GREENVILLE, S.C.— As hospitality faces labor shortages, shifting guest expectations, and technology disruption, Hospitality America’s PEACH Con 2025 brought together more than 50 hotel leaders, corporate partners, and industry experts to address the trends redefining the guest experience. With the theme “Navigating New Frontiers; Where Trailblazers Thrive,” the three-day leadership conference equipped attendees with strategies to strengthen performance today while preparing for hospitality’s future.
In his opening address, Hospitality America President & CEO Ben Campbell spoke on the future of leadership: Trailblazers thrive in environments where curiosity is encouraged, initiative is rewarded, and values aren’t just posters on the wall, they’re practiced daily.
Olympian and World Series Champion Ryan Lavarnway also addressed the group underscoring the role of resilience and mindset in leading through uncertainty. He shared his personal experience, practical strategies, and motivational insights to address the audience who may be navigating change, pressure, and the pursuit of peak performance. His talk centered around a “WHY NOT™ Mindset,” to help Hospitality America teams reframe setbacks, build self-belief, and develop the resilience needed to thrive under pressure. He encouraged individuals to question limiting beliefs and embrace a proactive approach to challenges.
The fourth annual event also tackled some of the industry’s most pressing challenges:
- Labor Efficiency & Revenue Growth: “Hotel Effectiveness – Tools for Trail Leaders” provided managers with actionable ways to balance profitability and staffing shortages.
- AI & Technology Transformation: Amadeus shared how artificial intelligence is reshaping hotel operations and guest engagement in “Future-Focused Hotel – What’s Next?”
- Economic Outlook: CoStar’s “Trail Reports” addressed market headwinds and opportunities, while Actabl guided leaders through “The Budget Basecamp” offering tactics for agile forecasting.
Hospitality America proudly thanks its sponsors for supporting PEACH Con 2025, with special recognition to Actabl as Presenting Sponsor and Engage PEO as Awards Sponsor. Additional partners included Apogee Travel, Arthur Gallagher, Guest Supply, Sertifi, TravelClick/Amadeus, Zurich, Acumen, Booking.com, Hoffman Mechanical Solutions, HSM, Imperial Dade, Ramp, South State Bank, and Southern Valet, whose support helped make the conference a success.
Recognizing Excellence
The PEACHY Awards celebrated Hospitality America team members who exemplify the company’s values of Passion, Excellence, Adaptability, Community, and Humility and bring these core values to life. Associates were nominated by peers and chosen for going above and beyond in their unique way.
At Hospitality America, our greatest strength is our people
, Campbell said. The HA Promise is more than words—it’s our commitment to creating an environment where team members feel valued, supported, and empowered to thrive. Today, we celebrate those who go above and beyond, who lead with heart, and who bring our values to life every day. These awards are not just recognition—they’re a reflection of the culture we’re building together.
Notable honorees included:
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Hotelier of the Year: Robin Sherwood, General Manager, Home2 Suites Asheville Airport
Sherwoodwas recognized for this top honor due to theexceptional results she achieved over the past year, leading her team to outperform across every guest metric. Her leadership was validated with an Outstanding QAscore; however, her impact goes beyond the numbers. During Hurricane Helene, Sherwood remained calm and resilient, even stepping in to support a nearby property without running water, demonstrating a remarkable commitment to community, compassion, and collaboration. She sets the standard for operational excellence and values-driven leadership.
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Sales Performer of the Year: Allison Crump, Area Director of Sales, Baton Rouge
Crump is recognized due to consistent results and her ability to persevere and lead by example. She is a living representation of the Hospitality America values and always puts the hotel’s customers and teammates first. Crump consistently navigates a highly competitive market with focus, heart, and unwavering determination. From turning around tough accounts to driving standout results, she helped her hotels outperform even in one of our most challenging regions and competitive markets with unwavering focus and drive. She leads with heart, hustle, and high standards—and sets the pace for what sales excellence looks like.
This hotel is recognized for its exceptional leadership. The property has performed remarkably, far beyond expectations in its inaugural year. Alongside the opening team—Matt Disheroon, Eric Heaney, Bailie Sonnentag, Haley Dooley, Taylor Nealey, David Frost, and Wilfredo Rivera—the hotel launched with record-breaking group and negotiated revenue, finishing their first 12 months more than $500,000 ahead of total departmental budget.
Culture, Connection, and Commitment
Beyond strategy sessions, PEACH Con emphasized culture and community with daily sunrise trail walks, team outings, and the spirit of shared purpose that defines Hospitality America. Here is what associates had to say about Hospitality America’s culture and event:
Our HA culture is my favorite and the fact that we talk about it and what it means and make decisions around it is awesome to me. I’ve not worked for a company previously that the culture was so front and center and I love it!
It’s exciting to be part of an organization that doesn’t just accept the status quo, but dares to ask, ‘What if we can be more?’ Amidst all the innovation, growth, and evolution, it was especially encouraging to see that HA continues to keep its people at the center. In all the transformation, our most valuable asset—our people—haven’t been forgotten. That message came through loud and clear, and it’s one that truly fuels my motivation moving forward.
This year’s conference was about aligning culture with ambition, equipping leaders to thrive in a rapidly evolving marketplace
, Campbell said. The insights and connections forged here will help us—and the hospitality industry—navigate 2026 and beyond.
Looking Ahead
Planning is already underway for PEACH Con 2026, promising an expanded program, new sponsor activations, and deeper exploration of hospitality innovation.
About Hospitality America
Hospitality America is a third-party hotel operator and asset management company, specializing in all aspects of the hospitality life cycle through unique methodologies that align people, processes, and results. Recognized in 2023 by USA Today as a Top Place to Work. Hospitality America’s portfolio includes award-winning assets, routinely listed among the best in their respective brand categories. For more information, please visit www.hospitalityamerica.com.
Barb Worcester
Owner, President at PRPRO
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Hospitality America