This Week's Hotel News: Choice Hotels Adds AI Executive to Board, Aspen Hospitality Launches Luxury Brand Nell Hotels
This week, the hotel industry saw several major developments: European hotel operator Fattal Hotel Group completed its first acquisition in the United States; Hilton partnered with Reuben Brothers to bring W South Beach under the Waldorf Astoria brand; Amsterdam-based software company Mews announced a 15% workforce reduction to advance its AI-native strategy. Additionally, Choice Hotels added CVS Health executive Ali Keshavarz to its board, Aspen Hospitality launched a new luxury brand called Nell Hotels, Ascendant Capital Partners acquired an eight-hotel portfolio in the Southeast, and Beechwood Hospitality completed a merger with MMI Hotel Group.
The Lodging Lowdown is a series from Hotel Dive that highlights the major news of the week that hotel industry professionals might have missed.
In this week's hotel news, European hotel operator Fattal Hotel Group acquired its first U.S. hotel, the Blakely Hotel in Midtown Manhattan; meanwhile, Hilton partnered with Reuben Brothers,to rebrand the W South Beach & Residences, under the Marriott brand, as Hilton's Waldorf Astoria。
Additionally, Amsterdam-based hotel software provider Mews announced a 15% workforce reduction, to advance its "AI-native" future direction.
Here are other headlines hoteliers should watch this week:
Choice Hotels adds AI executive to board
Choice Hotels International hasappointed CVS Health executive Ali Keshavarz to its board of directors.
As president and chief data and analytics officer at CVS Health, Keshavarz brings "proven, scaled leadership in enterprise-level data, analytics, and AI transformation," Choice Hotels' interim CEO Dominic Dragisich said in a statement.
The appointment comes as Choice Hotels deploys AI across its business.
Aspen Hospitality launches luxury brand Nell Hotels
Aspen Hospitality, part of Aspen One, announced the launch of Nell Hotels, the company revealed on Tuesday. The new luxury brand is inspired by the acclaimedski-in/ski-out hotel The Little Nell in Aspen, Colorado. According to a press release, Nell Hotels aims to bring The Little Nell's "signature warm, personalized approach to luxury service" to "iconic destinations" worldwide.
Aspen Hospitality CEO Jeff Toscano said in a statement that the brand is "built on the same philosophy as The Little Nell—that personal touch that makes you feel at home every time you return."
The first Nell Hotels property will be The Nell New York, a 134-room hotel,located within Rockefeller Center, expected to open in fall 2027. According to Aspen Hospitality, upon opening, the property will be New York City's only Relais & Châteaux member hotel.
The Nell Hotels brand also includes the original The Little Nell in Aspen. That hotel will temporarily close in April 2027 for a "comprehensive renovation," with upgrades covering guest rooms, public spaces, and dining areas.
Ascendant Capital Partners acquires 8-hotel portfolio in Southeast U.S.
Ascendant Capital Partners has acquired an 8-hotel, 965-room portfolio from Coastal Hospitality Associatesfor an undisclosed amount. Most of the portfolio consists of beachfront properties, with six in Virginia Beach, Virginia, and two in the Outer Banks of North Carolina.
The transaction reflects Ascendant's strategy of focusing on "acquiring high-quality assets in dynamic, supply-constrained markets with resilient demand drivers," co-founder and chief investment officer Alex Halpern said in a statement.
The company said it plans to invest in the portfolio's long-term success through targeted capital improvements and operational optimization. Schulte Hospitality Group will take over operations of the properties.
Beechwood Hospitality and MMI Hotel Group merge to form new company
Beechwood Hospitality and MMI Hotel Group have mergedto form Beechwood Hospitality, an MMI Company. According to a press release on Wednesday, the move combines two established companies to create a "stronger, more dynamic hotel management platform."
Beechwood founding partner Blair Allen will serve as president of the "newly combined" organization, which has more than 24 properties across the Sun Belt, including hotels, resorts, private clubs, and restaurants. The unified organization now sits under parent company MMI Hospitality Group and plans to "prudently expand its overall footprint."
"As our industry continues to evolve, we recognize the importance of building scale, expanding capabilities, and staying competitive," Allen said in a statement.