Amid geopolitical shocks and rising tariff tensions, investors are viewing the hospitality industry as a resilient outperformer. In 2024, global hotel demand reached 4.8 billion room nights, according to JLL’s Global Hotel Investment Outlook 2025. However, even with strong travel demand, new challenges like economic volatility and shifting guest expectations are testing the resilience of even the most established hotel brands.

Here's what’s standing out:

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