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Hospitality Outlook 2025: Key Insights from Hunter, ALIS & Marriott’s Joint Advisory Board
As we move through 2025, the hospitality industry is shifting into a new gear. From investment conferences to brand advisory meetings, three recent gatherings—the Hunter Hotel Investment Conference, the Americas Lodging Investment Summit (ALIS), and Marriott’s Joint Advisory Board (JAB) for Select-Service Brands—provided a powerful snapshot of where we are and where we’re headed. The consensus? It’s time to rise above the ordinary and lean into the strategies that will shape hospitality’s next chapter.
Clarity and Caution Define the Investment Climate
The mood across all events was one of measured optimism. While interest rates remain elevated and access to equity is still a hurdle, a narrowing bid-ask spread is bringing more assets to market. Investors are cautious, but the transaction environment is undeniably more active than it was just a year ago.
At Hunter, panelists emphasized the need for bold, proactive action as owners face debt maturities, property improvement plans (PIPs), and renovation needs. As one expert noted, “We’ve come down from the sugar rush of low interest rates—now it’s time for smart, strategic decisions.”
JCJ Hunter Dinner
Operational Discipline: The New Baseline
One clear theme? The industry is moving on from COVID-era concessions. At ALIS, leaders made it known: the grace period is over. Stakeholders—from lenders to guests—now expect fully stabilized financials and consistent operations.
This new baseline underscores the importance of efficiency, automation, and performance optimization. At Hunter, panelists discussed the power of focusing on “the middle of the page” to drive the bottom line—a sentiment that resonates with operators investing in AI-driven intelligence, centralized call support, and direct booking strategies to maximize results.
Marriott’s Digital Evolution: A Model for What’s Next
Marriott’s Joint Advisory Board meeting showcased how brand leadership is preparing franchisees for the future. A highlight was their digital transformation journey to “M”—a cloud-based, single-pane-of-glass system designed to streamline operations, improve reporting, and enhance associate workflows.
Brand-specific updates showed Marriott’s commitment to innovation and profitability:
- Courtyard is optimizing its Bistro for better margins.
- SpringHill Suites is launching extended-stay room types with upgraded meeting space.
- Fairfield is doubling down on top-line growth.
- Classic Select Brands are refining complimentary breakfast options to strike a better balance between guest satisfaction and cost.
These initiatives reflect a broader industry trend: technology and thoughtful brand evolution are now critical levers for success.
Adapting to a Shifting Landscape
While the start of the year brought a sense of cautious optimism, the landscape continues to evolve. The transaction market is gaining momentum, but it’s still highly selective. Owners are feeling the pressure of debt maturities, brand mandates, and rising costs, prompting movement—but not a full-fledged wave of deal-making just yet.
Meanwhile, operators are navigating a complex environment marked by persistent labor challenges and the need to do more with less. As hiring remains tough and wage pressures climb, organizations are turning to automation, smarter scheduling, and retention strategies to stay competitive.
What hasn’t changed is the growing demand for operational excellence—not just to meet expectations, but to exceed them in an industry where margins are thin and guest expectations continue to rise.
Final Thought: Rise Above, Stay Ahead
The biggest takeaway from all three events? Now is the time to act boldly and strategically. Whether you’re developing, investing, operating, or franchising, success in 2025 will depend on your ability to adapt to market realities, invest in the right tools, and deliver operational excellence.
The industry is no longer in reactive mode—we’re entering an era of intentional progress. And for those ready to elevate, the opportunities are there.
Brittain Resorts & Hotels (BRH) is a full-service hospitality management company providing multi-layered expertise in all disciplines of hotel and resort operations. Since 1943, BRH has been enriching the lives of its team members, guests, partners, and the communities they serve by providing exceptional guest experiences, a supportive work environment, and superior returns. With over 4,700+ rooms, suites, and condos in the portfolio, the company currently operates 30+ hotels and resorts and 45+ restaurants & bars within the United States.
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