Hotel Groups Adapt to Wellness Demand and Specialised Management

Aimbridge Hospitality Adds Historic Midwest Properties

Aimbridge Hospitality has expanded its management portfolio by adding three historic boutique hotels located in the US Midwest.

The properties, owned by Wisconsin-based developer Gorman & Co., include the 90-suite Brewhouse Inn & Suites in Milwaukee, Wisconsin, the 80-room Stella Hotel & Ballroom in Kenosha, Wisconsin, and the 160-room Embassy Suites by Hilton Rockford Riverfront in Rockford, Illinois.

This move marks Gorman & Co.'s initial venture into third-party hotel management, as reported in a news release on Wednesday, 9 September 2026. Gorman & Co. stated it sought a management partner with a compatible culture and operating philosophy.

These hotels are notable for being transformations of historic landmarks, with two of them listed on the US National Register of Historic Places, preserving their original characteristics.

Loews Hotels Introduces Active Stays Programme

Loews Hotels & Co. has launched a new on-property fitness initiative named 'Active Stays by Loews Hotels' across its entire portfolio. Developed in collaboration with fitness trainer Makena Rae, the programme aims to encourage guests to maintain an active lifestyle during their visits through various fitness-related activities.

These experiences are designed to reflect the distinct character of each destination, as detailed in a news release on Wednesday, 9 September 2026. For instance, the Loews Regency New York Hotel is offering a marathon package that includes a US$50 daily food and beverage credit, a specially curated Central Park running map, and late checkout.

This initiative represents New York City-based Loews' continued commitment to guest well-being, responding to a growing traveller preference for wellness offerings.

PM Hotel Group Appoints New Development SVP

Hospitality management firm PM Hotel Group has appointed Elizabeth Herzberg as its Senior Vice President of Development. In her new capacity, Herzberg will be responsible for leading efforts to expand the company’s portfolio, strengthening its relationships with property owners, and supporting its long-term growth strategy.

She will also play a key role in identifying and executing new management opportunities, according to a company news release. Herzberg joins PM Hotel Group’s growth and development team from residential hospitality provider Mint House, which merged with apart-hotel company Kasa in January 2026.

Earlier this year, PM Hotel Group also named Kirk Pederson as its Chief Operating Officer. Herzberg’s appointment coincides with the company’s ongoing expansion in markets including Florida, New York, Hawaii, California, Oregon, and the Mountain States.

Global Hospitality Trends and Asian Markets

These developments highlight a broader trend in the global hospitality sector towards specialised management models for unique properties and an increased focus on guest wellness. The shift towards third-party management, as seen with Gorman & Co. partnering with Aimbridge, reflects a strategy for owners to leverage external expertise for property operations.

In Asia, this model is increasingly prevalent for boutique and heritage hotels in destinations such as Japan and Thailand, where local owners seek international management standards.

Furthermore, the emphasis on wellness programmes, like Loews' Active Stays, mirrors the rising demand for health-focused travel across Asian markets, with properties in Indonesia, Vietnam, and India already integrating comprehensive wellness offerings.

Asian hospitality groups are likely to continue adapting their strategies to meet these evolving traveller preferences and operational models.