Colin Tessier

AAHOACON26, held at the Pennsylvania Convention Center in Philadelphia, featured several educational sessions that highlighted various topics for hotel owners. From AI and revenue management to leadership and franchise relationships, the programming covered many aspects of the hospitality industry. On April 9, the “Let’s Make a Deal: Inside Today’s Hotel Transactions” session detailed current conditions in the hotel transaction market and provided advice for prospective buyers. A group of leaders from Hunter Advisors participated in the panel: President and Chief Executive Officer Teague Hunter; Adeel Amin, senior vice president of Hunter’s capital markets team; Vice President Mason McDavid; Vice President Riana Stadlen; and Vice President Chase Perry.

Coffee has become a key part of the guest experience at most, if not all, hotels. Beyond a simple amenity that enables guests to maintain their routine with a cup in the morning, this touchpoint represents a significant opportunity for hoteliers. Coffee can be a key differentiator from the competition, one that encourages repeat business and drives additional revenue through offerings beyond the baseline, such as enhanced customization and expanded menus. Joe Gaines, senior director of U.S. Sales, Costa Coffee, The Coca-Cola Company, recently discussed with LODGING the revenue opportunity that the popular beverage represents, how hoteliers can benefit more from it, and why it’s important to rethink coffee’s role within the guest experience.

FLORENCE, South Carolina— Raines announced the opening of the 118-room Courtyard by Marriott Sugar Mountain Banner Elk in Sugar Mountain, North Carolina. The property is situated outside Banner Elk, at the foot of Grandfather Mountain and Sugar Mountain. Raines is managing the hotel, Sugar Mountain Hospitality LLC owns it, and it was co-developed by Clarendon Properties and Commercial Realty Advisors.

Pools and fitness centers are both key amenities at hotels; they’re often viewed as must-have aspects of the guest experience. They can make or break the quality of a guest’s stay—when properly run, they can set a property apart from the competition, lead to repeat business, and generate more revenue through positive reviews that capture additional guests. The inverse is true as well—poorly run pools and fitness centers can prompt guests to leave, take their business elsewhere, and write negative reviews that damage the property’s reputation and cost the property money in the future. Moreover, unclear oversight and operational misses at these facilities can lead to safety risks for guests.

Founded in 2017, RI Marketplace is an online commercial real estate auction platform that is seeing escalating transactions in the hotel space. LODGING met with Damien Smoter, managing director of RI Marketplace, at the 2026 Hunter Hotel Investment Conference, held March 16-18 at the Signia by Hilton Atlanta, to discuss how the platform works and the advantages of the auction process. Smoter’s primary message to hotel owners is that “an auction is not a last resort or a fire sale platform. It is actually a real tool that can not only help them get more people to look at their asset but also get better overall competition and higher bids.”

Choice Hotels International kicked off its 70th Annual Convention at the Mandalay Bay Convention Center in Las Vegas, Nevada, on May 5. Centered around the theme “Making More Possible,” company leaders highlighted how Choice is focused on helping its owners and operators. These initiatives ranged from an enhanced revenue engine and the relaunched Choice Privileges Program to the introduction of new technological solutions, such as Choice Hotels EasyBid, an AI-powered request-for-proposal platform. “This week is about one thing, and one thing alone—making more possible together,” said Patrick Pacious, president and chief executive officer. “We are working relentlessly to bring you three things. We are going to make more top-line revenue possible for you, make more personal support possible for you—because that’s really what makes Choice Hotels special—and make more performance possible for you by harnessing the incredible power of artificial intelligence to help you run a more profitable business.”

Paired with the message of “Making More Possible,” Choice Hotels International debuted multiple AI-powered solutions and technologies at its 70th Annual Convention

Crescent Hotels & Resorts, founded in 2001 by Chairman and Chief Executive Officer Michael Thomas George, has evolved alongside the ever-changing hospitality industry over the years, but its core philosophy has remained consistent. With this stability, Crescent has successfully endured several extreme challenges, ranging from the 2008 economic crisis to the COVID-19 pandemic, and built a diverse portfolio from the foundation that George envisioned at the start. As the company celebrates its 25th anniversary in 2026, George reflected on its legacy and its journey while also looking forward to further growth.

Twenty-five stories high, the Naisho Room is hidden within the fitness center of the Watermark Hotel in Tysons, Virginia. Design firm //3877 aimed to create an immersive dining experience with the space, which is named after the Japanese word for “hidden.” In addition to the menu of Japanese spirits and small bites by Executive Sushi Chef Hobin Kim, the Naisho Room highlights the spirit of Tokyo. The speakeasy also incorporates its surrounding environment with a hostess stand designed like a sauna and a cedar-plank waiting bench. Working around the setting of an active fitness center presented a fresh opportunity and challenge for //3877.

Red Roof entered 2026 with significant momentum following a successful 2025. The company added 3,500 rooms to its development pipeline and increased new hotel executions by 35 percent over 2025. Additionally, Red Roof celebrated the addition of 40 members to its ownership community through its RIDE and SHE initiatives