In the
hospitality industry, delayed Property Improvement Plans (PIPs) have become a growing challenge for hotel owners. Rising interest rates, supply chain disruptions and financial constraints have forced many properties to defer these essential upgrades, leaving owners searching for creative solutions to keep their properties competitive.
Previously, we discussed
why addressing delayed PIPs is critical to maintaining brand standards and guest satisfaction. In this article, we explore the rising trend of
key money as a tool to manage PIP challenges, and we review how
switching brands using key money can be an option worth assessing —if it suits an owner’s unique circumstances.
The rise of key money
Key money, a financial incentive offered by hotel brands to secure
franchise or management agreements, is gaining traction as a solution for hotel owners grappling with PIP delays. Typically representing no more than approximately 5% of the total deal cost, key money provides upfront capital that owners can use to fund renovations and improvements.
To remain competitive in today’s crowded hospitality market, many brands are leveraging financial participation like this one to attract properties that are overdue on implementing PIPs or need operational repositioning. These contributions are particularly pronounced in the
full-service and luxury segments, where brand competition is fiercest. In many cases, key money not only accelerates much-needed renovations but also helps offset rising costs driven by inflation and interest-rate hikes.
Key money provides immediate capital that can be used to address delayed renovations or reduce the overall debt or equity burden for a project. By structuring this investment as an advance that amortizes over the life of the franchise or management agreement, brands and owners find a mutually beneficial way to move projects forward. The heightened competition for conversions in the market has also led to the strategic use of key money to retain properties nearing the end of their contracts, ensuring they have an option to remain within the brand’s portfolio.
How it works
For hotel owners with overdue PIPs, switching brands with the help of key money is an option worth considering. Here’s how the process typically unfolds:
*-Negotiating key money with a new brand: The owner approaches a new brand that offers key money to fund the PIP requirements. In exchange, the owner agrees to transition the property to the new brand’s portfolio.
*-Exiting the current agreement: To rebrand, the owner must terminate their existing franchise or management agreement. This often involves exit costs, such as
liquidated damages or repayment of any previous key money received.
*-Meeting the new brand’s PIP requirements: While the new brand’s key money might cover the overdue PIPs, additional upgrades may be required to align with the new brand’s standards, potentially increasing costs.
*-Rebranding and operational transition: The property undergoes a rebranding process, which may temporarily disrupt operations but can also be an opportunity to reposition the property for better long-term performance.
When does switching make sense?
While the decision to switch brands and accept key money depends on individual circumstances, it may be worth exploring when the following conditions apply:
*-Current brand relationship is unsustainable: If the existing brand agreement is no longer viable due to unresolved PIPs, underperformance, a deteriorated relationship or a lack of support from the franchisor, switching might be the best path forward.
*-Financial viability: If the new brand’s key money and agreement terms have the potential to outweigh the costs of exiting the current agreement and completing the necessary PIPs, it may justify further consideration.
*-Better market positioning: If the new brand aligns more closely with the property’s market and guest demographics, the rebranding could drive long-term growth and profitability.
*-Access to additional resources: Some brands offering key money also provide marketing, operational and loyalty program support, which can enhance the property’s long‑term performance.
Considerations and risks
Switching brands and leveraging key money is a nuanced decision that warrants thorough review. Owners should carefully evaluate the following:
*-Exit costs: Terminating an existing agreement can be costly, especially if it involves repayment of prior key money or penalties. These costs can impact on the financial benefits of making a switch.
*-Alignment of standards: The new brand’s PIP requirements may differ significantly from the original brand’s standards. Owners must ensure the total cost of compliance is manageable.
*-Long-term commitments: Key money agreements often come with extended contract terms and specific performance criteria, potentially limiting the owner’s ability to adapt to future market conditions or pursue other opportunities. These long‑term obligations should be weighed against the owner’s overall strategic and financial objectives.
*-Operational disruption: Rebranding can lead to temporary revenue loss during the transition period. Additionally, loyal guests of the previous brand may need to be re‑engaged, which can affect short‑term performance.
*-Reputation and relationships: Switching brands over key money might make it harder to negotiate clean exits or enter new agreements elsewhere. This is especially relevant in a closely interconnected industry like hospitality, where reputation and long-term relationships with brand operators matter significantly.
Key money is increasingly serving as a strategic tool for addressing delayed PIPs and repositioning properties in a competitive market. While this approach can present valuable opportunities, it is not a one‑size‑fits‑all solution. Hotel owners must weigh the immediate benefits of key money against the long‑term implications of switching brands —including costs, commitments and operational impacts.
For hotel owners and operators navigating the dual challenges of overdue PIPs and rising costs, rebranding with the help of key money is an option worth exploring carefully. A well‑executed transition can unlock new opportunities and set the stage for future success, provided it is aligned with the owner’s long‑term objectives and overall strategic vision.
How Integrated Hotel Technology Complements Distribution Strategies
The next era of hospitality technology
The changing hospitality technology landscape
The Amadeus study makes clear that traveler behavior is evolving rapidly. Seventy percent of travelers said they would like to take a virtual tour of a destination before booking, with demand rising to 86% in India and 85% in China. This shows how immersive digital tools are moving from novelty to expectation.
These changes reveal how digital-first, visually engaging content now drives decision-making. Hotels must meet guests where they are inspired, but that is only the first step. Without connected systems, the expectations set during inspiration and booking cannot be fulfilled during the stay.
Amadeus Travel Dreams Report 2024 surveyed 6,000 travelers worldwide, uncovering shifting expectations and the role of technology at every stage.
Meanwhile, traditional sources of travel inspiration are losing ground. Newspaper ads have fallen from 26% five years ago to 18% today, while agents with a physical presence have declined from 25% to 19%. By contrast,
social media adverts grew from 23% to 33%, and
travel influencers from 20% to 29%.
Distribution brings guests to the property, but operational systems define the quality of their experience. The
Travel Dreams report highlights how much guests expect hotels to adapt to different preferences, making flexibility and integration essential.
Property Management Systems (PMS)
One of the most striking findings is the difference between leisure and
business travelers at check-in. Nearly half (48%) of
leisure travelers prefer a traditional desk check-in, while 71% of business travelers favor online or self-service options. Without a flexible PMS, hotels risk frustrating one group while serving the other. An integrated PMS allows hotels to deliver both efficiency and personal interaction as required.
Business travelers prefer efficiency at check-in, while leisure travelers value personal service. Hotels must be able to provide both
Point-of-Sale (POS)
The point-of-sale system has traditionally been associated with restaurants and outlets, but its role has expanded dramatically. Today’s POS platforms must integrate with PMS and payment systems to support cross-outlet billing, guest recognition, and mobile ordering.
When integrated with the PMS, POS becomes a powerful tool for personalization. According to the research, 42% of business travelers value
AI-powered assistants for personalized information. The POS becomes the frontline where personalization is delivered in practical ways.
Payments
Payments are a strategic enabler of revenue and a key factor in building guest trust. Hotels need solutions that handle multiple currencies, support cross-border transactions, and integrate with modern
digital wallets while maintaining the highest levels of security.
The study shows that 22% of business travelers want the option to pay with
cryptocurrency or digital wallets, compared to 15% of leisure travelers. As payment options expand, hotels must provide secure, integrated solutions that adapt to traveler preferences. This flexibility is also crucial for building trust.
Infrastructure
Underlying all of this is infrastructure.
Cloud-first, API-driven platforms enable the seamless connections that power personalization, efficiency, and innovation. Without this backbone, technologies like
smart room controls, which 33% of travelers said would improve their stay, cannot be deployed effectively.
Bridging distribution and operations
One of the study’s recurring themes is that technology must work across the entire journey. Inspiration and booking set expectations, but operational systems ensure delivery. Consider a typical traveler’s journey.
A guest is inspired by a social media post and books a stay through a distribution channel. The PMS captures booking data, ensuring room preferences and loyalty details are ready. At arrival, the guest chooses between a self-service kiosk or a personal welcome, depending on their preference. During the stay, integrated POS systems recognize their loyalty status, enabling tailored offers, while payment systems provide frictionless transactions. Finally, post-stay data feeds back into distribution, creating opportunities for personalized offers in the future.
Amadeus’ research shows that 37% of travelers believe seamless logistics, such as luggage tracking and real-time updates, would improve their journey, a figure that rises to 46% for business travelers. This kind of smooth experience is only possible when systems are connected into a seamless operational technology ecosystem.
Why integration is key
The business case for integration is clear. Amadeus’ findings reveal that guests are not only open to sharing data but also willing to pay significantly more for better experiences. Yet these opportunities are easily lost if systems remain siloed.
For example, if a guest books a premium package online, but the PMS and POS do not communicate, the hotel may miss the chance to deliver and upsell effectively. Likewise, if a loyalty guest arrives and staff lack access to real-time data, the personal recognition travelers increasingly expect is lost.
Integration ensures promises made during booking are fulfilled in-stay. It also ensures that the additional 12% revenue uplift guests are willing to pay for amenities is actually realized. In a competitive market, this alignment of commercial strategy and operational delivery is vital.
This hotel technology stack infographic from techtalk.travel highlights the systems spanning building, guest-facing, operations, distribution, and back office. Its message is clear: the real value comes when these platforms are connected through cloud-based, API-driven integrations. Download the full infographic at techtalk.travel
The next era of hospitality technology
The Travel Dreams Report also provides a vision of the future. 41% of business travelers see
AI personalization as part of their ideal stay, while 50% of leisure travelers want hotels to provide more personal recognition on arrival. This balance of high-tech and high-touch reflects the dual priorities hotels must navigate.
Sustainability and wellness are also rising. 36% of business travelers want eco-friendly practices included in their hotel experience, while 44% of all travelers say enhanced wellness offerings would improve their stay. These expectations will only grow, requiring hotels to evolve operationally as well as commercially.
Meeting these demands will depend on end-to-end hotel tech ecosystems. Only by combining distribution, PMS, POS, payments, and infrastructure can hotels deliver experiences that are seamless, sustainable, and deeply personalized.
Conclusion
The Amadeus Travel Dreams Report highlights how technology is reshaping hospitality. Guests are demanding personalization, seamless logistics, flexible payments, and sustainable options. They are also willing to share more data and spend more money to get it.
Distribution platforms play a crucial role in reaching these travelers, but operational systems must ensure the promises made before arrival are delivered in reality. This requires investment in
unified hotel platforms, where PMS, POS, payments, and infrastructure connect seamlessly with distribution.
Hotels that take this approach will be better positioned not only to meet traveler expectations but also to unlock new revenue opportunities and build long-term loyalty.
We Actually Have Some Good News About an Airline
Jake-Hough/Unsplash
https://www.fodors.com/news/news/american-airlines-removes-bag-sizers-from-gates-to-improve-boarding-experience
Buh-bye bag sizers.
Finally, some good news from aviation: American Airlines will no longer ask passengers to fit their bags into a
metal bag sizer moments before boarding. In a move that may be a relief for travelers, American Airlines has removed
bag sizers from gates and is advising gate agents to use their judgment to determine if a bag meets requirements. The sizers remain at check-in counters, so passengers and staff can still confirm whether a bag is too large. Staff members are being encouraged to side with customers in close cases.
The absence of bag sizers is not an invitation to bring bigger bags.
The airline said, “Team members will continue to monitor carry-on baggage in the lobby and at the gate, and oversized items will still be required to be checked in ahead of the flight.” The
website specifies that the personal item should fit under the seat in front (45 x 35 x 20 cm), and the carry-on must fit in the overhead bin or in front of the passenger (56 x 36 x 23 cm).
The airline
said this change will improve the customer experience, but it is not unique. United eliminated bag sizers in 2020 to enhance travel for everyone. The airline began relying on gate agents and handlers to monitor baggage, and a spokesperson
told SF Gate that it was good news for both travelers and employees: “We’re always looking for ways to simplify the boarding process, and this move delivers a more seamless travel experience for everyone.”
Last year, American Airlines introduced more changes to its boarding process. New technology now allows passengers to board according to their zone and alerts staff members if someone tries to board early. Passengers with premium seats board first.
Baggage Problems
It is every traveler’s nightmare to be told at the gate that a bag is too big. Bag sizers appeared in airports in 2014, and airlines have since tried to get passengers to comply with their restrictions. These sizers have caused frustration among passengers and led to confrontations with staff worldwide. One major issue is that
not all airlines have the same size restrictions, which confuses travelers.
Airlines profit significantly from baggage fees, and it’s no secret that agents who intercept the most bags are rewarded with bonuses. Ryanair is notorious for this. In July, a woman was
seen sobbing at an airport in Bulgaria after Ryanair staff told her that her bag was too large. The airline allows one free bag up to 40 x 30 x 20 cm, while cabin and checked baggage must be purchased. The airline
pays its baggage agents €2.50 ($2.92) for each bag they catch, and CEO
Michael O’Leary insists that complying with the rules helps speed up boarding.
The problem remains: airlines have different baggage policies—regarding both dimensions and weight—creating a pain point for travelers switching planes both domestically and internationally.
A Boring Person’s Guide to Dubai
Atlantis the Palm, Dubai.
https://www.fodors.com/world/africa-and-middle-east/united-arab-emirates/dubai/experiences/news/a-boring-persons-guide-to-a-luxury-resort-in-dubai
A perfectly non-exciting trip.
Was it ironic that I was reading
The Day I Became a Runner by
Sohini Chattopadhyay while I was buried in bed? I didn’t even make the effort to trudge to the couch two feet away. I was at
Atlantis The Palm, Dubai for three days and I wasn’t going to waste even an ounce of energy on un-relaxing activities. I was a silent (albeit inactive) follower of Chattopadhyay’s women athletes.
I may be an interesting person, but I’m a boring traveler. The kind who goes for historical walking tours, sits charmingly in a museum cafe, stares at the Eiffel, and snuggles in the hotel bed instead of checking off anything on the list. I don’t know how to swim. I don’t do adventures. I rarely eat red meat or seafood. I am a brunch girl, and you will not see me in a club after 11 p.m.
I had hoped that a tattoo would give me an edge, but it’s a fine outline of cutesy tulip to signify my time in
Amsterdam, which may not be as provocative as say, a lion.
In short, I’m basic.
It’s possible Atlantis The Palm was expecting someone more suave and worldly as a journalist to appear. Like my boss, who hilariously
orchesteratred a heist at its sister property to steal gold toothbrushes. Me? I fluttered from restaurant to lounge to the beach like a short, Indian soldier armed with a set of hotel stationery to find the best places to stare into the abyss.
Dubai Glitters
This was my third trip to Dubai—each different from the last. I celebrated a milestone birthday in Dubai once; then I stopped over during a regal cruise through South Asia; this time Atlantis The Palm tempted me with a do-nothing holiday. The fishing village had come a long way since the 1960s with a transformation that seems surreal. Yes, everything is manufactured, including the man-made
Palm Islands where I was stationed, but it is a discovery even for the most reluctant traveler.
Friends, former colleagues, and even my doctor from India have relocated to Dubai in the last few years. What had people been seeking in Dubai?
1. View of the resort from its private beach.2. Dale Chihuly sculpture in the lobby made with 3,000 handblown pieces of glass. https://www.fodors.com/world/africa-and-middle-east/united-arab-emirates/dubai/experiences/news/a-boring-persons-guide-to-a-luxury-resort-in-dubai
Apeksha Bhateja
Travel motivations are difficult to understand, but academics have persevered.
Graham Dann, in 1977, noted that an individual experiences push and pull factors that encourage them to go somewhere. Push factors such as an escape from daily life or the promise of relaxation and pull factors like culture or affordability of the destination. Many destinations war with each other to pull people to them, and Dubai won over
18.72 million international travelers in 2024.
I would be stating the obvious when I say that the weather in the
UAE is unbearable for the better part of the year. You can’t do the typical activities in the summer that encourage people to pay exorbitant prices for a European holiday. It still blows my mind that tennis ace
Roger Federer used to fly to Dubai to train in unfavorable, sauna-like conditions in July. That’s one negative to its count, yet the emirate has made a name for itself as a travel destination. It is safe, it is accessible from the remotest corners of the world, and it has the allure of attainable luxury. You order an Uber here and a Mercedes comes to pick you up. Ferraris can have their own Instagram account; they are spotted in the city like cats in Greece.
More than anything else, it is the gateway to the Arab world, a promise that the Middle East isn’t a desert, but a fascinating world of age-old culture, modern architecture and bold ambitions. Such is its charm that it has demanded its own franchise of millionaires playing footloose on camera, and as a die-hard reality television fan, I am hooked to
Dubai Bling.
Give Me Nothing
Everything is larger than life at the ocean-themed Atlantis The Palm. Like the sculpture, Dale Chihuly, standing as a testament to its opulence in the lobby. Made with 3,000 handblown pieces of glass, it sets the tone for this magical kingdom inspired by the sea. The resort opened in 2008 and it sprawls over 46 hectares—almost the size of
Vatican City. With 34 restaurants, bars, and lounges, four swimming pools, an aquarium, and an aquatic theme park, you expect the resort to be sweeping, but each step extends the red carpet further and further.


1. View from a room at Atlantis the Palm.
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