What’s keeping hoteliers up at night

Today, we’re pulling back the covers on what’s keeping hoteliers up at night. First, ASTA’s waving receipts with a list calling out hotels that are slow to pay advisor commissions.

Then we’re breaking out some hotel-side physics: E=MC², hospitality edition. Think Emotion = Memory × Connection²—the formula behind unforgettable guest experiences. And before you panic about pace reports, we’ll show you why the real key may be hiding outside your walls—think destination drivers shaping the “book or bounce” decision.

Later this week: Meridian Thinking founder Philipp Mirow shares how heritage hotels can balance legacy with relevance.

But first: how hotel loyalty programs are continuing to prove their worth.

Let's get into it!

Not a list you want to be on. American Society of Travel Advisors' CEO Zane Kerby recently announced that his organization has long been aware of hotels that are notoriously slow to pay travel advisors the commissions they’re owed, and intends to start doing something about it. Enter: the so-called "black list."

E=MC², hotel edition. Architecting hospitality is an artful application of a scientific concept, says this industry expert. It looks like this: Emotion = Memory x Connection². 

Indie influence. Across key markets, boutique hotel assets are fetching higher valuations than branded counterparts. Here’s why boutique properties are capturing investor attention. 

Joining the independent fray. With a mix of Spanish colonial architecture and Southern charm, Hotel Granada Midtown in Atlanta joins Marriott International's Design Hotels collection of independent hotels. 

👻 Ghostly getaways. If sleeping with one eye open is your thing, celebrate Halloween by checking into one of these 12 haunted hotels.

Born to be wild

Gravity Haus has carved out a leadership spot in experiential hospitality by making design do triple duty: every space flexes for work, wellness and connection. Its newest outpost, in Big Sky, Montana, is a reinvention of the River Rock Lodge, showcasing what happens when you let space lead the guest narrative, not the other way around. 

Why it matters: Spaces are not passive containers, but active contributors to guest perception. Gravity Haus Big Sky’s design is clever yet unforced: the makeover seamlessly incorporates regional textures, outdoor elements and social zones that invite both locals and travelers to linger. This project is proof that your physical footprint—how you sequence spaces, the materials you choose and how you tell a visual story—isn’t incidental; it’s a strategy. (Explore Big Sky)

Loyalty isn't what you think it is

 According to new PwC research, many hotel leaders are tracking the wrong signals. The gap between convenience and connection is wider than most think, and understanding the difference is key to building lasting relationships. A guest who returns because you’re near their meeting isn’t loyal; they’re practical. An emotional connection is what turns a routine stay into true loyalty.

Why it matters: Independent hoteliers don’t have sprawling loyalty programs to lean on, so the emotional side of loyalty becomes a powerful differentiator. The handwritten note, the warm smile at check-in, the perfectly timed late checkout—these are the moments that tip the scales. Emotional loyalty keeps guests coming back even when competitors offer lower rates, and it turns happy customers into vocal advocates. (CX Dive)

Could an SBA loan be your funding hero?

Think SBA financing is overly bureaucratic? Done wrong, it is. But done right, it can be a powerful tool that helps independents compete without draining operational cash. SBA 7(a) and 504 programs are worth considering for property acquisitions, FF&E or refinancing existing debt, thanks to their longer amortization schedules and lower equity requirements.

Why it matters: Structuring financing well goes far beyond securing funds—it shapes how effectively that money works for you. Accurate financials, detailed forecasts, clean tax returns and strong lender relationships are essential. The right SBA-savvy lender is often the linchpin: what looks good on paper only translates into usable capital if the underwriting, timeline and contract terms match your reality. (Hotel Management)

Destination drivers

Your dashboards keep you sharp on RevPAR, occupancy and ADR, but what they don’t reveal is why guests are booking—or not. Market research strategies are shifting from using AI as a data processor to utilizing AI to help interpret and build a narrative, providing hoteliers with context that turns raw performance into real strategy.

"Travelers don’t travel to a hotel—they travel to a destination.”

—CARLOS CENDRA CRUZ, PARTNER/CHIEF MARKETING & COMMUNICATION OFFICER, MABRIAN TECHNOLOGIES

Why it matters: Internal metrics are essential, but they’re only half the picture. Hotel operations don’t happen in a vacuum. Your property is part of a larger destination ecosystem that shapes guest expectations from the very first search, so a dip in occupancy might not mean your pricing is off—it could be a flight route cut, a weather story or shifting traveler priorities. Understanding those external drivers positions you to be proactive, crafting guest experiences that feel aligned with the wider vibe of your destination and giving hoteliers the opportunity to take advantage of subtle market shifts. For independents, that agility is a competitive edge no algorithm can replicate. (Shiji Insights)

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