February 19, 2026

The U.S. hotel industry did not move in one direction in 2025. It split.

-Aimbridge Hospitality, the world’s leading global hospitality management company, is pleased to announce that its in-house marketing agency, Second Wave, recently received prominent recognition by the Hospitality Sales and Marketing Association International (“HSMAI”) for its marketing excellence. Second Wave earned two "Best of Category" awards, three Silver Adrian awards, and one Bronze Adrian award at the 2025 Annual Adrian Awards, the premier global travel marketing awards competition celebrating the creativity, impact, and innovation that define the hospitality industry.

Today the Q4 2025 Hotel Profitability Performance Report was released on HotelData.com, revealing how U.S. hotels closed the year with softer demand, declining RevPAR, and a widening performance split across chain scales and regions. However, despite revenue pressure, full-year profit share improved due to disciplined operations and tighter cost control. The report draws on aggregated data from thousands of hotels across the U.S. using Actabl’s operational and financial platforms.

HotelRunner, a leading travel and hospitality technology platform, has been selected as an Expedia Group Elite Connectivity Partner for 2026. The Elite tier is reserved for a select group of technology providers that meet Expedia Group’s most stringent standards for technical performance, reliability, and partner value. The recognition signals that HotelRunner delivers a consistent rate and availability accuracy, stable integrations, and operational efficiency across Expedia Group’s global marketplace.