Agenda

Monday, October 27, 2025

3:00 – 4:00 p.m. History Tour of the Fairmont Olympic Hotel – Seattle (1924)

Location: Lobby

Tuesday, October 28, 2025

9:00 – 11:45 a.m. Roundtables – Hoteliers are invited to join a series of optional educational roundtables hosted by the Historic Hotels team. These sessions offer a chance to dive into key topics such as historic preservation, storytelling in guest experience, sustainability, public relations, and member benefits. Designed to foster learning and peer exchange, each roundtable provides practical insights and actionable strategies tailored to the unique challenges and opportunities of operating a historic property. Attendance is flexible–drop in for the discussions that matter most to your team.

Location: Metropole Room

9:00 – 9:30 a.m. Session 1 of Roundtables

Reviewing your hotel’s history copy
Hosted by Matt Coletti, Member Services and Support
Your “History” pages on our website are a wonderful way to tell your story and define your brand.

Review and refine your hotel’s history copy with expert guidance
Learn how to better showcase your property’s legacy
Discover ways to make your history content more engaging and accurate

The power of non-profit partnerships: Driving primed cultural traveler audiences to historic hotels
Hosted by Steph Price, Senior Manager of Digital Marketing and ECommerce
Explore how Historic Hotels is expanding reach through strategic partnerships with nonprofit organizations focused on heritage, culture, and preservation.

Learn how nonprofit collaborations drive traffic and bookings
Understand the benefits of the NHP rate for nonprofit members
Discover how to nominate mission-focused organizations for partnership

Milestones that matter: Celebrating historic hotel anniversaries with impact and elegance
Hosted by Katherine Orr, Director of Marketing Strategy and Communications

Turn milestone anniversaries into strategic brand moments that honor your legacy and engage your community.

Creative ideas for commemorative events and campaigns
How to weave historical storytelling into anniversary messaging
Leveraging PR, social media, and partnerships for visibility
Tips for involving local communities, staff, and loyal guests
Examples of successful milestone celebrations

9:45- 10:15 a.m.. Session 2 of Roundtables

Understanding the Historic Hotels of America Program Standards
Hosted by Matt Coletti, Member Services and Support
Review the updated Historic Hotels of America Program Standards and inspection criteria.

Understand the grading criteria used in inspections
Review completed reports and learn how to meet standards
Align your property with National Trust membership expectations

Crafting captivating profiles: A guide for maximizing your hotel’s visibility
Hosted by Steph Price, Senior Manager of Digital Marketing and ECommerce
Learn how to make your hotel’s profile stand out on HistoricHotels.org and HistoricHotelsWorldwide.com.

Understand the cultural heritage traveler audience
Use visuals and storytelling to enhance your profile
Optimize your booking engine descriptions and imagery
Learn about web visibility programs and special pricing

Crafting legacy: Writing an impactful hotel page for the Historic Hotels of America member directory
Hosted by Katherine Orr, Director of Marketing Strategy and Communications
Create a compelling directory page that connects emotionally with heritage-minded travelers.

Balance historical storytelling with modern appeal
Select imagery and highlights that resonate
Review examples of standout directory pages
Learn what to avoid when crafting your page

10:30- 11:00 a.m.. Session 3 of Roundtables

History meets hashtag: Using social media to elevate historic hotels as icons of heritage luxury
Hosted by Steph Price and Katherine Orr
Social media is a powerful storytelling platform for historic hotels. This session explores how to use digital channels to build a reputation for heritage luxury and connect with discerning travelers.

Craft a brand voice that reflects both history and sophistication
Leverage visual storytelling to showcase architecture, legacy, and guest experiences
Engage luxury travelers, history enthusiasts, and influencers
Review case studies of successful campaigns and resonant content
Learn how to boost your following with a Historic Hotels social media takeover

Hotel strategies for reducing cancellations and no-shows
Hosted by Will Steele
Explore practical strategies to reduce cancellations and no-shows while maintaining guest satisfaction and revenue protection.

Use financial safeguards like pre-authorizations and deposits
Implement payment gateways and premium booking options
Enhance ecommerce merchandising with tools like SynXis Retailing
Foster loyalty through guest rewards programs
Find the right balance between flexibility and business sustainability

11:15- 11:45 a.m. Session 4 of Roundtables

Welcome for new members
Hosted by Matt Coletti, Manager, Member Services & Support
Designed for new members of Historic Hotels of America, this session offers a personalized check-in and overview of membership benefits and onboarding progress.

Review basic membership benefits and resources
Learn about the National Trust for Historic Preservation
Address any open action items from your onboarding process
Ask questions and get personalized guidance

Making the most of the list: Maximizing visibility through the Top 25 Historic Hotels List
Hosted by Katherine Orr, Director of Marketing Strategy and Communications
Learn how to leverage the Top 25 Lists as a PR and marketing tool to showcase your hotel’s unique story and guest experience.

Understand the purpose and impact of the Top 25 Lists
Learn how hotels are selected and what makes a property stand out
Use list inclusion in PR, social media, and guest communications
Brainstorm ideas for future list themes and align your hotel’s strengths

Shifting OTA markets to direct bookings via I Prefer Hotel Rewards
Hosted by Will Steele
Explore how shifting from OTA platforms to direct bookings through I Prefer Hotel Rewards can increase profitability and guest loyalty.

Reduce reliance on third-party booking platforms
Increase direct revenue and control over guest experience
Build loyalty through personalized rewards and engagement

1:00 – 7:00 p.m. Historic Hotels Annual Conference Hospitality Desk

Location: Lower Spanish Foyer

1:00 – 4:00 p.m. Exhibitor and Sponsor Meetings with Hoteliers

Location: Spanish Foyer and Mezzanine

3:00 – 4:00 p.m. History Tour of the Fairmont Olympic Hotel (1924)

Location: Lobby

2025 HISTORIC HOTELS ANNUAL CONFERENCE BEGINS

– Welcome –

6:30 – 9:00 p.m. A Pacific Northwest Welcome – Sponsored by the Fairmont Olympic Hotel Seattle

Attire: Business Casual

Location: The Garden

Wednesday, October 29, 2025

7:00 – 8:05 a.m. Breakfast & Tradeshow – Sponsored by StraxAR

Location: Spanish Foyer and Mezzanine

8:10 a.m. General Session – Sponsored by GCommerce

Location: Spanish Ballroom

Welcome – Larry Horwitz, Executive Vice President, Historic Hotels of America and Historic Hotels Worldwide

Opening Remarks –Stephanie Calhoun, Senior Vice President, Operations, Historic Hotels of America and Historic Hotels Worldwide

Opening Remarks and Welcome – Sunny Joseph, Chair of the 2025 Host Committee, General Manager, Fairmont Olympic Hotel Seattle (1924)

Board of Advisors Greeting – Joseph J. Vezzoso, Chair, Board of Advisors; Vice President Resort Operations and Sales at French Lick Resort / French Lick & West Baden Springs Hotels

Keynote Speaker – Eric O’Neill, Cybersecurity Expert, Legendary FBI Operative Featured in the Film Breach, Bestselling Author, Technology Futurist and Attorney

Keynote Talk – Key Takeaways:

Spies, Lies, and Cybercrime: Cybersecurity Tactics to Outsmart Hackers and Disarm Scammers

The dark web will soon steal $20 trillion a year, including the hospitality and travel industry

Hear the latest ways to adopt a proactive "spy hunter" mindset rather than a purely defensive approach, focusing on understanding and protecting data, and building trust in a digitally compromised world

Keynote Speaker – Urgency for the AHLA to Win More Federal, State, and Local Tax Support for Hotels, Rosanna Maietta, President and CEO, American Hotel & Lodging Association (AHLA)

Keynote Talk – Key Takeaways:

Which priorities have become more urgent for the AHLA in winning more federal, state, and local tax support for hotels?

What you can do to be more effective locally with your elected representatives

Why it is urgent to speak up in your local community and to your elected representatives

Learn what you can do to convince elected representatives that have never made a payroll to support legislation that helps the Hospitality and Tourism industries

Sponsors and Exhibitors Introductions – Greg Leinweber, Vice President, Development & Sales, Historic Hotels of America and Historic Hotels Worldwide

10:10 a.m. Networking Coffee Break & Tradeshow – Official Tradeshow Beverage Sponsor Tea Forte

Location: Spanish Foyer and Mezzanine

10:40 a.m. General Session – Sponsored by RoomNet; Hosted by Katherine Orr, Director, Marketing

Strategy & Communications, Historic Hotels of America and Historic Hotels Worldwide

Location: Grand Ballroom West

Keynote Speaker – Carol Quillen, President & CEO, National Trust for Historic Preservation

The Why of Preservation – Looking Ahead After the First 75 Years of the National Trust for Historic Preservation

Keynote Speaker – The Historic Hotels of America – STR Forecast 2025-2027 – Hannah Smith, Senior Analyst, STR

Keynote Talk – Key Takeaways:

Will RevPAR for historic hotels continue to grow at a compound average annual rate, which is greater than the rate of RevPAR annual growth forecast for the nation’s upper upscale hotels and luxury hotels?

Will annual occupancy levels for hotels that are members of Historic Hotels of America continue above the national average occupancy level through 2027?

What is the forecast for leisure travel?

What other economic surprises should historic hotels consider in their long-term planning?

Keynote Speaker – Stephanie Stuckey, Chair, Stuckey’s Corporation, an iconic brand founded in 1937, Author of UnStuck: Rebirth of an American Icon, former elected Georgia State representative, trial lawyer, Director of Sustainability for Atlanta, Adjunct Professor at the University of Georgia School of Law.

Keynote Talk – Key Takeaways:

Resilience & Rebuilding: The family business Stephanie Stuckey’s grandfather founded, Stuckey’s fell on hard times after coming under prior ownership. Learn how she revived it by embracing challenges and evolving the brand

Creativity & Branding: Learn how the Stuckey’s brand was rebuilt from creating emotional connections with customers through storytelling/brand-building and offering unique products

Purpose-Driven Success: Learn how Stuckey’s legacy thrives through its ethos of kindness and respect

12:30 p.m. Welcome and Celebration of New Members Lunch – Sponsored by Coca-Cola®

Location: Metropole Room

1:45 – 2:25 p.m. Academies – Select one from Academy #1, #2, #3 or #4

Academy 1: Wednesday, October 29, Session 1

From Inspiration to Booking: Navigating the New Customer Journey in the Age of AI

Subject Matter Expert: Scott van Hartesvelt – Founder GCommerce Solutions

The pace of innovation in marketing has accelerated, driven by advancements in artificial intelligence and the coming of age of GenZ. Beneath the surface of the headlines, cyclical forces are pushing the pendulum of consumer preference back to boutique and independent hotels and resorts. For the astute marketer, there are new and powerful tools for gaining market share and building a base of business that can sustain a property through the difficulties of economic uncertainty.

What You Will Learn:

Shifting Paths: How the customer journey has transformed over the past 24 months—and why it matters more than ever

AI’s Disruption: The specific ways AI is reshaping hospitality marketing and redefining guest acquisition Insights into the latest global trends and new tendencies in historic hotel photography

Smart hotel strategies: How innovative hotels are leveraging these changes to discover and win new guests

What’s next: Emerging AI trends set to impact the hospitality industry in the near future

Warning signs: Potential risks and pitfalls independent hotels must watch out for in this evolving landscape

Academy 2: Wednesday, October 29, Session 1

Unlocking Value: Leveraging Federal and State Tax Credits for Historic Hotels & Adaptive Reuse

Subject Matter Expert: David Clower, President & CEO – National Trust Community Investment Corporation & NT Impact Capital

Navigating the complex landscape of historic preservation incentives can open transformative opportunities for hoteliers and developers alike. In this session, David Clower will provide a summary overview of the process of using federal and state tax credits to renovate historic hotels or reimagine historic assets as hospitality properties. Drawing from years of experience and case studies, he will share actionable strategies to maximize returns, manage compliance, and unlock creative capital stacks to bring visionary projects to life. Whether you’re restoring a grand dame or breathing new life into a forgotten landmark, this presentation will equip you to turn preservation challenges into catalytic hospitality success.

What You Will Learn:

How to identify and qualify projects for federal and state historic tax credits

Structuring transactions: blending credits, incentives, and other sources of financing

Understanding compliance, documentation, and IRS guidelines for hospitality projects

Best practices for collaborating with public partners, investors, and design teams

Real-world examples of hotels and adaptive reuse projects that have leveraged tax credits for exceptional results

Academy 3: Wednesday, October 29, Session 1

How to Create a Winning Business Strategy in 2026 – Your CoStar + STR Benchmark Data

Subject Matter Expert: Brandon Gill, Senior Sales Executive – STR, a CoStar Group Company

Subject Matter Expert: Hannah Smith, Senior Analyst – STR, a CoStar Group Company

This session explores how Historic Hotels members can harness the power of data to build winning business strategies for 2026. We will discuss how to uncover hidden opportunities, inspire collaboration, and make confident decisions using the latest enhancements in STR’s continuously evolving platform. The session will emphasize the importance of market intelligence and data-driven planning to stay competitive in a dynamic hospitality landscape. Remember: It is impossible to take advantage of an opportunity you don’t know exists.

What You Will Learn:

Latest Enhancements: Discover the newest features available to STR Benchmark license holders that elevate data usability and strategic planning

Workforce Engagement: Learn techniques to foster collaboration, attract new talent, and improve employee retention

Beyond the Comp Set: Explore the most popular product areas outside the traditional STAR Comp Set for deeper market insights

Smart Data Planning: Build a research strategy that avoids data overload and focuses on actionable intelligence

Academy 4: Wednesday, October 29, Session 1

Culinary Innovation Trends through Sustainability

Subject Matter Expert: Eraj Jayawickreme | Director of Culinary – Fairmont Olympic Hotel and Food Waste Reduction Ambassador – City of Seattle

In this session, we will explore culinary and beverage trends poised to steer 2026 menu development and programming – highlighting how sustainability has emerged as a critical driver of innovation. We will review key 2025 trends, examine how they have evolved over the past year, and identify emerging influences in the food and beverage landscape.

Our discussion will center on how to artfully balance the rich history and traditions of a historic property, while focusing on sustainability and meeting the evolving preferences and expectations of modern consumers. Attendees will gain practical insights into enhancing sales and revenue by incorporating innovative ingredients, reducing waste and educating guests, while crafting guest experiences that resonate deeply, turning moments into special memories. We will discuss the art of balancing respect for tradition with the embrace of contemporary trends with a focus on sustainability and the tools available.

What You Will Learn:

Best practices for sustainability in a historic property

The evolution of Spirit Free Cocktails, in conjunction with food waste reduction

2025 Trends Review & 2026 Preview: A reflection on this year’s trends and what is coming next.

2:25 – 2:30 p.m. Switch Academies – Transition from Session 1 to Session 2

2:30 – 3:15 p.m. Academies – Select one from Academy #5, #6, #7, or #8

This Academy Break Sponsored by Jonas Hospitality

Academy 5: Wednesday, October 29, Session 2

Capturing Wellness Trend in the Hotel Industry: Understand Wellness Hotel and Wellness-Seeking Customers

Subject Matter Expert: Christina G. Chi, PhD, Professor, Carson College of Business, Washington State University

The global wellness economy is enormous, projected to reach nine trillion dollars by 2028 (Global Wellness Institute, 2024). Wellness tourism is one of the largest segments within the wellness economy, and North America boasts the largest wellness tourism market in the world. However, there is a lack of consensus among customers and hoteliers as to what is considered a wellness hotel and how to measure the wellness level of a hotel. There is also a lack of understanding about wellness-seeking customers. What drives them to select a wellness hotel? What are their expectations of wellness services and amenities? How can we segment them to better satisfy their needs? The insights are derived from our theory-driven and empirically tested research among 3,000 customers in North America.

What You Will Learn:

What is a wellness hotel and what does a wellness hotel encompass?

How to measure the degree of wellness of a hotel? What wellness services and amenities are expected by customers?

What are some existing wellness hotel certifications?

What factors motivate or inhibit customers from choosing a wellness hotel?

How wellness-seeking customers’ motivation influences their needs for different types of wellness services and amenities?

How can customers be clustered into different segments based on their wellness-seeking motivation?

Academy 6: Wednesday, October 29, Session 2

Beyond Familiarity: Using Guest Data to Drive Connection, Revenue, and Repeat Business

Rick Sousa, Sales Director, Jonas Hospitality

Most hoteliers believe they know their guests–but in today’s data-driven world, familiarity isn’t enough. This session explores how modern solutions can help historic hotels unlock the value of the data you already collect to create intelligent, revenue-generating personalization.

You’ll learn the value of using guest data from multiple systems–PMS, POS, marketing, loyalty–and transform it into actionable insights that empower every department. From curating personalized offers to optimizing F&B promotions and driving direct bookings, we’ll show how data can fuel both meaningful guest experiences and measurable business outcomes.

Whether you’re looking to increase ancillary revenue, boost repeat visits, or simply serve your guests more thoughtfully, this session will give you the inspiration to turn guest knowledge into a lasting impact.

What you will learn:

How to improve guest experiences through personalization

How to break down silos between different systems and departments

How to leverage your guest data to increase revenue

Academy 7: Wednesday, October 29, Session 2

The New Guest Blueprint: Why Experience is the Ultimate Amenity

Subject Matter Expert: Matt Benn, Global Retailing Strategist, Hospitality Solutions

The hotel room may be the cornerstone of every trip, but today’s travelers expect more. They want hotels to help them create the entire experience, whether that means unwinding in style, exploring local flavors, discovering new adventures, or simply relaxing and recharging.

What You Will Learn:

Key insights and data on how travelers are booking their stays today

What tomorrow’s travelers will be looking for in their hotel experience

How to attract both current and future guests by creating revenue opportunities that go far beyond the room

Academy 8: Wednesday, October 29, Session 2

Excellence in Effervescence: A deep dive into the diverse world of sparkling wine.
Subject Matter Expert: Christian Grieb, owner and winemaker of Treveri Cellars sparkling wines in Washington State.

The Washington State wine industry has been growing since the 1970's, although there's been one key aspect that only until recently was taken seriously: sparkling. Seeing this as an opportunity to define the standard, the father and son team of Juergen and Christian Grieb set out and established Treveri Cellars 2007. Their purpose and message is simple: to grow grapes for and produce high-quality traditional method sparkling wines in the European style of elegance and balance. Their commitment to classical sparkling while keeping a modern take on blends and grape varieties has become an exciting journey seen through the bubbles! Since its opening, Treveri sparkling wine has been served at White House State Department receptions and the James Beard Foundation in New York.

What you will learn:

How to look at sparkling wine as an added value across property applications.
How to capitalize on a diverse sparkling portfolio and capture guests' attention through multiple ways.
Not all sparkling is the same!
How to think outside of the "big box" of sparkling.

3:15 – 4:15 p.m. Networking Break & Tradeshow Sponsored by Twisted Alchemy

Location: Spanish Foyer

6:00 – 9:00 p.m. Reception and Dinner – Celebrating the History of the Fairmont Olympic Hotel

Sponsored by Hospitality Solutions

Location: The Garden

Thursday, October 30, 2025

7:00 – 8:15 a.m. Breakfast & Tradeshow – Sponsored by dormakaba

Location: Spanish Foyer and Mezzanine

8:15 a.m. General Session

Location: Spanish Ballroom

Welcome – Larry Horwitz, Executive Vice President, Historic Hotels of America and Historic Hotels Worldwide

Keynote Speaker: Daniel James Brown, New York Times Best Selling Author of Under a Flaming Sky, The Indifferent Stars Above, The Boys in the Boat, and Facing the Mountain. His extensive work as a narrative nonfiction writer has brought compelling historical events to life vividly and accurately

Keynote Talk – Key Takeaways:

How to bring compelling historic events at your hotel to life for your guests

How to take stories from the past and make them relevant

How to celebrate and commemorate significant historic events at your hotel

Keynote Speaker: Ali Daniels,  Senior Vice President Marketing, Seattle Kraken (NHL team). Hear her insights, be unafraid, and seek challenges to do the extraordinary

Keynote Talk – Key Takeaways:

Embrace mistakes as opportunities for learning and growth

Identify your comfort zone–and know when it is time to go beyond it

Avoid the danger in not evolving to build new skills

Focus on continuously growing new skills

Keynote Speaker: Donny Stevenson, Vice Chair, Muckleshoot Tribal Council

Keynote Talk – Key Takeaways:

Learn how and why to include the history of the place prior to its use as a place for a historic hotel as part of the guest experience

Learn possible ways to connect with the local indigenous people in your destination

10:00 – 10:25 a.m. Networking Coffee Break & Tradeshow – Sponsored by Sponsored by Corsicana Hospitality

Location: Spanish Foyer

10:30 a.m. General Session

Location: Spanish Ballroom

Keynote Speaker: Melinda Smith, Associate Partner, McKinsey & Company. 

Keynote Talk – Key Takeaways:

Learn about the future of travel

Learn how AI will impact travel in the future

Know what Agentic AI in travel means to you

Prepare for digitally enabled customer experiences, and more

Keynote Speaker: Ted Wright, CEO, FIZZ. Besides his storied history in building brands like PBR, Fireball, Crocs, Chipotle, ButcherBox, Sugarland, Tommy John, and JetBlue, it is also of interest that, in his lifetime, Ted has stayed in 48 of our Historic Hotels

Keynote Talk – Key Takeaways:

How to build a strategy of organic storytelling (how to identify the right stories)

How to identify your advocates

What you should do in your operations to generate more shareable stories for future guests

How to leverage your Word-of-Mouth Marketing

12:01 p.m. Announcement of 2026 Historic Hotels Annual Conference Location, 2026 Host Committee Chair

12:20 p.m. Historic Milestones & Celebrations Lunch, Sponsored by Standard Textile

Location: Metropole Room

1:45 to 2:20 p.m. Academies – Select one from Academy #9, #10, #11, or #12 – Sponsored by Curacity

Academy 9: Thursday, October 30, Session 3

The Impact of AI on the Hospitality Customer Journey

Subject Matter Expert: Brandon Ahearn, Senior Director of Sales, Milestone Inc.

This session explores how artificial intelligence is transforming the way guests book hotel rooms and engage with hospitality brands. We'll discuss what hotels and hospitality companies need to do to stay ahead of this evolving landscape and enhance the guest experience.

What You Will Learn:

How the hospitality of customers is changing with the advances in AI

How to get your content indexed for LLMs and AI engines like ChatGPT, Gemini, Claude, and Perplexity

Leveraging AI-driven content development to create personalized, high-impact guest experiences

AI for hotel SEO, including metatag generation, ALT tag creation, and schema automation to maximize discoverability

How to be prepared for the new Customer Journey

Academy 10: Thursday, October 30, Session 3

Culinary PR – Serving Stories That Sizzle

Subject Matter Expert: Michelle Heston, Executive Regional Director of Public Relations at Fairmont Hotels & Resorts

From chef-driven experiences to trend-worthy launches, culinary PR is all about creating craveable narratives that drive buzz and build brand loyalty. This session explores how to position your culinary offerings for maximum impact–whether it is securing media coverage, crafting influencer partnerships, or designing events that spark conversation. Learn how to tell stories that go beyond the plate and turn your food and beverage program into a powerful brand ambassador.

What You Will Learn:

How to craft compelling culinary stories that resonate with media and audiences

Strategies to build strong partnerships with chefs, mixologists, and influencers

Techniques for designing buzzworthy events that spark conversation and coverage

Ways to leverage food trends and seasonal opportunities to keep your brand relevant

Tips for turning everyday menu items into memorable PR moments

Academy 11: Thursday, October 30, Session 3

Turning Conversations into Bookings: Harnessing Word-of-Mouth Marketing for Historic Hotels
Subject Matter Expert: Ted Wright – CEO, Fizz

For historic hotels, reputation has always been a powerful driver of guest choice. In today’s noisy digital world, the authentic stories guests tell about your property travel further and faster than any ad campaign. This session explores how hoteliers can turn their unique history, heritage, and hospitality into compelling word-of-mouth that drives sales and increases guest nights.

What You Will Learn:

The Mechanics of Influence: Why word-of-mouth remains the most powerful form of marketing in hospitality, and how it translates into measurable revenue

Finding Your Talkers: How to identify and equip the guests most likely to share your story with credibility and impact

Storytelling with Soul: Techniques for highlighting the history, character, and guest experiences that make historic hotels unforgettable

From Buzz to Bookings: Proven strategies for converting conversations into room nights and repeat visits

Avoiding the Traps: Common mistakes hotels make when chasing trends instead of building lasting guest advocacy

Academy 12: Thursday, October 30, Session 3

Strax™: Step Into the Future of Hospitality with AI + AR

Subject Matter Expert: Eric Singleton, CEO, Strax Networks Inc.

Imagine walking your property and watching guests light up as history, stories, and experiences come alive right before their eyes. That’s what StraxAR™–a patented AI + AR platform–delivers. It’s a proven way to elevate the guest experience, generate measurable revenue, and modernize your hotel’s engagement strategy without adding staff or complexity. Your guests simply point their phones (No QR codes!) at artwork, memorabilia, or event spaces and instantly unlock immersive stories, upsells, and experiences tailored just for them. More than just a technology demo, this session shows how StraxAR turns curiosity into action, creates 10x higher engagement than any other form of digital interaction, and gives you a competitive edge by delighting guests while generating new measurable revenue.

What You Will Learn:

How StraxAR turns everyday spaces and objects into immersive, interactive stories

Why our intent-driven engagement delivers results 10x stronger than algorithm-based tools

How to activate StraxAR in minutes with our patented encoder and cloud deployment

Ways to unlock new revenue streams through AR-powered tours, upsells, and events

How StraxAR seamlessly integrates with your property to enhance guest delight

Real-time demonstration: upload content, scan a target, and watch it come alive instantly

Access actionable insights from StraxAR’s engagement metrics to fine-tune guest experiences

2:25 – 2:30 p.m. Switch Academies – Transition from Session 1 to Session 2

2:30 – 3:15 p.m. Academies – Select one from Academy #13, #14, #15, or #16

This Academy Break Sponsored by Jonas Hospitality

Academy 13: Thursday, October 30, Session 4

Unlocking the Power of Metasearch: Driving Direct Hotel Bookings

Subject Matter Expert: Chris Jackson, Principal & Chief Evangelist, GCommerce

What You Will Learn:

The fundamentals of metasearch and its role in driving direct bookings

How to reduce OTA reliance and capture more profitable business

Why pay-per-stay models can outperform cost-per-click

How to optimize bids to align with your property’s unique goals

Key factors that impact impression share, click-through rate, and conversion on metasearch channels

Academy 14: Thursday, October 30, Session 4

AI & PR – Harnessing Technology for Smarter Storytelling

Subject Matter Expert: Michelle Heston, Executive Regional Director of Public Relations at Fairmont Hotels & Resorts

In today’s rapidly evolving media landscape, the integration of artificial intelligence is transforming how brands craft, distribute, and safeguard their narratives. This session explores practical ways PR professionals can leverage AI to stay ahead while maintaining authenticity and control.

What You Will Learn:

How to track narratives and audience sentiment with AI
Strategies to keep influencers on-message and brand-aligned
Ways to design newsworthy events that drive media and audience engagement
Techniques to turn potential crises into opportunities for visibility and trust-building

Academy 15: Thursday, October 30, Session 4

Telling Your Hotel’s Story: Turning History into Hospitality

Subject Matter Expert: Gina Petrone, Heritage Manager at Hotel del Coronado
Subject Matter Expert: Kelly Ronalds, Director Room Sales & Guest Experience, Historic Hotel Bethlehem
Subject Matter Expert: Claire Kallelis, General Manager, Hawthorne Hotel

Every hotel has a story to tell—sometimes it’s hidden in old photographs, menus, or guest books; other times it lives in the memories of long-time staff or in the architecture itself. But how do you turn those fragments into a meaningful narrative that engages your guests and enhances your property’s identity?

In this seminar, we’ll explore practical steps for uncovering, verifying, and celebrating your hotel’s history. You’ll learn how to move from research to storytelling, and from storytelling to creating memorable guest experiences. Whether your historic hotel is decades or centuries old, you’ll come away with tools to transform your history into a unique guest experience that strengthens brand loyalty, sparks media interest, and adds value across your operation.

What You will Learn:

Explore practical steps for uncovering, verifying, and celebrating your hotel’s history
Learn how to identify reliable resources, build a foundational narrative, and gather archival objects or historic assets
Discover creative, low- to no-cost ways to share your story—such as themed cocktails, spa treatments, and staff storytelling

Examine revenue-generating opportunities and partnerships that turn history into a business advantage

Academy 16: Thursday, October 30, Session 4

Excellence in Effervescence: A deep dive into the diverse world of sparkling wine
Subject Matter Expert: Christian Grieb, owner and winemaker of Treveri Cellars sparkling wines in Washington State

The Washington State wine industry has been growing since the 1970's, although there's been one key aspect that only until recently was taken seriously: sparkling. Seeing this as an opportunity to define the standard, the father and son team of Juergen and Christian Grieb set out and established Treveri Cellars 2007. Their purpose and message is simple: to grow grapes for and produce high-quality traditional method sparkling wines in the European style of elegance and balance. Their commitment to classical sparkling while keeping a modern take on blends and grape varieties has become an exciting journey seen through the bubbles! Since its opening, Treveri sparkling wine has been served at White House State Department receptions and the James Beard Foundation in New York.

What you will learn:

How to look at sparkling wine as an added value across property applications.
How to capitalize on a diverse sparkling portfolio and capture guests' attention through multiple ways.
Not all sparkling is the same!
How to think outside of the "big box" of sparkling.

6:00 p.m. Cocktail Reception

Sponsored by the Fairmont Olympic Hotel Seattle (1924)

Location: Spanish Foyer

7:00 p.m. 2025 Historic Hotels Annual Awards of Excellence Ceremony and Gala Dinner

Sponsored by The Hershey Company

Location: Spanish Ballroom

Attire: Cocktail

Friday, October 31, 2025

Departures at Leisure