The world's 7 biggest hotel companies owe loyalty members a lot of unredeemed points, with Marriott ($4 billion) and Hilton ($3 billion) leading the pack, according to a Skift analysis. The twist: executives love it, because all that "liability" is actually a float they can tap for working capital.

Meanwhile, in another story, the CEO of Radisson Hotel Group told Skift that his company is smaller, faster, and more owner-friendly than larger rivals, enabling it to achieve aggressive growth in Asia and Europe.

Read both stories, below.

How Ibis Is Betting on Social-First Storytelling With a Creator-Led Miniseries

IBIS HOTELS + SKIFT

SkiftX sat down with Jean-Yves Minet, global brand president – midscale and economy at Accor, to discuss why the miniseries format represents a fundamental shift in hospitality marketing, how Ibis is meeting younger travelers where they already are, and why entertainment-led storytelling offers a long-term model for building brand love.

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EDITOR’S PICKS

Hyatt’s Luxury Edge Over Hilton Is Paying Off

by Sean O'Neill

Wall Street loves Hyatt's luxury story, especially its big lead in room count. But Hilton is competitive on some other metrics, complicating the narrative.

UAE Hotels Watch and Wait as Ceasefire Promises — But Doesn’t Yet Deliver

by Deepthi Nair

After the U.S. and Iran announced a two-week ceasefire, UAE hoteliers and holiday home operators are cautiously optimistic about the region's recovery.

The $7 Billion Loyalty IOU: What Marriott and Hilton Owe Members

by Sean O'Neill

Marriott alone owes loyalty members $4 billion in unredeemed points. Across seven hotel giants, the total tops $11 billion. The numbers signal strength, not weakness.

Radisson’s Growth Plan: Loyal Owners and Asian Ambitions

by Luke Martin

Rather than competing on sheer scale, Radisson is pitching owners on speed, flexibility, and a more focused brand lineup, with Asia central to its growth ambitions.

Hyatt Ties C-Suite Pay to Direct Bookings and Lifestyle Hotels Goals

by Sean O'Neill

A Hyatt financial filing reveals how it's linking executive pay directly to its biggest open questions, such as direct channel share and whether lifestyle hotels deliver on the premium they promise.

Hilton Targets India’s Midscale Market With 125-Hotel Royal Orchid Deal

by Bulbul Dhawan

Hilton has faith in India’s mid market to drive growth, and it is relying on massive agreements with multiple companies for quick expansion.

Kempinski Bets on Middle East Rebound as Occupancy Dips Below 20%

by Deepthi Nair

While most hospitality executives have been in damage-control mode, Kempinski’s CEO envisions an opportunity. With rates held, staff retained, and a development pipeline intact, the company is placing a long-term bet on the Middle East.

Why Cultural Engagement Is Hospitality’s Next Strategic Advantage [SPONSORED]

by Accor Group + Skift

As hotel brands compete on scale, technology, and loyalty ecosystems, Accor is positioning culture as a long-term source of differentiation. By investing in heritage preservation and creative partnerships, the group is betting that cultural credibility will shape hospitality’s next phase.

Marriott’s Indian AI Push Is About Enhancing Staff, Not Replacing Them

by Bulbul Dhawan

Marriott is using AI to streamline its operations, but humans continue to be at the center of how it delivers value to its customers.

Miiro Hotels Is Taking an 18-Month Break From Openings After 6 Hotels in 18 Months

by Peden Doma Bhutia

After its 18-month fast forward, InterGlobe-owned European hotel brand Miiro is hitting a well-calibrated pause to make sure guests actually want to come back.

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SKIFT PODCAST NETWORK

In this clip from Good Morning Hospitality, hosts Sarah Dandashy and Steve Turk break down the growing trend of food-led hotels, using Nobu as a prime example. The shift is simple: when guests trust the restaurant, they start to trust the hotel and that can drive higher demand, stronger loyalty, and premium pricing.

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SKIFT TRAVEL 200

How are public accommodations companies performing around the world? The Skift Travel 200 pulls the data you need to know to understand the market. Paid subscribers get full access here.

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