214 – Hotel Data Conference 2026: Key Takeaways

The Suite Spot attended the 2026 Hotel Data Conference and had the opportunity to interview some of the best and brightest hospitality leaders in the industry to gain their insights and perspectives on prevailing data trends, AI & technology, how to optimize the guest experience and much more.  Be sure to watch the full episode if you missed any of the action from the 2026 Hotel Data Conference.  Special thanks to: Amanda Hite, Jan Freitag, Erica Lipscomb, Max Spangler, & Sam Trotter. Ryan Embree: Welcome to Suite Spot, where hoteliers check in and we check out what’s trending in hotel marketing. I’m your host, Ryan Embree. Hello, everyone. Ryan Embree here at the 2026 Hotel Data Conference here with STR President Amanda Hite. Amanda, great to see you again. Congratulations here. This is our first time at the Hotel Data Conference. Amanda Hite: Oh, wonderful. Thank you. Ryan Embree: Record attendance was just announced. Welcome to The Suite Spot. We’re excited to be here. It was a ton of excitement that we just saw. Tell us a little bit about this event, and we were talking off camera about, do you ever expect it to be what it is right now? Amanda Hite: Yes, we started it 18 years ago with a couple hundred people, maybe. The very first year we’ve always had it in Nashville. This is our home base for the STR part of our business. Most of our employees are here that are in the US. So we started it with a way to connect with customers and more importantly, like, we all have this curiosity about the data. You know, we’re constantly in analyzing, looking at trends in the industry, and we wanted to get people together to hear what are you seeing and let’s talk about it. And that’s really how this started. So it’s, I think it’s for me, my most proud part of this conference is the feeling that everyone has when they come in of being really open and curious and wanting to learn from each other. So you get some really good dynamic conversations happening in the networking breaks and in the hallway. Ryan Embree: Well, it’s such an important time right now too, right? ‘Cause people are already starting, if you can believe it. Well, actually, probably you can look in 2027. Amanda Hite: That’s why we do hotel data conference when we do it. Exactly. It’s budget season. Ryan Embree: Brilliant. Brilliant. Right? And, you know, you just got off stage, like I said. One of the fascinating pieces, like I said, we weren’t here last year, but this is our first time. You said when you first stepped on stage, there were, and you showed some of those original numbers. There was a little bit of a gap in the audience last year. Amanda Hite: Yes. Ryan Embree: But this year, a little bit different story. Amanda Hite: Yes. We had a much better forecast to reveal this year. Last year at this time was when we took the forecast down to reflect what was happening in the industry. And this year, we raised the forecast, not just for the rest of this year, but also for 2027. Ryan Embree: So great to see. And a really cool inflection point, I made a note here, revenue for the first time outpacing expenses, right? What does that mean for hoteliers? Amanda Hite: Yeah. So we finally see the pace of growth on the revenue side outpacing the expense growth. I mean, we’re in a high inflationary environment. Expense growth is something that will continue and hoteliers are having to deal with. But to see that we’re actually going to get some GOP gains, it’s, it’s super helpful. I mean, the point I made this morning though is our margins are not growing. Yeah. So we’ve got some room to grow efficiencies and productivity within the hotels to try to get margins to grow at the same rate of GOP growth. Ryan Embree: Yeah, yeah. It’s challenging right now. And one of the things we’re doing to combat, or CoStar’s doing combat that, bottom line data being added to the product. What’s that mean for the hotel industry? Ryan Embree: Yeah, so within STR Benchmark and the CoStar platform, we introduced at the end of the first quarter our profitability benchmarking. P&L is something that STR has done for 30 years. We did it on an annual basis. And we introduced our monthly benchmarking back in 2020, literally as the world shut down. So maybe not the best timing. But of course, now we’re prepared in an environment like we are today, a very complex operating environment for our hoteliers. It’s, yes, we need to grow revenues, but we must make sure that that is flowing through to the bottom line and that our operators and owners are actually making money. And that’s not been the case in many types of hotels and many markets around the country. So we’re trying to make sure that we bring that visibility of not just the top line growth that we want to see for the industry, but the flow through all the way to the bottom line. Ryan Embree: Yeah, I’d love to see that. And, you know, another thing that we’re gonna hear constantly about at, and at this conference is AI, right? So I guess the overarching question would be more of like, how are you incorporating AI into your products right now? Amanda Hite: This is when I’m so thankful that we are a part of the CoStar Group entity. If you follow our other brands, homes and apartments launched AI in their products earlier this year. So we’re continuing to build off of that. We will have AI search in the CoStar product in the same way that you see in apartments and homes. But for STR benchmarks specifically, what we’re thinking about is making sure that we’re integrating AI into the product, not just sitting on top of the product, but like we interact with the clients all the time on the analysis in the industry. So we want to bring that through AI into the product for our customers to use. So we love when they pick up the phone and call us and wanna talk about data. Right. But we also wanna make it easier for them to surface it within their portfolios in product. And so that’s the path that we’re going down to bring that intelligence in the product and analyzing and spotting the trends, knowing what to look at or sometimes not look at, right? Sometimes it’s a great point. It’s just as important to say like, “Hey, I only have a limited amount of time. Where do I not need to spend time right now?” And that can be tricky, especially when you’re looking at a larger portfolio of trying to discern where, what makes the most sense to drive profitability for my business, for me to spend time on right now. Ryan Embree: 100%. Those complexities and driving efficiency so important right now. And turning those data, that data into actual insights. That what one of the promises of AI. So reason we’re here at the Hotel Data Conference, thank you for taking the time. We’ll, we’ll let you get back. I know you’re hosting almost 900 hoteliers here. So we’ll let, let you get back to Amanda. Thanks for stopping by. Amanda Hite: Thank you, Ryan. Appreciate it. Ryan Embree: Hello, everyone. Ryan Embree here with The Suite Spot live on location Nashville at the 2026 Hotel Data Conference here with Jan Freitag, National Director at CoStar. Jan, thank you so much for taking some time and very busy. You’re hosting almost a thousand hoteliers here. Jan Freitag: Yes, 18th year. Sold out again. So heads up, next year we’ll sell out again. But thanks for being here and sort of taking the pulse on the industry. We appreciate it. Ryan Embree: 100%. Congratulations. Amanda Hite opened us this morning saying last year when she unveiled the forecast, there were audible gaps in the crowd. I feel like behind us, people have been skipping, jumping down, up and down this escalators. Share with us, we got a revised forecast. Jan Freitag: So we’re proposing that RevPar this year is up 4.4%. So that is the second upward revision we had to make, quote unquote. And the data’s just so strong. But then that means that next year, we’re gonna see growth, but it’s much slower global. So next year we’re thinking that RevPargrowth is gonna be like, you know, 2-2.1% or so. So the negative way to say this is, “Oh, our growth rate is cut in half.” The positive way to say this is like, “Oh, we have growth on growth, right? 4% this year, ne – 2% next year.” Ryan Embree: 100%. I mean, a lot of people are going into, you know, we’ve talked to hoteliers here on the Suite Spot, going into their budgets. These are very, very important numbers for them as they go into their budgets because they wanna forecast. When we met last, we were at NYU. There had been zero soccer games played in the US. Now, 104 games later, we got a crown champion. Obviously had a big impact. We’re gonna talk about that in a minute. But that strong performance, one of your big takeaways from this morning was strong performance is gonna equal some tougher comps in 2027, right? Jan Freitag: Yeah, absolutely. So we had arguably easy comps this year, right? The Q2, three, and four RevPAR performance last year was negative. So yeah, we would outperform it this year. That was not a question. But because, RevPAR in the second quarter was up 5.7%, that is a, a very stout result, obviously driven in June, partially by the World Cup remember we’re gonna talk about. You know what that means for next year is, oh wow, we’re not gonna see that performance again. And so my conversation this morning with hoteliers is all about, okay, so how do you massage your owner? How do you have this conversation with your owner, with your team to say, look, there’s still gonna be growth, but we really have to think about this. And I heard this this morning from an asset manager at next year as a year of 10 months and two months, you know? So really take June and July out of your annual number and say, okay, so what’s the growth for that? And then, yeah, June, July is just gonna be tough cost. Ryan Embree: Yeah. Probably something that a lot of markets who hosted Taylor Swift a couple years ago had to deal with. And then maybe what LA’s gonna have to deal with in 2029 after the Olympics in 28. Jan Freitag: Yeah, exactly. So we’re already talking now about the Olympics. We’re gonna talk about, obviously the World Cup in four years over in Europe and what is the performance there. So these sporting events are just the gifts that keep on giving. Ryan Embree: Yeah. Yeah. And, and travelers continue what we heard this morning. Consumers continue to prioritize travel, which is really, really great for obviously our industry. But not without its cautionary tales, you also had a watch your margins kind of take away from that. Maybe expand on that a little bit. Jan Freitag: Yeah. So we’ve had for the last year and for the last couple of years, really this interplay between room rate growth and the rate of inflation being higher than room rate growth. And we’re taking the rate of inflation sort of as a proxy for how much more things are expensive. And the costs for hotels are obviously going up. Higher labor costs, higher insurance costs, higher food costs, higher costs, inner energy, everything. So if your costs are going up in order for your margins to expand, you need to drive room rate or revenue faster than the cost increase. And that just is not happening. So my colleague Isaac Collazo spent 55 slides and an hour explaining how margins are decelerating, unfortunately. Now, the total dollar amount, we’re everything gets more expensive, but it also means we’re having more money available as profit. But the margins are coming down. And that’s really the, maybe to me, the main takeaway from HCC this year for the budget conversation for 2027 is watch your margin. Ryan Embree: Efficiency is always looking for that, especially in these tight margin areas. And then lastly, you know, your whole presentation this morning was themed around the World Cup. And, and I do wanna bring it up because, obviously there was the quote was 104 Super Bowls. Yeah. Right? And you kind of explored that case a little bit. Found out maybe that might not be the case. Jan Freitag: Yeah, exactly. So the FIFA president had said at the time, just to explain to American audiences, “Hey, we have 104 soccer games and they look like 104 Super Bowls.” That is of course not the case. And that was never meant to be the case. Super Bowl is the largest cultural sport event in America. It happens once a year, right? And to sort of translate that was, I thought always a little silly. So it turns out that the 104 Super Bowls did not come to pass, and it was more like 30 Super Bowls, maybe if that. So yeah, it was still a very healthy impact. If you look at the markets that Hosta gave Kansas City, New York, Philadelphia, Boston, very, very strong room rate growth. Interestingly, in some markets, actually, occupancy declines. We saw that specifically in Vancouver, but we saw it in Atlanta, we saw it in Boston. Why is that? Well, because corporate America, meeting travelers, meeting planners said, “You know what? I don’t need to compete with the Tartan Army in Boston for our meeting. You know, let me just stay away. Let me have that meeting in August, or let me move that meeting to Chicago,” for example. Sure. Chicago had a very, very strong June, July meeting calendar. So it’s, um, the, the room rate increase was absolutely expected and is exactly what came to pass. It just wasn’t Autumn for a Super Bowl. Ryan Embree: Yeah. I mean, that just proves we are, uh, a collective of markets. Things are gonna be obviously different in each one. Yeah. Uh, with different factors there. You know, a- and there’s also an interesting stat, fascinating stat, I wanna bring it up, about booking windows, um, that, that you brought up there. Yeah. If you wanna expand on that. Jan Freitag: So I got this totally wrong in the run up to the World Cup because I thought, look, if somebody books that FIFA ticket a year out, and the airplane ticket’s six months out, surely they would book their hotel three months out. Yeah. That did not happen. Right. And so we saw specifically the chart that I had this morning for, uh, arrival dates, June 11, 12, 13, 20 basis points of, uh, 20 points of occupancy was booked after June 8th. Wow. So that’s a booking windows of, like, three or four days. Wow. For an event that you knew what happened, I mean, six years ago. <laugh> Yeah. You know? And you had a ticket from one year ago. So I just completely though that the, uh, the, the leisure traveler, the, the soccer traveler would also book their room way ahead. That did not come with us. Ryan Embree: Very interesting. I wonder if that’s a macro trend happening right now, those booking windows starting to shorten a little bit. Jan Freitag: Yeah, and maybe that’s a takeaway for our friends, you know, in LA who are hosting the Olympics. Hey, you know, be very mindful how you match that booking window. Ryan Embree: Lessons from history learned there. Yes. Um, final as we wrap up, I always li- like, like to get any, you know, you look at a lot of data. So any interesting, uh, like, data points that really stood out or surprising? Jan Freitag: I mean, the July data came out yesterday and the luxury class RevPar growth was 16%. Ryan Embree: Wow. Jan Freitag: Talk about A, amazing, but B, A, tough comps. Yeah. In July of next year. But it was an amazing, amazing performance. July was very, very strong. Um, and June as well. So we clearly saw, you know, July was helped a little bit by 4th of July, World Cup, uh, 4th of July calendar year, but also the World Cup, obviously the final and the bronze medal games. They all, they all helped. So July was strong, June was strong. So now I think things are getting a little bit more normal – Yeah. Early on end. Ryan Embree: Awesome. Well, we’ll continue to look ahead as you will, but thank you again for taking time out of your busy schedule, Jan. Jan Freitag: Thanks for being here. Thank you. Ryan Embree: Hello everyone, Ryan Embree here with The Suite Spot. We are live on location of the 2026 Hotel Data Conference. I am here with Erica Lipscomb, EVP of Commercial Strategy at PM Hotel Group. Erica, thank you so much for joining me on The Suite Spot. Erica Lipscomb: Well, thank you for having me. Very excited to be here. Ryan Embree: Yeah, first time here on the Suite Spot. Yes. But not your first time here at Hotel Data Conference. Erica Lipscomb: Not my first time at Hotel Data Conference. This is conference number eight. Ryan Embree: Okay. Yes. All right. Hotel data conference. You obviously are no stranger, you’re a pro. What do you call a hotel data conference a success kind of reflecting back? What do you come here to accomplish and to learn? Erica Lipscomb: You know, I, again, this is our start of budget season. Sure. Right? Yeah. So I actually, uh, had dinner with Amanda last night and said, “You do realize what you’ve done here, right? We cannot even start our budget calendars until there’s an HTC.” Yeah. So really what I look forward to is not coming here just to hear that the amazing news of an increase year over year, or that we’re gonna increase in the year for the year. Sure. But what are those things that I can take away that can make it tactical for our teams? Mm-hmm. So learning from industry leaders that are here. We have amazingly smart people that are here at this conference. And we’re really drafting and shaping what the industry will look like. So what are those learnings? And then how do I make sure that we trickle that down within the organization and get them to our teams? Ryan Embree: Which can change so rapidly, right? As we know – Absolutely. It’s gone from, uh, a yearly change to almost, it feels like a weekly, especially with the AI and technology conversation. Yes. You were on a panel last year here at this same conference. I’m curious, what were some of the conversations then versus now? Erica Lipscomb: Yeah. And very different. I think it’s been extreme polar opposites. Okay. I feel like last year, there was a lot of conversation about AI. Mm-hmm. But more on the what is AI. Mm. And how are we gonna use AI? Yep. And it’s already started in conversations this morning. You know, we started networking last night, and most people are now really talking about what is AI doing for us to make sure that we’re efficient, making sure that our teams are effective, um, ensuring there’s profitability back to our owners. So it’s gone from a concept – Yeah. To now actually, how are we utilizing AI to be better in the industry, but keeping the forefront our customers? Ryan Embree: It feels like we’re in the sandbox now, right? And there’s a lot of companies out there trying different things. It’s the exploration process and, you know, maybe some success, but even, uh, lessons in the failure. Uh, I, I’ve been hearing a lot about that as well. So hotel data, obviously data is the name of the game. Yes. Still one of the most important tools I feel like right now on our quest of guest personalization. And so much it can do to kind of like what you said, prepare us for the rest of 2026 and even into 2027. Right. How is PM Hotel Group kind of leveraging data for growth and, uh, experiences? Erica Lipscomb: So actually you started with, with growth and experiences. Yeah. So really starting with growth. Yeah. We really are starting with AI in our business development side of our, our, of our home. Sure. And really how are we looking for the right clients that fit PM? Yeah. How, again, when you look at, uh, BD, it’s a relationship. Mm. So who are those owners? Who are the asset managers? What do their teams look like? Is that a right fit? And how can we help them grow? So that’s really the act – acquisition of the client and the customer. And then when we get to the property level – Right. Then as an enterprise, as a support center, what we’re looking to do is how do we use data, which is the, the heart – Yeah. Of revenue optimization. Sure. How are you using that data to make sure that we’re pulling through every step of the guest journey? So from the time again, acquisition of a customer. Right. So now not an owner, but that actual guest that’s gonna be staying at our properties, what does that customer journey look like? How do we find the right customer? We have a very diversified portfolio – Oh, yeah. For each one of our assets in the portfolio, ensuring that they convert. And then once they’re there in their stay, are we pulling through on all the experiences they expect? Whether it’s an independent hotel and the experiences that come along or for the brands and the brand standards. And then once our guests leave, how do we make sure that we are still speaking to them – uh-huh. And making sure that they return? Ryan Embree: I love how you walk through the entire guest experience. I think sometimes we get caught up just thinking about one or two elements of it. Right. But it really does start. I mean, the hot topic right now is that AI visibility, right? Absolutely. And being bound, uh, because our travelers are changing the way that they’re searching for hotels and doing their research. So, uh, it’s super, super important there. We’re in Nashville, Erica, uh, no stranger for PM Hotel Group. Yes. Uh, you guys just, uh – Very excited. Assumed management, 12 properties. Yes. Uh, what do you lo – like, um, from a Nashville market standpoint? I mean, this has just been such a hot market right now in hospitality. Uh, but also, you know, a big threshold of, uh, exciting 80 plus hotels for PM Hotel Group? Erica Lipscomb: Yes. We’re very excited to have the 12 hotels that, from Pinnacle that joined our portfolio. And that’s really our sweet spot, right? Finding those type of assets that fit our growth in our platform, and that we can make sure that we’re optimizing on their revenue, as well as excellent customer experience and guest operations experience. So what I really like about Nashville, and it’s not a new growth. Right. You know, Nashville never stopped growing, right? Where the, where the rest of the world really has struggled even, you know, six years ago. Through COVID. Nashville didn’t, right? Ryan Embree: It was red hot. Erica Lipscomb: But what most people think about when you hear Nashville, they’re really just thinking it’s an entertainment city. That’s not just all Nashville is. So when we peel it back and take a look at the segmentation and what’s driving Nashville, you do still have that customer that is true corporate business. And you still have conventions and groups. I was just in a group maximization winning group seminar just not too long ago. And in that breakout session, we really talk about group continues to still grow. Oh, yeah. And when you take a look at the first half of this year, that growth is really happening not only just in convention centers, but those hotels that have group meetings. Even when you take a look at those assets, what’s interesting is the growth is not just in the hotel that has most of the group, but if you are affiliated. You’re feeling that demand. Leveraging the demand and continuing to drive occupancy and ADR. Yeah, absolutely. So that’s why we’re still excited about Nashville. It’s one of those markets that continues to do well, not just in entertainment, but on the corporate business transient side, as well as group side. Ryan Embree: It’s a perfect destination. That’s why we got almost a thousand hoteliers here at the hotel data conference. Erica Lipscomb: That’s sold out again this year. Ryan Embree: Absolutely. Well, any. I mean, I can tell just by the conversation we’re having, very passionate about your work. Any projects you’re particularly fired up about right now? Erica Lipscomb: The project I’m probably most interested in is what I was hired for is to really continue to evolve commercial strategy. So commercial strategy is not just looking at every discipline in a silo. They’re all very important to revenue optimization. But how do we now continue to go from just having the commercial conversations, but also leverage the experience in each discipline? So our customers, when they look at our hotels, And they look at that curse customer journey that we just walked through – Right. They’re not looking at sales, revenue, marketing, distribution, operations. They’re looking at their holistic experience. Yeah. And so why not make sure that we internally stop looking at how well each d- division does and, and, and our, each siloed discipline, but let’s look through the lens of a gu – of a customer. Yeah. What’s that experience look like? And then how do we all play a part of it? Yeah. Exactly. So that’s what I’m excited about. And using, continuing to use AI. Yeah. How do we make sure that we’re leveraging commercial? Yeah. And then making sure that our use of AI is making our teams much more efficient – Mm. And effective in h – in how we run our businesses. Ryan Embree: That’s what I was gonna say. It’s, it’s such an inflection point, and I’m sure very exciting for, for your job with the technology in hand. Now you’ve got the power to, uh, break down those silos, right? Absolutely. Create efficiencies there. Yes. Uh, well, as we wrap up, you know, we always. One of the things here that we love to do at the Hotel Data Conference is try to predict the future, right? Forecasting, everybody. <laugh> It’s a, it’s an impossible job, but we do it every single year. Right. Uh, you know, so from a commercial strategy standpoint, I know you, you, you just mentioned the projects you’re working on, but what’s your vision for PM Hotel Group as we kind of go into the latter part of the 2020s? Erica Lipscomb: So latter part of the 2020s, I think that the company’s vision is to really leverage the portfolio and the diversity of the portfolio. We saw that growth that we had just here in Nashville. I’m sure you saw the news that Reset our first brand to enter Marriott’s or outdoor collection. Yeah. We’ve noticed that when you continue to diversify and not really just say, okay, we are just this type of company, making sure that we’re leveraging the expertise of our team. Mm-hmm. We can be many things – Yeah. To many customers. Yeah. And so lev – continue that leverage, that growth, but we do see that growth continue to be in experiences. Yeah. Right? So every brand is rolling out how they’re working with experiences. But what we do see, that lifestyle, outdoor – Oh, yeah. Experiences. We’ve had our first entree into it, and we’re gonna continue to grow. Ryan Embree: Awesome. We’re excited to watch that growth, and yeah, that experiential travel continues to be something, conversations we’re having here, prioritizing, that’s what the guests are prioritizing travelers are. Congratulations on all this. We continue to watch it with PM Hotel Group. Thanks, Erica. Erica Lipscomb: Thank you. Ryan Embree: Hello, everyone. Ryan Embree here with The Suite Spot. We are live on location at the 2026 Hotel Data Conference. I am here with Max Spangler, VP of Technology at Charlestown Hotel. Max, we know you’re on a panel tomorrow. We’ll talk about that in a second, but thanks for taking the time to join us. Max Spangler: Absolutely. thanks for hosting me, Ryan. Ryan Embree: Yeah, Gotel Data Conference. Name of the game, data. We’re gonna talk about, obviously, your role and, and where data plays into that. But first, you come to a conference like this, what’s the expectation? What do you hope to get out of it? And maybe when you’re a couple weeks down the line, looking back on the conference, that was a success. Max Spangler: Yeah, you know, for me, I spend a lot of time at conferences that are very narrow in scope, right? Sure. Whether it’s high tech or the hospitality show, or even technology conferences that are outside of hospitality. Sure. So coming to HDC is always great. It’s always refreshing. The keynote panel in the beginning always gives me, hopefully, optimism. And this morning, it was very optimistic – Yes. About the way things are going. So I’m thankful for that. But it’s great to hear from commercial peers how they’re using data, how they’re surfacing insights, what tools they’re using, and how they’re turning it actionable. I mean, I think for me, as someone who spends a lot of time staring at screens, developing tools, looking at dashboards, hearing from people that actually depend on this information – Yeah. So crucially is really refreshing. So I get to, like, cut through the noise a little bit and hear what’s working, and hopefully hear what’s not. Ryan Embree: Yeah, and that’s what leads to your panel tomorrow, connecting AI to commercial strategy. Yeah. Uh, maybe give our sweet spot listeners a little bit of sneak peek and maybe your thoughts on the subject. Max Spangler: We’ve got a great panel tomorrow. Super stoked for it. You know, so we, we had a pre-cause you tend to do with those panels. Right. And as a result of that, we decided to zoom out a little bit, which I though was important. So commercial still is the through line, as you would expect at HTC, but given the man – the, the members that are on the panel, we’ve got some people that, you know, are on the, the, the revenue management side. We’ve got some people from HFTP. Um, you’ve got me as an independent operator. It w- we felt, we felt it really important to say, “Let’s, let’s zoom out. Let’s take a pause and, like, let’s look at where the industry is holistically.” Sure. And so the questions are really driving off that. So you’ll find that, um, there’s insights about a year from now, what would we like to be doing differently, right? How are we driving ac- actionable insights? What KPIs are important? What KPIs are important? Yeah. Things like what’s the difference between automation versus th- this new agentic era? Mm. So I think it, um, I’m actually really excited for it. The panel’s great, and I think you’re gonna get some, some really interesting insights from a variety of different opinions. Ryan Embree: Yeah. And what we talked about is so much can change. Yeah. And you could talk about what could happen in a year. I mean, that could be a couple cycles with technology right now. And that’s why I, I was really looking forward this conversation, Max. Yeah. Because, you know, I get industry leaders, sometimes brand leaders, but you’re, you’re in it every single day, right? Yeah. Uh, VP of technology. Yep. Where do you think we are in the AI adoption – Yeah. Uh, uh, cycle? And then maybe zoom in a little bit on Charlestown Hotels. Max Spangler: Yeah. So if we, if we look at sort of where things are globally for the state of AI, I think obviously in the technology space, it’s an existential crisis, right? Right. I mean, I think you see that in, in jobs reports. I think you obviously see it in the way that they’re measuring AI as an accelerant. Yeah. You know, so, uh, friends of mine that work for tech companies, they’re seeing their time to release production code going from five weeks, four weeks down to one week. Wow. It’s easy for them to measure. It’s easy for them to see the outcomes for us. Yeah. I think it, it is ultimately a little bit more difficult. For Charlestown, you know, we think it’s really important to keep hospitality at the center of what we’re doing, right? And so we’re not parading around trying to be an AI company or a SaaS company. We firmly believe people and hospitality at the center of, is gonna be at the center of what we do.m. How do we use AI to power that? Whether it’s through efficiencies, you know, through maybe more sophisticated RMS, through, you know, generative guest insights. How do we make sure that we’re being discovered when people are asking what’s the best hotel in downtown Charleston, South Carolina? Those are really hard questions to answer. No one’s got it figured out. But the conversations that are happening here are super encouraging because I think there is a lot of people admitting that and coming together to try to find, um, the best path forward. Ryan Embree: And you were, this is not your first per – podcast that you’ve been on recently. I saw you, uh, on CoStar News Hotel podcast where you talked about escaping hospitality’s AI hype echo chamber. Yeah, yeah. What’s your thoughts on that? And maybe how do we avoid doing that here in, in spaces like this? Max Spangler: I mean, it’s, if you go on LinkedIn, you can feel like, you know, FOMO is like a- absolutely crushing you, right? Right. Everyone is, like, piloting something new. Right. Everyone is, is advancing seemingly at the speed of light. It’s really important to come to a conference like HTC, uh, to get a real life temperature check with what people are doing and how they’re doing it. There is a tremendous amount of hype. There’s a tremendous amount of potential, but I think for a lot of us, and especially from someone sitting in the seat of an operator, you have to be very disciplined. Yes. You know, you have to have a step-by-step sequence of how you’re actually gonna accomplish this. It’s okay to introduce a little bit of chaos. We’ve done that in the early days. I mean, if you go back, you know, to 2023, 2024, we’re experimenting with all the frontier models. But eventually, we wanted to collapse that into a unified choice, pick one model so that we can move forward and start measuring, you know, are our team members crawling? Who’s walking? Who’s running? How do we devise resources to help kind of get everyone on the same page, march in the same direction, and get better at this? Yeah. And so that, that’s, that’s been our strategy. And fortunately, like, that’s what I’m hearing here at the conference. Ryan Embree: And the motivation for implementing AI can’t come out of fear of we’re not doing enough. Yeah. Or, you know, we’re just, that FOMO feeling that you’re talking about, it has to have, what you said, discipline and direction. Yeah. And Max Spangler: Ryan, like, fear is a huge part. I mean, that’s one of the things that we’re constantly up against. There’s. I, I think the, the negative attitude and apprehension towards AI is only gonna continue to grow over time, right? Just like the excitement over it is gonna continue to grow. Yeah. Same thing’s true for the negative. I mean, you have people that absolutely have their head in the sand, which is okay. Right. Um, for, for certain reasons, you have people that obviously have negative feelings about it because of the socio – uh, economic impact. Sure. Companies potentially might be laying off job just Placement or replacement as a result of LLMs and the technologies that they introduce. There’s the environmental factors. So, like, all those things are absolutely true. We don’t think it’s, as Charlestown, our responsibility to sort of correct that. Right. But we do wanna make sure our associates, team members, and corporate, and corporate leadership team know this isn’t going anywhere. Yeah. It’s fundamental core to the business, and we’re gonna make an investment into our teams to make sure that they’re prepared for this new wave, whatever it looks like. Ryan Embree: It’s exciting times. And it’s okay to experiment fail sometimes, because that, that’ll show you some lessons too. Sure. Max Spangler: Yeah, we. Yeah, we’ve run so many pilots. We’ve had so many things fail. We’ve incinerated millions of tokens and subsequently thousands of dollars as a result of – Yeah. Um, so many pilots, but we’ve learned a lot. Yeah. Uh, and we’re in a much better spot as a result of it. You have to be willing to take risks, especially now. I do believe, like, no one’s gonna be left behind yet, but there is absolutely an advantage to being a first mover. And I think the companies that are at least experimenting and building AI fluency for their teams are gonna be much better, uh, much farther along than everybody else. Ryan Embree: 100%. And, you know, one of those spaces is, is the data, right? That’s, I mean, that’s the name of the game of this conference here. Yeah. How are some ways are you leveraging data to kind of – Yeah. Grow Charlestown hotels or even just create efficiencies? Max Spangler: Yeah. So for us, it, it, it is a challenge to think about the kind of company that we are. We focus mostly on the independent space. Mm-hmm. So we don’t have sort of the technology through line like the brands have where – Sure. You know, they can force a certain PMS, POS, CRS, like, it’s very clean and organized and scalable that way. Yeah. For us, you know, when we come into a new hotel operating environment, in most cases, technology hasn’t been a major form of investment, right? I mean, most people don’t come to Charlestown hotels with a great performing asset. They’re like, “We’re in trouble. We need your help.” Right. So then I come in, you know, from the technology perspective and it’s like, okay, this is difficult. How are we gonna extract information, put it into a centralized place, be able to sort of layer a, a, a, a BI tool or reporting package on top of it to actually surface the insights so these one-off owner operators can get the insights that, like, a company like Charlestown Hotels can deliver at scale with all the independent properties and things we’ve learned across the secondary and tertiary markets that we work in. Max Spangler: So, I mean, to put it simply for us, it is about having, like, a central data repository or warehouse. Sure. I mean, there’s plenty out there. Databricks, Snowflake. We’re a BigQuery customer. We do a lot with Google. Um, but it is, you know, if, if you think about where things are going to bring it back to AI, so much of the conversation surrounds having a good data foundation, because AI is an accelerant. If you have bad data, it’s gonna accelerate you to bad outcomes more quickly. Yeah, that’s a great point. If you have a bad business strategy, it’s gonna optimize for the wrong KPIs. So for us, it is very much about having solid fundamentals. Yeah. That’s not a reason for you to stop, right? It’s just more a reason for you to proceed cautiously. Ryan Embree: Absolutely. And, you know, you do it right. All of a sudden, you get that personalization, which, you know, hospitality’s been really the last decade – Yeah. Has been striving so much for to get that personalization within the guest experience. So as we wrap up, you know, we always like to. I know this is gonna be difficult because, like we said, things change so quickly in the tech space. Yeah. But what’s your vision for Charleston Hotels from a technology perspective? Max Spangler: Yeah, great question. I thought you were gonna ask me a hard one, like, what’s my favorite color? <laugh> But, uh, no, for, for. Vision for technology, you know, for us, as long as we keep, like, hospitality at the center – Yeah. As our north star, that really does simplify things for us. It is gonna be difficult. There’s, you know, obviously a whole host of different frontier models you have to choose from. Tokenomics is gonna continue to be a big part. People talk about ROI with LLMs, but no one’s really talking about the expense – Yeah. And expenses continue to grow. Great point. Right? So we’re, we’re focused really on, you know, not only the, the ROI from some of the LLM tools, but, but obviously the tremendous cost that’s associated with running them at scale. But as long as we keep people and human beings at the center, reducing mundane work, admin tasks, friction so that our people can spend less time in front of screens and just be more hospitable, I think that really is the vision. Technology’s gonna support that. It’s gonna hopefully be more invisible to the people that come to hospitality. They didn’t come to, like, move information around – Right. Push paper or spend time in front of a computer. They spent it to, like, be empathetic, to be excited – Yeah. To surprise and delight. And so our goal, that’s our north star, and technology’s gonna be there to support it. Ryan Embree: Yeah, I mean, some industries, you’re, you’re right, are gonna be completely flipped upside down – Yeah. With this technology. But hospitality, we have that advantage of being a people first industry, so. Max Spangler: I, I think it’s, like, the, the key differentiator, and it honestly, it’s like, hospitality has an opportunity to have a really strong opinion. As so many industries are completely rolled over by this AI wave – Yeah. Hospitality can actually say, “No, you know what? People are…” And people in hospitality are at the center, and so as there is potentially more AI backlash and people are seeking more authentic experiences – Right. With people and connections – Yeah. I think it’s, it’s gonna be a great benefit to our industry. Max Spangler: Yeah, and we’ve seen from the data, experiences still seem t be – Yeah. I think that’s gonna grow. Yeah. Ryan Embree: Yeah. Agreed. Uh, Max, appreciate the time. Thank you. Uh, we’ll keep an eye on Charleston Hotels and everything you’re doing over there. Great. Congratulations. Max Spangler: Thank you. Ryan Embree: Hello, Everyone. Ryan Embree here with The Suite Spot. We’re live on location at the Hotel Data Conference 2026 here with Sam Trotter, Head of Digital Marketing for Indigo Road Hospitality Group. Sam, thanks for taking some time. Sam Trotter: Thanks for having me here. Yeah. I’m excited to be here at the Hotel Data Conference. Ryan Embree: It’s our first time here, but you said you’re, you’re a pro. You’ve been here for many years. Yeah. What does a successful hotel data conference look like for you and some of the takeaways that you look for? Sam Trotter: I really love having a good sense of what’s gonna happen next year. So you get some really great data here where you actually can take to your business planning sessions and use and say, “Hey, you know, I have this from the data conference, and they’re forecasting this growth in this market.” And you have something tangible. Yeah. So you’re about to head into budget season. Yeah. So having that in hand is really, really nice. Ryan Embree: That’s a big part of it. I mean, budget season, you gotta make those operation efficiency. We talked about the margins, how tight those are right now, especially in hospitality. One of the ways that hospitality’s changing right now is through AI search. You were on a panel here. For those that weren’t able to join us here in Nashville, maybe unpack that topic a little bit, because it’d certainly be top of mind for a lot of hoteliers right now. Sam Trotter: Well, it was really fun. It was a packed house, so a lot of interest in it. There’s a lot to talk about. I think we did a little bit of an intro to the topic, just so that everybody was sort of on the same page. But this is a new thing that we’re all having to adapt to. And we’re gonna have to focus on this. And in the panel, I said, “This feels a lot like 2006 when SEO was becoming a big thing.” And I remember I hired this French couple to do our SEO for this hotel that we were opening. It was like $10,000. In 2006. And it felt kinda like magic. Yeah. You know, like, what are they, what are they actually gonna do, right? And so it’s really tough. Who do you listen to? What actually works? And it was a great panel. And there’s no main takeaway other than we’re doing a lot of AB tests. We’re trying to figure out what works. I’m looking at the dashboards from our different properties. Who’s doing well? Who’s not? Yeah. And trying to pivot. And so we’re at this really interesting phase where it’s not really clear, right? Everybody’s telling us different things. Who do you listen to? So I honestly think it’s really exciting. Ryan Embree: The good news is it’s a challenge that a lot of people are attacking at once, right? And that’s where you’re gonna kind of find maybe lessons learned, even in those failures. So I think it is interesting because ultimately what happened with SEO is, like, there became a little bit of of a game plan that you could attack it with, right? That people are still trying to kind of balance. And then there were switches, right? That’s the other thing, is you could attack it one way and then all of a sudden, next week, algorithms change and it’s back to square one. So it was very, very interesting. But I think it’s events like this and panels that you’re on, Sam, that help kind of. Where everyone’s going through this right now. And to try to get through the weeds on it and try to figure out what is a good course of action here. And it changes so quickly. I think AI gets a spotlight, obviously, for good reason because it’s just this up and coming technology. But digital marketing also feels like it’s fast changing and evolving. And it’s been doing that for the past decade. You think about social media updates and everything like that. Yeah. I guess, how do you view digital marketing right now from a strategic standpoint and, and how hoteliers should be embracing and, you know, maybe investing in It? Sam Trotter: So that was a big question, right? Ryan Embree: Yes, sorry. Sam Trotter: When I have new marketers join, junior marketers, I always tell them there’s really no such thing as an expert anymore. Because it’s gonna change next year. Right? Ryan Embree: Great point. Sam Trotter: There are certain fundamentals that will help you no matter what, from 10 years from now, they’ll always be in play. I think what’s really interesting now with AI is I feel like there’s more emphasis on brand and category ownership. So if the AI is the most educated person in the entire world about hotels in Nashville. I mean, that’s what it is. Sure. It’s the most educated person in Nashville. What do you wanna teach it? And so if you’re teaching it, I have a pool and a fitness center, that doesn’t really help, right? ‘Cause now you’re just the same. And so what category can you own? Can you be the wellness hotel of Nashville? And if you’re the wellness hotel of Nashville, what that looks like is everything we say and we do reflects that. So I have spa packages, we have spa activations, we have a spa month. We have an amazing spa. We have spa content. We have spa creators that come in. And so when you’re doing that, all of a sudden the AI’s like, “Okay, no, this is the spa hotel of Nashville.” Because it’s, there’s evidence. Yeah. Right? And so I think there’s gonna be more emphasis on this category ownership, right? More than ever. And that boils back down to your brand. Ryan Embree: No, I love that. I think that’s a great explanation to someone who might feel overwhelmed in this right now. But those searches also could get very specific, right? I’m looking for a place that’s pet friendly, that is dedicated to wellness, where I’ve got my family coming to. So that’s where it gets a little bit tricky of the categories could turn into subcategories and then very, very niche. But it’s also the beauty of it, I think on the other side, is that your travelers are gonna be able to hopefully find the right hotel for them and what they’re looking for. Sam Trotter: So going back to your question, you asked me about social media. Because things are changing so fast, the, what we don’t really realize, and we don’t talk about, is the number one AI that we talk to is Google’s AI overview. That’s the one that when you have a long search, it defaults to, right? And it is weighing YouTube more than any other social platform – Great point. Because they’re not giving access. Right? So TikTok’s not giving them access. So now all of a sudden, YouTube is like this big player. And so we’ve got 76 locations. How do you scale YouTube? Yeah. And so, you know, we’re trying to figure this out in real time, and it’s a lot. There’s a lot of change happening. Ryan Embree: No, that’s a great point, what you said about Google, because a lot of people might be listening to this being like, “Well, I’m not, I’m not really looking, or I’m not using AI in my everyday life.” Well, Google’s really, you know, that AI overview, you are using, right? And it’s just, it’s gonna become more and more, whether we know it or not, a part of our life, you know? So that’s a different conversation. You know, Sam, Indigo Road Hospitality Group, you just mentioned tons of locations. What are some of the projects you’re most excited about that you’re working on right now? Sam Trotter: So, we have amazing locations, and there’s so many that are really interesting that we have coming up. We’re dabbling in more and more to membership clubs. Which is something that, we have one right now in Bentonville, and then by the end of the year, we’ll have two more. So we’re going from zero to three in a pretty short amount of time. It’ll be like a year and two months, we’ll go from zero to three. So it’s something that has been really fun to learn about, and there’s new platforms to learn about. So that’s really exciting. And then, I’m working on some fun data projects too, fun to me. I’m trying to set us up to have our own loyalty program. And so I’ve got some cool things in the works. So I’m really excited about that because we have a diverse portfolio. We have coffee shops and restaurants and hotels. And venues and how do you get them all to talk? Right? How do we put them all in one place, but have them separate? How can we share notes? How can we improve the guest experience? So there’s a lot of really cool things that are happening now. And one of the benefits of AI is partners are, are improving their platforms faster than ever. Oh, yeah. Which is fun if you have the right partners. And they are doing it. Ryan Embree: Yeah. I mean, and loyalty programs, you also learn more about your guests and hopefully create personalization, which is, you know, a topic that has been in hospitality. But we’re getting closer and closer, I feel like, to what we may have talked about five years ago at a conference like this. Be like, “There might be a time where we could do this, and now with the power of AI, it, it’s possible.” Yeah. Well, as we wrap up, kind of what’s your. I know we just talked about the future, but, and it’s hard to predict, but what would be kind of your vision for the future, in your role at Indigo Hospitality Group? Sam Trotter: I would say that, I guess thinking more optimistically, ultimately, it’s gonna be about the guest experience. It’s gonna be about the surprise and delight. It’s gonna be about having great employees who are happy to be where they’re at and that wanna be there. And the best marketing is a great experience, right? So what’s my role in that? You know, how can I help operations do their thing? And that’s the foundation of everything. At the end of the day, I think that’s it. Ryan Embree: There is a, there is a comfort, Sam, to being in an industry that we knew can only be disrupted so much by AI, but at the end of the day, it is gonna still come down to people serving people and creating those memorable experiences, and hopefully AI gives the opportunity to do. Sam Trotter: I have a anti-trend for you, right? Okay. So we’re here at, at the Grand Hyatt. There’s no kiosks, right? Check in. There’s still front desk people. 10 years ago at the hotel data conference, I think we would’ve though it was all kiosks. So hospitality has reigned supreme, and I think that’s the future. Ryan Embree: Yeah for, they say hospitality is the first ever industry and it’ll be here for a long time. So Sam, we appreciate it. We’re gonna watch you and, and everything you’re doing over there. We appreciate you taking some time with us. Sam Trotter: Thank you you so much. This was a lot of fun. All right. Ryan Embree: To join our loyalty program, be sure to subscribe and give us a five-star rating on iTunes. Suite Spot is produced by Travel Media Group. Our editor is Brandon Bell with cover art by Bary Gordon. I’m your host, Ryan Embree, and we hope you enjoyed your stay.