Market Trends

🏡 Choice Hotels International celebrated the Ascend Collection brand reaching over 400 hotels globally since its inception in 2008. The “Ascend Collection” now has a streamlined name and a new logo. It boasts 423 hotels with more than 70 in development. In 2024, room numbers surged by over 40% compared to 2023, with expansion into markets such as Washington, D.C., Park City, Utah, Vancouver, Mexico City, Queensland, and Calama. The upscale portfolio of Choice Hotels grew by 44% in 2024 to over 110,000 rooms, representing nearly 20% of its offerings. A revamped ChoiceHotels.com and mobile app in December 2024 led to a 16% rise in direct upscale hotel bookings.

🏕 Glamping, an upscale camping trend, has a market valued at $3.11 billion globally, set to reach $5.94 billion by 2030 with a 17.5% CAGR. Europe is the largest market with over 35% share. The growth is driven by Generations Y and Z, making up 45% of sales in 2023, while families and mature travelers represent 27%. Glamping appeals to 79% of enthusiasts for multi-generational trips, indicating its potential in luxury tourism where experience trumps opulence.

📈 Whitbread, Premier Inn's parent company, is selling £1 billion in properties for its five-year growth strategy. Revenue fell 1% to £2.92 billion for the 52 weeks ending 27 February 2025, with UK Premier Inn sales down 3% to £2.69 billion. Adjusted profits dropped 14% to £483 million; statutory pre-tax profits decreased 19% to £368 million. The company plans 1,000-1,200 new UK rooms and a £250 million share buyback. Premier Inn Germany grew 21% to £231 million, cutting losses and projecting £5-10 million adjusted profits this year. Whitbread sold two hotels for £56 million, targeting a £2 billion raise for expansion and shareholder returns.

🏡 OYO, under Oravel Stays Ltd, has signed lease agreements for six former Mercure hotels in the UK, expanding its upscale Sunday brand. The properties are located in Cardiff, Warwick, Dorking, Staines, Exeter, and Winchester, following the Lansbury Heritage Hotel opening in Canary Wharf in September 2024. The Sunday brand was introduced in 2023. These properties are expected to draw 65,000 international guests annually, with over 30% of bookings from overseas. OYO operates around 200 properties across 65 UK cities and aims to grow the Sunday brand to 25 properties worldwide by spring 2025. The company saw a 15% revenue increase in 2024.

📈 A 28-page report provides insights from 15 CMOs and marketing leaders, exploring the actual status of Gen AI, confronting inertia and roadblocks, three profitable 'table stakes' use cases, enablers for organisation-wide scaling, and the future operating model.

🏖️ JW Marriott Phu Quoc Emerald Bay, a design by BENSLEY, is a whimsical luxury resort on Vietnam's Phu Quoc Island, themed around the fictional Lamarck University from the late 19th century. The resort features French colonial architecture with pastel hues, buildings representing various academic departments, and interior details embodying the academic narrative. Set along Kem Beach, it offers beachfront views, a village-like setting with native flora, and themed dining venues like Tempus Fugit, Red Rum, and Pink Pearl. Multiple pools and the Chanterelle Spa enhance the guest experience. Local culture and sustainable practices are integrated into the design. The project showcases the immersive storytelling and luxury of designer Bill Bensley, making it a unique fantasy-like indulgence for visitors.

🏩 On May 3, 2025, Dr. Michelle Ulor, founder of Kinos Studio, and Clay Bassford, founder of Bespoke Sound, discuss the impact of sound design in hotels. Ulor leads a research-led music psychology consultancy, while Bassford's company specializes in creating custom soundscapes for hospitality venues. The conversation is part of a Hospitality Daily Podcast episode, focusing on sound design as a potentially underrated aspect of hotel ambiance and guest experience.