What has shifted for the younger generation of hoteliers is the type of assets they are interested in building or acquiring. And though brands continue to dominate the landscape, Jagruti Panwala, past chairwoman of AAHOA and president and CEO of Wealth Protection Strategies, said that the newer generation is on the hunt for more unique assets. This distinctiveness, she said, forces brands to be less intransigent—”more flexible,” she said, “to really understand what hoteliers want.”