Issue of 3.4.2026
Crises and AI, hot topics and the HITT
Dear Insider,
Airlines are changing their routes; these changes are affecting destination markets; in the Middle East, hotel occupancy rates are falling sharply, in Greece, bookings are reportedly stalling; and the governments of Dubai, Cyprus and Egypt are beginning to provide financial support to hotels and tourism companies. The chaos and tension surrounding the Iran conflict continue.
This makes the brief item in today's News Mix all the more baffling, to put it politely: The city of Cluj-Napoca in Romania is preparing the first stage of planning permission for a Trump Tower comprising 250 apartments and a 150-room luxury hotel.
Despite the crisis, business carries on as usual, as Susanne Stauss and I gathered from our many conversations in Berlin. International chains continue to adapt their strategies, sometimes in a rather dull way, sometimes in a lively one. We listened to Hyatt, Minor, Leonardo, the Vienna Tourist Board, Accor, Marriott and UBM. Everyone wants to fill every niche. The craze for brands continues, as does the appeal of franchising.
The chains are now desperate for independent hotels and want to make their soft brands even more flexible. Villa Viva might well have fitted into this category – hotels as "social guesthouses", a perfect, alternative product for investors and operators keen on niche markets, such as Stephan Gerhard. But franchise is not his cup of tea.
Accor’s property arm, Essendi (formerly AccorInvest), was sold to Blackstone and Colony the day before yesterday; the sale had been announced some time ago. Receiving €975 million in fresh capital during these difficult times would be good news for everyone. A survey of estate agents has found that European investors prefer to invest their money in southern Europe and in holiday resorts. The downward trend is becoming more pronounced with each passing month.
The situation is similar for investors in the camping and glamping sectors. They too are scouring Europe and Germany in search of that niche. Institutional investors sense a "big business" opportunity. This trend has long since ceased to be a passing fad; it is becoming mainstream. Vienna remains the most dynamic market among Austria’s largest cities, thanks to strong prices and high demand. Tourists, business travellers and event enthusiasts alike are always happy to return to this city.
Where and how do people meet new people these days? Whether by chance or through targeted matchmaking – powered by AI. Participants can see for themselves how this works by attending our HITT Think Tank in Brussels on 11–12 May, led by AI specialist Tigran Manvelyan. We’re already looking forward to finding out more about each other through the data shared within the group. Sign up, join the discussion and network with others. You can also find the names of other experts today in the HITT program and in the related article!
Off to Brussels – this think tank is regaining its strength in terms of content. Don't worry: You'll understand what the experts mean. Everyone speaks plain and simple language. The Innovation Hub on day 2 will be a highlight. Our AI specialist Tigran will also be introducing you to his AI-powered Risk Monitor.
You're taking no risks with us if you want to keep browsing the website over the Easter break. As always, we have some great tips and entertaining content for you. The UN and UN World Tourism Organisation want to encourage even more hoteliers to continue reducing waste. Have you heard of the "Recipe of Change"? (Food waste is also a major issue at HITT!)
Marriott Bonvoy has pulled off a major marketing coup: The chain is now Céline Dion’s official hotel partner for 10 concerts in Paris. Though you might rather take your children to the new Harry Potter hotel, which is to be built in Germany’s only Legoland. And anyone wanting to travel home from HITT in Brussels should take the train anyway, for sustainability reasons. It’s a shame that Jung chargers aren’t fitted on trains yet; that would allow you to charge your smartphone wirelessly.
We'll be using our week off over Easter to travel to Brussels and finalise the last few details for the HITT. Our office will be open again from 13 April, our next edition will be published on 17 April.
Happy Easter!
Maria Puetz-Willems
Editor in chief
Boring or vibrant: International chains are adapting their strategies
Hyatt and Minor are launching a new mid-scale brand in Germany, and Europe, urban leisure is on the rise, whilst an increasing number of soft brands are flooding the market; branded residences are set to follow. A constant focus: franchising. Leonardo, Verkehrsbüro Vienna, Marriott, Accor and others on adapted strategies.
Social guesthouses Villa Viva Hotels: expansion and new operator
Villa Viva Hotels is a niche brand. It was founded by the non-profit organisation Viva con Agua, and now, the Solutions Group by Stephan Gerhard and a diverse shareholder gang are driving the expansion in Hamburg and Berlin.
Innovation is a key focus of the think tank in Brussels – Join us!
Who does what, and where do synergies arise? Who should you speak to at the HospitalityInside Think Tank? The AI will answer these questions. HITT participants will experience LIVE how their own basic and contextual data can generate new contacts and greater insights in no time at all. AI expert Tigran Manvelyan will highlight the most exciting findings during the event.
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