News
10
www.asianhospitality.com
July 2025 | Issue 238
.S. hotel owners
and developers
remain confident in
the industry’s resiliency
despite ongoing headlines
about tariffs, inflation and
interest rates, according to a
Wyndham Hotels & Resorts
study. Support in marketing,
revenue management,
operations and access to
executive leadership are key
factors they consider when
choosing a brand.
Wyndham’s inaugural
“Hotel Owner Trends Report,”
which the company said is
based on a survey of hundreds
of owners and developers,
found that extended-stay
hotels remain a focus.
“There’s a lot of noise in
the marketplace right now, and yet
more than 90 percent of hotel owners
and developers are optimistic about
what the next five years hold for them,”
said Amit Sripathi, Wyndham’s chief
development officer. “That’s because
they know that in hospitality, they’re
playing the long game. For example,
while most admit to concerns over
current economic volatility, four out of
five say they still plan to expand their
portfolios over the next five years.”
Nearly 98 percent of those surveyed
are open to new branded offerings,
highlighting the value brands add
over independent operation. About
55 percent prefer traditional brands,
while just under 45 percent seek soft
brand options.
More than 80 percent of hotel owners
and developers say a strong loyalty
program is critical to a hotel’s success,
with about 62 percent of those open to
joining or switching brands ranking it
among their top five factors, Wyndham
said.
Interest in expansion spans nearly
all segments, with 39 percent targeting
lifestyle and boutique hotels, 36
percent focusing on midscale and
upper-midscale, and 35 percent on
economy.
Extended-stay tops list
Extended-stay hotels remain a focus
for owners and developers, with
96 percent of those surveyed citing
opportunity driven by demand and
developer return on investment,
the report said. Nearly 59 percent
recognize that operating in extended-
stay requires a different approach from
traditional brands and that adopting
this model is key to success. Wyndham
launched extended-stay brands ECHO
Suites in 2022 and WaterWalk in 2024.
All respondents expect new business
to grow over the next five years as
multi-year infrastructure spending
rises, including beyond the extended-
stay segment, driven by projects
funded through these investments, the
survey found.
More than 80 percent of hotel
owners and developers, in extended-
stay and other segments, say cross-
sell and upsell opportunities are key,
calling them critical or very important
to their hotel’s success.
Tech integration
is key
The majority of owners
and developers list access
to technology as a top-five
factor when choosing a
brand, the study said. About
20 percent say investing
in technology is how they
plan to differentiate their
hotel from the competition.
Wyndham has invested
nearly $350 million in
technology since going public
in 2018.
Scott Strickland,
Wyndham’s chief commercial
officer, said the message
from hotel owners and
developers is that they want the right
brands and partners.
“They want the best technology, the
best rewards program, and the best
support,” he said. “That’s exactly what
Wyndham offers, and it’s why our
franchisee retention rate has grown
to nearly 96 percent, including our
economy brands, which are among the
highest in the industry.”
About 61 percent of hotel owners
have invested or are considering
investing in streaming, digital room
keys, and self-service kiosks to
enhance guest experience. Nearly 46
percent have done or are considering
the same for EV charging stations.
More than 90 percent of hotel owners
use AI in some capacity, with over
70 percent applying it to operations
and more than 60 percent using it for
guest services, the survey found.
Approximately 33 percent of hotels
already use guest messaging platforms,
with nearly 30 percent planning to
invest or increase investment. Similarly,
33 percent offer mobile tipping, and
nearly 30 percent expect to invest or
increase investment in it.
Survey: U.S. hotel owners
confident despite challenges
Owners and developers continue to focus on extended-stay hotels
U.S. hotel owners remain confident in the industry’s resiliency despite
headlines about tariffs, inflation and interest rates, according to a Wyndham
Hotels & Resorts study. Amit Sripathi, Wyndham’s chief development officer,
pictured, said owners “know that in hospitality, they’re playing the long game.”