Research

Voice of the GM Survey

Get an inside look at today’s hotel leaders—who they are, how they strategize, how hotel performance is shifting and what’s next for their properties. Download the report to see how the industry's future is shaping up.

Workforce + Leadership Pressures: GM workload, compensation, tenure, hiring plans, and the continued impact of labor shortages.
Brand + Property Requirements: Satisfaction with franchise/management agreements, brand-mandated upgrades, renovation cycles, and capital planning.
Investment Priorities for 2025: Where GMs are spending more—FF&E, technology, maintenance/ADA, and operational upgrades.
Performance & Revenue Outlook: 2025 occupancy/ADR/RevPAR results, 2026 expectations, and the market forces affecting rate and demand.
Guest Mix, Group Business & Sustainability: How traveler segments are shifting, group business trends, and the sustainability initiatives influencing operations and profitability.

Download the full 2025 Voice of the GM Survey now to stay ahead of operational, financial, and market shifts shaping the year ahead.