Optimistic outlook for 2027 at US hotel conference: growth expected from conversion projects, not from building from scratch
At The Lodging Conference 2026 held in Phoenix, participants are optimistic about 2027, but it is emphasized that growth will come through conversions of existing hotels rather than costly ground-up construction.
At the The Lodging Conference 2026 event held in Phoenix, USA, it was stated that the hotel sector is optimistic about 2027, but the growth model is changing. Amid the high cost of building new hotels from scratch, the sector's attention has turned to conversion projects of existing properties.
At the conference, it was noted that conversion projects, particularly the "soft brand" format, are seen as the main growth driver. This approach gives hotel owners the opportunity to reposition an existing building by joining a brand network.
The role of artificial intelligence in the hotel selection and booking process is expanding; this affects hotels' visibility and costs. It was emphasized that for small owners, third-party management companies play an important role in revenue and cost management.
Newport Hospitality Group, which manages various hotel brands in the USA, states that it focuses on asset maximization and technological integration.