Ed Brock is an award-winning journalist who has worked for various U.S. newspapers and magazines, including with American City & County magazine, a national publication based in Atlanta focused on city and county government issues. He is currently senior editor at Asian Hospitality magazine, the top U.S. publication for Asian American hoteliers. Originally from Mobile, Alabama, Ed began his career in journalism in the early 1990s as a reporter for a chain of weekly newspapers in Baldwin County, Alabama. After a stint teaching English in Japan, Ed returned to the U.S. and moved to the Atlanta area where he returned to journalism, coming to work at Asian Hospitality in 2016.
THE RECOVERY FROM the COVID-19 pandemic is happening in the New Orleans area and nationwide. It’s just a little slow, said Vimal Patel, President of Qhotels Management, and the industry still needs help from above in the form of some new stimulus measure.
Patel’s business was particularly hard hit by the pandemic because New Orleans was an early hot spot of the virus. Now he is seeing some upticks in occupancy, enough to give him some glimmer of hope, but it’s not enough.
“Think about it this way: You were driving at 100 mile an hour and all of a sudden, you have grounded to a stop completely,” Patel said. “Then maybe you get to 40 mile an hour, but it's still nothing towards what you were doing.”
In pre-pandemic times his hotels brought in an average $200,000 per month. Then, in March and April they made around $25,000 a month, and now he’s making around $55,000 per hotel. The LaPlace, Louisiana-based company’s portfolio includes several brands from Wyndham Hotels & Resorts, InterContinental Hotels Group, Best Western Hotels & Resorts in Louisiana and Texas.
“It's still nowhere near what it is to pay the debt and pay for basic necessities,” he said.
Patel said he applied early for the Small Business Administration's Economic Injury Disaster Loans as well as Paycheck Protection Program relief, both of which were designed to provide quick help for small businesses so they could keep staff on payroll and pay essential bills. He was quickly disappointed.
“When it got rolled out it was supposed to be $2 million [per hotel] then it got reduced down to $500,000. By the time I got an approval for my hotels, the amount got reduced down to $150,000. That is not even making two months worth of note payments if you had to survive and do that,” he said. “That is really not serving the purpose that Washington intended. It's not helping the small business owners like us, it is not even 10 percent of our of the of the revenue we need.”
For now, the HEROES Act is the least likely to pass into law, said Mark Owens, executive vice president and head of hospitality capital markets for CBRE Hotels.
“It seems like things are not moving as quickly on the HEROES Act side, but the Main Street Lending program side is interesting and it should help create liquidity for a lot of the ownership companies, depending on how they look at it using it,” Owens said. “Unfortunately, I think it does seem like politics are a challenge at the present time with respect to the HEROES Act.”
The Main Street program includes three facilities for new loans, priority loans and expansion on existing loans, according to the Federal Reserve. It is aimed toward small and medium-sized businesses with 15,000 employees or fewer and 2019 revenues of $5 billion or less. It issues 5-year loans with deferred principal payments for two years and deferred interest payments for one year.
“Main Street is focused on providing liquidity to the midsize corporate segment,” he said. “It's another stimulus measure, basically, that injects liquidity into larger companies that may not have been able to rely on PPP and some of the other programs that have been initiated.”
Time to RESTART?
Patel is not counting on the Main Street program, however, since it also has more restrictions in place. He has been watching the RESTART Act closely, however.
“The RESTART Act is supposed to allow the businesses to get up to 45 percent of their revenue of the previous year on the same loan,” he said. “But again, until it becomes a bill and passes to the House we won't know.”
Patel said his company established a strong line of credit to use in this kind of situation, but he does not currently have access to it.
“Because of this downturn in business the line of credit is temporarily frozen because the banks are making sure the asset value is held and then if there is not enough liquidity they don't risk the line of credit,” he said.
He’s hoping the money he did receive from the PPP can buy some time until the line of credits is released or business picks back up, Patel said. However, another challenge he faces comes from commercial mortgage backed security loans.
“They have all kinds of restrictions and clauses, so even in order to receive the PPP money, you have to approach these guys. And then you have to engage the legal team, you have to pay $5,000, $7,500 just to ask for an approval, which does not mean that this CMBS lender to allow you to take the PPP money,” Patel said.
It’s hard to say how much longer the hard times will last, Patel said.
“The third quarter is supposed to be a very strong quarter because of the New Orleans conventions and meetings that happen and the festivals that happens,” he said. “But all that is gone out the window in New Orleans so in the third quarter you’re going to struggle as well.”
Demand versus supply
It seems likely that the hotel industry will need federal stimulus money for some time more, Owens said, but it’s difficult to say how much longer that will be the case.
“That's a difficult question to answer because every day, especially as we're seeing caseloads change, it changes the potential outlook. Other than resort locations and drive to markets, which we've seen rebounding from a hotel performance perspective, really the vast majority of hotels, not just in America but globally, require and are dependent on business travel,” he said. “Until the business community is comfortable getting on planes or congregating, there's going to be significant disruption in travel behavior and thus the hospitality business.”
CBRS has forecast that the U.S. hospitality industry will be back to 2019 levels of performance by 2023, Owens said. With such a large gap of time, Owens said there is some reason for concern over whether Congress will continue to fund future stimulus.
“I think that's the big question. And I think some of it is actually going to be tied to how these COVID-19 cases spike and what local economies start doing. There's clearly a divide across the spectrum of how long and how much is needed,” he said. “The Main Street Program, for example, is set up to provide liquidity for a fair amount of time. It’s essentially a four-year provision. So, drawing on those funds to allow someone to cover especially this year and next in part is key.”
Given the fact that the hotel industry employs one in 25 American workers, Owens said the government should take an interest in preventing further disruption in their business.
“I think that additional stimulus is necessary if we cannot get people back to work,” Owens said.
Patel is not optimistic about the coming months and the chances of future stimulus. He will take what he can get, though.
“Anything is better than nothing, and if we can get two months out of it, you know that that's two months that we didn't had before,” Patel said.
Another factor, of course, is the possibility of a resurgence in COVID-19 cases in the fall.
“In New Orleans is one that we are skeptical about because that's our direct market that impacts us the hotel side of it. We are carefully monitoring that and obviously we are scared about that, that should an uptick happen and here we go again with a lockdown,” Patel said. “Whatever momentum that we may have gained after the phase two opening of the state of Louisiana, that will probably kill us quite a bit. So, that's something that we are very scared about.”
A PETITION FOR a referendum on Los Angeles’s proposed “Olympic Wage” ordinance, requiring a $30 minimum wage for hospitality workers by the 2028 Olympic Games, lacked sufficient signatures, according to the Los Angeles County Registrar. The ordinance will take effect, raising hotel worker wages from the current $22.50 to $25 next year, $27.50 in 2027 and $30 in 2028.
Mandatory health care benefits payments will also begin in 2026.
The L.A. Alliance for Tourism, Jobs and Progress sought a referendum to repeal the ordinance, approved by the city council four months ago. The petition needed about 93,000 signatures but fell short by about 9,000, according to Interim City Clerk Petty Santos.
The council approved the minimum wage increase for tourism workers in May 2023, despite opposition from business leaders citing a decline in international travel. The ordinance requires hotels with more than 60 rooms and businesses at Los Angeles International Airport to pay workers $30 an hour by 2028. It passed on a 12 to 3 vote, with Councilmembers John Lee, Traci Park and Monica Rodriguez opposed.
The L.A. Alliance submitted more than 140,000 signatures in June opposing the tourism wage ordinance, triggering a June 2026 repeal vote supported by airlines, hotels and concession businesses.
AAHOA called the ruling a setback for Los Angeles hotel owners, who will bear the costs of the mandate.
"This ruling is a major setback for Los Angeles' small business hotel owners, who will shoulder the burden of this mandate," said Kamalesh “KP” Patel, AAHOA chairman. "Instead of working with industry leaders, the city moved forward with a policy that ignores economic realities and jeopardizes the jobs and businesses that keep this city's hospitality sector operating and supporting economic growth. Family-owned hotels now face choices—cutting staff, halting hiring, or raising rates—just as Los Angeles prepares to host millions of visitors for the World Cup and 2028 Olympics. You can't build a city by breaking the backs of the small businesses that make it run."
Laura Lee Blake, AAHOA president and CEO, said members are proud to create jobs in their communities, but the ordinance imposes costs that will affect the entire city.
“Even with a delayed rollout, the mandate represents a 70 percent wage increase above California's 2025 minimum wage,” she said. “This approach could remove more than $114 million each year from hotels, funds that could instead be invested in keeping workers employed and ensuring Los Angeles remains a competitive destination. The mandate increases the risk of closures, layoffs and a weaker Los Angeles."
A recent report from the American Hotel & Lodging Association found Los Angeles is still dealing with the effects of the pandemic and recent wildfires. International visitation remains below 2019 levels, more than in any other major U.S. city.
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U.S. holiday travel is down to 44 percent, led by Millennials and Gen Z.
Younger consumers are cost-conscious while older generations show steadier travel intent.
76 percent of Millennials are likely to use AI for travel recommendations.
NEARLY 44 PERCENT of U.S. consumers plan to travel during the 2025 holiday season, down from 46 percent last year, according to PwC. Millennials and Gen Z lead travel intent at 55 percent each, while Gen X sits at 39 percent and Baby Boomers at 26 percent.
PwC’s “Holiday Outlook 2025” survey found that among those not traveling, about half prefer to celebrate at home and cost concerns affect 43 percent, rising to 50 percent for Gen Z non-travelers. Visiting friends and relatives remains the main reason for holiday travel, cited by roughly 48 percent of those planning trips.
Younger consumers are more cost-conscious, while older generations show steadier travel intent. This split influences travel operators’ planning: younger travelers may require clear value, bundled perks and flexible options, whereas older travelers respond to reliability and convenience. Despite overall spending pressure, travel remains a key priority, reflecting its social and emotional importance during the holidays.
PwC surveyed 4,000 U.S. consumers from June 26 to July 9, with 1,000 each from Gen Z, Millennials, Gen X and Boomers, balanced by gender and region.
Generational spending patterns
Gen Z plans a 23 percent reduction in spending after last year’s 37 percent surge, while Boomers expect a 5 percent increase. Millennials are largely flat, down 1 percent and Gen X edges up 2 percent. Overall holiday spending is down 5 percent, with gift spending falling 11 percent, while travel and entertainment budgets remain stable, increasing 1 percent.
Households with children under 18 plan to spend more than twice as much as households without, averaging $2,349 compared to $1,089, highlighting the focus on family-centered experiences.
For travel and hospitality operators, these patterns suggest stronger conversion potential among older cohorts with steadier budgets and the need for clear value and cost transparency for younger travelers. Consumers are prioritizing experiences and togetherness over material gifts. Flexible fares, transparent pricing and bundled benefits such as Wi-Fi, breakfast, or late checkout can reinforce value and encourage bookings, especially among younger demographics. Gen Z’s pullback makes price-to-experience ratios decisive.
AI, timing and travel strategy
About 76 percent of Millennials say they are likely to use AI agents for recommendations, signaling a shift to “assistant-first” travel discovery. Operators must provide structured, AI-readable content, including route maps, fees, loyalty policies and inventory availability. Brands that do not may be invisible in AI-driven search and recommendation systems.
This year’s late Thanksgiving on Nov. 27 compresses the holiday booking window. Short-haul visiting-friends-and-relatives trips may see bunched reservations, increasing demand for early inventory visibility, simple cancellation policies and accurate last-minute availability. Operators should hold a portion of inventory for late bookings, streamline mobile checkouts and maintain flexible policies to capture last-minute travelers.
Strategies should be generationally targeted. Boomers and Gen X respond to comfort, reliability and multi-generational options, while Millennials and Gen Z require clear value and AI-optimized offers. Focusing on VFR travel through “home for the holidays” packages, flexible dates, partner transport and easy add-on nights can capture demand in key residential hubs.
Despite overall spending declines, travel remains a priority. Operators that deliver transparent value, AI-ready content and offers tailored to each generation can maintain bookings, convert last-minute demand and meet consumers’ evolving holiday expectations.
A TravelBoom Hotel Marketing report found that Americans continue to prioritize travel despite inflation and economic uncertainty, but with greater financial caution. About 74.5 percent plan a summer vacation and 17.5 percent are considering one, showing strong demand linked to careful budgeting.
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."