Walking away from this year's CONNECT 2026: Marriott Select Brands Owner and Franchisee Conference, I wasn't left with a single slogan or headline message. Instead, my overarching impression was one of resilience; the resilience of the hospitality industry and the enduring strength of the Marriott brand.

Throughout the conference, Marriott leaders consistently reinforced their value proposition while acknowledging the economic and operational challenges hotel owners and operators continue to face. More than anything, the message seemed to be that Marriott is focused on standing alongside its owners and franchisees, working to help them navigate uncertainty and achieve stronger financial results.

The atmosphere felt noticeably different from recent years. There was a sense of cautious optimism throughout the event. Year to date performance has generally been better than many expected, and the industry has so far avoided the major disruptions that have impacted travel demand in previous years. Drive-to destinations remain healthy, and fuel prices have not yet significantly affected leisure travel patterns. The result was a conference environment that felt more relaxed and less reactive than in the past.

If I had to summarize the conference in just a few words, they would be: Marriott supports owners. That sentiment was reflected not only in the presentations but also in conversations happening in hallways, networking sessions, and owner meetings.

One topic dominated nearly every discussion: the ongoing pressure on operating margins and the challenge of generating top-line growth. Hotel owners continue to wrestle with rising labor costs, inflationary pressures, and changing guest expectations. Marriott appeared keenly aware of those concerns and dedicated considerable time to discussing ways to help owners improve profitability.

Artificial intelligence also emerged as a popular subject. While AI was not presented as a cure-all, it was clear Marriott views it as an increasingly important tool for marketing and operations. One practical takeaway was the importance of keeping website content fresh and up to date. As AI-powered search and content discovery evolve, stale content becomes less effective. For hotel operators, maintaining dynamic digital content may become just as important as traditional marketing efforts.

Several sessions focused on revenue generation, but one of the most valuable centered on maximizing ancillary revenue opportunities. The presentation offered practical strategies that operating teams can implement immediately to capture more spending from existing guests rather than relying solely on occupancy growth. In an environment where margins remain under pressure, those incremental revenue opportunities could make a meaningful difference.
In addition to the ancillary revenue presentation, Marriott teams discussed several hot topics addressing owner concerns. Most notably, they facilitated open conversations around the challenges and opportunities behind the “Power of M” conversions. They also presented new refinements to Marriott’s broad marketing campaigns focused on demographic buying trends. Finally, executives also covered a new initiative centered on refining the operating model and rationalizing the underlying costs in delivering guest experiences.

Beyond Marriott’s specific programs, the economic outlook sessions were thought provoking. The featured economist discussed the potential long-term impact of infrastructure damage across parts of the Middle East and how disruptions to oil production could eventually affect the global economy. This warning served as a stark reminder that broader geopolitical events can quickly influence operating costs and consumer behavior. Equally, the same economist noted the hospitality industry’s resilience and long term macro-economic strengths.

Perhaps the most important lesson for hotel owners who were unable to attend is that flexibility remains critical. Summer travel demand appears promising, but uncertainty still exists. The industry has not yet fully felt the potential ripple effects of international conflicts or energy market disruptions. Owners who maintain flexible operating structures and continue looking for ways to accomplish more with less will likely be best positioned to succeed.

I didn't leave the conference with a list of immediate changes to implement over the next 90 days. What I did leave with was reinforcement of a philosophy that has served our organization well: remain flexible, embrace innovation, stay focused on revenue opportunities and never stop looking for operational efficiencies.

In many ways, Marriott's message was simple: the challenges facing the industry are real, but so are the opportunities. And Marriott intends to help owners capitalize on them.

Drummondville, QC (June 1, 2026) –Choice Hotels Canada is thrilled to announce the Quality Suites in Drummondville, QC has been honoured with its Canadian Hotel of the Year award.

The Canadian Hotel of the Year was selected by a panel consisting of representatives from Choice Hotels Canada and the Choice Canada Franchise Advisory Board and are chosen from among this year’s Canadian Guest Satisfaction Award Platinum winners. Platinum winners represent the top 3% of over 350 hotels from coast to coast. Winners are determined largely by verified customer feedback through guest insight surveys, as well as operational metrics.

The hotel also recently won its 12th prestigious Platinum Guest Satisfaction Award from Choice Hotels Canada, and since 2005, has also received 10 Gold Guest Satisfaction Awards.

In addition to this year’s accolades, the Quality Suites was named last year’s International Best of Choice winner for the Quality brand by Choice Hotels International. This outstanding property also has nine APEX awards (Awards for Property Excellence) and has been named Canadian Hotel of the Year three previous times – in 2006, 2011 and 2022.

“The phenomenal team at the Quality Suites in Drummondville continues to set the standard for hotel excellence in Canada,” says Brian Leon, CEO, Choice Hotels Canada. “Being named Canadian Hotel of the Year, on top of earning its 22nd consecutive Guest Satisfaction Award, reflects an exceptional level of consistency, care and operational excellence. This is a testament to the team’s unwavering commitment to delivering an outstanding guest experience each and every day.”

The classical chateau-style property has 71 tastefully decorated guest rooms with in-suite amenities that include microwaves, refrigerators, coffee makers, cable TV, rain showerheads and sleep assistant “Neurospa”. Guests are also offered a complimentary hot breakfast and access to the fitness centre, meeting rooms, EV charging stations and an indoor heated pool.

The Quality Suites in Drummondville is owned by Geneviève Milot. Her Quality Inn and Suites property in Lévis, QC was also named this year’s International Best of Choice winner for the Quality brand by Choice Hotels International, in addition to receiving its 10th Platinum Guest Satisfaction Award.
“Being acknowledged with these awards again is incredibly meaningful,” says Geneviève Milot, owner of Quality Suites in Drummondville. “This award belongs to our general manager, Susanne Steiner, and the entire hotel team, whose passion, professionalism and attention to detail turn good stays into great stays for our guests. This recognition is a wonderful acknowledgement of the team’s hard work.”

The Quality Suites in Drummondville is located at 2125 Rue Canadien. For a reservation, visit www.choicehotels.com.

LÉVIS, QUEBEC (June 1, 2026) – Choice Hotels Canada is pleased to announce that Quality Inn & Suites in Lévis has been honoured with a 2026 International Best of Choice award for the Quality brand by Choice Hotels International.

The Best of Choice awards are among Choice Hotels International’s most coveted accolades, with recipients selected for their demonstrated commitment to superior guest service and operational excellence. One hotel winner was selected from each Choice Hotels brand segment in the company’s domestic and international portfolio.

The Quality Inn & Suites also earned a Platinum Guest Satisfaction Award this year, the 11th such honour for the hotel. Platinum winners are among the top 3% of over 350 hotels from coast to coast and represent the best of the best in the Choice Hotels Canada portfolio. Winners are determined largely by verified customer feedback through guest insight surveys and Likelihood to Recommend scores.

“The Quality Inn & Suites in Lévis continues to distinguish itself as one of the strongest performers in the Canadian system,” says Brian Leon, CEO, Choice Hotels Canada. “These awards reflect the team’s consistency, professionalism and unwavering commitment to their guests.”

The Quality Inn & Suites in Lévis is owned by Geneviève Milot, whose Quality Suites in Drummondville, QC was named this year’s Canadian Hotel of the Year by Choice Hotels Canada, in addition to winning its 12th Platinum Award. At the heart of both hotels’ continued success is a service philosophy that aims to exceed expectations. The teams are known for adding special touches that makes stays unforgettable.

“We are extremely proud to receive this recognition,” says Geneviève Milot. “This is truly a reflection of the dedication and care our team brings to the hotel every day. Under the leadership of General Manager Daniel Aubé, they continue to be deeply committed to exceeding guest expectations and creating memorable experiences.”

In addition to this year’s accolades, the hotel has previously won three Gold Awards. The property has also won six APEX Awards (Awards for Property Excellence) and in 2016, the hotel was named Canadian Hotel of the Year.

Last year, the Quality Inn & Suites in Lévis underwent extensive renovations. All 96 guest rooms and suites, along with the hotel’s main floor, were fully renovated, offering guests an enhanced and refreshed experience. The hotel offers both leisure and business travellers comfortable accommodations and is conveniently located by transportation hubs including the Trans-Canada Highway and the ferry to Québec City. The hotel has many modern amenities including an indoor heated pool and a hot and cold breakfast.

The hotel is located at 5800 Rue des Arpents. For more information on the Quality Inn & Suites Lévis or a reservation, visit www.choicehotels.com.

BELLEVILLE, ONTARIO (June 1, 2026) – Choice Hotels Canada is pleased to announce that Country Inn & Suites by Radisson, Belleville, ON has been honoured with a 2026 International Best of Choice award for the Country Inn & Suites by Radisson brand by Choice Hotels International.

The Best of Choice awards are among Choice Hotels International’s most coveted accolades, with recipients selected for their demonstrated commitment to superior guest service and operational excellence. One hotel winner was selected from each Choice Hotels brand segment in the company’s domestic and international portfolio.

The Country Inn & Suites by Radisson, Belleville also earned a Gold Guest Satisfaction Award this year, placing it among the top-performing hotels across the Choice Hotels Canada system. Gold winners represent the top 10% of hotels based on verified customer feedback, including guest insight surveys and Likelihood to Recommend scores. In addition to this year’s accolades, the hotel previously won the Best of Choice Award in 2024.

“The achievement for the Country Inn & Suites Belleville team highlights their ability to consistently execute at a high level,” says Brian Leon, CEO, Choice Hotels Canada. “Their focus on guest satisfaction and operation excellence makes them a standout within our system.”

The Country Inn & Suites by Radisson, Belleville is owned and operated by a dedicated ownership group whose continued focus on service excellence has positioned the hotel as a leader within the brand. The team is known for delivering thoughtful guest experiences and consistently exceeding expectations.

Conveniently located in Belleville, the hotel offers comfortable accommodations for both leisure and business travellers. Guests enjoy modern amenities including complimentary hot breakfast, an indoor pool, fitness centre, and easy access to local attractions, major highways, and the Bay of Quinte region.

The hotel is located at 245 North Front St. For more information on the Country Inn & Suites Belleville or to make a reservation, visit Choice Hotels.