended-stay locations open, 51 under construction and more than 350 in the pipeline under Everhome Suites, MainStay Suites, Suburban Studios and WoodSpring Suites, Choice said in a statement.
"As leaders in the extended stay segment, Choice Hotels has long understood that this category is unlike any other in the hospitality industry, defined by distinct guest expectations that we continuously strive to exceed," said Noha Abdalla, Choice’s chief marketing officer. "These first-of-their-kind campaigns reflect our deep understanding of why people stay longer — from work assignments and relocations to life transitions and personal journeys. No matter the reason, we know our guests aren't looking to escape their routines; they're looking to maintain them. That's why we take pride in our unique position to offer what matters most: consistency, comfort and connection."
Both campaigns are based on research and guest feedback showing travelers prioritize efficiency, cleanliness, value and flexibility, the statement said. They will run through the rest of the year and into 2026 across paid social media, Connected TV, digital display and online video.
The "Stay in Your Rhythm" campaign shows how Choice's extended-stay brands support routines with in-room kitchens, laundry, fitness centers and pet-friendly options, Choice said. It focuses on daily habits like making coffee, cooking, walking the dog, or exercising.
"The WoodSpring Way" highlights how property teams support guests by providing home-like conveniences, the company said. General managers in Chicago, Denver, Atlanta and Orlando are featured for creating a consistent guest experience and welcoming all guests, including pets.
"We've designed our extended stay properties to ensure we provide guests with everything they need when circumstances take them away from home for weeks at a time," said Matt McElhare, Choice's vice president for extended stay brands. "Through the launch of our campaigns, we aim to educate the growing population of extended stay travelers on how our brands offer the best value in the industry, while also highlighting the culture of our flagship brand, WoodSpring Suites, which has consistently set the standard for guest satisfaction in the segment. We're especially thankful to our owners and management company teams who help build and sustain this culture on property, consistently delivering a great guest experience."
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U.S. hotels increased background checks by 36 percent in early 2025.
The trend follows President Trump’s immigration policies impacting seasonal labor.
Immigrants making up a third of the travel workforce.
U.S. HOTEL HIRING managers requested 36 percent more background checks in the first half of 2025 compared with the same period last year, according to Hireology. The move follows President Donald Trump’s immigration crackdown and proposed visa fee hikes affecting seasonal labor.
Trump sought to end temporary legal status for hundreds of thousands of migrants in the U.S.and vowed to deport millions of undocumented people in the country, Reuters reported. Hireology said in a blog post that background checks were a cornerstone of any effective hiring strategy.
"They ensure that candidates meet the qualifications for the role, protect your organization from potential risks and help you build a safe, compliant, and high-performing workforce,” the hiring platform said. “Negligent hiring can have serious consequences, from legal liabilities to reputational damage.”
At least one-third of workers employed or supported by the U.S. travel industry are immigrants, according to the U.S. Travel Association. Meanwhile, hotels directly employed more than 2.15 million people in 2024, according to the American Hotel and Lodging Association.
Total hires across 1,000 hotels rose by 22 percent, reaching more than 8,000 workers, Reuters reported, citing Hireology report.
Increases in the most in-demand roles such as front desk associates, housekeepers and cooks were flat or grew slightly year-over-year. About 34 percent of housekeepers and 24 percent of cooks are foreign-born, according to 2023 data from the U.S. Census Bureau and Tourism Economics.
A $250 Visa Integrity Fee in Trump’s Big Beautiful Bill is drawing criticism from groups that rely on J-1 and other seasonal worker visas, who warn the sometimes-refundable charge could shrink the summer workforce supporting U.S. beach towns and resorts.
Amex GBT and Chooose are launching a hotel emissions tracking tool to calculate users’ Hotel Carbon Measurement Initiative reporting requirements.
Emissions data in Amex GBT’s Global Trip Record and Data Lake ensures consistency across travel programs.
In January, Finland-based Bob W found hotel carbon emissions are five times higher than HCMI estimates.
SOFTWARE FIRMS AMERICAN Express Global Business Travel and Chooose are launching a hotel emissions tracking tool in the third quarter of 2025. The new tool, integrated into Amex GBT’s platforms, will provide standardized hotel emissions data to calculate users’ Hotel Carbon Measurement Initiative reporting requirements.
Chooose, which allows airline passengers to offset flight emissions, uses a hotel emissions calculation methodology aligned with HCMI reporting requirements, according to the companies. Clients can select emissions factor providers, including the UK Department for Business, Energy & Industrial Strategy and Greenview, both aligned with the same methodology, Amex GBT said in a statement.
“This is about giving our clients better data, better tools and better decision-making power,” said John Sturino, Amex GBT’s senior vice president for product and engineering. “We’ve engineered this capability to deliver more granular emissions data, deeply integrated into our platforms, so customers can access the insights they need, where they need them.”
Emissions data stored in Amex GBT’s systems include the Global Trip Record and Data Lake, the statement said. It complements traveler-facing hotel sustainability tools at point of sale, such as eco badges and filters for hotels with EV charging. The tool also supports Amex GBT’s Consulting and Meetings & Events teams with reporting capabilities.
Nora Lovell Marchant, Amex GBT’s vice president of global sustainability, said more accurate data can help companies assess the environmental impact of their travel programs.
“It’s part of our broader effort to provide the tools and insights that support more sustainable travel choices,” she said.
HCMI is a free tool created by the World Sustainable Hospitality Alliance for hotels to calculate the carbon footprint of hotel stays and meetings in their properties.
In January, Finland-based hospitality operator Bob W found that hotel carbon emissions are five times higher than estimates from frameworks such as HCMI. Bob W and UK-based consultancy Furthr developed the Lodging Emissions & Guest-night Impact Tracker to provide a broader view of the sector’s environmental impact.
Marriott International completed its $355 million acquisition of citizenM, a Netherlands-based select-service brand.
Integration into Marriott’s systems is underway.
Founded in 2008 by Rattan Chadha, citizenM targets travelers seeking smart room design, shared spaces.
MARRIOTT INTERNATIONAL COMPLETED its $355 million acquisition of citizenM, a Netherlands-based select-service brand founded by Rattan Chadha, as announced in April. CitizenM’s portfolio includes 37 hotels with 8,789 rooms across more than 20 cities in the U.S., Europe and Asia Pacific.
Its pipeline of two hotels totaling more than 300 rooms is expected to be added to Marriott’s portfolio, the company said in a statement.
“As travelers continue to seek lodging that blends technology with service, citizenM is a strong addition to our portfolio,” said Anthony Capuano, Marriott’s president and CEO. “Marriott has a track record of growing select-service lifestyle brands, including AC, Moxy and Aloft and we look forward to expanding citizenM’s global reach with our guests and Marriott Bonvoy members.”
With the acquisition complete, Marriott will begin integrating citizenM into its systems, the company said. Until integration is finished later this year, citizenM properties will remain bookable through citizenM’s digital channels. Subscription program members will continue to receive benefits, with more details to follow after integration.
Once integrated, citizenM will join the Marriott Bonvoy loyalty program.
Founded by Chadha in 2008, citizenM targets travelers seeking smart room design, common areas with artwork and local artifacts, shared living rooms, meeting spaces, grab-and-go F&B and rooftop decks.
Hilton reported 7.5 percent net unit growth in the second quarter while systemwide RevPAR declined 0.5 percent year-over-year.
Net income and adjusted EBITDA for the first half of 2025 were $742 million and $1.8 billion, up from $690 million and $1.67 billion YoY.
For the third quarter of 2025, Hilton expects systemwide RevPAR to be flat to slightly down.
HILTON WORDLWIDE HOLDINGS reported 7.5 percent net unit growth in the second quarter of 2025, however systemwide RevPAR declined 0.5 percent year-over-year. The company said economic fluctuations are being felt but not hindering performance.
The company approved 36,200 rooms for development, bringing its pipeline to a record 510,600 rooms, up 4 percent year-over-year excluding acquisitions and strategic partner hotels. It added 26,100 rooms in the quarter, resulting in 22,600 net additions and 7.5 percent net unit growth over the year, Hilton said in a statement.
“We continued to demonstrate the power of our resilient business model as we delivered strong bottom line results in the quarter, even with modestly negative top line performance given holiday and calendar shifts, reduced government spending, softer international inbound business and broader economic uncertainty,” said Christopher Nassetta, Hilton’s president and CEO. “With that being said, we believe the economy in our largest market is set up for better growth over the intermediate term, which should accelerate travel demand and, when paired with low industry supply growth, unlock stronger RevPAR growth.”
Meanwhile, on the development side, Nassetta said growth was strong.
“We achieved the largest pipeline in our history, and we remain confident in our ability to deliver net unit growth between 6 percent and 7 percent for the next several years,” he said.
Systemwide comparable RevPAR declined 0.5 percent for the three months ended June 30, 2025, compared to the same period in 2024, due to lower occupancy partially offset by ADR gains, the statement said. For the six-month period, RevPAR rose 1 percent year-over-year, driven by higher ADR. Management and franchise fee revenue rose 7.9 percent year-over-year.
Net income and adjusted EBITDA were $742 million and $1.8 billion, respectively, for the six months ended June 30, compared to $690 million and $1.67 billion for the same period in 2024.
Pipeline and outlook
Hilton opened 221 hotels totaling 26,100 rooms in the second quarter of 2025, resulting in 22,600 net room additions. Its luxury and lifestyle portfolio grew to more than 1,000 hotels globally.
Hilton added 36,200 rooms to its development pipeline in the second quarter. As of June 30, the pipeline totaled 3,636 hotels with 510,600 rooms across 128 countries and territories, including 29 where it had no existing hotels.
Nearly half of the rooms were under construction with more than half outside the U.S.
Hilton projects systemwide comparable RevPAR to range from flat to up 2 percent in 2025 compared to the prior year. Net unit growth is expected between 6 percent and 7 percent. The company anticipates adjusted EBITDA between $3.65 billion and $3.71 billion, with general and administrative expenses projected between $420 million and $430 million. Net income is expected to range from $1.64 billion to $1.68 billion.
For the third quarter of 2025, Hilton expects systemwide comparable RevPAR to be flat to slightly down from the same period in 2024. Adjusted EBITDA is projected to range between $935 million and $955 million, while net income is expected to be between $453 million and $467 million.