Newsletter: June 2025
Summer is almost back!
Welcome to our June newsletter, where we bring you the latest insights into the dynamic world of hospitality! This month, we are embracing the beautiful weather and lovely atmosphere to dive into multiple topics: Sport Tourism which is no longer a trend of the hospitality industry but a real essential travelling habit; Hospitality and Sustainability, where hotel rewild their concepts and finally Recent M&A moves shaping the industry currently. Towards the end, you’ll get to hear more about a recent event from the team which took place during the last Job Fair.
Sports Tourism: Hospitality’s Next Power Play
In 2025, sports tourism is emerging as one of the fastest-growing sectors of the travel industry. It is no longer limited to major events; it now includes marathons, local tournaments, and even youth competitions, attracting families, friends, and fans from across the globe.
According to the latest study by Expedia Group, 65% of travelers plan to take a trip centered around a sporting event in the coming year. These travelers tend to book longer stays, travel in groups, and spend more on accommodation and services, making them a valuable audience for hotels.
To meet this demand, hotel brands are adapting. Some offer shuttle services to stadiums, flexible check-in times, and athlete-friendly meals. Others are partnering with local sports venues and promoting packages for fans and families alike. Marriott’s ‘Stay & Play’ initiative is one example of this, providing customized experiences for sports-driven travel.
Sustainability and inclusion are opening new doors in sports tourism. By hosting youth tournaments, backing local teams, and embracing para-sport events, hotels can actively engage communities and unlock up to a 15% boost in weekend occupancy.
Simply put, sports tourism isn’t just a trend – it’s a strategic play.
Expedia Group, 2025
Word of the Month
Rewilding (noun) : Going Beyond Sustainability
May 22 marks the Day of Biodiversity. This month, we highlight rewilding: the trend where hotels go beyond sustainability by restoring ecosystems, reintroducing native species, and turning nature into a true luxury experience. A growing movement redefining what it means to host — and to care.
Top Picks - Hospitality M&A Moves Shaping the Industry
Tristan Capital Partners acquires EasyHotel
Through its opportunistic EPISO 6 fund, Tristan Capital Partners has made a bold move by acquiring the budget hotel chain EasyHotel. This strategic re-entry into the value hospitality space comes with ambitions to modernize the brand and expand its European footprint. Emphasis will be placed on ESG performance and operational scalability – underscoring how budget hospitality continues to attract serious institutional capital.
IHG takes majority stake in Ruby Hotels
Expanding its lifestyle portfolio, IHG Hotels & Resorts secured a majority stake in Ruby Hotels, a German-born brand known for its ‘Lean Luxury’ philosophy. Targeting urban millennials and digital natives, the acquisition offers IHG a foothold in a market increasingly defined by minimalism, technology, and design-forward thinking. It also represents a broader shift towards asset-light partnerships with agile, high-growth operators.
Brookfield acquires Generator Hostels Europe for €776M
Brookfield Asset Management has recently acquired Generator Hostels’ European portfolio from Queensgate Investments, marking a strategic move into the hybrid hospitality segment. With key properties in major cities such as London, Paris, and Barcelona, Generator has become a benchmark for design-led, social, and affordable accommodation. The acquisition aligns with Brookfield’s value-add strategy: identify high-potential platforms, enhance their operational and brand performance, and scale them across prime urban locations.
These landmark deals reflect a common thread: hospitality investors are doubling down on flexible, high-growth concepts. Whether through budget scale-ups, lifestyle brand synergies, or hybrid repositioning, the future lies in adaptability, authenticity, and asset optimization.
The Junior IMHI team organized a dynamic roundtable at the ESSEC Hospitality Job Fair, featuring industry leaders Clémentine Neufcourt (Accor & AIMHI), Sylvie Bergeret (MKG Consulting), Paulo-Alexandre Folha (B&B Hotels), and Jonathan Checoury (Honotel & AIMHI). Moderated by Mathilde Baroin from the Young Hospitality Club, the discussion focused on balancing People, Profit, and Purpose to create lasting value in hospitality. The lively exchange offered valuable insights to the next generation of hospitality leaders.
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