Schedule of Events
Subject to Change
Monday, March 2
ALP Board of Directors Meeting
8:30am - 4:30pm
Registration Open
10:00am - 8:00pm
Exhibitor Setup
1:00pm - 5:00pm
Exhibitor Soundcheck Social
*Exhibitors only
5:00pm - 6:00pm
Welcome Reception in the Marketplace
6:00pm - 8:00pm
Tuesday, March 3
Continental Breakfast
7:00am - 8:00am
Registration Open
7:00am - 5:00pm
Opening Session & State of the Industry
*Sponsored by ThinkReservations
8:00am - 9:00am
General Session
9:10am - 10:00am
DIY or Delegate: Knowing When to Let Go!
Tuesday, March 3
9:10am - 10:00am
E Scot Fuller-Beatty, The Bold Collaboration
As independent lodging professionals, it’s easy to fall into the trap of doing it all—but that doesn’t mean you should. In this energizing general session, we’ll explore one of the most important (and often hardest) decisions every owner faces: What should I take on myself, and when is it time to call in help?
You’ll learn how to recognize the tipping point between smart efficiency and creeping burnout, and discover tools to help you delegate with confidence, invest your time wisely, and make sustainable choices that serve both your business and your well-being.
General Session
10:15am - 11:30am
AI for Time Management: Organize, Prioritize, and Automate
Tuesday, March 3
10:15am - 11:30am
Liz Hamilton, Maia Internet Consulting
Feeling overwhelmed by endless tasks and digital clutter? This session will show you how to harness the power of AI to streamline your day and reclaim your time. Learn how to use AI tools to draft dynamic to-do lists, summarize lengthy documents, automate routine reports, and manage your workflow with greater clarity and control. Whether you're juggling guest communication, operations, or marketing, you’ll leave with practical strategies to stay organized, prioritize what matters, and let technology handle the rest.
Lunch & Exhibit Hall Open
11:30am - 2:00pm
General Session
2:00pm - 3:15pm
30 Essential Lessons Learned in 30 Years
Tuesday, March 3
2:00pm - 3:15pm
Monique Greenwood, Akwaaba
With three decades of experience building the Akwaaba brand and operating multiple independent hospitality properties, Monique shares her biggest takeaways—what worked, what didn’t, and what she wishes she’d known sooner. This reflective yet forward-looking session distills 30 years of wisdom into practical lessons that every lodging professional can apply today.
ALP Annual Membership Meeting
3:30pm - 5:00pm
Dine Around
*Sign Up Required
6:30pm
Wednesday, March 4
Continental Breakfast
7:00am - 8:00am
Registration Open
7:00am - 5:00pm
Concurrent Sessions
8:00am - 9:00am
The Rewards of Lodging Ownership: Defining and Achieving Your Version of Success (Aspiring Owners Track)
Wednesday, March 4
8:00am - 9:00am
Cooper Begis, Inn on Lake Granbury
Christa Bowdish, The Old Stagecoach Inn
Bridget Johnson, The Oakwood Inn
Every lodging business looks different—because every owner defines success in their own way. Whether your dream is financial independence, creative expression, community connection, or a more flexible lifestyle, this session helps you explore what your ideal version of lodging ownership can look like.
In this session, you’ll:
- Clarify Your Vision: Reflect on what motivates you and what kind of experience you want your future guests—and yourself—to have.
- Identify Your Success Markers: Understand the wide range of “wins,” from financial goals to personal fulfillment, and how to prioritize them.
- Explore Growth Opportunities: Learn about ways owners expand, diversify, and evolve their business to align with their goals.
- Consider Lifestyle Benefits: Hear about the rewarding aspects of ownership—connection, autonomy, creativity—that inspire so many to enter this field.
- Chart Your Own Path: Walk away with a clearer sense of direction and the confidence to take meaningful next steps.
This session is designed to help aspiring lodging owners think big, dream intentionally, and define success on their own terms—so you can build a lodging business that truly fits you.
From Hit Single to Greatest Hits: Turning Stays Into Loyalty & Revenue
Thursday, March 5
10:15am - 11:15am
Darlene Blankenship, Select Registry
Laura Ackley, Buhl Mansion Guesthouse & Spa and Tara – A Country Inn
Dan Clark, Inn of the Turquoise Bear
Matt Cunningham, Cedar Crest Lodge
Great hospitality doesn’t end with a clean room—it begins with creating meaningful, memorable experiences. This energizing session will reveal how thoughtfully crafted “wow” moments—whether bold or beautifully simple—can transform your property into a destination guests return to, rave about, and recommend. Backed by data-driven insights, proven quality standards, and real-world examples, you’ll leave inspired and equipped with actionable strategies to create your own "wow" moments that build long-term guest loyalty, drive referrals, encourage organic social promotion, and generate revenue that pays off well beyond check-out.
Marketing Remix: What’s Hot (and Not) in 2026 - New Rules for Digital Marketing
Wednesday, March 4
8:00am - 9:00am
Liz Hamilton, Maia Internet Consulting
You’ve been in the marketing game for years—but is your strategy still hitting the right notes? In today’s fast-moving digital world, yesterday’s best practices might be today’s missed opportunities. This session is designed for experienced lodging professionals who want to audit and upgrade their current marketing efforts. We’ll explore what’s changed (and what hasn’t) across SEO, email marketing, and social media, with a focus on what truly works in 2026. Expect practical tips, fresh insights, and a chance to rethink your digital presence so it continues to drive results—not just clicks.
Plan Your Success: Business Valuation & Strategies for Long-Term ROI
Wednesday, March 4
8:00am - 9:00am
Marco DiDomizio, Inn Advisors
Carol Edmondson, Inn Advisors
A future-focused strategy allows you to run your business with intention today. This session helps lodging owners understand what truly drives business value and how to make strategic decisions today that optimize future options. We’ll break down valuation basics, what buyers look for, and how to operate with long-term ROI in mind, whether an exit is years away or simply part of smart ownership.
Concurrent Sessions
9:15am - 10:15am
Build, Buy, or Convert: Choosing Your Best Path to Lodging Ownership (Aspiring Owners Track)
Wednesday, March 4
9:15am - 10:15am
Christopher Tillman, Georges on York B&B
Whether you're dreaming of opening a cozy inn, boutique hotel, or bed & breakfast, the first major decision is how to get there: build from the ground up, buy an existing property, or convert a space for hospitality use. This session breaks down the pros and cons of each path, with a clear-eyed look at cost, complexity, and long-term potential. We’ll highlight why location is the most critical factor — and how it can influence everything from guest demand to local permitting. You’ll also learn who to talk to at the local level — zoning officials, planning boards, health departments — to understand what’s possible and how to move forward with confidence and compliance.
Lightning Talks: Recipes, Refinancing, and Taxes
Wednesday, March 4
9:15am - 10:15am
Breakfast That Steals the Show
Dan Clark, Inn of the Turquoise Bear
Your breakfast isn’t just a meal—it’s a marketing tool, a memory-maker, and a chance to show off your property's personality. In this fun, fast-paced lightning talk, we’ll celebrate the most important meal of the day with a peek at how lodging pros are plating, presenting, and promoting their breakfast game. You’ll leave with creative ideas, easy upgrades, and inspiration to turn your morning offerings into something guests can’t stop talking about—or posting about.
Culinary Chords: Flavors, Colors & Textures in Perfect Harmony
Explore how to strike the right balance in your dishes by blending flavors, colors, and textures. Learn techniques to create meals that not only taste amazing but also delight the eye and elevate the guest experience.
Refinancing in a Flash: What Owners Need to Know
Michael Oppel, Stone Bank
Thinking about refinancing? In this 15-minute lightning talk, a lodging-savvy lender shares the essential numbers, common mistakes, and smart strategies every property owner should know before they start the process.
Tax & Roll: Greatest Hits, Misses, and Lessons Learned
Tyler Otto, Specialized Accounting
Turn up the amps, it’s time to face the music of money mistakes! In this high-octane 15-minute lightning session, we’ll drop the greatest hits (and biggest flops) from the tax world of inns, B&Bs, boutique hotels, and short-term rentals.
Think of it as a rockumentary meets financial survival guide: true stories of owners who hit a wrong note on their taxes and what it took to get back in tune. No boring numbers, no power ballads of regret, just fast riffs of real-life “oops” moments, quick fixes, and encore-worthy tips to keep your cash flow rocking.
In this power set, you’ll:
Jam with the Tax Masters: Hear real (anonymized) stories of missteps that hit the wrong chord and what could have kept them on key.
Avoid the IRS Comeback Tour: Spot red flags and traps before they turn into revenue-wrecking encores.
Secure Your Financial Soundcheck: Leave with three power tips to keep your operations running smoothly, and profitably, gig after gig.
You’ll laugh, you’ll cringe, and you’ll leave drumming your fingers with fresh ideas to keep your business rocking through every season. This is your backstage pass to surviving tax season without losing your rhythm.
Tune Up Your Website Homepage for More Bookings
Wednesday, March 4
9:15am - 10:15am
Scott Hall, ThinkReservations
Cynthia Leonard, Refuge Inn
Your website is your digital front door—and it should be welcoming, fast, and ready to convert curious browsers into booked guests. In this hands-on session, we’ll walk through the key elements of an effective lodging website, including layout, content, booking flow, mobile responsiveness, and user experience. You’ll learn how to spot what’s working, fix what’s not, and make sure your site is doing what it’s supposed to: filling your rooms. Leave with a checklist of practical tips you can implement right away to improve performance and drive more direct bookings.
Plan Your Success: Property Improvements That Drive Long-Term ROI
Wednesday, March 4
9:15am - 10:15am
Marco DiDomizio, Inn Advisors (Moderator)
Carol Edmondson,Inn Advisors (Moderator)
Marilyn Bushnell, Marilyn Bushnell & Associates
Chris Kelly, White Stone Brokers
Tim Piper, The Hearthside Group
Eben Viens, The B&B Team
Planning for long-term ROI means knowing where to invest - and where not to. This session focuses on the physical and visible improvements that truly influence value from a buyer’s and a commercial appraiser’s perspective. We’ll explore which upgrades deliver real return, which are often overvalued, and how to prioritize improvements that enhance market appeal, support pricing, and strengthen readiness over time.
Concurrent Sessions
10:30am - 11:30am
Due Diligence in Selecting Your Property: From Vision to Viability (Aspiring Owner Track)
Wednesday, March 4
10:30am - 11:30am
Annie Buck, ThinkReservations
Marco DiDomizio, Inn Advisors
Carol Edmondson, Inn Advisors
Before saying yes to a dream property, you need a plan grounded in facts. This session guides aspiring lodging owners through the essential due diligence process - from evaluating financials and physical condition to understanding market potential and risk. Learn how to assemble your “Fantasy Board of Directors” and assess location, competition, and property fit so you can move forward with confidence and clarity.
Tuning Your Strategy: OTAs as a Tool
Wednesday, March 4
10:30am - 11:30am
Peter MacLaren, West Hill House B&B (Moderator)
Patrick Finnegan, St Francis Inn
E Scot Fuller-Beatty, The Bold Collaboration
Scott Hall, ThinkReservations
Online Travel Agencies (OTAs) are often seen as a necessary evil—but they don’t have to be. This session takes a strategic look at how independent lodging professionals can use OTAs to their advantage without giving up control of their brand, rates, or guest relationships. You’ll learn how to optimize your OTA presence, balance direct vs. third-party bookings, and use data and visibility to drive revenue. Whether you love them or loathe them, it’s time to make OTAs work for you—not the other way around.
Making Every Return Stay a Hit: Exceeding Expectations Again (and Again)
Wednesday, March 4
10:30am - 11:30am
Bridget Johnson, The Oakwood Inn
They came, they stayed, they rebooked—now what? When a guest returns, expectations are higher, and so is the opportunity to impress. This session is all about mastering the art of next-level hospitality by creating personalized experiences that make your loyal guests feel like VIPs. We’ll cover how to track and use guest preferences, handle dietary considerations with care, remember room and breakfast favorites, and even make local recommendations that feel tailor-made. Whether it's a welcome note or a favorite treat waiting in the room, you'll learn how to turn repeat stays into unforgettable encores—and turn happy guests into your biggest fans.
Easy and Approachable Ways You Can Make and Market Your Property as Sustainable
Wednesday, March 4
10:30am - 11:30am
Julie Haberichter, Goldberry Woods- A Modern Farm Resort
Sustainability isn’t just a buzzword—it’s a booking factor. More travelers are seeking out properties that align with their values, and they’re willing to pay more for mindful, eco-conscious experiences. In this session, you’ll explore simple, approachable ways to make your property more sustainable—without breaking the bank or overwhelming your team. From energy efficiency and waste reduction to low-cost wellness touches and planet-friendly amenities, you’ll learn how to implement changes that matter. You’ll also discover how to authentically market your efforts to attract today’s conscious traveler and turn your sustainable choices into a competitive advantage.
Lunch & Exhibit Hall Open
11:30am - 2:00pm
Concurrent Sessions
2:00pm - 3:00pm
Creating a Winning Business Plan (Aspiring Owner Track)
Wednesday, March 4
2:00pm - 3:00pm
Tim Piper, The Hearthside Group
Learn how to craft a business plan that serves both your personal goals and the needs of lenders and investors. This session will cover:
- Essential Components: Key sections like executive summary, market analysis, and financial projections.
- Balancing Focus: Tailor your plan to meet your own objectives while appealing to stakeholders.
- Financial Projections: Show profitability and ROI to satisfy lenders and investors.
- Market Positioning: Define your target market and competitive edge.
- Risk Management: Address potential challenges and contingency plans.
By the end, you'll have a clear blueprint for success that supports your vision and secures stakeholder confidence.
Roundtables: Events, Culinary, Guest Experience
Wednesday, March 4
2:00pm - 3:00pm
Join fellow lodging professionals for focused small-group discussions on three key areas: hosting successful events, elevating your culinary offerings, and enhancing the guest experience. Share ideas, swap strategies, and walk away with fresh insights you can apply at your property.
Rock Solid Security: Keeping Your Property Safe in the Age of AI
Wednesday, March 4
2:00pm - 3:00pm
Dr. Johanna Jacob - Ph.D. in Cybersecurity – University of Texas at San Antonio (UTSA)
Gideon Stanley, GraceSoft
As artificial intelligence evolves, so do the cyber threats targeting small lodging properties. From AI-generated phishing scams and deepfakes to sophisticated data breaches, bad actors are getting smarter—and smaller properties are increasingly at risk.
This session will break down how AI is reshaping both the risks and the defenses in today’s digital landscape. You’ll learn how to spot and respond to AI-powered attacks, use AI tools to strengthen your cybersecurity, and take practical steps to protect your property, your staff, and your guests. Whether you're tech-savvy or just getting started, you’ll leave with clear, actionable strategies to help keep your business safe in a rapidly changing world.
Lightning Talks: Mic Drop Marketing
Wednesday, March 4
2:00pm - 3:00pm
Stop Overthinking It: Make & Post a TikTok in 15 Minutes (No Dancing Required)
Lucy Lewand, Happy Hospitality Solutions
Let’s be real—most of us didn’t become lodging professionals because we love social media. But showing up online doesn’t have to be overwhelming. In this fast-paced, hands-on session, you’ll create and post a TikTok video using a simple 4-part formula that works—no dancing or fancy editing required. We’ll focus on building authentic connections, not chasing likes, and you’ll leave with your first video done, a list of 100+ content ideas, and the confidence to keep creating content that feels true to your brand.
Prerequisite: TikTok app downloaded on your phone. Note: Perfect for both tech-hesitant and tech-curious innkeepers.
From Check-In to Checkout: Creating a Brand That Lives Beyond the Stay
Tatiana Michelizza, Top of the Ridge Farm Bed & Breakfast
What if your property could be the beginning of something bigger? In this lightning talk, you'll hear how one lodging professional developed a brand that grew directly from her guest experience—but was built to stand on its own. Whether your passion is wellness, writing, crafts, cooking, or consulting, this session will walk you through the mindset, strategy, and practical steps to start a business that’s rooted in your inn but not dependent on it. You'll learn how to test ideas with your current guests, create a product or service that reflects your identity, and design a venture that can continue even after your last checkout. No sales pitch—just real insight and actionable ideas for building something lasting, starting with what you already do best.
How to Elevate Your Busy Season Email Marketing
Jeff Hebrink, rezStream
Explore the synergy between a robust lodging website and impactful email marketing for heightened brand affinity and increased bookings. Learn strategies for a high ROI, capturing audience attention, and boosting brand loyalty. Uncover the power of well-crafted email campaigns for maximizing bookings during busy seasons!
Concurrent Sessions
3:15pm - 4:15pm
Preparing Your Finances for Lenders & Investors: What You Need to Know Before You Buy (Aspiring Owner Track)
Wednesday, March 4
3:15pm - 4:15pm
Chuck Anderson, Marilyn Bushnell & Associates
Chris Kelly, White Stone Brokers
In this comprehensive session, participants will gain a clear, step-by-step understanding of what lenders and investors require from both buyers and sellers during the loan decision process. You’ll explore various financing options, including:
- Commercial vs. Residential Loans: Learn the key differences between these types of loans and how they impact your financing strategy.
- Alternative Funding Options: Explore SBA and government loans, private investors, and other funding sources.
- Leveraging Current Assets: Discover how to use personal assets such as home equity, savings, retirement funds, and other investments to secure financing.
- Pros and Cons of Each Option: Weigh the benefits and potential risks of each financing method to find the best fit for your property investment.
This session will equip you with the tools and knowledge to confidently prepare your finances and secure the funding necessary to bring your lodging business dreams to life.
Marketing Without Marketing: Backstage Pass to Sales - Smart Strategies That Sell
Wednesday, March 4
3:15pm - 4:15pm
David Hiler, The B&B Team
Eben Viens, The B&B Team
Not a fan of flashy ads or pushy promotions? You’re not alone—and you don’t need traditional advertising to build a strong, successful presence. This session explores how lodging professionals can market their properties through authenticity, connection, and creativity rather than costly ad campaigns. We’ll dive into organic approaches like storytelling, guest engagement, leveraging reviews, and building community partnerships that quietly generate buzz and bookings. You’ll learn how to position your brand in a way that feels natural, builds trust, and encourages guests to do the talking for you. If you’re ready to grow your visibility without the salesy tactics, this session will show you how to make meaningful marketing moves that work behind the scenes.
Beyond Champagne & Roses: Packages That Strike the Right Chord
Wednesday, March 4
3:15pm - 4:15pm
Lucy Lewand, Happy Hospitality Solution
Peter MacLaren, West Hill House B&B
Tatiana Michelizza, Top of the Ridge Farm B&B
Today’s travelers want more than just a place to sleep—they’re looking for immersive, meaningful experiences that leave a lasting impression. This session will help you reimagine your lodging packages as powerful tools for boosting bookings, elevating guest satisfaction, and expressing your property’s unique personality.
Join a panel of experienced lodging professionals and industry experts as they share real-world strategies for designing and delivering packages that work in 2026 and beyond. You’ll learn how to:
- Build packages around guest trends like wellness, local flavors, and authentic connection
- Collaborate with local vendors to increase value without adding stress
- Promote packages through your website, email, social media, and PR
- Price for profit and track performance
- Automate and streamline delivery to keep operations smooth
Whether you're aiming to fill midweek dates, drive off-season traffic, or stand out in a crowded market, you’ll leave with practical tools and creative inspiration.
Takeaways: Leave with 1–2 test-ready package ideas, a library of fresh themed examples, and a simple framework to build, price, and evaluate packages aligned with your brand.
Roundtables: Tech, Finance, Operations
Wednesday, March 4
3:15pm - 4:15pm
Connect with peers in small-group discussions around technology, financial management, and day-to-day operations. Trade practical tips, explore new solutions, and gain strategies to keep your property running smoothly and profitably.
Concurrent Sessions
4:30pm - 5:30pm
The Guest Experience: Designing Stays That Tell Your Story (Aspiring Owner Track)
Wednesday, March 4
4:30pm - 5:30pm
David Hiler, The B&B Team (Moderator)
Eben Viens, The B&B Team (Moderator)
Patrick Finnegan, St Francis Inn
Anthony Rodriguez, Lakeview Inn
Cynthia Leonard, Refuge Inn
A great guest experience is more than a clean room — it’s the sum of every detail, from the feel of the linens to the warmth of your welcome. This session will guide aspiring lodging professionals through the elements that create lasting impressions: thoughtfully designed guest rooms and baths, inviting common areas, memorable breakfasts and extras, and an overall atmosphere that reflects your unique story. We'll also discuss how to market that experience effectively — connecting with your ideal guest through visuals, messaging, and branding. If you're ready to build more than a place to stay, this session will help you design a destination that resonates.
Visibility, Amplified: Social Strategy with ChatGPT & AI Search
Wednesday, March 4
4:30pm - 5:30pm
Annie Buck, ThinkReservations
You know your property needs to be online—but when you're juggling everything from renovations to reservations, social media can feel overwhelming. This session is designed for new and soon-to-open lodging professionals who want to build a strong online presence without burning out.
We'll explore how to use tools like ChatGPT to plan, create, and schedule engaging content that resonates with your ideal guests—and is optimized for today’s AI-driven search platforms like Google’s AI Overviews. You’ll learn how to:
- Build a personalized 30-day social media calendar
- Create platform-ready posts for Instagram, Facebook, and TikTok
- Brainstorm blog content that boosts visibility and supports SEO
- Format posts to appeal to both humans and algorithms
You’ll leave with a worksheet, prompt pack, and a head start on showing up—and standing out—online.
Lightning Talks: Backstage Brilliance
Wednesday, March 4
4:30pm - 5:30pm
Backstage Laundry: Clean Like a Headliner
Paula Register, Turkish Towel Company
Pamela Dujmovich, Comphy
Get your laundry game in tune with this fast-paced lightning talk full of practical, property-tested tips. From beating stubborn stains to choosing machines that can handle the tour-level load, you’ll walk away with backstage secrets to keep your linens crisp, clean, and guest-ready—without missing a beat.
Spoil Your Guests with a Spa-Like Bath
James Kuester, Küster Design
We’ve all stayed somewhere where the bathroom was… less than memorable—or worse, a total letdown. As an independent lodging professional, every detail matters, and the guest bath is no exception. In this interactive session, James will share practical tips and inspiring ideas to help you transform your bathrooms into spa-like retreats that leave a lasting impression. From thoughtful amenities to design touches that wow, learn how to elevate this essential space so your guests leave raving—not just about your hospitality, but about your bath experience, too.
Symphony, Not Solo: Rethinking How AI Amplifies the Human Touch
Wednesday, March 4
4:30pm - 5:30pm
Chris McPherson, TakeUp
In an era of increasing automation, independent lodging professionals are right to ask: can technology truly support our goals without compromising the personalized, human touch that defines our guest experience? In this session, we'll reveal how AI can serve as a powerful partner for boutique and independent properties, amplifying the intuition and expertise of owners/operators rather than replacing them. Through real-world examples and product insights, Chris will illustrate how the right balance between AI-driven optimization and human oversight can unlock smarter pricing, better decisions, and more time to focus on what matters most—your guests.
Dine & Shine: Dinner, Awards, and Auction
7:00pm - 9:00pm
Thursday, March 5
Continental Breakfast
8:00am - 9:00am
Registration Open
8:00am - 10:00am
Concurrent Sessions
9:00am - 10:00am
Behind the Scenes: A Day in the Life of a Lodging Professional (Aspiring Owner Track)
Thursday, March 5
9:00am - 10:00am
Alex Pikuza, Inn of the Turquoise Bear
Scott Swaldo, Gervasi Vineyard Resort & Spa
This dynamic, interactive session will explore how your past career experiences and unique skill sets can pave the way for success in the world of hospitality. Led by seasoned lodging professionals and industry partners, you’ll gain valuable insights into the diverse roles within the lodging industry and what it takes to thrive. Topics will include:
- Who Are Today’s Hospitality Leaders? Explore the qualities that define successful lodging professionals.
- Adapting to Different Property Models: Discover how day-to-day responsibilities vary across inns of different sizes, models, locations, and service offerings.
- Mastering Essential Tasks vs. Outsourcing: Understand which key tasks innkeepers and staff handle directly and when it makes sense to contract out services.
Taste of Place: Culinary Identity in Bed & Breakfast Hospitality
Wednesday, March 4
9:15am - 10:15am
Anthony Rodriguez, Lakeview Inn
Discover how regional foods can transform your guests’ experience and deepen your inn’s connection to place. In this session, attendees will explore the culinary identity of their local area, learn how to source and spotlight regional ingredients, and gain practical tips for integrating these flavors into their menus—from breakfast favorites to seasonal specials. Whether your property sits near coastal fisheries, maple groves, or mountain farms, you’ll leave inspired to tell your region’s story through every bite.
Weddings, Retreats & Events: Contracts, Considerations, and Lessons Learned
Wednesday, March 4
9:15am - 10:15am
Cathy Casey, Hospitality Proz
Jim Leitch, Hospitality Proz
Special events can elevate your property—or completely overwhelm it. This session focuses on the practical realities of hosting weddings, retreats, and events, with an emphasis on contracts, expectations, operations, and decision-making. We’ll share hard-earned lessons from real experiences, discuss what to include (and not include) in your agreements, and help you think through whether events align with your goals, capacity, and guest experience.
The Zero-Click Era: How AI Is Rewriting Travel Discovery (and What to Do About It)
Thursday, March 5
9:00am - 10:00am
Kenneth Ridgell, Ridge Media LLC
Getting heads in beds is only part of the equation—profit is the real goal. In this data-driven session, we will reveal how small hotels and independent properties are using AI-powered tools, smarter targeting, and automated marketing strategies to generate 10x+ returns without big budgets.
You’ll see real-world examples from properties like yours, with actionable insights on capturing demand, converting more direct bookings, and competing effectively with OTAs. Whether you’re looking to boost midweek occupancy or stop wasting money on underperforming channels, this session offers a proven roadmap to help you market smarter—and profit more.
Concurrent Sessions
10:15am - 11:15am
Ask a Lodging Pro: Open Q&A for Aspiring Owners (Aspiring Owner Track)
Thursday, March 5
10:15am - 11:15am
Marilyn Bushnell, Marilyn Bushnell & Associates (Moderator)
Christa Bowdish, The Old Stagecoach Inn
Patrick Finnegan, St Francis Inn
Bridget Johnson, The Oakwood Inn
Alex Pikuza, Inn of the Turquoise Bear
Anthony Rodriguez, Lakeview Inn
Scott Swaldo, Gervasi Vineyard Resort & Spa
Christopher Tillman, Georges on York B&B
Cynthia Leonard, Refuge Inn
Here’s your chance to get real answers from a seasoned lodging professional. In this interactive session, you’ll have an open floor to ask anything—from daily operations to guest relations, property management, marketing, and the hidden challenges of the industry. Bring your questions, and gain insider insights to help you make informed decisions about your future in lodging. Whether you’re in the early planning stages or ready to take the plunge, this Q&A is designed to give you candid advice and practical guidance.
From Research to Strategy: Unlocking the Power of Keywords
Wednesday, March 4
8:00am - 9:00am
Brittani Durgin, Q4Launch
Lodging professionals can participate in this hands-on workshop to learn how to effectively use leading industry tools for keyword research and content development to create a one-month strategy that is curated to support direct bookings and boost brand awareness.
The workshop will cover the fundamentals of SEO and keyword research to give innkeepers a clearer understanding of how organic search works. Whether marketing is managed in-house or through an agency, this session will empower innkeepers to have strategic conversations, foster stronger marketing collaboration, and help build effective monthly marketing strategies.
Tools to be discussed and utilized during the workshop:
- SEMrush
- Google Search Console
- Keyword Planner
- Answer the Public
- ChatGPT
- Innkeeper’s Website
- GA4
Roundtables: Marketing
Thursday, March 5
10:15am - 11:15am
Dive into small-group discussions focused on marketing strategies that work for independent lodging. Share what’s bringing in bookings, explore fresh ideas, and leave with actionable insights to boost your visibility and reach.
In the Spotlight: Photography That Captures Your Property’s True Value
Thursday, March 5
10:15am - 11:15am
Elizabeth Campbell, Elizabeth Campbell Photography
Your property has evolved—your photography should, too. In this session, we’ll explore what makes lodging photography effective in today’s visual-first market and how to plan a professional shoot that captures your property's personality, story, and growth. You'll learn how updated visuals can enhance your website, strengthen your brand, and even increase perceived value. Whether you're refreshing your image or showcasing recent improvements, this session will help you think strategically about how you present your property to the world—and to your future guests.
Concurrent Sessions
11:30am - 12:30am
From Invisible to In-Demand: The 3-Part Brand Journey That Drives Direct Bookings (and Makes Marketing Easier)
Thursday, March 5
11:30am - 12:30pm
Janice Laraine, MADM Co
A practical, owner-friendly framework focused on the three guest touchpoints (online, in person, and post-checkout) -- and how to create a clear story thread that makes a property instantly recognizable and easier to market.
Climbing the Charts: Proven Revenue Strategies for Small Properties
Thursday, March 5
11:30am - 12:30pm
E Scot Fuller-Beatty, The Bold Collaboration
It’s time to turn up the volume on your revenue. This energetic session is packed with proven strategies that drive double-digit growth for small, independent lodging properties. You’ll learn how to fine-tune your pricing, hit the right notes with distribution channels, boost direct bookings, and create upsell opportunities that guests will love. These high-impact, low-cost tactics are designed to grow your bottom line without losing your unique vibe. You’ll leave with a personalized setlist of action steps to help your property headline its market—and keep the encore bookings coming.
ALP Unlocked Ends
12:30pm
See you next time!
