Hospitality News Now | 12 June, 2025

Hospitality Highlights

• PwC downgrades its U.S. Hotel Outlook for 2025 due to economic uncertainty.
• U.S. Senate considers an 80% funding cut to Brand USA’s tourism marketing.
• The Wildbirch Hotel opens, becoming Anchorage’s first lifestyle boutique property in 20 years.
• Cloudbeds hires Adnan Malik To Accelerate Franchise Growth with a technology-focused approach.
• Marriott unveils MARRIOTT MEDIA, a personalized brand engagement platform.

1. Openings and Milestones

The Wildbirch Hotel Opens in Downtown Anchorage

Anchorage's newest lodging option, The Wildbirch Hotel, officially opened in June 2025, marking the city's first lifestyle boutique property in 20 years. The Hotel features 252 rooms and a community-focused design, serving as both a gathering space and a base for tourists exploring Alaska.

The Hotel includes an elevated outdoor deck with fire pits and scenic views of Mount Susitna, along with 5,200 sq ft of meeting and event space. Its signature restaurant, Crimson, offers Alaska-inspired dishes with Latin flavors complemented by seasonal al fresco dining and a private dining room for small groups.

• Locations: Mushing District, Anchorage
• Features: outdoor deck, fire pits, 5,200 sq ft meeting space
• Management: Springboard Hospitality in collaboration with MASH, LLC
• Additional amenities: onsite dining, Canteen Coffee Co., upcoming tasting room The Undertap

Owned by Mark Begich and Sheldon Fisher, the Hotel aims to modernize Anchorage’s hospitality scene while revitalizing downtown. The property blends local culture with contemporary amenities, offering both visitors and locals a unique Alaskan experience.

One-Year Anniversary for The Neighborhood Hotel in Little Italy

Located on Taylor Street in Chicago's historic Little Italy neighborhood, The Neighborhood Hotel celebrates its first year of serving Healthcare Professionals, Patients and Families linked to Rush University Medical Center and the Illinois Medical District. The Boutique Hotel has quickly become a preferred lodging for Traveling Medical Staff and Visitors.

The Hotel has evolved into a vital support hub offering stylish short-term accommodations within minutes of top hospitals such as Rush, UI Health and Stroger Hospital. Nearly 50% of stays in its first year involved the healthcare system including Visiting Physicians and post-op Patient Families, reflecting strong demand.

• Offers Studio, One-Bedroom and Two-Bedroom Suites
• Fully furnished units supporting short- and extended stays
• Recognized with the 2025 Tripadvisor Travelers’ Choice Award ranking in the top 10% worldwide

The Hotel’s success has spurred plans to expand this model across other urban hospitals nationwide, with leadership highlighting its design-forward, flexible spaces tailored for Medical Travelers and their Families.

2. Financial and Market Outlook

PwC Downgrades U.S. Hotel Forecast for 2025

Consulting firm PwC has revised its 2025 outlook downward, citing economic uncertainty, geopolitical tensions and a soft Q2 performance. While inbound international travel remains resilient, domestic demand shows irregular growth. The Hospitality Directions report aligns with recent forecast cuts by STR, CBRE and LARC, reflecting broader economic worries.

Key figures include a RevPAR increase of only 0.9% to $101.16, a modest occupancy rise to 63.1% and a 0.8% ADR growth to $160.30. PwC predicts a Q2 decline in RevPAR by 1.2% year-over-year but expects a rebound in H2 with 1.1% growth in Q3 and 1.8% in Q4.

• RevPAR forecast: +0.9% to $101.16
• Occupancy: 63.1%
• ADR: +0.8% to $160.30
• Q2 decline: 1.2% YoY
• H2 recovery: 1.1% in Q3 and 1.8% in Q4

While Business Travel remains steady in premium segments, weaker demand persists in budget categories. International travel continues to perform strongly but overall the industry faces a cautious outlook amid global uncertainty. The full report is available at PwC.

3. Policy and Industry Challenges

Senate Proposal Would Significantly Reduce U.S. Tourism Promotion Funding

The U.S. Travel Association warns that an 80% cut to Brand USA’s funding could have widespread repercussions for the industry. The proposed reduction from $100 million to $20 million risks damaging the U.S.'s ability to market itself as a top travel destination globally.

Industry leaders emphasize that Brand USA plays a critical role in promoting the U.S. ahead of major events like the 2026 FIFA World Cup and 2028 Los Angeles Olympics. The timing of the proposed cuts amid rising international tourism could undermine these strategic efforts and economic growth.

• Funding cut: from $100M to $20M annually
• Economic contribution: $2.9 trillion in output and over 15 million jobs supported
• Leadership turmoil: Five board members, including top Executives, removed in April 2025
• Industry backlash: Opposes the proposal warning of negative impacts on tourism efforts

Experts argue that underfunding now could weaken the U.S.'s global visibility and economic momentum at a critical time. For the full story, visit Travel Weekly.

4. Technology and Franchise Growth

Industry Veteran Adnan Malik Leads Cloudbeds Franchise Growth

Cloudbeds, a leader in Property Management Solutions, has appointed Adnan Malik, the former CEO of Magnuson Hotels, as Managing Director of Franchise Development. Malik will be based in London and focus on building Strategic Hotel Partnerships and unlocking new growth opportunities.

With over six years at Magnuson, Malik emphasizes technology's role in transforming hospitality. He believes Cloudbeds’ simplified tech stack can reduce fragmentation, improve revenue and support Hotel Owners’ business growth. Malik aims to foster authentic, value-driven Franchise Relationships and deliver tangible ROI for Hoteliers.

• Cloudbeds is training a Hospitality-Focused AI Model that forecasts demand with 95% accuracy up to 180 days ahead.
• The Company's platform aims to be all-in-one, reducing reliance on disparate APIs rather than just a traditional PMS.
• Malik advocates for smart revenue management, personalized Guest interactions and operational efficiencies fueled by Artificial Intelligence.

Malik’s vision is to position Cloudbeds as an innovative "intelligence growth engine" that actively helps Hoteliers scale on their terms. His focus is on driving impactful growth amid a crowded PMS landscape by prioritizing ROI and customer-centric features.

Level5 Hospitality Adopts Reeco AI-Driven Procurement Technology

Level5 Hospitality announced the implementation of Reeco’s platform across nine properties in the US with more locations planned. The AI-powered procure-to-pay system aims to modernize their Procurement Processes, enhancing efficiency and Vendor Collaboration.

The platform provides visibility and control over procurement from F&B supplies to services, allowing Buyers to manage orders, inventory and invoices seamlessly. As a result, L5 can operate smarter, faster and increase profitability.

• Properties covered: 9 with planned expansion
• Modules used: Purchase & Receive, Accounts Payable
• AI features: Real-time pricing, inventory updates, GL code automation
• Benefits: Reduced errors, minimized repetitive tasks, enhanced control

Nathan Moffatt, SVP of Accounting, highlighted how Reeco’s partnership-focused approach significantly upgraded their system and service. Henrik Shimony of Reeco emphasized increased profitability and Vendor Relationship Building for L5 by addressing Procurement Bottlenecks.

5. Marketing and Brand Innovation

Wyndham Launches Global "Where There’s a Wyndham, There’s a Way" Campaign

Wyndham Hotels & Resorts has introduced a new advertising campaign uniting all 25 Hotel Brands under a single message emphasizing accessibility and authenticity. The campaign features a 30-second spot "World’s Greatest Aunt", showcasing a woman traveling across states to family events, benefiting from Wyndham Rewards.

Developed with Havas New York and Annex 88, the campaign highlights Wyndham's presence with around 9,300 Hotels worldwide. It aims to portray Wyndham as a flexible trusted Travel Partner supporting various travel scenarios — from road trips to family reunions.

• More than 115 million Wyndham Rewards members
• Over 60,000 Hotels, Resorts and rentals globally
• Campaign will run across broadcast, digital, social and out-of-home platforms

The campaign also utilizes data targeting to tailor messaging for different trip types, reinforcing Wyndham’s role in providing convenient, relatable travel experiences.

Marriott Launches MARRIOTT MEDIA — A New Personalized Travel Platform

Marriott International has unveiled MARRIOTT MEDIA, a targeted media network designed to connect brands directly with Travelers. Leveraging first-party data from the nearly 237 million Marriott Bonvoy members, it aims to deliver relevant content across digital and physical touchpoints.

The platform enables brands to tailor campaigns using >200 attributes, including Guest Behavior, Travel Intent and Passions, enabling precise audience targeting with closed-loop measurement. Notable initial partners include PepsiCo, Visa and Starbucks, engaging Guests from pre-arrival to post-stay.

• Targets: 237 million Marriott Bonvoy members
• Targeting: 200+ attributes, including travel passions
• Places: Marriott.com, Bonvoy app, in-room, third-party sites, social platforms
• Partners: PepsiCo, Visa, United Airlines, Starbucks, Audible

Marriott EVP Peggy Roe emphasized personalization at every touchpoint, highlighting how MARRIOTT MEDIA enhances Guest experiences without interruption. Led by Chris Norton, the initiative aims to foster deeper brand engagement through innovative measurement tools like brand lift and awareness studies.

6. Industry Remembrance

Remembering Bruce White: A Legacy of Innovation in Hospitality

Bruce White, founder of White Lodging in 1985, is celebrated for transforming the hotel Industry with bold concepts such as dual-brand Hotels and Management Innovations. His journey began washing dishes at his father’s Holiday Inn, which fueled his passion for Hospitality.

White’s leadership resulted in over 200 Hotels and 60 Restaurants. He pioneered buying rundown properties and converting them into successful Marriott-branded Hotels through strategic refinancing. Despite challenges like recessions, industry crises and the COVID pandemic, he maintained resilience creating support funds for Employees.

• Founded White Lodging in 1985
• Built over 200 Hotels and 60 Restaurants
• First Franchisee to introduce dual-brand hotels in the U.S.
• Supported industry and community through philanthropy and scholarships

White’s innovative spirit extended to transforming franchise operations, such as launching the Indianapolis Marriott Downtown and pioneering multi-branded Hotels. His legacy includes mentorship, a family-led company and charitable efforts supporting Purdue University and broader communities. His vision forever shaped the Hospitality Industry.