By Laura Lee Blake, ESQ., AAHOA President & CEO
As we begin a new year, I am reminded that progress happens when leaders seize opportunities to make things better. Innovation has always shaped America’s story, and it remains central to our industry today.
For hoteliers, innovation is tangible. It is in drywall, room layouts, and lighting choices that a guest’s first impression is shaped. At a recent HerOwnership Conference, I walked into a newly transformed lobby and paused. Soft lighting, warm textures, and thoughtful details created a space that felt intentional and welcoming. It reminded me why design matters: It creates emotion, builds connection, and determines whether a guest simply stays in a hotel or experiences something memorable.
Design is not cosmetic. It is strategic – a measure of profitability in physical form. And as we look toward 2026, that connection has never been more important.
Design as a Driver of Profitability
Whether reimagining lobbies, integrating energy-efficient materials, or updating rooms for the modern traveler, design decisions directly affect revenue and long-term asset value.
Analysts anticipate continued RevPAR growth of 2 percent to 3 percent annually; however, margin compression is expected to persist due to rising labor, insurance, and utility costs. This underscores a simple truth: Design investments must be smart and aligned with profitability goals.
History shows this clearly. When the Waldorf Astoria opened its Park Avenue location in 1931, features like private telephones and inviting public spaces set new industry standards. Thoughtful design reshaped expectations then – and continues to do so now.
Our members know this better than anyone. You navigate renovation cycles, PIPs, and the balance between brand standards and business realities. As franchising evolves, so do design expectations, and helping you navigate that evolution remains central to AAHOA’s work.
Innovation, Intelligence, and What Comes Next
AAHOA’s 2026 educational programming – including at AAHOACON26 this April – keeps profitability at the forefront. That includes design: Data-driven investments, efficient upgrades, and strategies that strengthen both near-term performance and long-term asset value.
Our new partnership with Kalibri – the AAHOA Profit Strategy Certification – gives owners deeper insight into revenue mix, cost structure, and asset valuation. It reflects AAHOA’s commitment to addressing industry challenges and providing tools that support success.
This issue highlights ideas that will shape the year ahead, but the real impact comes from how members apply them. Your decisions influence properties, communities, and the guest experiences that define hotels nationwide.
Bright Days Ahead
A new year reminds us that progress is a choice. Our industry will continue to evolve, and AAHOA will continue supporting you as you make decisions that shape your businesses for years to come.
As we move forward, Jefferson’s words ring true: The dreams of the future carry more promise than the history of the past.
Cheers to a year of innovation, ownership, and building boldly toward the future.
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