IN MARCH, THE U.S. celebrated the achievements and history of women as part of Women’s History Month. In recognition of the month, some hotel companies introduced or continued programs aimed at increasing women’s role in the industry.
In line with the Women’s History Month theme this year “Celebrating Women Who Tell Our Stories,” Choice Hotels International kicked off its ”HERtels at Choice Development Seminar” with nearly 40 franchise owners, general managers, and hotel associates in attendance. At the same time, Wyndham Hotels & Resorts’ “Women Own the Room” initiative has signed over 30 hotels across the U.S. and Canada in the first year of its launch. Also, California hotelier and philanthropist Sunil “Sunny” Tolani issued a special message for the month.
HERtels by Choice
Choice Hotels took the recently held Hunter Hotel Conference in Atlanta as a launch pad for its inaugural HERtels seminar. The event was held next door to the Marriott Marquis Atlanta, Hunter’s venue, and is an enhancement of Choice’s HERtels program that was launched in 2021.
“While industry-wide parity is improving, with more female investors, directors, and leaders in hospitality than ever before, women entrepreneurs still face significant economic and societal barriers when it comes to hotel ownership and development. As an industry, we owe it to the next generation of hoteliers to change this statistic,” said John Lancaster, vice president for emerging markets, franchise development and owner relationships, Choice Hotels International. “This initiative and the invaluable resources it provides is a natural extension of our industry-leading emerging markets program and our enduring commitment to helping growth-minded entrepreneurs further their unique ownership journey.”
According to Choice, the HERtels seminar offered training and financing incentives, including access to designated lending and entitlement experts to help entrepreneurs strengthen their application package. It also featured personalized mentorship and networking.
“One of the most significant barriers to hotel ownership is a lack of industry connections, and as a program built for women, by women, HERtels serves as an important link in closing this gap,” said Jyoti Sarolia, president and CEO of Ellis Hospitality. “Choice Hotels was the first brand that I owned which taught me how to build and grow my portfolio. Choice teaches you operations, revenue management, competitive sales and marketing, HR tips, and more on Choice University. There’s so much support allowing you to own any brand you desire and grow as big as you want with brands that are above or alongside your segment.”
Women Own the Room
Another relatively new program for women, Wyndham’s WOtR program launched about one year ago, has signed more than 30 women-owned hotels across the U.S. and Canada, 10 of which are now open.
“Representation matters. Opening doors for traditionally underrepresented owners unlocks potential and possibility, and paves the way for others to follow,” said Lisa Checchio, Wyndham’s chief marketing officer. “Women play a critical role in the hotel industry, and WOtR is breaking down barriers to actively change the face of hotel ownership.”
Preeti Singh, a participant in Wyndham Hotels & Resorts’ “Women Own the Room” initiative, said the program led to her purchase of her Travelodge by Wyndham in Macon, Georgia.
WOtR delivers comprehensive financial solutions for new construction and conversion projects with enhanced capital support and reduced initial franchise fees. The program also offers members personalized operational support and establishes an inclusive community for networking and continuing education for women in hospitality. Nearly 50 percent of the hotels affiliated with WOtR are new construction projects.
“I know the hospitality industry because I grew up in it, but this is my first time spearheading the construction of a new hotel,” said Elizabeth Avery, an owner of Wyndham franchisee in New Castle. “New construction is not straightforward, and costs, timelines and securing financing are not black and white. I know Wyndham is dedicated to my success because of the resources they continue to provide, along with the one-on-one, collaborative approach they take as I work through my custom build. Wyndham has helped make what is a complicated process more seamless – and that support goes a long way.”
Since launching in January 2022, WOtR has led to the opening of 10 hotels across the U.S., including new locations for brands like Days Inn by Wyndham, Baymont by Wyndham and AmericInn by Wyndham. Among them is the Travelodge by Wyndham in Macon, Georgia, owned by Women Own the Room member Preeti Singh.
“I was a young immigrant when I started my journey, and Wyndham has been a reliable and consistent partner for me from the beginning with a commitment to elevating me and other women like me,” Singh said. “I hope that by sharing my story, and sharing my experience with WOtR, I can inspire other women to join the industry and follow their dreams of entrepreneurship.”
Princely mission
Tolani’s Prince Organization applied for a change of corporate structure from a “profit corporation” to a “benefit corporation” in 2008, around the same time changing the company’s name from Prince Hotels, according to Tolani and an article from New York Weekly. Since then, the company has focused on the mission of social responsibility and job creation, and Tolani said it has always joined in adopting initiatives that help women prioritize their health among others.
“Celebrating the work and achievements of women inspires further women to achieve their full potential,” Tolani said. “Women’s History Month has been used for more than a century to build awareness of the need for gender parity.”
California hotelier and philanthropist Sunil “Sunny” Tolani’s Prince Organization gave its hourly wage women employees paid time off on March 8, International Women’s Day, and encouraged them to use the day to make a commitment to their own health and the health of the women and children in their lives.
Tolani said the pandemic highlighted the need to prioritize the role of health in achieving a vision of equity, including in hotel workforces.
“At Prince Organization, we gave our hourly wage women employees paid time off on March 8. We also encouraged them to use the day to make a commitment to their own health and the health of the women and children in their lives, which can include going to the doctor, taking stock of their own well-being, or reflecting on how to make a change for women’s health overall. We are working to create a healthier every day for every woman, and like every year will use International Women’s Day this year to pause, reflect, and strengthen our commitment to that vision. Like the years before, we continue to give our employees paid time off to vote, urging to uphold virtues of respect and dignity as we continue to push for social, racial justice, and equality.”
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.
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AHLA Foundation is partnering with ICHRIE and ACPHA to support hospitality education.
The collaborations align academic programs with industry workforce needs.
It will provide data, faculty development, and student engagement opportunities.
THE AHLA FOUNDATION, International Council on Hotel, Restaurant and Institutional Education and the Accreditation Commission for Programs in Hospitality Administration work to expand education opportunities for students pursuing hospitality careers. The alliances aim to provide data, faculty development and student engagement opportunities.
Their efforts build on the foundation’s scholarships and link academics to workforce needs, AHLA said in a statement.
"We're not just funding education—we're investing in the alignment between academic learning and professional readiness," said Kevin Carey, AHLA Foundation president and CEO. "These partnerships give us the insights needed to support students and programs that effectively prepare graduates to enter the evolving hospitality industry."
ACPHA will provide annual reports on participating schools’ performance, enabling the Foundation to direct resources to programs with curricula aligned to industry needs, the Foundation said.
Thomas Kube, incoming ACPHA executive director, said the partnership shows academia and industry working together for hospitality students. The collaboration with ICHRIE includes program analysis, engagement through more than 40 Eta Sigma Delta Honor Society chapters and faculty development.
“Together, we are strengthening pathways to academic excellence, professional development and industry engagement,” said Donna Albano, chair of the ICHRIE Eta Sigma Delta Board of Governors.
Global hotel RevPAR is projected to grow 3 to 5 percent in 2025, JLL reports.
Hotel RevPAR rose 4 percent in 2024, with demand at 4.8 billion room nights.
London, New York and Tokyo are expected to lead investor interest in 2025.
GLOBAL HOTEL REVPAR is projected to grow 3 to 5 percent in 2025, with investment volume up 15 to 25 percent, driven by loan maturities, deferred capital spending and private equity fund expirations, according to JLL. Leisure travel is expected to decline as consumer savings tighten, while group, corporate and international travel increase, supporting RevPAR growth.
Major cities continue to attract strong demand and investor interest, particularly London, New York and Tokyo. APAC is likely to post the strongest growth, fueled by recovering Chinese travel, while urban markets remain poised for continued momentum.
Lifestyle hotels are emerging as the new “third place,” blending living, working and leisure. The trend is fueling expansion into branded residences and alternative accommodations. JLL said investors must weigh regional performance differences, asset types and lifestyle trends when evaluating opportunities.
Separately, a Hapi and Revinate survey found fragmented systems, inaccurate data and limited integration remain barriers for hotels seeking better data access to improve guest experience and revenue.
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.
Hyatt partners with Way to unify guest experiences on one platform.
Members can earn and redeem points on experiences booked through Hyatt websites.
Way’s technology supports translation, payments and data insights for Hyatt.
HYATT HOTELS CORP. is working with Austin-based startup Way to consolidate ancillary services, loyalty experiences and on-property programming on one platform across its global portfolio. The collaboration integrates Way’s system into Hyatt.com, the World of Hyatt app, property websites and FIND Experiences to create a centralized booking platform.
World of Hyatt members can earn and redeem points on experiences booked through Hyatt websites, including wellness programs, cultural activities, ticketed events and local collaborations, the companies said in a statement. Members can also access FIND Experiences, which includes activities and auctions where points can be used to bid on events.
"In our search for an on-brand platform to power experiences and tap into ancillary revenue opportunities, Way's collaboration has been a true unlock for us," said Arlie Sisson, Hyatt’s senior vice president and global head of digital. "After a thorough evaluation of potential solutions, Hyatt chose Way to power the next chapter of our digital strategy by streamlining operations, elevating brand differentiation, enhancing personalization and, most importantly, delivering care at every touchpoint in the guest journey."
The Way initiative spans Hyatt’s portfolio, covering cabana rentals, in-room amenities and partnerships with local providers, the statement said. Way’s technology supports real-time translation, more than 100 currencies, multiple payment methods and data insights to help Hyatt manage operations globally.
"Hyatt set a high bar and Way is proud to bring their vision to life," said Michael Stocker, Way’s co-founder and CEO.
"The platform supports enterprise needs while preserving the guest experience."