Shoulder season may be in full swing, but the hospitality industry is hardly quiet, as September saw some notable new openings and major announcements.
Read on for a recap of the month's most significant hotel and resort happenings.
Royal Caribbean Acquires Sandals Resorts
The biggest hospitality headline in September was Royal Caribbean Group's purchase of a 50% equity stake in Sandals Resorts International in a $3 billion deal.
Royal Caribbean Chairman and CEO Jason Liberty said the mega deal combines "two iconic leading vacation companies to further strengthen and grow one of the most admired resort portfolios in the world" and Sandals Executive Chairman Adam Stewart teased global expansion not long after the ink dried.
The late-September announcement sent shockwaves through the industry, but the deal isn't expected to close until early next year and much remains to be seen in terms of how it will impact travel advisors and their clients.
Sandals Resort Dunn's River, Ocho Rios, Jamaica (Photo Credit: Sandals)
New Hotel & Resort Openings
September saw some notable hotel and resort openings as well as new details announced for some highly anticipated property openings.
For example, Travel + Leisure Co. debuted its unique Sports Illustrated Resorts brand with the opening of Sports Illustrated Resorts Nashville to kick off the month.
"Sports Illustrated Resorts Nashville captures that spirit by creating a destination where guests can connect with the energy of competition, storytelling and community while experiencing everything that makes Nashville such a special place to visit," Geoff Richards, chief operating officer at Travel + Leisure Co., said in a statement.
Sports Illustrated Resorts is already expanding with planned hotels in Chicago, Baton Rouge, Louisiana and Tuscaloosa, Alabama.
Sports Illustrated Chicago lobby rendering. (Photo Credit: Travel + Leisure Co.)
Meanwhile, Omni Hotels & Resorts has begun accepting reservations for its first luxury property in Mexico, Omni Pontoque at Punta de Mita, which is slated to open in spring 2027.
This month also saw news that the 500-room Grand Hyatt Cancun Beach Resort will open its doors in December 2026.
"Guests can immerse themselves in Puerto Cancun, with its vibrant marina, white-sand beaches and privileged location, while enjoying beautifully designed rooms and suites alongside the culinary, wellness and entertainment experiences they expect from a Hyatt resort,” General Manager Omar Vázquez said in a statement.
"Every detail will be thoughtfully curated through the Grand Hyatt lens and commitment to creating elevated stays that feel both effortless and unforgettable," said Vázquez.
2027 Hospitality Industry Outlook
The hotel sector continues to overcome an abundance of challenges, including inflation, but the latest data suggests the industry will see more of the same in the coming months in terms of performance.
This month, hospitality data analytics firm STR, part of CoStar, said it expects U.S. hotel supply to grow only 0.4% year-over-year in 2026 and 0.6% in 2027. The average daily rate (ADR) in 2027 is expected to remain below the inflation rate, with occupancy remaining flat year over year.
Marriott Expands Footprint, Guest Experience
A Marriott Hotel (Photo Credit: Courtesy AdobeStock)
September was a notable month for hotel giant Marriott International, which expanded its European footprint by signing a new agreement with PASHA Real Estate Group to develop three new hotel and residential properties across Azerbaijan and Georgia.
Marriott also announced a partnership with LG Electronics to enhance the in-room entertainment experience for guests by offering approximately 250 channels, over 40 apps and exciting streaming capabilities.
"By combining LG’s connected-device capabilities with Marriott’s hospitality expertise and enterprise platform, we are creating a more seamless, personalized guest room experience while helping hotel teams operate more efficiently," said Marriott International's Executive Vice President and Chief Revenue and Technology Officer, Drew Pinto.
Marriott will trial the new experience with a pilot program across 40 U.S. and Canadian properties before expanding globally.
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