Hospitality Highlights
- U.S. Hotel Industry sees declines in key performance metrics for the last week of May
- avid Hotels by IHG opens 80th property and continues rapid expansion across the Midwest
- Four Seasons announces a luxury hotel and residences development in Charleston
- Red Roof partners with bridge to streamline hospitality financing for franchisees
- Industry leaders announce multiple executive appointments and strategic moves
1. Market Performance & Trends
U.S. Hotel Industry Declines in Week Ending 31 May
The U.S. Hotel Industry experienced negative year-over-year performance for the week ending 31 May, according to CoStar. Key metrics showed a decline in occupancy, ADR and RevPAR, reflecting ongoing challenges in the market.
Occupancy dropped to 61.0%, a decrease of 1.6%. The average daily rate (ADR) slightly declined to US$151.48. Revenue per available room (RevPAR) fell by 1.9% to US$92.45.
- St. Louis saw the largest occupancy increase (+11.1% to 64.5%)
- New York City and Los Angeles matched the highest ADR gain (+5.7%)
- Steepest RevPAR declines were in New Orleans (-30.2% to US$73.59) and Dallas (-21.5% to US$67.25)
2. Brand Growth & Expansion
avid Hotels by IHG Celebrates 80th Milestone and Expands in the Midwest
Igniting growth, avid Hotels by IHG celebrated its 80th property opening with avid Hotel Coralville - Iowa City. As IHG’s second-largest contributor to system size, it remains the company's fastest-growing new-build brand with 131 hotels in pipeline.
This new property, owned by Westcor JD Royal Hospitality, features 71 rooms near the University of Iowa, emphasizing quality sleep with soundproofing and a new hot breakfast including scrambled eggs, proteins and coffee. Guest satisfaction scores consistently drive strong loyalty and results for the brand, according to Vice President Karen Gilbride.
- 80 hotels opened since 2018
- 131 hotels in pipeline
- Locations include Iowa, Querétaro, Hershey and soon California
- Features: fitness center, upgraded breakfast, soundproof rooms
The expansion aims to strengthen its presence in new markets, with upcoming openings in Querétaro and Victorville, CA, continuing to focus on delivering great value and essential comforts for travelers nationwide.
avid Hotels by IHG Celebrates 80th Milestone with New Opening
avid Hotels by IHG marked a significant milestone with the opening of its 80th property, avid Hotel Coralville – Iowa City. This expansion highlights the brand's rapid growth as IHG’s fastest-growing new-build hotel brand, with 131 hotels in the pipeline.
Owned by Westcor JD Royal Hospitality, the hotel offers 71 soundproof rooms, a fitness center and a revamped complimentary breakfast including eggs, proteins, potatoes and premium coffee. Located near the University of Iowa, it caters to both short- and extended-stay guests seeking essentials.
Karen Gilbride, VP of avid Hotels, highlighted strong guest satisfaction scores and ongoing market expansion. Recent openings include avid Hotel Queretaro in Mexico, Harrisburg NE – Hershey and upcoming California location in Victorville, emphasizing the brand's growing national presence.
- Over 80 hotels opened since 2018
- 131 hotels in the pipeline
- Locations in Iowa, Mexico, Pennsylvania and upcoming California
- Innovative amenities include soundproof rooms & reimagined breakfast
3. Leadership Moves & Strategic Direction
This Week's Comings & Goings Highlights - June 5, 2025
Several leading hospitality companies announced new executive appointments and strategic developments this week. Brent Emore was named CEO of AHF Products, having previously served as CFO and interim CEO, signaling a leadership transition aimed at boosting growth.
Kevin Robinson has been appointed COO of Langham Hospitality Group, while Joseph Yi steps in as CIO at Palette Hotels. These changes reflect a focus on operational excellence and strategic expansion in the industry.
Major hotel management and development firms also made key leadership moves, including Alvaro Valeriani as Chief Commercial Officer at The Awasi Group, and Juan Corvinos as President of Hotel Equities' Caribbean & Latin America Division. Additionally, several Directors and Chefs were promoted or hired across top brands like Rosewood, JW Marriott and Giri Hotels.
- Brent Emore appointed CEO of AHF Products
- Kevin Robinson named COO of Langham Hospitality
- Joseph Yi as CIO at Palette Hotels
- Alvaro Valeriani joins The Awasi Group as CCO
- Juan Corvinos appointed President at Hotel Equities, CALA Division
These leadership changes highlight ongoing industry efforts to innovate, expand and enhance service quality across major hotel chains and management groups, indicating robust growth prospects for 2025.
Barry Sternlicht Reignites W Hotels While Urging Caution for Major Brands
Barry Sternlicht, founder of Starwood Hotels & Resorts, is reviving the Starwood name after a decade, emphasizing the importance of differentiation and authentic connection in the hotel industry. He shared insights during NYU IHIF, warning that independent brands and digital strategies are threatening the legacy brands, with market share shifting towards startups like Kylie Cosmetics and Rhode.
Sternlicht highlighted the importance of service and unique experiences over mere branding. He pointed out that guest loyalty hinges on personalized interactions, citing the success of 1 Hotel South Beach where Staff interactions garnered more praise than design. He stressed that attention to detail in operations, such as cleanliness and Staff engagement, remains crucial.
- Starwood Hotels' revival aims to reclaim market share.
- He predicts independent brands will account for about one-third of the market — up from 10%.
- Newer brands differentiate through authentic experiences and service.
Sternlicht cautioned against copying every competitor and urged hoteliers to think creatively. His focus remains on revenue maximization and maintaining high-quality service, even as existing brands face stiff competition from agile, innovative startups. His insights underscore the need for legacy hotels to adapt actively to survive and thrive in a rapidly evolving landscape.
4. Real Estate & Financing
JLL Secures Refinancing for Aloft Tampa Downtown
JLL's Hotels & Hospitality Group announced it arranged a refinancing deal for the 130-key Aloft Tampa Downtown, located in Tampa’s bustling urban core. The deal involved a five-year, floating-rate loan facilitated by Fortress Investment Group affiliates.
The hotel, originally built in 1965 as a bank branch and converted into a hotel in 2014, features two F&B outlets, a large lobby, outdoor pool and meeting room. Its prime location offers easy access to attractions like Water Street and the Convention Center.
- 130 rooms
- Five-year floating-rate loan
- Location: Tampa’s city center
- Construction: 1965, converted in 2014
JLL’s team, led by CEO Kevin Davis and other senior professionals, highlighted the hotel’s outstanding performance with RevPAR surpassing its competitors. This refinancing is set to support further strategic growth amid Tampa’s record population and investment influx.
Four Seasons Reveals Luxury Hotel and Residences in Charleston's Historic District
In partnership with Strategic Property Partners, Four Seasons announced plans for a new Luxury Hotel and Private Residences in Charleston, South Carolina. The eight-story development will feature 139 Guestrooms and 36 Branded Residences, blending Charleston’s Heritage with Modern Design.
Located within walking distance to key attractions like King Street and the City Market, the hotel will include Four Restaurants, an outdoor pool with cabanas and 7,000 Sq Ft Event Space. Residences will range from 2,000 to 3,700 Sq Ft, offering upscale interiors, access to hotel amenities and dedicated property management.
- Hotel Features: 139 rooms, 36 residences, 4 restaurants, outdoor pool, event space
- Residences: 2,000-3,700 sq ft, private balconies, in-residence dining, Staff services
- Design Team: Morris Adjmi Architects, Lark Design Studios, Hollander Design
This project aims to honor Charleston’s Rich History while offering a Luxurious Lifestyle for Guests and Residents. The development is expected to elevate the city’s renowned Hospitality scene, reflecting its Timeless Character with contemporary elegance.
Red Roof Partners with Bridge to Boost Hospitality Financing
Red Roof announced a strategic partnership with Bridge, a digital financing platform designed to streamline access to capital for hotel owners and developers. This collaboration allows Red Roof franchisees and operators to submit loan requests in just 10 minutes, connecting them to a broad network of over 150 accredited lenders.
Bridge’s platform simplifies data collection and loan comparisons, facilitating faster decision-making in a challenging economic environment where liquidity is constrained. The partnership has already facilitated over $250 million in Hospitality Financing since 2024, supporting both independent developers and major brands.
Red Roof also plans to leverage Bridge’s marketplace to fund a new 80-room prototype and ongoing renovations, emphasizing a commitment to consistency, innovation and cost-efficient construction. Industry experts highlight this as a move towards greater flexibility and speed in securing vital capital for hotel growth.
- Since 2024, over $250 million facilitated in Hospitality Financing
- Over 150 lenders in Bridge’s network
- Red Roof’s new 80-room prototype and renovation projects
- Partnership aims to increase access to resilient capital
