The AAHOACON Collegiate Championship prepares the next generation of hotel owners
By Shannon Stevens
In April, Philadelphia will welcome the next generation of hotel owners. At AAHOACON26, student teams will compete in the AAHOACON Collegiate Championship: Hotel Turnaround Competition, powered by Russell Partnership Technology, stepping into the shoes of hotel owners to make strategic decisions, manage risk, and drive profitability.
Now in its third year, the Collegiate Championship is a core part of AAHOACON, reflecting AAHOA’s commitment to preparing students with financial and operational skills long before they enter the industry.
At AAHOACON25, student teams huddled over laptops, debating which decisions would give their simulated hotel the best chance for success. Renovate aging facilities or preserve capital? Adjust staffing levels or invest in marketing? Every choice carried consequences, and every move affected the bottom line.
A Simulation Built Around Real Ownership Decisions
Unlike traditional case studies, the Collegiate Championship places students directly in the role of hotel owners. Using real-world scenarios, teams are challenged to turn around an underperforming hotel over three simulated years by making the same decisions AAHOA Members face every day – capital investments, operational efficiencies, marketing and revenue strategy, staffing and service levels, and long-term asset performance.
Each decision impacts profitability. Teams must balance guest satisfaction with cost controls, weigh short-term gains against long-term stability, and respond to changing market conditions. The stakes may be virtual, but the lessons mirror real ownership challenges.
“This was the first time I actually used this simulation,” said Ellie Dorner of Virginia Tech. “But I feel like I got some really good industry experience just using a simulation, even though I haven’t even been in the industry yet.”
For many students, the competition serves as their first exposure to owner-level decision-making rather than departmental or academic perspectives.
Learning Through Turnaround Strategy
Diego Correa, also representing Virginia Tech, described the competition as challenging and engaging. “It’s a turnaround. We’re given a struggling hotel, and our job is to turn it around in three years – bring as much money in as we can for the hotel and for the owners. It’s a lot of fun.”
He added that participating at AAHOACON gave him a broader view of the industry.
“I’ve never really been to a hospitality conference – it’s showing me there’s a lot of moving parts, and it’s been fun to see how it all comes together.”
Hosting the Collegiate Championship at AAHOACON gives students access to hotel owners, operators, and industry leaders, bridging classroom theory and real-world practice.
Building Financial Acumen and an Owner Mindset
Students from Florida International University emphasized how the competition sharpened their understanding of hotel decision-making. Leah Samuels highlighted the scope of responsibility teams manage throughout the simulation.
“We’re participating in all different types of decisions that go into hotel decision-making, such as our rates, our facilities, our advertising,” Samuels said. “When I first heard of the opportunity, I was so excited. It sounded so dynamic and just like an incredible way to be involved with the industry and learn more about hospitality and tourism, along with connecting with people and gaining knowledge.”
At its core, the Collegiate Championship is designed to strengthen the fundamentals that drive hotel success – particularly in a challenging market. By focusing on profitability, operational eff iciency, and strategic planning, the competition helps students understand what it takes to operate and grow a hotel asset.
Powered by Technology, Driven by Ownership Thinking
The competition is powered by Russell Partnership Technology’s HOTELsim platform, which provides advanced analytics and realistic ownership scenarios. The platform enables students to see the immediate and long-term effects of their decisions, highlighting the interconnectedness of pricing, staffing, marketing, and capital planning in hotel operations.
For students, the simulation creates a realistic, high-pressure environment that requires teamwork, critical thinking, and adaptability. For hotel owners observing the competition, it offers insight into how emerging talent approaches operational and financial challenges.
More Than a Student Competition
For AAHOA, the Collegiate Championship is more than a showcase – it is a long-term investment in the future of hospitality. By developing financial literacy, owner-level thinking, and practical experience, the program helps prepare students to eventually step into leadership and ownership roles.
Students often leave the competition with greater confidence and clarity about their career paths. Samuels offered advice to peers considering similar opportunities: “Try new things. Never say no to any opportunities that you’re given. Be open-minded, connect with people, and just make the most of all of your experiences.”
The 2026 Collegiate Championship Teams
The AAHOACON Collegiate Championship: Hotel Turnaround Competition will return in 2026 with a select group of hospitality programs. Confirmed teams include:
- Florida International University
- Grand Valley State University
- Kennesaw State University
- Northwestern State University
- Oklahoma State University
- Temple University
- University of Houston
- University of South Carolina
- Virginia Tech
With a combination of returning schools and new participants, the 2026 lineup offers a blend of experience and fresh perspectives.
Looking Ahead to AAHOACON26
AAHOACON26 attendees will get a front-row view of the talent shaping the future of hospitality. The final round of the Collegiate Championship will once again take the stage as an official AAHOACON Signature Event. Attendees will have the opportunity to watch the competition unfold, engage with student teams, and vote for the People’s Choice Award on Thursday, April 9, from 1:30–3 p.m.
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