The 2025 HAC Conference Addressed Fundamental Issues for Hoteliers

By Frank Yeo

The Hotel Association of Canada’s (HAC) national conference attracted more than 350 delegates in Ottawa this last June 16 and 17 at The Westin Ottawa with the theme “Thriving in Uncertainty”. And with the political turmoil south of the border, it was indeed a very timely theme.

Hosted by Catherine Clark, President & Founder of Catherine Clark Communications, the event opened with welcoming remarks from Elder Claudette Commanda, Chancellor of the University of Ottawa and an introduction from Beth McMahon, the new President & CEO of the Hotel Association of Canada.

With tourism projected to grow at an annual rate of 5.42 per cent through 2030, and the increased propensity of Canadians to vacation at home, there was a very optimistic mood among the delegates.

The opening “Speed Stats” session pointed to strong demand: Canada’s hotel industry generated $30 billion in revenue in 2023, with $27.7 billion in value-added economic output. The sector supported 320,100 jobs with $13.4 billion in total wages. Ontario led the country with $8.4 billion in total hotel revenues, followed by Alberta at $6.6 billion and Quebec at $5.7 billion. The total hotel room inventory stood at 476,364 across 8,385 establishments nationwide.

To match the theme, the next session was entitled “Thriving in Uncertainty: Navigating Political and Economic Impacts on the Hospitality Industry”, featuring Ihsain Chahim, Senior Vice President, Corporate and Syndicated Financing at BDC, Tony Cohen, Partner & President, Crescent Hotels & Resorts Canada, and Christine McMillan, Partner, Crestview Strategy. Together, they provided insights into the recent developments, economic trends, and global dynamics, offering strategies for navigating challenges and seizing opportunities.

After a few breakout sessions, one focused on looking deeper into the industry data and the other on sustainability as a financial and environmental strategy, the program continued with the “CEO Quickfire – the strategy edition” panel. Ben Cadwell, Chief Operating Officer, North & Central America at Fairmont, Mandy Farmer, CEO Accent Inns/Hotel Zed, and Brian Leon, Chief Executive Officer, Choice Hotels Canada Inc. discussed the challenges of forward planning given economic uncertainty, fluctuating travel patterns and regulatory shifts. Panelists explored capital allocation, brand differentiation and the role of technology in driving efficiency and guest satisfaction.

There were an additional two breakout sessions in the afternoon: “Bridging Borders: US Market Insights and Strategy” and “Winning the Talent War”. The discussion in “Bridging Borders” focused on how border friction, air connectivity and consumer trends are shaping the pace of recovery. Despite travel increasing from the U.S., panelists emphasized the need for coordinated marketing and policy support to maintain momentum.

“Winning the Talent War” focused on labour shortages and human capital retention with the industry still finding it difficult filling both frontline and leadership roles. Speakers emphasized that flexible work models, stronger onboarding practices and tailored benefits are becoming essential to compete for talent in a constrained labour market.

The conference concluded with a keynote address by author and risk strategist Dan Gardner, who spoke on leadership and decision-making in uncertain conditions. Closing remarks were delivered by Tony Cohen, who has been newly appointed Chair of the HAC Board of Directors.

Engaging MPs and ministers in the new federal government was emphasized as a key priority for the Association and members who can access its updated advocacy toolkit as a resource going forward.

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ARLINGTON, Va. – 26 June 2025 – Canada’s hotel industry reported its highest 2025 monthly growth rates in occupancy and revenue per available room (RevPAR), according to May data from CoStar. CoStar is a leading provider of online real estate marketplaces, information and analytics in the property markets.

May 2025 (percentage change from 2024):

• Occupancy: 70.2% (+1.9%)
• Average daily rate (ADR): CAD213.57 (+3.3%)
• Revenue per available room (RevPAR): CAD149.96 (+5.3%)

ADR growth was higher in February (+4.3%).

Among the provinces and territories, Saskatchewan posted the highest increases in ADR (+6.9% to CAD151.97) and RevPAR (+16.2% to CAD102.80). The province’s occupancy also rose 8.7% to 67.6%. That occupancy growth rate matched Manitoba (+8.7% to 74.0%) for highest during the month.

British Columbia recorded the highest absolute levels in occupancy (74.7%) and ADR (CAD255.82), which represented gains of 0.7% and 0.1%, respectively.

Among the major markets, Calgary posted the highest growth in occupancy (+8.2% to 72.3%) and RevPAR (+14.7% to CAD129.13). Montreal led in ADR growth (+6.9% to CAD248.00).

Vancouver recorded the highest absolute levels in occupancy (83.3%) and ADR (CAD306.06), down 0.9% and 2.6%, respectively.

For more information about the company and its products and services, please visit www.costargroup.com

Phoenix, Arizona (June 18, 2025) —, the global hospitality enterprise comprised of , , and , continues its accelerated growth globally, with nearly 100 new hotels welcomed in the first half of 2025. The new hotels introduced this year are in the heart of high-demand destinations such as Latin America, the Middle East, and Asia Pacific — aligning with traveler interests and trends like cultural discovery, wellness, and outdoor adventure.

BWH Hotels has achieved this exceptional level of growth by prioritizing both domestic and international development, contributing to its emergence as the second-largest independent soft branding company in the world. The hospitality leader continues to build its development pipeline, which boasts more than 200 hotels and 15,000 keys. These new conversions and an impressive pipeline support the five-year “North Star” goal of achieving 5,000 hotels globally. This growth is further bolstered by the brand’s two award-winning loyalty programs, and , which deliver strong value to returning guests and hotel owners.

"The first half of 2025 has been nothing short of transformative for BWH Hotels. We've not just added hotels; we've strategically expanded our footprint, igniting our growth trajectory worldwide. This remarkable achievement is a testament to the unwavering dedication of our partners and hoteliers, who share our vision for unparalleled hospitality,” said Larry Cuculic, President and Chief Executive Officer of BWH Hotels. “As we surge toward our goal of 5,000 hotels, we’re not just meeting the steady demand for travel; we’re anticipating it, innovating within it, and creating exceptional experiences that will redefine the future of hospitality. Our commitment extends beyond growth; it’s about driving lasting value for our owners and building a truly global legacy."

 
Noteworthy New Properties

BWH Hotels has strengthened the portfolios across its 18 distinct brands, with the luxury and upscale segments achieving impressive growth, with additions including Soul Spring Sanctuary, WorldHotels Crafted Collection, in Xochitepec, Mexico; Wenlan Hotel, WorldHotels Elite Collection, in Northern Hangzhou, China; Best Western Premier® Hidden Hills Hotel in Istanbul, Turkey; The Dextro, BW Premier Collection®, in San Diego; Shades, Orakai Cheonggyesan Hotel, BW Premier Collection, in Seoul, South Korea; Best Western Port Lincoln in Port Lincoln, Australia; and Melrose at Seabrook, BW Signature Collection®, in Seabrook, Texas. The brand also introduced its first entry in the glamping accommodation category with Zion Wildflower Resort, WorldHotels Crafted Collection, outside of Zion National Park in Virgin, Utah. 

Doubling Down on the Middle East

BWH Hotels has made great strides toward its global growth goals by expanding in regions like the Middle East, where government investment in tourism complements rising demand in luxury and business travel options. As BWH Hotels moves closer to its goal of reaching 70 properties in the Middle East by 2027, it marked a significant milestone this year by signing eight new additions in 2025 to date, including WorldHotels King Road, Jeddah; The Pearl of Africa, WorldHotels Luxury Collection, in Kampala, Uganda; Best Western Premier, Riyadh; and Best Western Premier Madinah Hotel, Madinah. These landmark hotels join the fast-growing BWH Hotels portfolio in the region, which also includes the luxurious WorldHotels Crafted Sunflower Resort, AlUla; the contemporary Aiden® Shades Hotel, Jeddah; the Best Western Plus® Hotel, Makkah (opening Summer 2025); and the Executive Residency Al by Best Western® Shafa Hotel, Jeddah (opening Winter 2025).

Innovation in Emerging Categories

BWH is driving innovation and growth in emerging hotel categories that cater to modern traveler and developer needs, evidenced by the:

• Growth of @HOME by Best Western℠, a new-build, upper-midscale extended-stay brand with more than 30 hotels in development, that satisfies rising consumer and developer demand for properties offering comfort, flexibility, and contemporary amenities in a longer stay format.
• Introduction of multiple glamping resorts to the BWH development pipeline following the successful rollout of Zion Wildflower Resort, WorldHotels Crafted Collection earlier this year, equipping independent hotel operators the technology and procurement scale needed to succeed.

Continued expansion of the contemporary and fast-growing Aiden collection, a design-forward boutique brand that offers contemporary amenities and technology touchpoints, ideally positioned for chic urban destinations and reimagined property assets.

Toronto, ON (June 17, 2025) – Atlific Hotels is proud to announce that its managed property, Element Vancouver Metrotown, has completed a top-to-bottom transformation of its public spaces and a refresh of its guest rooms as the hotel celebrates its ten-year anniversary.  The renovation incorporates clever use of space, smart, fresh thinking, and a design reflecting the Element brand’s approach to sustainable, whole living.

"Atlific is proud of Element Vancouver Metrotown's renovations which will enhance the already wonderful guest experience as well as its position as a leader in sustainable, longer stays,” said Philippe Gadbois, Chief Operating Officer, Atlific Hotels. “It's an honour to have managed this exceptional property for 10 years and we look forward to continuing to meet the needs of today’s mindful traveller for many years to come.”

The renovations blend Element’s global philosophy with a sense of local energy. Guest rooms and key communal areas have been enhanced into multi-functional, human-centered spaces designed for both productivity and restoration. 

Guests are welcomed by a bright, uplifting palette that reflects Metrotown’s vibrancy, balanced by natural hues inspired by British Columbia’s lush landscape. Organic shapes and a curated mix of deep blues, forest greens, wood tones, and soft neutrals create a grounded, nature-inspired atmosphere that promotes whole, healthy living.

This layered, contemporary design fosters mental clarity, physical comfort, and emotional rejuvenation, starting with refreshed guest rooms featuring new bedding and modern lighting. Next, the lobby offers a refreshed arrival experience that feels welcoming and reflective of the environment, featuring modern soft seating, natural finishes, and abundant plants, evoking a sense of balance and calm. The fifth floor RISE & RELAX Lounge now offers flexible seating, eat and work zones and the hotel’s new, grounded colour palette that shifts with daylight. 

The hotel’s popular saltwater pool and whirlpool are now joined by an upgraded Motion Fitness Centre, featuring new lighting, refreshed walls, and energizing design accents to inspire healthy routines. As well, a complete update of the third-floor meeting space brings in curated artwork, new carpeting and furniture, and abundant greenery to promote clarity and creativity while making the space ideal for collaboration, events, or quiet focus. 

As part of Marriott’s Element by Westin brand, the hotel continues to offer long-stay essentials such as fully equipped kitchens, ergonomic workspaces, Westin’s Heavenly® Beds, and spa-inspired bathrooms. These comforts now coexist with spaces crafted for a lifestyle of balance, vitality, and sustainability. 

Atlific’s leadership brings operational excellence, ensuring curated experiences, high service standards, and eco-conscious practices aligned with evolving guest expectations.

Ideally situated in Burnaby’s business and shopping hub, just 20 minutes from downtown Vancouver, Element Vancouver Metrotown invites guests to live life away as they do at home; vibrantly, mindfully, and with sustainability in mind.