October was another busy month for the hospitality sector as the government shutdown created new challenges domestically.
Nonetheless, hotel and resort industry leaders continue to establish new brands and open new properties.
Here's a recap of the biggest storylines from the past month.
New Openings, Experiences Come Fast and Furious
The past few weeks have seen significant expansion from some of the hospitality industry's biggest names, including Four Seasons, Iberostar and Marriott, among others.
Meanwhile, all-inclusive resort pioneer Club Med marked its 75th anniversary with a slew of expansion news, including new experiences at ski resorts in North America and Europe as well as at sun-kissed properties in the Caribbean.
While that was all happening, Sandals unveiled new luxury butler villas and enhanced dining experiences, while Royalton Hotels & Resorts rolled out Royalton Suites & Villas within its Diamond Club suite portfolio, with experiences available as early as next month.
US Hotel Performance Continues to Disappoint
U.S. Capitol building in Washington, DC. (Photo Credit: Patrick Clarke)
Frustrating trends in U.S. hotel industry performance were once again among the biggest headlines in October, which saw a government shutdown compound issues.
At the start of the month, STR reported that occupancy from September 21-27 was at 65.6 percent, down 4.2 percent from the comparable week in 2024, with average daily rate also down 2.5 percent, to $166.48.
Meanwhile, the American Hotel & Lodging Association (AHLA) urged Congress to take action to reopen the government as it warned of an estimated $650 million loss to hotel businesses.
Hilton released its third-quarter results for 2025, pointing out that its RevPAR number for the U.S. market declined 2.3 percent.
Hotel Companies Launch New Brands
Family on Vacation (Photo Credit: Hilton Hotels)
Hotel giant Hilton launched its 25th brand this October, revealing the Outset Collection by Hilton, a new lifestyle brand focusing on boutique hotels.
The new brand, which is available to book this November, offers travelers dozens of hotels, with some 500 hotels joining the brand across North America.
October was also a big month for Wyndham Hotels & Resorts, which announced a new economy franchise for independent hoteliers in Dazzler Select by Wyndham.
The new product aims to allow owners to maintain their branding and character while being backed by Wyndham’s benefits. The first hotel debuted in Kissimmee, Florida, with the launch of Magic Moment Resort & Kids Club.
Wyndham also debuted a unique travel rewards subscription service in Wyndham Rewards Insider this October, offering members access to special savings and accelerated points starting from $95 per year.
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