The hospitality industry remains below pre-pandemic levels. What are your expectations for ADR, occupancy and RevPAR in 2026?
I expect moderate [average daily rate] and [revenue per available room] gains in 2026, with occupancy stabilizing but still slightly below pre-pandemic peaks as corporate and group travel continue to recover. Industry outlooks suggest global RevPAR growth of about 1–2 percent, with some regions outperforming. Looking ahead, the real opportunity lies in how hospitality groups optimize their brand mix to reach diverse traveler segments and strengthen both performance and profitability.
What is your greatest challenge going into 2026 and what steps are you taking to overcome it?
A key challenge is safeguarding owner value in a high-cost environment with rapidly evolving guest expectations. We’re addressing this through data-driven decision-making, direct hotel feedback, expanded buying programs to reduce major expenses, and advanced revenue tools to capture demand more effectively. We’re also supporting owner growth with flexible design standards through our Design Excellence program, helping properties elevate their product, stay competitive, and deliver welcoming, differentiated guest experiences.
What steps are you taking to drive revenue and maximize asset ROI, and is it on the top line or bottom line?
We remain focused on both. On the top line, we leverage our automated pricing tool that combines real-time data with expert oversight to help hotels make smarter decisions. We also lean into data-driven marketing strategies and loyalty engagement to boost direct bookings and repeat stays. On the bottom line, we optimize cost structures through vendor negotiations, operational efficiencies and economies of scale, maximizing purchasing power across our global portfolio to deliver stronger ROI for owners.
In discussions with owners, what are their biggest concerns for 2026?
Owners consistently voice concerns about rising operating costs and the need to offset them through revenue growth while maintaining brand quality. With labor costs escalating, attracting and retaining talent remains a challenge, so we’re prioritizing training and leveraging brand support teams that use data-driven insights to deploy targeted resources. Owners also want assurance that investments in technology and design deliver measurable returns and we continue to focus on broad profit optimization strategies.
Labor issues and fluctuating occupancy are two operating issues going into 2026. How are you strategizing to operate more efficiently?
At BWH Hotels, we’re committed to driving efficiency through innovation across our portfolio of brands and regions. Our proprietary tools, including BestREV and AutoClerk® Atlas, simplify operations and empower teams. By leveraging technology, we create a seamless customer journey while maintaining what sets us apart: deep local connections that enable personalized, welcoming experiences. This balance of advanced systems and authentic hospitality helps us address labor challenges and fluctuating occupancy with smarter, more efficient strategies.
In 10 words or fewer, what is your overall hospitality industry outlook for 2026?
Owner-focused recovery driven by data efficiencies that enhance profitability.
This article was originally published in the January edition of Hotel Management magazine. Subscribe here.