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Hotel CEOs' Outlook, Airlines' Climate Progress and Barry Sternlicht's Warning

Hotel CEOs' Outlook, Airlines' Climate Progress and Barry Sternlicht's Warning

Skift04-06-2025

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Good morning from Skift. It's Wednesday. Here's what you need to know about the business of travel today.
Hotel CEOs believe the U.S. is wasting its tourism potential with the country facing a 50 billion dollar deficit in international travel, writes Senior Hospitality Editor Sean O'Neill.
Marriott CEO Anthony Capuano and other leaders said Washington needs to streamline visa processing and take other steps to ensure the U.S. is ready to host major sporting events in the next decade. Several hotel CEOs have called for more funding for Brand USA, the country's tourism marketing organization. And they hope President Trump and Congress will allot money to help with long-standing infrastructure and resource needs.
In addition, many hotel CEOs said they're focused on expansion abroad, especially India, Southeast Asia, and the Middle East.
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Next, Willie Walsh, director general of the International Air Transport Association, is blaming governments and fuel producers for aviation's slow process in reaching its climate goals, writes Climate Reporter Darin Graham.
Walsh said the European Union, in particular, has failed to provide the support needed to increase the production of sustainable aviation fuel. Walsh added that companies such as BP and Shell have cut back or delayed their investments in green fuel. The European Union's current policy requires airlines to use at least 2% sustainable aviation fuel in their fuel mix by 2030.
Fuels Europe said producers have rapidly scaled SAF output and lowered costs.
Finally, Starwood Hotels founder Barry Sternlicht says established hotel chains are facing growing pressure from independent brands, reports Senior Hospitality Editor Sean O'Neill.
Sternlicht, who sold Starwood to Marriott for 13 billion dollars in 2015, said newer brands are much easier to launch via social media. Sternlicht added that successful hotel brands must differentiate themselves and that hospitality remains fundamentally about service quality.
Sternlicht has officially rebranded his latest hotel management company as Starwood Hotels, reviving the name of the company he founded in 1991.

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Montgomery County officials are working to pressure the Marriott hotel chain into signing an agreement promising not to retaliate against workers at a county conference center if they choose to unionize — a step taken after the county neglected to include that provision in an operating agreement signed in March. Marriott officials have so far resisted those efforts, despite threats of a boycott on Monday and county legislation introduced earlier this week that would require such commitments in certain contracts with hotel companies as a condition for the county's economic support in the future. The 10-year agreement — an extension of a previous contract that states that the county will continue to own the Montgomery County Conference Center in Bethesda while Marriott will continue to operate the facility — did not include a labor peace agreement that protects workers from retaliation if they try to unionize but choose not to strike or picket, according to County Council member Natali Fani-González (D-District 6), who chairs the Economic Development Committee. Although federal law already prohibits employers from retaliation, labor peace agreements are a more explicit protection for workers. And, with the Trump administration gutting the National Labor Relations Board, which adjudicates labor disputes, they are the most concrete way to force employers to comply with those federal worker protections, said Adam Yalowitz, a research director with Unite Here Local 25, a hospitality union in the D.C. region. 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The union launched a boycott of the convention center in late May to apply further pressure on Marriott but later delayed it until Monday in hopes the pause would motivate the company to start discussing a labor peace agreement, Yalowitz said. More than 20 state lawmakers representing parts of Montgomery County have signed a letter agreeing to abide by the boycott. 'We believe every worker deserves a fair process to decide on unionization, free from intimidation and coercion,' the letter read. 'It is our hope that Marriott will engage in good faith and commit to a fair and transparent process that upholds workers' rights and dignity.' Marriott hasn't indicated any plans to add an addendum, according to Elrich and Fani-González, both of whom said they've been in discussion with the company. In a statement, a company spokesperson said that Marriott believes the workers are sufficiently covered under the existing contract's terms. 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