Cameron Sperance

Want to develop a hotel? Think beyond just room revenue. Money talks, and more investors like CGI want to see increased emphasis on social issues and sustainability going forward. So-called ESG is no longer a side thought.

The biggest hotel companies in the world are knocking on the doors of cool, independent brands for takeover talks. Not everyone is answering.

Hotel companies may tout things like exclusivity and networking opportunities as reasons to launch a members-only club, but the real upside here is all about financial security. Soho House proved this is a resilient business model, even in the face of a pandemic.

Finally, a hotel leadership team is honest and admits the Delta variant is a real threat on the hotel industry’s recovery. Huazhu's candor is something the C-suites at Marriott, Hilton, and Hyatt should replicate.

All the major hotel companies see upside in pushing into the high-end sector. IHG zeroing in on independent luxury hotels is a smart strategy to rack up rooms growth against the competition beyond the tough-to-crack luxury markets in the U.S. and China.

Luxury and lifestyle hotels may be the shiniest assets in a hotel company’s portfolio, but investors want to be where the travelers are. That means pumping money into more affordable offerings like Hilton’s Tru, IHG’s Holiday Inn, and Marriott’s Fairfield Inn — all concepts that snapped back fast from the pandemic.

Hyatt's Apple Leisure Group acquisition gives it a major boost in its desired expansion into Europe. But it is also a shot across the bow to competitors like Marriott and Hilton as well as smaller brands. The battle is on to expand into the high-end leisure travel and all-inclusive resort sector.

China must weigh whether the economic pain is worth the price of such tough lockdown measures in response to outbreaks that pale in comparison to those seen in markets like the U.S.

Major hotel companies don’t want to ruffle any investor feathers at a time when profitability is just returning and labor remains fragile. But it’s better to be honest — and prepared — about what the next few months could look like with new strains of the virus and deploy a new recovery strategy.

Luxury and lifestyle hotels are the industry's new battlefield for growth. IHG's rapid growth in this sector with new brands over the last few years boils down to one thing: This company isn't just ceding high-end customers to companies like Accor, Hilton, and Marriott.