SHERIDAN, WYOMING – April 22, 2025 - A powerful panel of hospitality leaders addressed growth, uncertainty, and ownership dynamics at AAHOA’s annual convention
The strength of unity in uncertain times
NEW ORLEANS — In a time of economic complexity and industry transformation, the AAHOA Convention assembled a formidable group of ten hospitality executives for its highly anticipated executive brand panel. The session, “A View from the Top: Shaping the Future of Hospitality,” offered an unflinching look at the challenges confronting hotel owners while emphasizing resilience and the collective voice of Asian American hotel owners—who account for more than 60% of U.S. hotels.
“We have headwinds,” said Liam Brown, Group President, U.S. & Canada for Marriott International, referencing high interest rates, construction costs, and limited debt availability. Still, he emphasized the industry's adaptability, stating, “Even with challenges, there are new opportunities… we are an industry built on resilience.”
Resilience rooted in reality
Geoff Ballotti, President & CEO of Wyndham Hotels & Resorts, highlighted the strength of limited- and select-service hotels, noting the brand’s record pipeline. “There is optimism,” he said. “This, too, shall pass.”
Still, concerns persist—especially around tariffs, which have increased operational uncertainty. Dan Hansen, Head of Americas Development and Global Head of Hyatt Studios, expressed unease: “Tariffs have created confusion… How do you access the risk?”
Yet, Hansen reinforced the panel’s central theme: “We are a resilient and thoughtful group… It’s your capital; think long term.”
Uncertainty as a catalyst for action
While some advocated for caution, others like Keith Pierce, EVP of Sonesta International Hotels, encouraged proactivity. “Uncertainty creates a stall,” he warned. “Don’t freeze.” Pierce shared that Sonesta is in the process of selling 114 hotels to fuel new franchise agreements, potentially unlocking $1 billion in capital. “There is capital out there; the smart money is investing in the industry,” he added.
Ritesh Agarwal, Chairperson of G6 Hospitality and CEO of Oyo, also brought fresh energy and vision. Following Oyo’s acquisition of G6 Hospitality, Agarwal emphasized his belief in the midscale and economy sector: “Revenue is vanity, profit is sanity and cash flow is reality.”
Brand-owner balance and alignment
Despite the convention's celebratory tone, ongoing friction between hotel owners and franchisors was acknowledged. Greg Juceam, President & CEO of Extended Stay America, noted that alignment is strongest when brands manage their own properties. “Nothing aligns brands with owners more than being a manager.”
For BWH Hotels, President & CEO Larry Cuculic underscored that their structure ensures accountability: “I have 2,000 bosses. Our brand standards are set by our members.” Meanwhile, Hilton and other major chains, operating asset-light models, are focused on growing through brand expansion, with Danny Hughes, President, Americas for Hilton, affirming, “We have great brands that people pay a premium for.”
Advocacy as an industry imperative
As the session neared its end, advocacy took center stage. Wyndham’s Ballotti passionately supported two key Congressional acts—the LIONs Act, which would double SBA loan limits, and the Main Street Tax Certainty Act, aimed at preserving small business tax deductions.
“We need to convince politicians to be thoughtful,” said Cuculic, with Hilton’s Hughes adding, “Advocacy is local. Be champions in your own community.”
Charting the path forward
As the U.S. hotel industry navigates an unpredictable landscape, the unified message from AAHOA’s executive panel was one of strength, strategy, and speaking out. Echoing the broader sentiment, Hughes concluded with confidence: “Don’t bet against America.”
To learn more about AAHOA and its advocacy efforts, visit https://www.aahoa.com.