Staying Focused Amid the Noise: A NABHOOD Recap from Aperture Hotels
By Charles Oswald, CEO, Aperture Hotels
Every time I attend NABHOOD, I leave with new energy, not just from the insights shared on stage, but from the conversations in the hallways, the questions from first-time hoteliers, and the collective drive to keep moving the industry forward.
This year’s Executive View from the Top panel covered a lot of ground, but a few key themes rose to the top: long-term optimism, short-term complexity, and the importance of alignment.
The Big Picture Remains Bright
There’s no question that the current moment presents challenges. We’ve seen five straight months of occupancy declines, and while RevPAR is still inching upward, ADR growth is lagging inflation. Insurance premiums are finally easing after last year’s spike, but labor costs and immigration policy remain wildcards. Despite these headwinds, I remain bullish on the long-term trajectory of the travel and hospitality sector. This is a growth industry. It always has been.
Demand Is Evolving, and So Must We
The demand picture continues to bifurcate. During the downturn, economy and extended-stay properties held firm. Now, lifestyle and experience-driven hotels are outperforming across the board. Travelers are seeking more than a place to sleep—they want spaces that reflect the region, embrace cultural rituals, and create memorable moments. At Aperture, we’re leaning into this trend with a pipeline that includes a TownePlace Suites opening this month on Florida’s Emerald Coast and new lifestyle conversions and developments with brands like Vignette, Tribute, Tapestry, and Margaritaville.
Technology Is a Force Multiplier, Not a Cure-All
AI is everywhere—and in hospitality, it’s starting to show real results. Our teams are already using AI to streamline prospecting, analyze comp sets, respond to reviews, and drive marketing campaigns. We’re also seeing gains in workplace productivity and improving customer outreach. Layering this on top of new solutions like Fenced and trip insurance integrations, can lead to meaningful revenue enhancement. That said, no one’s fully cracked the code on using AI for complex workflow automation just yet. It’s coming, but our business remains high-touch and human-centric, especially in housekeeping and food service roles.
What We Owe Each Other
A franchise agreement is more than a business contract—it’s a partnership. That partnership works best when owners, operators, and brands are aligned around common goals. In tough times, that alignment is even more critical.
The same goes for our internal teams. We’ve made real strides in attracting talent and creating career paths that drive retention. That includes culinary apprenticeships, bar programs, and hotel manager development paths. We use behavioral and cognitive assessments to match people to the right roles. Most importantly, we commit to those who are ready to commit to themselves. Today, ~70% of our corporate leadership team at Aperture Hotels is made up of women, and we’re proud to promote underrepresented talent into GM and above-property roles.
Adapt or Vanish
The future is already taking shape. Expect more robotics in housekeeping, F&B, and guest deliveries. AI will eventually dominate revenue management and forecasting. The operators who adapt quickly will thrive. Those who don’t? They’ll go the way of the dinosaurs.
The industry is shifting, but the opportunities are still there for those willing to build, experiment, and evolve. Let’s keep going.
