Wyndham Hotel Survey Shows Owners Doubling Down on Brands and AI as Futureproof Strategy

Hotel News: Optimism Rises Even as Economic Clouds Linger

Even as global economies face inflation, rising interest rates, and market volatility, hotel owners are forging ahead with bold plans. A major new industry report by Wyndham Hotels & Resorts reveals that despite the turbulent backdrop, confidence among hotel owners and property developers is not only high but actively accelerating. More than 90 percent of respondents believe the next five years will bring growth opportunities, with a solid 80 percent already planning portfolio expansions.

This Hotel News report draws from Wyndham’s first-ever Hotel Owner Trends Report, the result of two extensive surveys conducted in February and May this year across the United States, Canada, and the Caribbean. The data paints a detailed portrait of a resilient industry, shaped by strategic branding, evolving guest preferences, and the accelerating integration of advanced technologies.

Why Owners Are Betting on Brand Power

One of the standout findings of the report is the overwhelming enthusiasm for branded affiliations. A stunning 98 percent of hotel owners say they are open to exploring new branded opportunities, with traditional or “hard” brands edging out soft brands (55 percent to 45 percent) in popularity.

This allegiance to branding is not arbitrary. Owners cite expert-backed operational support, strong marketing frameworks, and reliable revenue management as decisive factors when choosing brand affiliations. More than 80 percent say loyalty programs are either “critical” or “very important” to a hotel’s overall success, and a striking 62 percent list loyalty programs in their top five considerations when evaluating a new brand.

According to Amit Sripathi, Wyndham’s Chief Development Officer, the long-game nature of hospitality is precisely why developers are undeterred by short-term economic fears. “There’s a lot of noise in the marketplace,” he said, “but owners are looking past that, and they’re positioning themselves to capture future demand.”

Extended Stay Hotels Take the Spotlight

The extended-stay segment is seeing a meteoric rise in attention, with nearly all respondents (96 percent) viewing it as a prime investment. These properties offer a lucrative operating model—lower staffing needs, reduced turnover, and longer guest stays—making them a favorite among savvy investors.

Interestingly, 59 percent of owners recognize that running extended-stay hotels requires a distinctly different model than conventional lodging. As infrastructure investments continue to rise globally, 100 percent of surveyed owners expect increased business opportunities stemming from those developments, especially in the extended-stay space.

Wyndham is already positioning itself to capitalize on this momentum. Since going public in 2018, it has launched extended-stay-focused brands like ECHO Suites and WaterWalk, and has committed nearly $350 million in technology upgrades to support these efforts.

Technology and AI as Strategic Differentiators

The embrace of technology across the hospitality sector is no longer a trend—it’s the new foundation. More than 20 percent of hotel owners now view tech investment as their primary means of differentiation from the competition. Nearly two-thirds of owners (61 percent) are already investing in or exploring digital keys, streaming services, and self-service kiosks, while 46 percent have either installed or plan to install EV charging stations.

AI adoption is even more profound. More than 90 percent of hotel owners are already using artificial intelligence in their operations. A majority (70 percent) use AI to streamline backend functions, and over 60 percent leverage it for guest-facing services—chatbots, smart recommendations, and real-time communication tools.

Guest engagement platforms are also gaining traction. One in three hotels already use messaging apps to interact with guests, while another 30 percent plan to expand in that direction. Mobile tipping has seen similar adoption rates, with a third of hotels already offering the service and another third preparing to roll it out.

Scott Strickland, Wyndham’s Chief Commercial Officer, emphasized the increasing sophistication of the industry’s digital landscape. “It’s not just about growing portfolios anymore,” he said. “It’s about growing them with the best partners, the best tech, and the best rewards programs. That’s the new metric of success.” Wyndham’s franchisee retention rate now stands at a near-industry-leading 96 percent, a number Strickland attributes to the brand’s unrelenting focus on partner support and innovation.

The Power of Multi-Segment Expansion

Growth isn’t confined to one segment. While extended-stay hotels are front and center, owner interest spans across the board. Lifestyle and boutique properties are appealing to 39 percent of respondents, while 36 percent are exploring midscale and upper-midscale opportunities. Even economy hotels—often underestimated—are drawing 35 percent of owner interest.

This broad-spectrum growth mindset shows that hoteliers are not simply weathering economic volatility—they’re diversifying against it. By spreading their investments across different consumer segments and property types, owners are building future-proof portfolios that can adapt to changing travel trends.

A Deep Look into What Hotel Owners Want

Beyond branding and tech, the survey highlights a nuanced list of priorities that hotel owners are using to guide their next moves. Among the top drivers:

–Expert support from industry veterans: Whether in marketing, revenue management, or operations, owners value consultative leadership.

–Executive access: Direct lines to decision-makers matter. Owners want to feel heard, not herded.

–Cross-sell and upsell strategies: More than 80 percent of respondents say these tactics are essential in driving revenue growth, especially in segments like extended stay.

–Future-ready infrastructure: Owners are keeping an eye on government and private infrastructure projects, which are anticipated to open the floodgates to increased business over the next five years.

Strategic Positioning in an Uncertain Global Landscape

As the hospitality industry continues to grapple with inflation, interest rate hikes, and consumer behavior shifts, Wyndham’s research offers a hopeful counterpoint. It reveals a world of hotel owners who are not standing still but pushing forward—armed with technology, trusted brand affiliations, and diversified portfolio strategies.

Their approach is not blind optimism; it’s a calculated bet on resilience. Even amid swirling uncertainties, the foundational elements of hospitality—comfort, service, and connection—are being reimagined with digital tools and data-backed decision-making. Brands that offer holistic support—from operational coaching to AI-driven guest experiences—are emerging as the industry’s future leaders.

In a sector historically vulnerable to external shocks, this new era of informed investment and innovation points to an industry not merely recovering, but reinventing itself. By aligning with brands that offer both stability and innovation, owners are hedging their bets while staking bold claims on future growth. With loyalty programs driving retention, AI enhancing guest service, and technology reshaping the on-property experience, the blueprint for long-term success is being rewritten in real time.

Wyndham’s inaugural Hotel Owner Trends Report is a timely reflection of this seismic shift—one that’s likely to define hospitality’s next chapter not just in North America, but globally.

The findings of Wyndham’s first-annual Hotel Owner Trends Report are slated to be available for download later this month. To sign-up for early access, log in here: https://development.wyndhamhotels.com/hotel-owner-trends-report-signup/

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