There's been a lot of reshuffling in hotel boardrooms recently. In the past 18 months alone, new CEOs have taken charge at five major hotel brand companies. As my creative friend and PR guru Jerry Daly says, it's like a corporate game of pick-up sticks with pieces scattered all over the table and ready for realignment. Some of the changes are the result of retirements (Choice Hotels, Hilton), some due to tragedy (InterContinental) and others just standard-issue changings of the guard (Starwood, Wyndham). And while Marriott hasn't changed CEOs, last month's promotion of Arne Sorenson to president and COO sets the stage for the eventual retirement of Bill Marriott.

Interestingly, none of these new CEOs were promoted from within their companies. Three of the five (Steve Joyce at Choice, Chris Nassetta and Jim Abrahamson at IHG) came from other hotel companies. Eric Danziger, the new boss at Wyndham, is a hotel veteran who was out of the industry for a number of years but is back now. Frits van Paasschen is the only real hotel industry outsider. He became Starwood's CEO in late 2007 following a 20-year career in brewing and other consumer-brand businesses.

While these changes make good copy for the trade and business press, it's harder to divine a larger meaning of such a significant power shift in the industry. Will we see radical new ideas, products and service concepts arise from these chains? Are mergers and acquisitions of brands and brand companies in the offing? Will older legacy brands be mercifully put to sleep? Or will it be more of the same?

Planned, rational change is usually good for most corporations, and lodging companies are no different. It's easy for businesses to become lethargic, bureaucratic and set in their ways, as the mantra often becomes, “We've always done it that way, so let's continue to do so.” A new CEO, particularly one who didn't come from within the organization, almost always brings a fresh perspective, new strategies and even new people with him or her. On one hand, this process often costs some executives their jobs; on the other hand, it usually sparks a burst of creativity and uncovers previously unrecognized company stars who may have been stifled under the former management.

A new person at the helm of a chain can also generate angst among franchisees and owners who wonder what changes will mean for their bottom lines: Will the new boss propose revisions to brand standards and marketing strategies? How aggressive will he or she be in adding properties to the brand, and what effect will that have on my business ? Does the CEO's vision include a brandwide cleansing to rid the system of properties that may not fit (e.g., exterior-corridor hotels) the new strategy?

My guess is we'll see some major announcements from these companies with new leaders, particularly once the industry has better visibility about the future. I expect to see some exciting new products and concepts, along with a reshuffling of some brands and properties.

Change can bring a refreshing breeze through a company and in the case of the hotel industry, throughout a brand system. Are you ready to embrace change?