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Your Weekly AAHOA Wrap-Up for Friday, Nov. 20, 2020

Message from the President & CEO

AAHOA Members,

Yesterday, we hosted one of the final AAHOA 2020 Regional Series events. With just two remaining, I encourage you to register and make plans to attend the AAHOA North Texas, South Central Texas, and Southeast Texas Regional: A Virtual Experience from 2 p.m. to 6 p.m. CST Wednesday, December 2, followed the next day (December 3) by the AAHOA Alabama, Florida, and Georgia Regional: A Virtual Experience, set for 2-6 p.m. EST.

Earlier this week, I joined Hotel Online for a Q&A on AAHOA’s recent advocacy campaigns and how we are continuing to strongly advocate for our priorities to Congress. Chirag Shah, AAHOA VP for Government Affairs, and I also joined Dan Reynolds of the Across the States podcast to discuss the impact of COVID-19 on the hospitality industry. You can listen to this podcast here.

In case you missed it, our latest post-election survey is asking you to share how your businesses are faring in the absence of additional relief and forbearance, as well as your legislative priorities going into 2021. The survey takes only a few minutes to complete, and your responses will remain confidential.

We appreciate your engagement and support and will continue to keep you well informed of political developments and more in the coming weeks. Stay well and have a great weekend.

Cecil P. Staton

AAHOA President & CEO

Top 10 Things to Know This Week

HotStats: 6 Tips for Benchmarking Your Way to Success

Like it or not, your hotel is in the middle of a race with the competition – although the current hotel climate may feel more like an obstacle course. Wouldn’t it be nice if, during this ongoing marathon, you could peek across at competitors, note their positions and analyze the techniques, equipment, and other factors propelling them forward? That’s the magic of hotel benchmarking. It reveals the financial performance of the whole field, breaks down the factors contributing to each hotel’s position, and highlights how your hotel can improve its financial standing. Here’s how to benchmark your hotel against the competition effectively.

STR: U.S. Weekly Hotel Occupancy Slipped Further from Previous Weeks

U.S. weekly hotel occupancy slipped further from previous weeks, according to the latest data from STR through November 14. November 8-14 (percentage change from comparable week in 2019):

• Occupancy: 43.2% (-32.7%)

• Average daily rate (ADR): $90.58 (-28.6%)

• Revenue per available room (RevPAR): $39.11 (-52.0%)

After ranging between 48% and 50% occupancy from mid-July into the later portion of October, the past three weeks have produced levels of 44.4%, 44.1%, and 43.2%. Aggregate data for the Top 25 Markets showed lower occupancy (39.7%) but higher ADR ($96.31) than all other markets. Phoenix, AZ, (52.7%) was the only Top 25 Market to reach or surpass 50% occupancy. 

Hotel Business: 35% of Holiday Travelers Prefer Hotel Over Staying with Family

As 2020 winds down, 81% of Americans say they are especially grateful for their family this year, according to new research from Motel 6. The brand released its third annual holiday travel survey revealing that, on average, Americans have not seen their extended family in five months. Even though respondents are looking forward to seeing their family, a bit of space can be nice. A third of respondents (35%) said they are more likely to stay at a hotel or motel this holiday season, with half (50%) saying they would consider it to ensure personal privacy. That was followed by their family not having enough space (44%) and being easier to socially distance (43%) when they are not all under the same roof.

AAHOA Joins IFA, Supercuts Franchisee Association, Dunkin' Donuts Independent Franchise Owners in Lawsuit Over Assembly Bill 5

AAHOA has joined an International Franchise Association (IFA) lawsuit challenging California's Assembly Bill 5 (AB 5), which could turn franchise owners into employees of the company from which they license their brand. The complaint seeks to clarify that AB 5 does not apply to franchises, for the legislation is preempted by existing federal laws that regulate franchising, such as the Federal Trade Commission Franchise Rule and the Lanham Act. Supercuts Franchisee Association and Dunkin' Donuts Independent Franchise Owners are also party to the lawsuit.

Mark Your Calendars for Our Upcoming Webcasts!

• Getting Back to Business: Disaster Strikes (Part 3) – The Best Approach to Repairs & Upgrades, 1-1:30 p.m. EST Friday, Nov. 20, 2020

• Getting Back to Business: I Want to Win the Ball Game: The Owner/GM as the Hotel’s Chief Strategy Officer, 3-3:30 p.m. EST Wednesday, Dec. 2, 2020

• Getting Back to Business: I Want to Win the Ball Game: The Owner/GM as the Hotel’s Chief Financial Officer, 3-3:30 p.m. EST Tuesday, Dec. 8, 2020

• Getting Back to Business: I Want to Win the Ball Game: The Owner/GM as the Hotel’s Chief Information Officer, 3-3:30 p.m. EST Tuesday, Dec. 15, 2020

AAHOA’s Final Two Regional Conferences Coming Soon!

AAHOA’s 2020 Regionals Series is coming to an end, as we gear up for our final two events. The AAHOA North Texas, South Central Texas, and Southeast Texas Regional: A Virtual Experience will be held from 2 p.m. to 6 p.m. CST Wednesday, December 2, followed the next day (December 3) by the AAHOA Alabama, Florida, and Georgia Regional: A Virtual Experience, set for 2-6 p.m. EST. All Regionals are FREE for AAHOA Members and the entire industry, and you can attend as many as you like. You don’t even have to own a hotel in that region to attend, so reserve your spot today!

Let Us Know How You Feel by Taking the AAHOA Member Post-Election Survey

In order for AAHOA to most effectively advocate on your behalf, we're collecting valuable information from our members in advance of the remaining congressional session to share with policymakers. It will only take a few minutes of your time, so please take a moment to fill out this quick survey. Your thoughts and insights would be greatly appreciated and will help guide our outreach efforts to the appropriate elected officials and agency employees as we advocate on your behalf.

AAHOA President, Government Affairs VP Discuss COVID-19's Impact on Hoteliers on Across the States Podcast

AAHOA President & CEO Cecil P. Staton and AAHOA Vice President for Government Affairs Chirag Shah were guests last week on the Across the States podcast, produced by the American Legislative Exchange Council, to discuss the impact of COVID-19 on the hotel industry. "Nothing could've prepared us for what we've seen with COVID-19," Staton said. "It has led to a liquidity crisis, which finds hoteliers dealing with the lowest rates of occupancy literally in recorded history. ... We are quite concerned about the devastating impact that it's still going to have on the economy over the next few months." Shah added: "This has become a crisis that evolves every single day." The discussions on Across the States focus on state issues and state solutions within state capitols, by state legislators and with state policy experts.

AAHOA President & CEO Talks Politics and the Campaign to Assist Hoteliers

Hotel Online recently published a Q&A with AAHOA President & CEO Cecil P. Staton to discuss AAHOA’s advocacy efforts and the association’s "10,000 Letters, One Purpose" campaign, which launched in mid-October, reached its goal within 24 hours, and resulted in more than 16,000 letters being sent to Congress and the White House. “We’re trying to educate lawmakers about the industry itself,” Staton said in the interview. “Just because there’s a brand name on the side of the building doesn’t mean it’s owned by a huge corporation. Lawmakers need to know that these programs aren’t bailing out big brands but rather helping small business owners who make investments in their communities and keep people employed.”

Human Trafficking Awareness Training Available to Help Hotel Owners and Operators Meet New State Mandate

In an effort to crack down on human trafficking across Florida, a new law is going into effect mandating that all lodging establishments provide annual human trafficking awareness training for housekeeping and front desk employees. The state will require hotel owners and operators to provide training for new employees within 60 days after they begin employment in a housekeeping or reception area role, or by Jan. 1, 2021, whichever occurs later. Training must be re-administered annually. Businesses that do not comply with this new mandate face a fine of up to $2,000 a day. The Florida Division of Hotels & Restaurants recently certified that BEST’s Inhospitable to Human Trafficking Training sponsored by AAHOA meets the requirements set forth in section 509.096 of the Florida State Statute as an approved human trafficking awareness training program that lodging establishments can use to satisfy the new state mandate.   

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