Insights Type: Articles

HSMAI honored the 2023 Top 25 Extraordinary Minds in Hospitality Sales, Marketing, Revenue Optimization and Distribution — recognizing leaders from hospitality, travel, and tourism organizations for their accomplishments. Shannon Cummings, Global Brand Marketing Manager at Hyatt, is one of these honorees.   

At Hyatt, Shannon strives to bring the stories of Hyatt’s Independent Collection brands to life for travelers, inspiring new audiences to experience and champion these amazing brands. With over 10 years of experience in marketing strategy, digital media, brand activations and brand management, Shannon has added value and driven impact across the travel, hospitality, and F&B sectors for clients such as Uber Technologies Inc., Choice Hotels International, Berkshire Hathaway Travel Protection, Visit Oklahoma City, Santa Monica Travel & Tourism and Sonic Drive-In. When she’s not traveling, she’s either dreaming of her next trip or working to find presence on her yoga mat.  

KEY ACCOMPLISHMENT: 

Successfully elevated brand awareness and engagement for Hyatt’s Independent Collection through innovative digital marketing strategies. 

WHAT INSPIRED THIS NOMINATION? 

“Shannon’s strategic approach to storytelling and brand activation has significantly enhanced 

the visibility and appeal of Hyatt’s Independent Collection.” 

Q&A with Shannon Cummings 

What advice would you give to your younger self? 

I would tell my younger self to prioritize authenticity over perfection. As I’ve grown in my career and witnessed amazing leadership from some inspiring mentors and supervisors, I’ve more fully realized the value, and even the necessity, of bringing your authentic self to the workplace, aligning your career path with your values, admitting (and even celebrating) your mistakes and failures, being unafraid to ask questions and admit when you don’t know the answer, and not forgetting to bring levity, humor and joy to your work. We work in travel, an industry that bring so much good into the world, so I would remind my younger self that the work will get done and to enjoy the ride! 

What keeps you inspired? 

I am so inspired by travel, specifically the empathy that it builds, the connection it creates, the adventure it promises, the joy it inspires, and the transformative experiences that it brings. Travel gives us the opportunity to experience unique and often remarkable moments that change our perception of the world, allow us to better understand others and ourselves and give us the gift of creating memories that stay with us and positively impact our lives moving forward. I feel so lucky to work within an industry that can deliver such a life-affirming gift and that inspires me every single day. And I think it’s also imperative to remember that travel can be to a far-off place, but it also just be walking down the street to your favorite hometown coffee shop and connecting with a friend. Inspiration comes to those who get out into the world and seek it! 

Nominations will open in mid July for the 2024 HSMAI Top 25!

HSMAI staff recently had the pleasure of talking to Janelle Hoffman, Program Director, Professor & Advisor, Hospitality & Tourism Management Program, Scottsdale Community College. Hoffman will receive the Marketing Educator of the Year during HSMAI’s Commercial Strategy Conference in Charlotte on June 26th.  

Hoffman has over 26 years of academic expertise in Hospitality Management at Scottsdale Community College. Prior to her years in the classroom her hotel sales and marketing experience spans 15 years across Michigan and Arizona with hotel management companies Vista Host, Promus, and Hilton Hotels. Hoffman holds a Bachelor of Science Degree in Business Communications from Western Michigan University and a master’s in organizational management from the University of Phoenix.  

1. What significance does receiving the HSMAI’s Marketing Educator of the Year award hold for you?  

I am genuinely grateful and honored that HSMAI recognizes the importance of education in marketing in the hospitality industry. This award is significant to me because it reflects not just my efforts, but also the success of my students. I’ve dedicated over 25 years to teaching and assisting hospitality-hearted people find their place in the industry and many have pursued sales and marketing as a career path. 

2. How did you get your start in the industry?  

Before my years in the classroom, my hotel sales and marketing experience spans 15 years across Michigan and Arizona with hotel management companies Vista Host, Promus, and Hilton Hotels. Upon graduation, my first job offer was in hotel sales and marketing. I remember half-heartedly taking the position thinking I would do this until I found what I wanted to do. Looking back at that moment in time I smile as this is the industry in which I belong I didn’t know enough to truly appreciate the opportunity. I often share my story with my students to express the importance of keeping an open and positive mindset wherever you find yourself.  

3. What is the guiding philosophy of your career thus far?  

To inspire and educate the next generation of hospitality professionals through a commitment to excellence, innovation, and integrity, and to live a life that fulfills what I was created for being of service to others.  

4. Could you share a piece of career advice or key habits you think are important for those starting in the industry?  

Never forget the true definition of “hospitality” it is the generous, friendly, or courteous treatment of others. Exude a joyful attitude regardless of the pressures of life and interact with people directly, honestly, and with compassion. It’s a small world and industry developing your personal brand of hospitality will guide your choices and inspire others to want to work with you.  

 5. During your time in the industry, how have you seen the marketing education space evolve?  

Technology has had the biggest impact on the evolution of hospitality marketing education. Marketing has become more dynamic, interdisciplinary, and responsive to the evolving needs of our customers and partners. Preparing students for careers in a rapidly changing marketplace highlights digital marketing, social media, and understanding how to apply data analytics to target markets, including virtual and augmented reality and artificial intelligence. Today’s focus is to understand customer journeys and leveraging technology to enhance guest experience and create a relationship, one of loyalty.  

6. What are the biggest challenges students face in marketing education? 

Overall, marketing education requires mastering new technologies and understanding how to use analytical tools, navigate digital overload, and stay focused on the question or identified issue. Education should highlight how to navigate ethical dilemmas, and cultural differences in an increasingly globalized marketplace. 

 7. How did you get involved with HSMAI? What impact has your association with HSMAI had on your professional development? 

I’ve lost track of how many years I’ve been a member of HSMAI. I started as a member when I worked on-site as a hotel sales manager over 30 years ago! Overall, joining HSMAI has been beneficial to me in expanding my professional network.  

Membership has also assisted me as a Program Director at SCC in identifying and hiring quality adjunct faculty members to teach part-time in our hospitality program. HSMAI’s Arizona Chapter over the years has provided industry insights, professional development, and camaraderie among members thanks to the best Executive Director, Joanne Winter. 

HSMAI staff recently had the opportunity to interview Greg Duff, Principal at Foster Garvey PC, HSMAI Global Distribution Advisory Board Member, and a speaker at the Commercial Strategy Conference, June 24-27 in Charlotte. Duff has a nearly 30 year career working exclusively in the hospitality industry. He has dedicated himself to helping clients solve a wide range of “back of house” legal issues associated with operating a modern hospitality operation – from advising on the myriad of issues associated with distribution and online travel to navigating the complex relationships among owners, operators, regulators, and vendors/suppliers. 

Read on for our Q&A with Greg Duff. 

Could you give us a brief overview of your session at Commercial Strategy Week? 

I am going to be reviewing the “legal headwinds” that attendees and their companies are experiencing (or will soon experience). Topics include junk fees and service charges, Artificial Intelligence (AI), anti-trust (both in the U.S. and UK/EU) and tax. The session will be filled with “real world” examples as to how these issues are arising today. 

What unique perspective do you bring to this topic, and why is it important for today’s hospitality commercial professionals? 

As outside counsel to many of the largest hotel companies, we see first-hand the challenges that they face. If the topics I cover are not yet affecting attendees, they will soon. 

What are the practical takeaways attendees will be able to implement after attending your session? 

My goal is to provide every attendee a list of five to six topics to take back to their companies and ask whether the company is effectively handling these topics today or prepared to handle them in the future.   

How does your session tie into the broader theme of Commercial Strategy? 

Unfortunately, the best commercial strategy will only go so far if it runs into legal limits or exposes a company to unreasonable legal risks. Any effective commercial strategy must take into consideration some or all of the legal headwinds we plan to discuss.  

Could you hint at any future trends or predictions you’ll be discussing in your session? 

I hope to be able to provide some insight as to how the commercial landscape may be changing in the future based on anticipated or forthcoming changes in the legal frameworks around junk fees / service fees, AI, anti-trust, etc. 

For those looking to deepen their understanding or application of your session’s insights, what resources or next steps would you recommend? 

First and foremost, the list of topics or issues that I provide attendees with should be taken back to their companies and presented or discussed.  Existing legal resources (whether internal or external) should also be consulted. Our firm would also be willing to assist if needed. 

Leora Halpem Lanz, Assistant Dean of Academic Affairs; Faculty Chair of the Graduate Program; Associate Professor of the Practice, Boston University School of Hospitality Administration; HSMAI Board Member 

If your marketing is effective, would you consider it innovative? Is innovative marketing always effective? How can we be so sure?   

Today’s marketers, particularly in hospitality, deserve loads of credit; there is so much to know. The ecosystem of marketing continuously grows, and the opportunities continually evolve. There is so much knowledge needed to sustain and intelligently utilize tools for fluid connection, engagement, dialogue, and conversion. How do we keep marketing initiatives targeted? How do we cut through the vastness of clutter and noise, to reach new audiences and maintain existing ones? Remember, the marketing mindset also involves strategy and language skills that are critical for creative and meaningful outreach which results in two-way communication and engagement.   

“Marketing” may mean certain skills and activities for some brands, and different approaches for others.  The variety of specializations from technological connectivity, back-end CRM and distribution channels, and online marketing efficiencies, to branding, press relations, influencer marketing, anything “Google,” consumer behavior, activations, and large-scale events – well, that’s all “marketing.” There’s digital marketing, and there’s also destination marketing. There’s event marketing, and there’s back-end analytics. There’s VR, AR, and now IM and AI.  I wanted to understand how today’s practitioners who are involved in these various marketing specializations think about their craft and continued innovation.  

I recently curated a two-part series in the Marketing Innovation edition of the Boston Hospitality Review. I spoke with several of my favorite marketing masterminds to talk about what constitutes “innovation” in hospitality marketing today. Here is a selection of HSMAI affiliated interviews, please enjoy and get inspired!   

• Nelson Boyce, Managing Director, Google | Boston Hospitality Review (bu.edu); HSMAI Board Member 
• Michael Goldrich, Founder and Chief Advisor, Vivander Advisors | Boston Hospitality Review (bu.edu); HSMAI Foundation Board Member 
• Evolution of Marketing in Travel and Hospitality: Insights by Julie Freeman | Boston Hospitality Review (bu.edu); HSMAI Adrian’s Judge 
• Revolutionizing Hospitality Marketing with Technology and Personalization. A BHR Interview with Terry Jones, Founder of Travelocity | Boston Hospitality Review (bu.edu); Speaker at HSMAI Curate 2023 

Republished with permission of Boston University’s School of Hospitality Administration, as published in the April and May 2024 issues of the Boston Hospitality Review. 

HSMAI recently honored the 2023 Top 25 Extraordinary Minds in Hospitality Sales, Marketing, Revenue Optimization and Distribution — recognizing leaders from hospitality, travel, and tourism organizations for their accomplishments. Maddi Bourgerie, Director of Communications at RVshare, is one of these honorees.  

Maddi is a multidisciplinary creative strategist who has a passion for growing and scaling businesses in the travel industry. Her career has been primarily focused on brand-building through powerful storytelling. She currently leads a brand team at RVshare, a leading RV rental website backed by private equity giant KKR. Maddi joined the company in 2019 and helped scale the business 10x in a few short years. In her role as Sr. Director of Communications, she oversees brand strategy, communications, PR, social, and content. Under her leadership, RVshare has partnered with megabrands like Mattel’s Barbie, CAMP, and Elon Musk’s Starlink. She is also the brand’s lifestyle spokesperson and can be found doing TV and podcast interviews across the country. 

Over the past 10 years, Maddi has spent her career in the travel industry with a focus on peer-to-peer marketplaces. Her prior role was at Expedia’s Vrbo. In 2021, she was named a Phocuswright Younger Leader, a nomination given to a select group of emerging leaders in the travel industry. Maddi has also been named a Top Women in Communications in 2021 and a PR News Top Women in PR in 2020. 

KEY ACCOMPLISHMENT: Maddi was integral in scaling RVshare 10x in a few short years, elevating the brand through powerful storytelling and strategic partnerships. 

WHAT INSPIRED THIS NOMINATION? “Maddi’s innovative approach to brand-building and her ability to elevate RVshare through strategic partnerships have made her a key figure in the travel industry.” 

Q&A with Maddi Bourgerie 

What advice would you give to your younger self? 

The three things I would share with my younger self are:  

1.  Relationships matter, so grow your network. Relationships in marketing can open doors, offer insights, and create opportunities that you might not expect. 

1. Data is your friend. Learn to love data analytics. Understanding metrics and data-driven decision-making will set you apart.  

1. Creativity and strategy go hand in hand. Creativity is essential but tying it to a solid strategy is what brings results. Balance the two to create impactful campaigns. 

What keeps you inspired? 

The challenge of solving complex problems, the constant learning that comes with leadership, and the chance to shape a vision that others can rally behind all keep me inspired. I enjoy empowering others, fostering growth, and creating an environment where everyone can thrive. 

Nominations for the 2024 HSMAI Top 25 Minds will open in July 2024.