Five Strategic Insights for Hospitality Growth and Innovation
Future hospitality success will require bolder development strategies, smarter labor and technology solutions, high-efficiency designs, stronger brand ecosystems, and real sustainability leadership. IHG Hotels shows that growth and responsibility can—and must—go together.
 |
Julienne Smith is Chief Development Officer, Americas, for IHG Hotels & Resorts, where she leads the company’s growth strategy across the region. She previously held senior development roles at Hyatt Hotels and Marriott International, with a focus on brand expansion and owner relations. A graduate of Boston University, Julienne is active in industry organizations including AHLA and ULI, and serves on multiple hospitality conference committees. She also sits on the board of Kaleidoscope Inc., a Chicago-based child welfare nonprofit. Julienne lives in Atlanta with her husband, two children, and two dogs.
|
1. Master Brands, Not Just Individual Brands, Will Win Guest Loyalty
“It’s about being the most relevant card in the guest’s wallet.”
Today’s travelers care less about knowing every brand name under a hotel company’s umbrella—and more about earning and redeeming loyalty points across a seamless, trusted ecosystem. Building strong master brands like **IHG One Rewards** is key to securing long-term guest relationships.
2. Development Remains Critical—but Creativity Is Required
“Supply is constrained, demand is strong—but high costs are reshaping how we grow.”
Despite high construction costs, tight lending, and labor pressures, there’s still significant room for new hotel development—especially in aging markets. IHG is incentivizing development with fee relief, key money, and innovative financing partnerships to keep new projects moving forward.
3. Labor Challenges Demand Smarter Systems and Stronger Cultures
“Hospitality needs people—and the systems must evolve to attract them.”
Julienne stresses that automation can assist, but not replace human hospitality. Brands must modernize clunky systems (especially property management and POS systems) to make onboarding easier for younger workers—and simultaneously build internal cultures that support retention and career growth.
4. Hotel Design Must Maximize Every Square Foot
“Empty space equals lost revenue.”
Modern hotel prototypes focus on multi-functional spaces—breakfast areas that convert to evening bars, lobbies that serve as coworking spaces, and efficient guest rooms that eliminate wasted corners. Flexibility and revenue per square foot are now at the heart of hospitality design.
5. Sustainability Is No Longer Optional—it’s Business Critical
“We launched a zero-carbon hotel project because it’s the right thing—and because regulators will demand it.”
From eliminating single-use plastics to building LEED-certified properties, IHG embeds sustainability across brand standards. Developers who stay ahead of sustainability trends will be better positioned to meet future regulations—and to win over eco-conscious travelers and corporate clients.
Explore more Distinguished Touchpoints