Latest / Suite Spot: A Hotel Marketing Podcast / 182 – AHLA Check-In with Rosanna Maietta
Transcript
- 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. Welcome to another episode of The Suite Spot. This is your host, as always, Ryan Embree. So happy that you are listening to us here and ready to bring you another incredible episode with our quarterly check-in with AHLA in a preview of the 2025 Hospitality Show. It's my immense privilege to welcome in our special guest for today's episode, President and CEO, Rosanna Mietta. Rosanna, thank you so much for being with me on the back on the Suite Spot. Rosanna Maietta: Good to see you again, Ryan. Thanks for having us. Ryan Embree: Yeah, we're excited to talk about the Hospitality Show. We're excited to talk about AHLA. What we've been up to last time we were together was at NYU IHIF. Since then, the AHLA and the hospitality industry in general has been super busy, that super travel season, that hoteliers love to see travel all over the across the country. Catch us up on some of the top issues AHLA is focusing on right now and maybe some of the key wins that have happened year to date. Rosanna Maietta: Sure. It's been an incredibly busy summer. There's nothing like a quiet summer anymore. We've had a lot going on both in Washington and around the country. Obviously, the most important thing the administration has been focused on over the last six months of this year was passing the one big beautiful bill, which while it had many, many provisions tucked away in it, the ones that our industry was really focused on were those that impacted our small business community, our franchise community, and our employees. So we were focused on passing provisions like the 100% bonus depreciation and making that permanent, preserving the like kind exchange, deferring capital gains tax on real estate at point of sale. All those changes will help the industry reinvest and grow. But we also helped to promote the no tax on tips, which will support 800,000 employees in the industry who benefit from tips. And so we're working on what that guidance actually looks like once that detail is developed and how, and educating our employers on how they can roll that out to their employees, but also provisions around overtime and child tax credit and family medical leave. So all of those things, were really important to our industry. And so we were really pleased to help get that over the finish line. Outside of Washington, there has been a lot going on, whether it is advancing legislation in markets like Boston or Philadelphia on human trafficking training and prevention, which our industry has been leading on to working in Los Angeles, where we have seen over the last two years very intense work around pushing back against onerous regulations that would essentially increase wages for the industry by 40% overnight. Simply a situation we cannot, we cannot handle because demand is so low in Los Angeles, it's second to only San Francisco. And San Francisco in terms of occupancy, has been starting to see an uptick, whereas Los Angeles has not, it has not come back to pre-COVID levels. So we've been working really aggressively there with the business community to push back on that ordinance that has gone into law, but we are still working with city council to try to make some amendments that would make sure that the travel and hospitality sector is strong, especially in the lead up to some of these bigger events that we're anticipating next year, whether it's World Cup and, and a look ahead to the Olympics. So, a lot happening in some of those key markets. And then across the country at the state level, also working to promote a level playing field with short-term rentals and so impacting legislation in key states. Ryan Embree: Yeah, never a dull moment over there in our industry. You know, we're in a constant state of change and disruption, a lot of these in positive ways, but it, we look to AHLA as kind of a north star for a way to roll out some of these things for both hotel employers as well as employees. So we'll continue to look there and really appreciate all the work and advocacy AHLA continues to do on behalf of hoteliers across the country. Summer's also a time for summer jobs and internships and I've had the privilege to interview on this podcast some incredible hospitality leaders. And if I had a dime every single time somebody was talking about how, I started as a summer job or a summer internship and then will look at where they are today, 30, 40 year career in hospitality. So important. I know AHLA, you guys have your interns. We host an intern here at Travel Media Group. Can you talk and speak to the importance of internships? It's no secret that our industry obviously has been battling with staffing shortages continues to do so. How has internships and hospitality mentors, how can they play a role in helping young people see a career in hospitality? Rosanna Maietta: So, incredibly important. Who doesn't remember their first internship? I remember mine, it was unpaid back in the day when you could do that. But it was essential to building the foundation of what it means to work in the hospitality environment. Working in an office environment or on property. You can learn so much. And that ability to shadow different people is really so meaningful. And I think that what you're seeing, so many more sophisticated interns coming in with already depth of experience and can hit the ground running. And so I think that's really so rewarding to see. We've had our own interns here at AHLA and we're sorry to see them go. You wanna wanna hold on to all those good quality individuals? But again, couldn't stress enough how important it is. I think you're seeing more in more companies, properties bringing on interns or STAs or apprenticeships, those go a long way in creating that bond with the industry. And so couldn't stress more the importance of having those. I think the other thing that we are really, that our AHLA foundation has really been focused on is building out a mentorship program and a leadership mentorship program that has been, we've been making the inroads for that for a couple of years. And that one-on-one connection, being able to rely on someone in the industry who maybe it has a career path that you are looking to emulate or is completely different career path that you could still learn from is really important. This year's program exceeded our own goals. We had more than 250 participants from 80 companies, and it included all the different business sections, career levels, participants from all sorts of segments, whether independent properties or branded hotels, and even management companies. The other really important stat was that 83% of the participants on both sides, whether mentors or mentees, were from underrepresented communities. So I think that really also speaks to how diverse our industry is and how important that is to who we are and who we serve. So we do have that formal mentoring program. I would encourage anyone to reach out to the AHLA foundation if that's something that you're interested in. And I'm so pleased to see how many more mentors we have reaching out to say, I want to mentee someone. And I think that says a lot about who we are as an industry and that heart service mentality that we lead with. Ryan Embree: It's so incredible. That's an amazing stat. Thank you for sharing that with us, Rosanna. And it doesn't, I think all of us also remember maybe our first internship, but, there's a lot of people that I have on this podcast that also remember their first mentor, whether that was an official mentor or not, somebody that they probably looked up to followed in the footsteps, management companies, brands during this time, I will say, I know it's been tough with staffing, but they've gotten really creative over the last couple years and looking for more resources. And this mentorship program, the AHLA provides, seems like a great outlet to go in there and try to find, because a lot of you have an incredible stat that you share about those frontline workers that end up being GMs can do. Do you have that at the top of your head? Rosanna Maietta: I believe it's 53%. Ryan Embree: Yeah. It's absolutely incredible. And there've been so many times where you talk about just finding a career through hospitality. We're fast approaching National Hotel Employee day, September 1st, everyone get your social media profiles ready for that one posting on that day, over 2 million hotel workers in America. It's absolutely incredible. You spoke about some of the mentorship ways, but what are some other ways we can kind of encourage people to share some incredible stories? I know at the hospitality show, one of my favorite places is the GM of the Year Awards and kind of recognizing those. How can we get those stories out there, get more people participating in our workforce? Rosanna Maietta: Sure. Well, and Hotel Appreciation Day or Dmployee Appreciation Day falls on Labor Day this year. So also, you know, doubly special and you're right, I mean, our general managers are so critical to telling that story and we really view general managers as the best brand ambassadors for the industry, right? Because so many of them, half, as we noted, started in entry level positions and have risen to running, major properties, running teams moving around the country, and really have a full holistic view of what the industry has to offer. So we're doubling down on our outreach to general managers trying to grow that network, trying to get them also more involved in, in both the storytelling, but being the ambassadors, whether it's meeting with members of Congress when they come to their properties, or engaging in in local city politics and being leaders in the business community, that is so much more relevant when they are talking about how policies at the city and state level impact their employees, their business, their ability to grow and, and expand that sort of supply chain that depends so much on the hotel industry. So really, I think that is one key way that we are really focused on that. But we're also trying to expand our network in major markets around the country that are heavy destination and tourism cities to develop that business community where we can really be talking about and leading when it comes to hospitality and talking about the benefits that the hotel and hospitality industry brings to cities. I still think that despite how much we contribute to local city, state, national economy, there really isn't a direct correlation in a lot of people's minds. And so we're gonna, we're you're gonna see more coming out of AHLA in terms of reaching out to media, telling that story more broadly, really talking about the importance of the hotel industry. Ryan Embree: It's incredible. I mean, it's the backbone of a lot of these, of a lot of these major markets that are hosting events. Like you said, we've got the World Cup coming up, we've got the Olympics, right on the horizon as well. A few years ago, Taylor Swift and her tour. What would those events be without hospitality workers? Right? And the role of a GM has, has certainly evolved over the last couple decades. Such a comprehensive role now and undertaking it is such a skill. I admire all the GMs out there and what they're able to do in the role that they're doing. And that's why things like the Hospitality Show, I think are very impactful. And I wanna switch gears to the 2025 Hospitality Show. We're gonna talk about that a few weeks ago on the podcast, we hosted Alex Khajavi of Questex, and he really spoke to the special partnership, AHLA and Questex, obviously the two organizations behind the Hospitality Show. How has that relationship evolved Rosanna and helped grow the Hospitality Show to it? It was just recognized again by multiple awards, by the fastest 50 grand awards by trade show executive. So already highly recognized show in just its third year. It's, it's really in its infancy. Rosanna Maietta: I mean, it's crazy if you think about it. I mean, it typically these types of shows, they take years and years to gain that type of following. I mean, Questex has been a phenomenal partner, Alexi at the helm with Paul and the great team there. It's truly been a real sort of melding of the mind, so to speak, coming together to really understand who our audience is. I think we are able to bring that they have depth of knowledge and running a flawless show at that scale and size. I mean, we've grown by leaps and bounds in just three years, so this will be my first show, so I'm really excited to be there and be on the ground. We're expecting some 4,000 attendees, 300 exhibitors, so it is become a destination, a can't miss show, and we are so thrilled to see how quickly it has grown and really become another anchor in the hospitality calendar. Ryan Embree: We're looking forward to seeing some record breaking numbers again from the Hospitality Show this year. We'll be there, have the privilege of covering the show for the third time headed to Denver this October. If you haven't checked it out, make sure to check out and hopefully you'll join both I and Rosanna at the Hospitality Show. Looking at the agenda and the programming that you and your team have put together, it's a powerhouse between the speakers, the panels, the programming, and it makes sense, right? I mean, you have your ears to the ground of what the hotel you're in 2025 today cares about the topics, the trends, what is everyone talking about in hospitality? What its a very compelling, comprehensive show is really the term that I would use because of how that role of the GM has evolved where it's food and beverage, it's amenities, it's marketing, it's sales, it's everything all put together. What are you most looking forward to? I know this is your first year, but what are you most looking forward to when you take a look at that powerhouse of an agenda? Rosanna Maietta: Well, look, I think this show has gained so much traction so quickly because we understand our audience and what they're looking for this year. It's all about profitability. And then it speaks to some of the challenges that especially the owner community has experienced over the last several years, right? They've seen rising costs, they have seen a drop in revenue and demand across the country. And so how can we create content where they can walk away and feel like they've learned something, they can immediately apply something that they've gained to bring down their costs to shave a little bit here and a little bit there and do a little bit better next year. And so that's why I'm really excited about the content and the quality of speakers that we've amassed for this year's show. I always say that if you deliver good content, people will come back again and again. So our team really does do a phenomenal job in identifying what are those topics that will resonate this year, who are the speakers that people care about, want to hear about, but also bringing a little bit of people that maybe they haven't heard, but who will give them something new and different. So you always wanna have a little bit of that element as well. So we are gonna have numerous tactical sessions that we'll talk about, profit per square foot with panelists who will talk about labor issues and layout and operational efficiencies, things that really speak to hitting their P&L. We'll be talking about sustainability and some of the rules and and regulations around the country that are impacting that, but ways that they can boost their properties. Performance energy costs are so much of a P&L. And so how do you, how can you reduce those while thinking about all the regulations you have to deal with as well. Beyond that, the main stage will have a solution stage and education stage, dozens and dozens of speakers. We have about 60 industry leaders who will be on all of those stages, talking about really important topics. But then we have some other keynote speakers that I think will be really be interesting from other industries that our industry can learn from. With Chris Barton, who's the founder of the search app, Shazam, which I know is on everybody's phone. He's gonna talk about the power of ideas and taking chances. We have a tech future as who's gonna talk about separate fleeting fads from profitable long-term trends. How do you make sure that you're just not falling for the thing of the moment, but you're really focused on that long-term gain over time as well. And then of course, with everything that's happening, macroeconomic environment, geopolitical landscape, we have an expert from Tanto Capital Partners who's gonna talk about global forces, reshaping markets and what does that mean for consumer demand and travel, especially in the, as you pointed out, where we are expecting these big gains and a lot of interest coming to the us. So really encouraging folks to go to the HospitalityShow.com and where they can learn both more, but also register. Ryan Embree: Yeah, it's really comes at a perfect time, Rosanna, because I think right now, like you said, profitability margins are slim right now. It's challenging out there and hoteliers are just hearing all this outside noise from a lot of things about maybe the macro environment that you were talking about, but it's also a time of disruption, right? Where they're hearing that all of this AI and technology is really gonna make them become more efficient. So I think a lot of hoteliers have this like kind of FOMO of like, am I not taking full advantage of this and or for my business? And I think places like the hospitality show, events like the hospitality show where you can talk, network with your peers, exchange ideas, hear what people are talking about, really kind of puts you at an equilibrium and really calibrates you and says, okay, this is outside of the noise. This is where I need to be focusing. This is the newest and best technology that I can be using for my business. Put you in a position for success. So along with the Hospitality Show, the major one that happens October, 2025, you actually have regional Hospitality Shows that happened throughout the, the year across the country. I rebranded a couple years ago to the Hospitality Show. I always like, I always like to ask about these because I think this really gives a solid pulse of the hotelier today without that outside noise that we were kind of talking about. What's been your experience this year talking to hoteliers on the ground and how do you think they're feeling sentiment wise, heading into the fall and winter, which are typically slower months? Rosanna Maietta: Sure. Great question and you're right. I mean the regional shows have really allowed us to get that pulse check on our members, but also introduce them to some of the advocacy issues that we're dealing with in their own communities. And so bringing in local leaders, members of Congress from their district that they can have that interaction engagement with, because it has to be a two-way dialogue so that our members can also share some of the concerns that they have with people who are making their rules and regulations that govern our business. They've been incredibly important. And I will say this has been a tough year for a lot of our owners and our franchise communities, our small business owners. Again, demand, depending on where you are, sometimes, you know, if you're on the upper East coast, you're seeing a drop in travel from Canadians. If you're in the middle of the country in some of these tertiary markets, you're doing okay. I think some cities like Nashville and Asheville are doing really well, but that's not been the case everywhere. And so I think there has been a lot of concern about how some of these rising costs are really impacting business and that bottom line. And so that's what we're taking all of that information both into our advocacy efforts, but also into thinking about how can we create a show that will address some of these challenges and burdens that people are experiencing. At the same time, this is an incredibly resilient industry, and you will hear that time and time again from anyone that you talk to, and certainly brand leaders, but also also owners while they're recognizing this has not been a terrific year, they are still expressing a lot of hope for the future. Ryan Embree: Yeah. And that's what really where we like to wrap up and end our episodes here, Rosanna. Is kinda looking into that hospitality crystal ball and I think AHLA does a fantastic job of really bringing to the forefront those issues that are going to impact your business. And we sometimes attend these conferences and you hear, some of that outside noise and it really gets you center at what is, what are you advocating right now and what AHLA is kind of keeping an eye on. What does that look like for the rest of this year going into 2026? Rosanna Maietta: Well, we're gonna come back and hit the ground running after Labor Day. I mean, Congress has a looming debt ceiling to negotiate and deal with. So we're keeping our eyes on that. We're expecting to hear a little more about some of the decisions around the tariffs and how many deals have been made, what are the details of those deals. So I think some of that certainty and will bring added clarity to the industry. I think you have seen sort of a stalling of some development because of that uncertainty. So hopefully you'll see that tie turn going into next year once some of those deals have been announced and people understand what the impact will be on costs of building and new development. So we're keeping an eye on that. Of course, H2Bs is something else we've been lobbying on very aggressively this year. That is always staffing challenges are always a challenge and have been an issue this year as well. So we're working through all of that, making sure the administration understands how important that is to our industry in particular. And again, at the state and local level, continuing to fight for a level playing field. Sessions will start opening up again, so we're gonna hit the ground running there, but as we look ahead to the 2026 midterm elections, so for sure Washington and outside of Washington will really be consumed by that. But it's a World Cup year, so I think that there's a lot of a hope for travel coming back at higher levels than we saw this year and people are preparing for that. And there's a lot of general excitement around the industry for those events. Ryan Embree: Yeah, it's great to see. And 2026 will certainly be the year of the international traveler coming back and hopefully seeing all the incredible hospitality that our country has to offer. So we appreciate you Rosanna, being here on the podcast and talking to our hotel, your audience about the important issues and all the advocacy work you and your team are doing at AHLA. So thank you. We appreciate that. Any final thoughts before we wrap up today? Rosanna Maietta: Look, wanna thank you for putting a spotlight on our advocacy issues, but also the Hospitality Show. We look forward to seeing you there. We hope many of your, your listeners and viewers will join us there. It's gonna be a great way to both wrap up this year, but with a look ahead to what's to come. Ryan Embree: Yeah, we're excited about that. Hopefully we can catch up there in Denver. Rosanna, thank you for joining me on the Suite Spot here today. Rosanna Maietta: Thank you, Ryan. Ryan Embree: Thank you for listening as well. We hope to see you in October at in Denver at the 2025 Hospitality Show. And we'll talk to you next time on the Suite Spot 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.