Episode: Hotels in Flux: Owners' Perspective
Pub date: 2026-08-25
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The hospitality industry has no shortage of voices — brands, operators, technology vendors, consultants — all with strong opinions about where hotels are headed. But one voice has historically been underrepresented in this conversation: the owner.
Hotel owners — from institutional investors to independent ownership groups — are the ones writing the checks. They absorb the capital risk, negotiate the management agreements, and ultimately decide which bets to make on technology, renovation, brand affiliation, and long-term strategy. And right now, those decisions have never been more consequential.
The macro environment is genuinely complicated: interest rates have remained elevated, labor costs have structurally repriced, and RevPAR growth has moderated after years of post-pandemic tailwinds. At the same time, demand fundamentals remain strong in leisure and group travel, and there’s growing conviction that AI-driven operational efficiency could finally deliver on years of promises about margin improvement.
But owners aren’t just passive observers of the technology revolution; they’re increasingly active participants. Decisions about when and how to invest in AI-powered operations, dynamic pricing tools, and guest experience tech are now part of the core ownership calculus. And that’s changing the relationship between owner, brand, and operator.
The rise of asset-light brand strategies has put brands in the business of selling affiliation rather than managing assets, which creates an inherent tension with owners who need returns, not just flags. Are the interests of brands and owners still aligned? Or is the franchise model under strain?
This episode puts the ownership perspective front and center, examining what today’s most sophisticated hotel investors are seeing in the market, how they’re thinking about technology as both risk and opportunity, and what they need from brands, operators, and tech providers to succeed.
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Gilad Berenstein – host
Cara Whitehill - host
Deanne Brand — guest
Alex Cabañas — guest
Go Deeper
- The Squeeze: Inside the Crisis Crushing Americas Hotel Owners - SkiftEconomic Impact of the US Hotel Industry - US Report - AHLAMy Take on Skift's The Squeeze: Inside the Crisis Crushing America's Hotel Owners - HospitalityNetHotel Owners Demand a Bigger Piece of the Marriott Bonvoy Pie – Wall Street Journal [$]Hilton targets owner profitability with lower costs – Hotel Management
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