From premium economy hotel brand, Spark by Hilton to Accor’s stylishly curated Handwritten Collection, the past few months have seen a proliferation of new brand hotels in the U.S. These new hotel brands are causing a stir in the hospitality sector with many questioning whether the industry can equally sustain both new and old brand hotels.
As the market adapts to the changing face of tourism, we see certain trends emerging. Investors and hotel owners are keen to capitalize on the latest developments, while those holding onto existing properties are seeking ways to keep up to date. The challenge is determining how to balance the appeal of a modern, cutting-edge brand with the nostalgia of more established counterparts.
While it’s impossible to predict the long-term impact of these new entrants, hotels must decide how to keep up with the trends, remain competitive, and sustain their presence in the industry. Read on as we explore the dynamic between new and old brand hotels, so you can make better decisions when it comes to investing in hotel property.
The impact of new brand hotels on older, more established brands have generated much debate. On one side, there is a fear that the new entrants will steal market share from the older brands and erode profitability. On the flip side, some argue that newcomers expand the overall tourism market and may lead to increased demand for both new and older brands.
Here’s a breakdown of the impact new brand hotels have on old brand hotels:
An emerging worry is that new brand hotels will push out older, more established brands. By creating competition for existing brands, newcomers will dilute occupancy rates for older brands.
What we observe is that the competition is forcing old brands to stay relevant by upgrading their range of amenities and services. For instance, Marriott Hotels recently launched the Marriott Bonvoy loyalty program that rewards guests with 10 points for staying at any of their properties, regardless of whether it’s a budget or luxury hotel.
Shifts in the hospitality and tourism industry always bring new opportunities such as access to additional customers. They also bring a wealth of new amenities, services, and features that draw in travelers, increasing occupancy rates.
Well-run new entrants can provide a successful model for other business owners in the area to emulate. This could lead to the introduction of innovative ways to attract customers.
It is speculated that new entrants may drive up prices in the industry, as they may not be susceptible to the same market forces as older brands. This could lead to a decrease in profitability for established hotel brands as well as for new entrants.
New brand hotels:
1. Moxy: A relatively new brand by Marriott that focuses on contemporary design and social experiences, with locations in major cities such as New York, Chicago, and Los Angeles.
2. Tru by Hilton: A modern and affordable brand with locations in over 30 states across the U.S. They offer simplified amenities and modern, tech-focused design that targets the younger traveler.
3. Hyatt Centric: An excellent boutique hotel for both business and leisure tourists looking for a pleasant stay with first-rate amenities.
Old brand hotels:
1. Hilton Hotels: A well-established hotel brand that has been around for more than 100 years, growing to become one of the largest hotel chains in the world. They offer accommodations to suit various budgets and preferences, from luxury resorts and full-service hotels to budget-friendly options.
2. The Ritz-Carlton: A luxury hotel brand that was founded in 1983. Now part of Marriott International, the brand is known for its high-end amenities, exceptional service, and luxurious accommodations, catering to affluent and discerning travelers.
3. Accor: Founded in 1967, the multinational operates over 4,800 hotels, resorts, and residences in 100 countries worldwide. They have a portfolio of brands that include Sofitel, Pullman, and Fairmont, among others.
Tru by Hilton and The Ritz Carlton are two hotels that represent the old and new hotel brands in the hospitality industry. While both offer accommodations for travelers, they differ in several ways.
● Brand recognition: These brands have established a reputation in the industry. The Ritz Carlton is known for its luxury offerings, while Tru by Hilton is known for its trendy design and affordable pricing. Both are part of hotel chains that are well-known and respected in the industry.
● Quality standards: Both brands have high standards for the quality of their services and accommodation choices. Whether you are staying at a budget-friendly Tru or a luxurious Ritz Carlton, you can expect to be treated with respect and care.
● Loyalty programs: Both brands offer loyalty programs to reward repeat customers with exclusive perks and benefits.
● Design: The design of the two brands is quite different. The Ritz Carlton emphasizes luxury and elegance in its design, while Tru by Hilton has a more contemporary, youthful design.
● Target market: Tru by Hilton targets millennial travelers looking for affordable accommodations with a focus on technology and social spaces, while The Ritz Carlton caters to luxury travelers after an exclusive and personalized experience.
● Pricing: The Ritz Carlton is known for its high-end luxury experience that comes at a premium price. Tru by Hilton, on the other hand, is designed for the budget-conscious traveler.
● Amenities: The Ritz Carlton offers a range of upscale amenities, including fine dining restaurants, spas, and concierge services, while Tru by Hilton focuses on providing modern amenities like tech-focused guest rooms and a fitness center.
When it comes to choosing between old and new hotels, travelers’ preferences vary depending on their priorities.
Some travelers prefer old and established hotel brands, with a reputation for quality and reliability built over many years. They may also have a strong loyalty program that offers benefits to frequent guests, such as free room upgrades, complimentary breakfast, and spa packages.
On the other hand, newer brands bring a fresh and modern experience that often appeals to younger travelers or those seeking a more contemporary and trendier atmosphere. New hotels often have more advanced tech features like contactless check-in/out, keyless entry systems, QR ordering from hotel rooms, and smart room controls, which enhance the guest experience.
In terms of brand recognition and reputation, established hotel brands may have an advantage over newer brands, particularly among older generations who have more familiarity with these brands. However, newer hotel brands may have an edge among younger travelers who prioritize a modern-infused atmosphere.
Overall, both old and new hotel brands can be appealing to travelers, and the decision ultimately depends on individual preferences and priorities. Factors like location, price, amenities, and guest reviews also play a significant role in the decision-making process.
Hotel branding is one of the most viable strategies hotels apply to establish a unique identity that resonates with their target audience. Here’s why you should invest in hotel branding:
Branding is essential for hotels to distinguish themselves from their competitors. It leaves a distinctive and memorable image in the minds of consumers. This is achieved through various branding elements, such as the hotel name, logo, tagline, and visual identity. These elements are carefully crafted to reflect the hotel’s personality, values, and target audience.
Strong hotel brands drive revenue growth by attracting travelers, which increases occupancy rates. Customers are often willing to pay more for hotels that they perceive as being high quality and trustworthy.
People are more likely to choose a brand they are familiar with over competitors. They trust the brand they know to provide a certain level of quality and service.
Hotels with a strong brand easily establish a loyal customer base by creating an emotional bond with customers. There are multiple ways to accomplish this including around-the-clock customer service, personalized experiences, and ambiances that appeal to travelers.
Ultimately, the success of any hotel lies in its ability to balance the benefits of both new and old brands. With modern technology and traditional methods, hotels must strive to provide an experience that meets the needs of customers and maintains a competitive edge.
Prospective hotel real estate owners and investors must assess the effects of newcomers on established brands to accurately assess their investment opportunities. We help analyze macroeconomic trends, market research, and operational performance to help you determine the success potential of a new brand. Contact us today to talk to one of our experts.
Jourdyn leads the strategic marketing initiatives for NewGen Advisory, overseeing brand development, market positioning, communications, and business growth efforts across the firm.
With more than a decade of experience in marketing and business development, Jourdyn specializes in building brands, creating demand-generation strategies, developing thought leadership programs, and executing integrated marketing campaigns that drive measurable business results. Her expertise spans digital marketing, public relations, content strategy, events, social media, lead generation, and corporate communications.
At NewGen, Jourdyn is responsible for shaping and executing the firm’s marketing strategy, ensuring consistent brand visibility across all channels while supporting advisors, clients, and strategic initiatives nationwide. She works closely with leadership to develop campaigns, elevate industry presence, strengthen client engagement, and position NewGen as a trusted advisor within the hospitality investment sector.
Jourdyn holds a Bachelor of Arts in Mass Communication and Media Studies from Arizona State University and a Master of Business Administration (MBA) with an emphasis in Marketing from Grand Canyon University.
Most mornings you’ll find Jourdyn in the gym before sunrise and spending time with her husband and children.
Allysia Howerton joined NewGen Advisory in 2026 as a Pipeline & Transaction Assistant, relocating from St. Louis, MO to Arizona to take on the role. She brings a background spanning property management, client services, sales, and administrative leadership, with a track record of managing complex workflows and keeping transactions moving efficiently from inception to close.
Known for her organization, attention to detail, and relationship-driven approach, Allysia supports transaction management, pipeline coordination, and day-to-day brokerage operations — and is passionate about growing her career within the hospitality real estate industry.
Outside of work, she enjoys discovering new coffee shops and restaurants, traveling to experience new cultures, and spending time with her dogs.
2 years
Josie Numedahl joined NewGen Advisory in July 2024 as a Real Estate Assistant (REA). Originally from Iowa, she relocated to Arizona to pursue her education, graduating from Grand Canyon University in 2022 with a Bachelor’s degree in Marketing and Advertising.
Josie began her professional career as a recruiter in the finance and accounting sector, and brings that client-facing, detail-oriented background to her work at NewGen.
Outside of work, she enjoys reading, hiking, exploring local coffee shops, and spending time with friends.
X years
Anthony is the Staff Accountant for NewGen Worldwide, LLC and its subsidiaries Green Card Fund, LLC and NewGen Advisory, LLC, working directly under CFO Michael Lepore to handle day-to-day accounting functions across all NewGen operations.
Green Card Fund (greencardfund.com) is a USCIS-recognized EB-5 Regional Center authorized to raise foreign capital for domestic development projects. EB-5 investors fund community-need projects and receive an immigration benefit in exchange for job creation. To date, GCF has facilitated over $125 million in foreign direct investment, delivered immigration benefits to more than 250 families, and created over 2,500 jobs in healthcare, education, and hospitality across Arizona and Washington, D.C.
NewGen Advisory (newgenadv.com) is a full-service commercial real estate brokerage specializing in hospitality assets.
Prior to joining NewGen, Anthony completed coursework at Paradise Valley Community College before co-founding a family business that produced custom-wrapped die-cast model cars for corporate clients — handling vehicle customization, display stands, and branded packaging. Serving as Director of Operations, he gained hands-on experience in management, production workflows, and running a business from the ground up.
Outside of work, Anthony is a lifelong ice hockey player with a passion for motorsports — particularly motocross and classic cars. Among his favorites: the 1963 C2 Corvette Sting Ray, the 1965 Shelby Cobra S/C, and the 1971 Plymouth Hemi ‘Cuda. He hopes to one day own and operate a bookkeeping firm serving small businesses.
X years
Nick serves as Director of Operations for NewGen Worldwide and NewGen Advisory, bringing a detail-oriented, forward-thinking approach to supporting the company’s continued growth. A Minneapolis native, Nick studied at Denison University and the University of Minnesota before making his way to Arizona, where he now lives in Mesa.
He spent a decade in the hospitality industry as a server, bartender, and restaurant manager — hands-on experience that gave him a strong operational foundation and a natural fit within NewGen’s hospitality-focused business.
Outside of work, Nick is an avid writer with a passion for art, photography, and travel, and enjoys documenting his experiences through the lens.
X years
Nycole serves as Chief of Staff at NewGen Advisory, where she trains and manages the Real Estate Assistant (REA) team. She works closely with REAs to ensure agents receive consistent, high-quality support throughout every stage of a deal — from contract to close.
Alongside the Office Manager, Nycole leads onboarding for new agents, REAs, and team members across NewGen Worldwide’s subsidiaries, and has developed a training library to streamline the process for incoming staff. She is also actively involved in evaluating and implementing new platforms to improve agent and REA workflows, while providing leadership with the data needed to monitor KPIs and track revenue goals.
Her background in franchise operations management — spanning startups to scaling franchises — makes her a versatile and valuable member of the NewGen team.
20+ years
Michael is the Chief Financial Officer of NewGen Worldwide, LLC and its subsidiaries Green Card Fund, LLC and NewGen Advisory, LLC — a diversified real estate investment and capital solutions firm focused on creative, flexible solutions. Michael and his team oversee day-to-day accounting, budgeting, forecasting, and financial modeling across all NewGen operations.
Green Card Fund (greencardfund.com) is a USCIS-recognized EB-5 Regional Center authorized to raise foreign capital for domestic development projects. EB-5 investors fund community-need projects and receive an immigration benefit in exchange for job creation. To date, GCF has facilitated over $125 million in foreign direct investment, delivered immigration benefits to more than 250 families, and created over 2,500 jobs in healthcare, education, and hospitality across Arizona and Washington, D.C.
NewGen Advisory (newgenadv.com) is a full-service commercial real estate brokerage specializing in hospitality assets.
Prior to joining NewGen, Michael built over 20 years of experience in accounting, tax, and operations management serving small to mid-sized businesses. He holds active CPA licenses in both New York and Arizona. His career spans public accounting — including a role as Audit Manager at PricewaterhouseCoopers — as well as private accounting and business ownership, giving him a broad, hands-on command of accounting and management functions. That dual perspective allows him to bring both tax strategy and business strategy to bear when evaluating financial decisions. He is a member of the American Institute of Certified Public Accountants (AICPA) and the Arizona Society of Certified Public Accountants (ASCPA).
A proud Italian-American, Michael lives in Scottsdale with his wife, Patty, and their three children, Alyssa, Anthony, and Joey. Outside of work, he coaches ice hockey and has a passion for cooking Italian food.
X years
Kyle is a co-founder, Principal, and Chief Executive Officer of NewGen Worldwide, LLC and its subsidiaries Green Card Fund, LLC and NewGen Advisory, LLC — a diversified real estate investment firm focused on creative, flexible solutions. Beyond his broad responsibilities as CEO, Kyle’s primary focus is leading Green Card Fund, developing and implementing capital solutions domestically and internationally, and identifying attractive investment opportunities.
Green Card Fund (greencardfund.com) is a USCIS-recognized EB-5 Regional Center authorized to raise foreign capital for domestic development projects. EB-5 investors fund community-need projects and receive an immigration benefit in exchange for job creation. To date, GCF has facilitated over $125 million in foreign direct investment, delivered immigration benefits to more than 250 families, and created over 2,500 jobs in healthcare, education, and hospitality across Arizona and Washington, D.C.
NewGen Advisory (newgenadv.com) is a full-service commercial real estate brokerage specializing in hospitality assets — a natural evolution of NewGen Worldwide’s business model, built on business partners Girish Patel and Dan Rama’s lifetime experience in the industry. Kyle’s financial acumen and creative approach to structuring deals help NewGen Advisory clients identify and secure profitable opportunities.
Kyle earned a B.A. in Interdisciplinary Studies from Arizona State University with a focus in Business and Urban Planning. He has long been involved with the Greater Phoenix Economic Council’s (GPEC) International Leadership Council, and in 2016 was elected to the Board of Directors of Invest in the USA (IIUSA), the national EB-5 trade association, where he actively contributes to legislative reform efforts and the permanent reauthorization of the EB-5 program.
Kyle splits his time between company offices in Phoenix, AZ and Washington, D.C. Outside of work, he is an avid reader, global traveler, and snowboarder — and after logging over a million miles as a passenger, he has recently taken to the cockpit, learning to fly himself.
20+ years
Girish Patel is a co-founder and Principal of NewGen Worldwide, LLC and its subsidiaries Green Card Fund, LLC and NewGen Advisory, LLC — a diversified real estate investment and capital solutions firm focused on creative, flexible solutions across hospitality and healthcare. Among his core responsibilities are leading strategic initiatives, overseeing financial management, and driving real estate investment acquisitions.
Green Card Fund (greencardfund.com) is a USCIS-recognized EB-5 Regional Center authorized to raise foreign capital for domestic development projects. EB-5 investors fund community-need projects and receive an immigration benefit in exchange for job creation. To date, GCF has facilitated over $125 million in foreign direct investment, delivered immigration benefits to more than 250 families, and created over 2,500 jobs in healthcare, education, and hospitality across Arizona and Washington, D.C.
NewGen Advisory (newgenadv.com) is a full-service commercial real estate brokerage specializing in hospitality assets — a natural evolution of NewGen Worldwide’s business model, grounded in Girish’s and business partner Dan Rama’s lifetime experience in the industry. Having grown up in his family’s hotel business as an immigrant, Girish developed a bottom-up understanding of hospitality — mastering operations before becoming an investor, lender, and consultant. That ground-level perspective, tested across multiple economic cycles, underpins his 20+ years as a successful business owner and brings a distinctive depth of insight to NGA’s clients and investors.
Committed to continuous learning and giving back, Girish established the RC Patel Memorial Scholarship for students pursuing careers in real estate investment. He also serves on the Board of Directors of Global Ties Arizona, an organization that strengthens international relationships by making exchange programs more impactful.
X years
Dan is a co-founder and Principal of NewGen Worldwide, LLC and its subsidiaries Green Card Fund, LLC and NewGen Advisory, LLC — a diversified real estate investment and capital solutions firm focused on creative, flexible solutions. His primary role is leading NewGen Advisory and serving as its Designated Broker in Arizona.
Green Card Fund (greencardfund.com) is a USCIS-recognized EB-5 Regional Center authorized to raise foreign capital for domestic development projects. EB-5 investors fund community-need projects and receive an immigration benefit in exchange for job creation. To date, GCF has facilitated over $125 million in foreign direct investment, delivered immigration benefits to more than 250 families, and created over 2,500 jobs in healthcare, education, and hospitality across Arizona and Washington, D.C.
NewGen Advisory (newgenadv.com) is a full-service commercial real estate brokerage specializing in hospitality assets — a natural evolution of NewGen Worldwide’s business model, built on Dan’s and business partner Girish Patel’s lifetime experience in the industry. Throughout his career, Dan has been involved in the disposition of over $600 million in hospitality assets, advising clients on acquisitions, mergers, and divestitures across the United States.
Dan began his career as a hotel operator and owner in 1994 following his studies at the University of Arizona, going on to build a portfolio as a franchisee of Red Brick Pizza, Holiday Inn, Ramada Inn, and Comfort Suites. He holds General Manager Certifications from Holiday Inn, Motel 6, and Days Inn, and is a Certified Hotel Owner (CHO) with a Certification for Hotel Industry Analytics (CHIA).
Beyond his company responsibilities, Dan is an active industry voice. He serves as an Ambassador with the Asian American Hotel Owners Association (AAHOA) — the largest hospitality owners association in the U.S. — and previously served as its Southwest Regional Director. He also sits on the Board of Directors of the Arizona Lodging and Tourism Association (AZLTA).
Dan lives in Gilbert, AZ with his wife, Chetna, their son Suraj, and their daughter Sonya. Outside of work, he enjoys golf and cheering on the Denver Broncos.
15+ years
Suraj is the Chief Legal Officer of NewGen Worldwide, LLC and a member of its senior leadership team, where he contributes to the operational management and strategic planning of the company and its subsidiaries — including Green Card Fund and NewGen Advisory. NewGen Worldwide is a diversified firm engaged in real estate investments, creative capital solutions, and advisory services for the entrepreneurial investor.
Suraj first served as outside counsel for Green Card Fund and NewGen Worldwide from 2008 to 2014 before joining the organization as Chief Legal Officer. In this role, he leads the company’s legal, regulatory, and corporate governance functions, with responsibility spanning real estate, risk management, contractual relations, and investment strategies. He also oversees the business administration of NewGen Advisory, a full-service commercial real estate brokerage specializing in hospitality assets.
Prior to joining NewGen, Suraj was Managing Partner of Bhakta & Associates, PLLC, a full-service business law firm where he represented a broad range of clients across acquisitions and sales, corporate structuring, contracts, franchise law, development and construction, and equity and debt financing.
A native of Ohio, Suraj graduated from The Ohio State University in 1999 with a B.S. in Business Administration and earned his J.D. from Case Western Reserve University in 2002. He resides in Peoria, AZ with his wife, Neena, and their two sons, Shiv and Soham.
