U.S. hospitality businesses reported a 109.1 percent year-over-year health rating for the first quarter of 2025, the highest in four quarters, according to Cendyn and Amadeus.
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.
Hospitality Industry Thrives in Q1 2025 with 109.1% Rating
U.S. HOSPITALITY BUSINESSES reported a 109.1 percent year-over-year health rating for the first quarter of 2025, the highest in four quarters, according to the Hospitality Group and Business Performance Index by Cendyn and Amadeus. St. Louis, Philadelphia and New Orleans topped the ranking of the top 10 cities.
The index combines event data from Cendyn’s Sales Intelligence platform, formerly Knowland, with hotel booking data from Amadeus’ Demand360, covering group, corporate negotiated, global distribution system and event performance, the companies said in a joint statement.
Top 10 cities by index:
St. Louis 121 percent
Philadelphia 117.1 percent
New Orleans 115.9 percent
New York City 115.6 percent
Tampa 114.6 percent
Austin 113 percent
Phoenix 112 percent
Chicago 111.3 percent
Houston 110.8 percent
Miami 110.8 percent
Top growth markets for group performance were New Orleans at 156.4 percent, Philadelphia at 124.3 percent, Washington, D.C. at 118.5 percent, San Francisco at 112.9 percent and Chicago at 112.5 percent.
Key insights from the Index:
The aggregated index reached 109.1 percent in the first quarter of 2025 compared to the same period in 2024.
The group index hit 107.4 percent, driven by a 2.6 percent increase in room nights and a 4.7 percent increase in ADR, marking 10 consecutive quarters of growth.
GDS rose 109.5 percent as indirect channel growth was supported by a 7.4 percent increase in room nights and a 2 percent increase in ADR compared to the first quarter of 2024.
Negotiated index performance rose to 104.8 percent with a 1.2 percent increase in room nights and a 3.5 percent increase in ADR.
Event volume was at 114.6 percent with growth nearly unchanged from the previous quarter and exceeded the same period last year.
Hotels recorded growth tied to meetings and events. Average attendee count was 146. Average space usage increased from 3,410 square feet in the fourth quarter of 2024 to 4,186 square feet in the first quarter. St. Louis led at 171.8 percent, followed by Austin at 131.1 percent and Philadelphia at 129.6 percent.
In February, U.S. hospitality businesses posted a 108.2 percent year-over-year health metric for the fourth quarter of 2024, the highest in four quarters, according to Cendyn and Amadeus.
OYO added more than 150 U.S. hotels in early 2025 and plans 150 more by year-end.
Ten additions have more than 100 rooms, reflecting a focus on high-inventory properties.
It is targeting urban and suburban markets in the Sun Belt and Great Lakes regions.
HOSPITALITY TECHNOLOGY COMPANY OYO added more than 150 hotels to its U.S. portfolio in the first half of 2025 and plans to add 150 more by year-end. The additions span Texas, Virginia, Georgia, Mississippi, California, Michigan and Illinois.
The company is focusing on high-inventory properties and has added 10 with more than 100 rooms, OYO U.S. said in a statement.
“2025 is shaping up to be a busy year for all of us at OYO,” said Nikhil Heda, head of development, OYO U.S. “We’re helping hotel owners drive revenue and improve operations through our technology. Our growing portfolio gives travelers more options, and momentum on our direct channels shows OYO is becoming a trusted brand for new and returning guests.”
Recent additions include the 400-room Palette Sunset Waves Resort in Myrtle Beach, the 130-room Capital O Kings Inn in Memphis, the 130-room Travellers Inn by OYO in Douglas, Georgia, and the 140-room Jackson Hotel and Convention Center in Jackson, Tennessee. All were previously independent hotels.
The company is exploring urban and suburban markets across the Sun Belt and Great Lakes regions, targeting areas with high demand and growth potential, the statement said.
OYO CEO Ritesh Agarwal, who also chairs G6 Hospitality, the parent of Motel 6 and Studio 6, recently launched a contest to rename Oravel Stays, offering a $3,500 prize.
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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."
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.