As hotel owners continue to face pressure from rising labor, insurance and operating costs, profitability remains top of mind across the industry. Ahead of The Hospitality Show in Miami Nov. 2-4, Hotel Management spoke with Amy Hulbert, vice president of boutique and upscale brands at BWH, about balancing guest expectations with operational efficiency, where AI is delivering value today and why strategic investments matter more than ever.
What’s the biggest threat to hotel profitability right now, and what’s the biggest opportunity?
The biggest challenge is the continued pressure on margins. Labor, insurance, utilities and other operating costs are all rising, often faster than rates. The opportunity is to be much more intentional about where we invest. Smart design and operational decisions can improve the guest experience while also helping hotels run more efficiently and reduce long-term costs. It’s about focusing on the areas guests value most and that will deliver a meaningful return for owners.
What’s the one thing your company is doing today to optimize operations, improve efficiency or drive better returns?
One example is the Design Excellence Program at BWH Hotels, which gives our hoteliers access to dedicated design expertise and solutions tailored to their individual properties and markets. We think carefully about how a space will function, not just how it will look, so owners can make smart investments that support both the guest experience and day-to-day operations. That flexibility is especially important across our boutique and upscale portfolio, where every property has its own identity and business needs.
What guest expectation has changed the most, and how are hotels adapting without sacrificing margins?
Guests want both convenience and a sense of place. They expect technology to make their stay easier, but they also want an experience that feels personal and connected to the destination. Hotels don’t have to overcomplicate things to deliver that. A few thoughtful touches, whether it’s locally inspired design, a distinctive food and beverage offering, the right partnership or an intuitive digital tool, can make a stay feel memorable without adding unnecessary cost. That’s why I’m so excited about our boutique brand Aiden and why it continues to resonate with travelers. Aiden offers the convenience they expect alongside locally inspired experiences that help every stay feel unique. We just opened a new Aiden in Sacramento with a locally inspired mural that really helps to set the hotel apart.
Where do you see AI delivering the most tangible value in hotel operations over the next few years?
I see AI delivering the most immediate value by making hotel teams’ jobs easier. It can streamline repetitive tasks, interpret operating and guest data, and help teams better anticipate needs related to staffing, maintenance and guest communications. At BWH Hotels, we’re already seeing strong results with Canary, our guest management system. It enables guests to check in remotely, gives hotels a simple way to communicate with guests throughout their stay and helps teams deliver the right amenities and service touches at the right time. The result is a better guest experience and less pressure on front desk staff. While guest convenience remains the top priority, AI also helps hotels operate more efficiently. AI should support hospitality, not take the human element out of it.
Why is The Hospitality Show valuable to you personally, and how does it benefit your company?
The Hospitality Show brings together so many different parts of our industry, from owners and operators to designers, technology providers and other innovators. I value the chance to hear what others are seeing, explore new solutions and have honest conversations about the challenges hoteliers are facing. For BWH Hotels, it’s also an opportunity to find ideas and partnerships that can better support our hoteliers and strengthen the guest experience.