Industry leaders talk about headwinds facing the economy
The theme of this year's Hunter Hotel Investment Conference was “Elevate your game,” said Lee Hunter, conference chairman and COO of sponsor Hunter Hotel Advisors, in his opening comments Tuesday at the Marriott Marquis Hotel in downtown Atlanta.
Ed Brock is an award-winning journalist who has worked for various U.S. newspapers and magazines, including with American City & County magazine, a national publication based in Atlanta focused on city and county government issues. He is currently senior editor at Asian Hospitality magazine, the top U.S. publication for Asian American hoteliers. Originally from Mobile, Alabama, Ed began his career in journalism in the early 1990s as a reporter for a chain of weekly newspapers in Baldwin County, Alabama. After a stint teaching English in Japan, Ed returned to the U.S. and moved to the Atlanta area where he returned to journalism, coming to work at Asian Hospitality in 2016.
THE HUNTER HOTEL Investment Conference opened its 2025 meeting this week with news that it will move to a new location next year. Also, speakers at the conference gave their views on the current turbulence buffeting the U.S. economy.
The theme of this year's conference was “Elevate your game,” said Lee Hunter, conference chairman and COO of sponsor Hunter Hotel Advisors, in his opening comments Tuesday at the Marriott Marquis Hotel in downtown Atlanta. More that 2,200 people attended the conference.
“As leaders, we know in order to be successful, you have to rise above ordinary,” Hunter said. “Over the next few days, we're going to learn talk about pushing boundaries, eliminating and overcoming obstacles, and learning how to elevate not just our businesses and our teams, but our relationships and ourselves as well.”
Moving on
Opened in 2024, the Signia by Hilton Atlanta near Mercedes Benz Stadium, Georgia World Congress Center and State Farm Arena, will begin hosting the Hunter Hotel Conference next year.
The Marquis had hosted the conference for the past 17 of its 36 years, HHA said in a statement. Beginning next year, however, the Signia by Hilton Atlanta near Mercedes Benz Stadium will be its new home.
“We are deeply grateful to the Atlanta Marriott Marquis, which has been an exceptional host and partner, offering a welcoming and dynamic setting for our event for nearly 20 years,” Hunter said. “Looking ahead, our move to the Signia by Hilton Atlanta allows us to grow alongside our attendees while preserving the unique, close-knit atmosphere that makes our event so special.”
Opened in 2024, the Signia also is near the Georgia World Congress Center and State Farm Arena. The $5 billion mixed-use project known as Centennial Yards in the former Gulch area is being developed nearby.
"We are delighted to welcome the Hunter Hotel Investment Conference to the beautiful Signia by Hilton Atlanta beginning next year," said Danny Hughes, president, Americas, Hilton. "As an economic catalyst and a beacon of unparalleled hospitality in the heart of downtown Atlanta, Signia is the ideal venue for HUNTER. We are honored to be the new home for this important conference that is at the center of our industry’s growth and development each year.”
Turbulent times ahead for the economy
Speaking on a panel at the Hunter Hotel Conference are, from left, Vision Hospitality President and CEO Mitch Patel; Greg Friedman, managing principal and CEO of Peachtree Group; and Robert Webster, vice chairman at CBRE.
During the Market Overview: Financial Analysis and Forecast panel discussion at the beginning of the conference, led by Vision Hospitality President and CEO Mitch Patel, panel members discussed the nation’s current economic forecast. The impact of recent events, such as the Trump administration’s on again-off again tariffs on Canada and Mexico as well as cuts to the federal government workforce, factored into the conversation.
Teague Hunter, HHA president and CEO and brother of Lee Hunter, acknowledged that the industry is facing some headwinds.
“I think we've got some chopping times ahead, for obvious reasons,” Teague Hunter said. “There's been tons of government spend and that's about to evaporate, and that's going to have impact and pain everywhere. Part of the reason I think is that the top is so much and printed a ton of money, that money fell into the hands of capital owners, and it didn't quite triple that, so now you're going to evaporate that. There's clearly going to be some pain going ahead. Hopefully it's all for the good. Hopefully it's a long-term benefit.”
At the moment, in terms of rates, things are not good, he said.
“In the economy and the mid-market level, we have been in a recession for two years now. So that's happened. Values are off 20 percent, maybe even more. In some cases, it's still market to market. But values are off. It's just when rates go from 4 percent to 9 percent there's a problem.”
Greg Friedman, managing principal and CEO of Peachtree Group, discussed the possibility of a recession as well.
“I think it's sort of an interesting environment. You look at the new administration, I think that's probably the toughest part, is all the new policies, what the new administration is trying to accomplish with tariffs,” said Greg Friedman. “There are factors that could potentially drive us into an economic recession, which isn't necessarily a bad thing, because it could help bring rates down, but some of that challenge is the volatility is going to make 2025 really tough to operate in this type of environment.”
Friedman said he expects to see “some business pull back” for hotels and that the environment will remain challenging for a while.
“On the flip side, at some point, I think you're going to see the transaction market opened up for us to be able to go buy assets,” Friedman said. “That's what gets us excited, given the fact that everyone's dealing with this higher interest rates that need to renovate assets, and I think that's going to create a buying opportunity for us.”
AAHOA’s FNAC focused on SBA loans, visa fees and Brand USA funding.
The association hosted a reception for members who donated $1,001 or more to its PAC, which supports advocacy on Capitol Hill and in state capitals.
The event featured SBA Administrator Kelly Loeffler of Georgia.
AAHOA’s FALL NATIONAL Advocacy Conference in Washington, D.C., on Sept. 16 to 17 focused on expanding Small Business Administration loan access, repealing the Visa Integrity Fee and restoring Brand USA funding. The biannual conferences bring hotel owners together each spring and fall to meet lawmakers and advance their priorities in federal policymaking.
The members engaged lawmakers to ensure hotel owners’ views were included in federal decision-making, the association said in a statement. This year’s event featured SBA Administrator Kelly Loeffler of Georgia, home to AAHOA’s headquarters.
"Our members operate in every congressional district and their impact is felt in communities nationwide," said Kamalesh “KP” Patel, AAHOA chairman. "FNAC is about ensuring lawmakers understand what hotel owners are experiencing on the ground—what's working, what's not and what's urgently needed. Whether expanding SBA loan access through the STRONG/LIONs Acts or supporting tourism, we advocate for policies that strengthen small businesses and support long-term industry growth."
The association also hosted a reception for members who donated $1,001 or more to its political action committee, which enables AAHOA to advocate for members on Capitol Hill and in state capitals nationwide.
Patel said the PAC gives AAHOA members influence where it matters most—in Congress and state legislatures nationwide.
"Every dollar contributed strengthens our ability to protect hotel owners' interests, shape smarter policies and ensure our industry continues to thrive for years," he said.
Day 1 – Advocacy education
Loeffler outlined the SBA’s role in providing loans, counseling through 1,000 Small Business Development Centers and federal contracting.
"I thank you for what you do in your local communities," Loeffler said. "It's jobs, it's opportunity, it's economic growth, it's also the cultural heartbeat that's small business, so thank you for your leadership."
She also discussed efforts to combat fraud, improve loan programs, reduce regulations and highlighted $4 billion in disaster recovery loans and initiatives supporting manufacturing and innovation.
"Thank you for being in Washington to make sure people hear your voice and appreciate the work you all do," she said. "The Small Business Administration is here for you. We're going to be stronger. We already are stronger and we will be offering more programs that help real growth, whether it's around technology, lending, business counseling, or disaster loans. We're focused on all aspects of making small businesses stronger. That's a commitment you have from President Trump, me and our entire team, SBA."
The evening concluded with a Congressional Reception, where AAHOA members had the opportunity to engage directly with lawmakers. Attendees included Democratic Rep. Judy Chu of California, Republican Rep. Neal Dunn of Florida, Republican Rep. Glenn Grothman of Wisconsin, Democratic Rep. Raja Krishnamoorthi of Illinois, Republican Rep. Ralph Norman of South Carolina, and Democratic Rep. Shri Thanedar of Michigan. The event provided a forum for discussions on key industry issues, policy priorities, and ways to strengthen collaboration between hotel owners and legislators.
Day 2 – Pushing for reforms
AAHOA members met with members of Congress and staff to discuss industry priorities on the second day, focusing on stability, competition and support for small business owners.
Top policy priorities:
Support H.R. 4153, the STRONG Act and S. 901, the LIONs Act, to increase SBA 7(a) and 504 loan limits from five million to ten million dollars.
Repeal the Visa Integrity Fee to boost international tourism and economic growth.
Restore and expand Brand USA funding to drive tourism, revenue, and job creation nationwide.
Additional priorities included S. 1838 and H.R. 3881, the Credit Card Competition Act; H.R. 4366, the Save Local Business Act; H.R. 4393, the Dignity Act; H.R. 4323, the Trafficking Survivors Relief Act of 2025 and H.R. 4442, the CHARGE Act, Catalyzing Housing and American Ready Growth and Expansion Investments.
"Our nearly 20,000 members own 60 percent of U.S. hotels and contribute over $370 billion to the national GDP—proof that when hotel owners speak, they are speaking for our economy," said Laura Lee Blake, AAHOA President & CEO. "Advocacy is not just talking—it is our economic footprint in action. By engaging directly with policymakers at FNAC, we're ensuring hotel owners not only survive but thrive. That's a win for communities across the country."
In March, AAHOA’s Spring National Advocacy Conference focused on raising SBA loan limits through the LIONs Act, supporting tax reforms, advocating for the Credit Card Competition Act and addressing the labor shortage.
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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.
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.
Hersha Hotels & Resorts sold The Boxer Boston to Eurostars Hotels.
The company acquired the property in 2012 for $12.6 million.
The property now sold for $23.6 million.
HERSHA HOTELS & RESORTS sold The Boxer Boston, an 80-room hotel in Boston’s West End, to Eurostars Hotels, part of Spain’s Grupo Hotusa. The company, which reportedly acquired the property in 2012 for $12.6 million, received $23.6 million for it.
The seven-story hotel, built in 1904, is near TD Garden, the Charles River Esplanade, One Congress, North Station and Massachusetts General Hospital, said JLL Hotels & Hospitality, which brokered the sale. It also has a fitness center.
Hersha Hotels & Resorts is part of the Hersha Group, founded in 1984 by Hasu Shah. Jay Shah serves as senior advisor and his brother Neil Shah is president and CEO.
JLL Managing Director Alan Suzuki, Senior Director Matthew Enright and Associate Emily Zhang represented the seller.
"The Boxer’s prime location at the crossroads of Boston's West End, North End and Downtown districts, combined with its strong cash flow and its unencumbered status regarding brand and management, made this an exceptionally attractive investment," said Suzuki. "Boston continues to demonstrate resilient lodging fundamentals driven by its diverse demand generators, including world-class educational institutions, medical facilities, corporate presence and convention and leisure attractions."
The property will become the Spanish hotel chain Eurostars’ fifth U.S. hotel, supporting the group’s North American expansion, the statement said.
Amancio López Seijas, president of Grupo Hotusa and Eurostars Hotels Co., said the addition of Eurostars’ The Boxer strengthens the company’s presence in key locations and promotes urban tourism.
Peachtree recognized by Inc. and the Atlanta Business Chronicle.
Named to the 2025 Inc. 5000 list for the third year.
Chronicle’s Pacesetter Awards recognize metro Atlanta’s fastest-growing companies.
PEACHTREE GROUP ENTERED the 2025 Inc. 5000 list for the third consecutive year. The company also won the Atlanta Business Chronicle Pacesetter Awards as one of the city’s fastest-growing private companies.
The Inc. 5000 list provides a data-driven look at independent businesses with sustained success nationwide, while the Business Chronicle’s Pacesetter Awards recognize metro Atlanta’s fastest-growing privately held companies, Peachtree said in a statement.
“We are in the business of identifying and capitalizing on mispriced risk, and in today’s environment of disruption and dislocation, that has created strong tailwinds for our growth,” said Greg Friedman, managing principal and CEO. “These recognitions validate our ability to execute in complex markets, and we see significant opportunity ahead as we continue to scale our platform.”
The Atlanta-based investment firm, led by Friedman; Jatin Desai, managing principal and CFO and Mitul Patel, principal, oversees a diversified portfolio of more than $8 billion.