Hotel growth is 'stuttering'

This week’s hospitality headlines have range. First up: Just when you thought every new indie hotel was chasing the luxury crowd—boom—a fresh face shows up in the midscale lane. (We love a plot twist.) 

Less fun news: looming tariffs on imported wood and furniture are threatening to blow up FF&E budgets. And while the broader economy keeps cruising, hotel performance is leveling off—ADR and RevPAR growth have officially lost their zip.

TL;DR? It’s a week of headwinds, surprises and a reminder that innovation doesn’t always come with a five-star price tag.

Also: We know it’s hard to believe, but you can start planning your 2026 conference attendance.

In your inbox later this week: An insightful Q&A with Bruce Jordan, the “MJ of the Hotel Industry,” with strategies for hotels to take control of their digital image all the way to the bottom line.

Politics meets plywood. New tariffs on imported furniture and wood products are set to hit starting Oct. 14, and they’re coming in hot—25% on furniture, 10% on timber. To add insult to injury during budget season, that means rethinking procurement before your plans get a whole lot pricier. 

Midscale mojo. Magnuson’s founders are stepping into the soft-brand space with a new collection called Mayfield. Here, brand power meets owner freedom—it’s a mix that could shake up the midscale segment.

Dust bunnies, beware. Housekeeping just got a tech upgrade: Mews has acquired Flexkeeping. This move brings automated housekeeping into the fold, streamlining operations with smart-scheduling, real-time task management and centralized task tracking.

Secret sales touchpoint? Hotels may have forgotten about TripAdvisor, but guests haven't.

It’s a 10. We’ve never seen ballroom glam meet bellhop chic, but Optii cheekily imagines which hotel jobs DWTS stars would dominate if the stage was a lobby.

The art of unwinding

Think sophisticated design has to be serious? Madrona's playful, whimsical style (we're talking bunny-ear chairs and elephant lamps) proves that a little fun goes a long way.

Why it matters: Let's be real, so many hotel interiors feel like they came from the same mood board. This Sonoma County hotel embraces the "art for art's sake" philosophy, and the result is a space that's intensely creative. The quirky details are more than just cute; they're the moments that make guests stop, smile and pull out their phones. It’s this element of surprise that gets people talking, and is a great reminder that injecting personality and a bit of fun into your decor makes your hotel feel human and approachable. (Michelin Guide) 

Above: A Madrona guestroom. (Courtesy)

Better together

Forget the cookie-cutter approach to distribution; independent hotels are in control thanks to the new partnership between Safara and Hotels Above Par. They're making it easier than ever to reach travelers who love staying off the beaten path.

"The Hotels Above Par x Safara partnership is a game-changer for indie and boutique hotels. Safara’s incremental direct demand channel is delivered through their revolutionary product, Safara 360. Once a hotel connects directly to Safara 360, not only do they get bookings from Safara commission-free, but also their guests get a better digital experience via the ability to manage reservations made directly on the hotel’s website in the Safara app.”
—Brandon Berkson, Founder, Hotels Above Par

Why it matters: Booking platform Safara, together with boutique hotel aficionado Brandon Berkson and his community of travelers who live for design-forward stays, is curating the world’s most exceptional independent hotels and rewarding guests with up to 10% cashback on every booking. Paired with HAP’s handpicked collection, the partnership amplifies authentic exposure, fuels direct bookings and inspires guest loyalty. Travelers discover your story through real, lifestyle-driven reviews (not faceless algorithms). With perks that actually delight, it’s a win-win for your marketing and your guests. (Hotels Above Par)

Lodging performance is out of sync

If hotel metrics feel shaky lately, you’re not imagining it. The hotel industry is certainly feeling the squeeze—even as the broader economy hums along, many properties are seeing ADR and RevPAR growth stall.

Why it matters: Costar and STR report that ADR growth is trailing inflation and RevPAR gains are minimal, signaling that hotel performance is under pressure. Year-to-date RevPAR growth barely registers at 0.2% and ADR is lagging inflation at roughly 1%. This kind of “stuttering”—where demand isn’t collapsing, but it’s no longer accelerating—is unusual. For independent hoteliers, this means the power lies in differentiation: sharpen your positioning and own your narrative. In choppy waters, the properties that maintain clarity, connection and intention will rise above the noise. (CoStar)

Small but mighty

The secret to standing out right now? Do something small—and do it beautifully. Guests crave meaning, not just amenities.

Why it matters: Delight lives in the details: a sweet lip balm, an edgy turndown service, a clever way to kick everyone out at closing time at the bar (cookies, anyone?). Tiny moments carry more emotional weight than any ad spend can buy. Intention invites connection, sparks emotion and turns guests into brand ambassadors, and in a market where everyone’s fighting for attention, that kind of authenticity is the ultimate edge. (Tickled Red)

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Mint Pillow is curated and written by Jennifer Glatt and edited by Lesley McKenzie.