WASHINGTON – 21 June 2024 – Canada’s hotel industry recorded its highest performance levels in eight months, according to CoStar’s May 2024 data. CoStar is a leading provider of online real estate marketplaces, information and analytics in the property markets. 

May 2024 (percentage change from 2023):

Occupancy: 69.0% (+0.2%)

Average daily rate (ADR): CAD206.39 (+4.5%)

Revenue per available room (RevPAR): CAD142.32 (+4.8%) 

“Improvement in Canada’s hotel room rates drove a RevPAR lift in May,” said Laura Baxter, CoStar Group’s director of hospitality analytics for Canada. 

“The occupancy lift, however, was marginal, with the metric contracting across the lower-tier hotels, while Upscale through Luxury showed growth. ADR increases across all classes kept RevPAR comparisons in positive territory.  

“While group occupancy fell 5.5%, transient grew 2.4%. The growth in the transient segment did not, however, translate to higher rate growth. The lower gain in transient room rates is a trend worth watching, as some markets are seeing rate decline due to the softening of the segment’s demand.”

Among the provinces and territories, British Columbia recorded the highest occupancy level (74.3%), which was 3.3% above 2023. 

Among the major markets, Vancouver saw the highest occupancy (83.8%), up 1.2% over May 2023.

The lowest occupancy among provinces was reported in Prince Edward Island (54.5%), down 9.5% against 2023. 

At the market level, the lowest occupancy was reported in Calgary (-1.9% to 67.0%).

“Hoteliers are relatively optimistic as we approach the summer high season,” Baxter said. “Recent consumer sentiment reports about domestic leisure travel and slightly lower interest rates have contributed to the optimism, particularly in destinations driven by leisure demand. However, many hoteliers are also reporting shorter booking windows compared to previous years, causing limited visibility into the strength of demand. 

“STR’s 2024 forecast reflects slower rate growth, at 1.9%, due to an expected deceleration in the metric during the last three quarters compared to the first. Our downgrade to occupancy was material, with the metric now expected to decrease 0.5% year over year due to lower-than-expected demand as weaker economic conditions take a bigger toll than expected.”

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Big Picture Conferences is pleased to announce its newest hospitality conference the “Quebec Hotel Investment Conference (QHIC)”. The first annual QHIC, specifically tailored to the Quebec market, will be held at the InterContinental Montreal on September 19th, 2024. This one-day comprehensive conference will feature five distinct panel discussions focused on Equity - Debt Financing, Branded vs Independent Hotels, Development, Legacy Family Hotel Owners and of course a deep dive on the Quebec market as a whole.

Registration to open on Tuesday, June 25th.  Content will be presented in FRENCH with full translation available



Toronto, ON (June 20, 2024) –Atlific Hotels proudly announces that several of its managed properties have taken top prizes in the 2023 edition of Marriott International’s 2023 Global Performance Awards. Three Atlific managed properties,  Residence Inn Calgary Downtown/Beltline DistrictResidence Inn Kingston, and Towneplace Suites Red Deer took home prestigious Circle Awards while Colleen Logan, Atlific Area Sales Manager, earned the Sales Leader of the Year award amongst all global Residence Inn branded properties for her top achievements. The awards ceremony took place on June 13, 2024.

The selection process for the Circle Awards rigorously evaluates hotels on their ability to deliver brand promises, with winning properties excelling in leadership, customer satisfaction, financial performance, and associate engagement. 

“Atlific is incredibly proud of our people who are truly dedicated to service excellence and we’re thrilled that their performance has been recognized,” said Christine Kennedy, CEO, Atlific Hotels. “Atlific prides itself on creating a positive impact on the guest experience and the local communities our hotels operate in, and these awards are a shining reflection of our teams’ outstanding efforts.” 

For its part, Residence Inn Calgary Downtown/ Beltline District won two separate Residence Inn brand awards and the hotel was one of just two Canadian hotels to earn the highly prestigious Platinum Circle performance award honouring the best of the best in the Residence Inn brand's overall guest satisfaction score in addition to Logan’s Sales Leader of the Year Award as the standout amongst the entire Residence Inn brand. There are almost 1000 Residence Inn brand hotels in the Marriott portfolio. 

Several Atlific properties took home Marriott International’s Brand Circle Awards for top ratings in overall guest satisfaction. Circle Awards are achieved via exceptional staff service, maintenance, upkeep, cleanliness, and an elite level of hospitality. 

The Residence Inn Kingston also proudly received the Gold Circle Award, placing it in the top 5% of Residence Inn properties for overall guest satisfaction. This accolade reflects its impressive score and consistent year-over-year growth in revenue per available room.

The TownePlace Suites Red Deer earned the Silver Circle Award, distinguishing it among the top 20% of hotels in overall guest satisfaction within its brand.



June 12, 2024 – In a groundbreaking initiative to combat human trafficking, the British Columbia Hotel Association (BCHA), Alberta Hotel & Lodging Association (AHLA), Saskatchewan Hotel & Hospitality Association (SHHA), Manitoba Hotel Association (MHA), and Ontario Restaurant Hotel and Motel Association (ORHMA) have signed a Memorandum of Agreement (MOA) to develop and deliver human trafficking awareness and prevention training and resources to hotels - with the goal of training every hotel employee from BC to Ontario.

Human trafficking is one of the fastest growing crimes in Canada, with thousands of victims being exploited annually. The Canadian Centre to End Human Trafficking estimates that over 1,400 cases were reported to law enforcement between 2011 and 2019. These numbers continue to increase, and many incidents go unreported. Hotels can inadvertently become venues for traffickers, making it imperative for the hospitality industry to take a proactive stance in recognizing and preventing human trafficking.

"Since trafficking networks often rely on legitimate businesses—many in the tourism supply chain—to sustain their illicit and illegal operations, hoteliers are uniquely positioned to identify and disrupt this crime. This agreement empowers our members to be part of the first line of defense against trafficking activities, supporting the health and safety of our staff and guests, and helping victims to get the help they need." Tracy Douglas-Blowers, President & CEO, Alberta Hotel & Lodging Association

About the Initiative

The MOA outlines a commitment by the 5 provincial hotel associations to:

• Develop training materials that raise awareness of human trafficking among hoteliers.

• Educate hotels, motels, and other accommodation providers about recognizing the signs of human trafficking.

• Equip hotel owners and managers with the tools to train their staff on preventing and responding to potential human trafficking situations.

Training Resources and Implementation

Partnering with NotInMyCity, the associations will create a "Not in Our Hotel” toolkit, which will include:

• Sample policies for hotels and guidelines for employee orientation.

• Best practices for accommodation providers.

• Training materials for management and staff, including online courses that provide certificates of completion.

• Posters and quick reference guides for employees.

• Resources to help employees discuss human trafficking with their children and support staff impacted by trafficking.

Commitment to Prevention

Hotels are committed to creating safe environments for all guests and staff. By signing this MOA, the BCHA, AHLA, SHHA, MHA, and ORHMA demonstrate their dedication to combating human trafficking. This initiative not only aligns with federal and provincial efforts to eradicate human trafficking but also supports the safety and well-being of the communities hotels serve.

"Not In Our Hotel sends a loud and clear message: we will not tolerate human trafficking in the hotel industry. Thanks to our dedicated members and their staff, we already have a strong track record of combatting trafficking and supporting survivors. There is still much more to do, and our commitment to training and education will continue to make the difference." Jim Bence, President & CEO, Saskatchewan Hotel & Hospitality Association



LONDON, 12 June 2024 – Hilton, with a brand value of USD11.6 billion, has retained its title as the world’s most valuable hotel brand for the ninth consecutive year, according to new data from Brand Finance, the world’s leading brand valuation consultancy. Hyatt, with a brand value of USD6.0 billion, secured the second spot again. Hilton and Hyatt are the only two hotel brands to feature in the Brand Finance Global 500 2024 ranking. Eight out of the top ten brands included in the ranking decreased in brand value, and over 60% of US brands featured in the ranking also decreased, indicators that the industry is struggling to fully capitalise on brand growth potential despite rising demand.

Henry Farr, Associate Director, Brand Finance, commented:

“Many top hotel brands have struggled to grow their brand value as robustly as in the years leading up to 2020, and the Brand Finance Hotels 2024 ranking shows that these challenges are ongoing as the industry recovers. Despite an uptick in travel and hotel demand, the actual growth hasn’t matched expectations, resulting in slight declines or minimal brand value growth for the world’s leading hotel brands.” 

That said, there are brands exhibiting strong growth. India’s Taj is the world’s second-fastest-growing brand, up 45% to USD545 million, driven by supercharged revenue growth and improved brand strength. Taj has climbed three positions in the Brand Strength Index (BSI) ranking to become the world’s strongest hotel brand. With an improved BSI score of 92.3 out of 100, Taj has earned an AAA+ rating, the highest rating awarded by Brand Finance. Taj performed exceptionally well across several brand strength metrics, including familiarity, consideration, recommendation, and reputation, underscoring Taj’s dominant position within India’s hotel sector.

Brand Finance data also reveals a significant boost in brand values of Spain’s top hotel brands, propelling them higher in this year’s ranking. New entrant Occidental debuts at 42nd with a brand value of USD 318 million, while Meliá joins in 43rd rank at USD312 million, doubling Spain’s presence. NH Hotels, Spain’s most valuable hotel brand, noted an 18% increase to USD770 million. Barceló, ranked 21st, experienced a 12% rise to USD683 million, excelling in metrics like consideration, recommendation, reputation, and loyalty despite a slight decline in its BSI score. These gains underscore the growing competitiveness of Spanish hotel brands.

For the first time, Brand Finance unveiled the world’s top 25 strongest and most valuable leisure and tourism (L&T) brands, with an aggregate brand value of USD59.1 billion., Airbnb, and Group secure the top three positions, each noting double-digit brand value growth. Royal Caribbean, with a 58% increase to USD4.1 billion, has climbed to fourth place, becoming the sector’s second fastest growing and second strongest brand globally. Tokyo Disneyland debuts in sixth place with a brand value of USD2.7 billion and has emerged as the world’s strongest L&T brand with an AAA+ rating, the highest awarded by Brand Finance.


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