Dive Brief:

• Hospitality management firms PM Hotel Group and Sightline Hospitality announced a strategic merger Monday. The unified firm now operates under PM Hotel Group’s name. 
• The Chevy Chase, Maryland-based PM Hotel Group said the move will expand its lifestyle and “unconventional hospitality” division, Modus by PM Hotel Group, as well as  “complement and deepen” its experiential travel offerings. The merger will also add 22 open or soon-to-open properties to PM Hotel Group’s portfolio. 
• PM Hotel Group said the merger will allow it to better cater to travelers “who prioritize meaningful experiences over conventional luxuries” — something that is increasingly common as consumers care less about high-end indulgences and more about unique experiences. 

Dive Insight:

Merging with San Francisco-based Sightline also expands PM Hotel Group’s presence in Western states, the company said. 

The new properties being added, largely as part of Modus, include several in the mountain regions and along the West Coast, as well as PM Hotel Group’s first in Hawaii. The company said its Western expansion allows it to “reach into highly sought-after markets where travelers increasingly seek alternatives to traditional big box hotels” and “where proximity to nature and outdoor adventure is viewed as the new luxury.” 

Included in these are Sightline’s Reset properties, which offer immersive, nature-centric experiences, and Evo Hotels, urban properties with “easy access to outdoor activities.”

PM Hotel Group President Joseph Bojanowski said the merger positions the combined company “to meet the evolving demands of today's discerning travelers.” 

A January report from Deloitte found that travelers are more likely to splurge on in-destination experiences than hotel class. And outdoor experiences, in particular, have grown in popularity – with hotel companies like Hilton and Hyatt making plays in the space this year. 

And last month, Hilton’s 2025 Trends Report found that one in four travelers plans to seek unique experiences in 2025, and one in four seeks outdoor adventures. 

“[T]here has been a shift towards unique, memorable experiences and travel stands to benefit, with the industry able to offer those once-in-a-lifetime experiences unavailable elsewhere,” a spokesperson for travel tech provider HBX Group told Hotel Dive in January. 

PM Hotel Group operates 85 hotels and resorts across the U.S. The company did not disclose the financial terms of the deal.