Speakers

A Mountain Biker and an Operations Lead have more in common than you might think. As someone who is both, Lance Abbrederis has a focus on precision and how the entire business best fits together. Crafting strategies and solving complex challenges are at the heart of success, a daily endeavor at Calibrate Analytics, as well as on the trails.

Lance co-founded Calibrate in an effort to help demystify and create sensible data science strategies that empower businesses to own, organize and build effective visualizations. Prior to Calibrate, Lance served in hospitality roles over the past 25 years and most recently as a Digital Experience leader with Sabre.

Anil Aggarwal is the CEO of Milestone, Inc. Milestone is a leading provider of digital experience platform for hospitality with focus on generative artificial intelligence, personalization, and guest acquisition. Over 2,000 hotels, chains, and management companies rely on Milestone to power their digital marketing strategies.

Anil brings an extensive background in management and technology marketing and has transformed the company into a digital marketing powerhouse. A recent survey of 167,000 Silicon Valley CEOs by Owler Inc, recognized Anil as one of the top 1,000 CEOs in Silicon Valley. Anil has written several articles and technology white papers related to ecommerce strategies and co-authored the book “From Hotels to HTMLs.” Anil was named one of the top 25 extraordinary minds in the hospitality space and is currently on HSMAI Foundation Board.

Mercedes Blanco is a Corporate Leader Executive with over 15 years of experience in Travel & Hospitality, she is passionate about creating value through digital-tech solutions, as well as fighting for women empowerment. Prior to The Hotels Network, as Chief Partnerships Officer, she worked at BCV a Rategain Company, Microsoft and AC Hotels by Marriott among others.

She has two bachelor’s degrees and two master’s degrees under her belt, including Tourism Management from IE Business School and a PDP in Digital Marketing from Harvard University.

Mercedes has been a dedicated member of the travel industry at-large. She is active member of the Sales Americas Advisory Board at HSMAI, and founding member of Women in Travel THRIVE. She was recognized as Top 50 Women in Travel by WINiT by GBTA and one of the Top 25 Most Extraordinary Minds by HSMAI.

With a career spanning over two decades in the travel and hospitality industry, Shalise DeMott currently serves as the Vice President of Sales for Northstar Travel Group, leading business development efforts for the Meetings, Incentive and Sports Division. She plays a key role in driving revenue growth and developing tailored programs to meet the diverse needs of clients in the B2B travel market across all channels of digital, data and events.

Shalise holds a Bachelor of Arts degree in International Business and is currently
pursuing her MBA. Additionally, she possesses certifications in Hospitality & Tourism Management and Meeting Planning. She is a member of SITE, Destinations International, PCMA, and MPI.

Residing in Boca Raton, Florida, Shalise is a sustaining member of the Junior League. She enjoys spending time with family and friends, exploring new destinations, a good book, and being on the water.

As a seasoned professional in the hospitality industry, Jacki Dudding brings over twenty years of diverse experience including roles as Director of Sales, General Manager, Regional Director of Sales and Vice President of Sales. With a strong background in driving revenue growth, Jacki has demonstrated expertise in leading revenue-generating teams to success. Holding a passion for innovation and excellence, she has a proven track record of implementing strategies that exceed revenue goals and increase market share. Committed to cultivating sales talent, she is dedicated to advancing the industry through developing future leaders and maintaining an unwavering commitment to excellence.

Throughout Greg Duff’s 25+ year career working exclusively in the hospitality industry, he has dedicated himself to helping clients solve the range of “back of house” legal issues associated with owning and operating a modern hospitality operation – from advising on the myriad of issues associated with distribution and online travel to navigating the complex relationships among owners, operators, regulators and vendors/suppliers. Greg is Principal for Foster Garvey PC.

David Edelman’s leadership in driving strategic digital and marketing change over the past 30 years – as a top CMO and as a Strategic Consultant — has made him a sought-after advisor on AI, digitization, go-to-market strategy, marketing organization, and agile operations. From his earlier work for clients such as JPMorganChase, SAP, American Express, Verizon, IBM, and McDonalds, he developed and popularized foundational concepts such as “The Customer Decision Journey,” and “Segment-of-One Marketing.” More recently, he guided Aetna (now part of CVS Health) through becoming a digitally-oriented, customer-centric enterprise. David has been repeatedly recognized by Forbes as one of the “Most Influential CMOs in the World,” and by AdWeek as one of the “Top 20 Marketing and Technology Executives.” His writing and work attracts over 1.1 million followers to his LinkedIn blog, and he has delivered dozens of keynote presentations at conferences around the world.

Currently, David teaches Marketing at HBS. Via his Edelman Advisory Services LLC, he also works with a wide range of CEO’s and CXO’s on Marketing and Strategy, focusing on where AI and personalization unlock transformational opportunities. Through his relationship with Halifax Partners, he is a Board member of Stratatech, a vocational school chain, building on his strong interest in education. He is also on the Advisory Board of Glasswing Ventures, a major Boston VC firm, and serves as a Senior Advisor to The Boston Consulting Group.

Previously, as Chief Marketing Officer of Aetna, now part of healthcare giant CVS Health, David ran CVS Health’s “Digital First” enterprise modernization program. He drove a broad transformation at Aetna, implementing real-time analytics and agile operations. Through fast-cycle, cross-functional “pods” that constantly test and learn, he helped accelerate the growth of Aetna’s Medicare business, adding billions in revenues. Using advanced marketing to improve health behaviors, his team motivated actions by members that saved millions in medical cost.

A proven change agent, David built new practice areas as a partner with The Boston Consulting Group, Digitas (now part of Publicis Groupe), and then for McKinsey & Company, all based on guiding clients through global digital transformation initiatives.

In 2022 and 2023, he published three articles for the Harvard Business Review, Customer Experience in the Age of AI, Generative AI Will Change Your Business — Here’s How to Adapt, and What Smart Companies Know About Integrating AI, following his earlier cover story on Branding In the Digital Age (2010), and a follow-up article Competing On Customer Journeys (2015). These have become core reading at business schools and in many corporate marketing departments. Through his affiliation with the “Growth Master” council of the Association of National Advertisers, he co-leads an ongoing taskforce on “Responsible Personalization,” helping CMO’s navigate the many challenges of using AI and customer data to deliver breakthrough experiences.

On the non-profit side, David serves on the Board of Trustees for The Walnut Hill School for the Arts. He is also an avid tenor saxophonist, playing with local ensembles.
David has both an AB in Economics, and an MBA, from Harvard University.

Ashley Edwards, Sojern’s Senior Director of Sales for the Americas region, is responsible for Sojern’s Hotel-Property Business. As one of the first hires focused on Sojern’s independent hotel business, she has a decade of experience in working with independent hoteliers and driving success through digital marketing. She holds a Bachelors of Science degree in business administration from Nebraska Wesleyan University. Most recently, Ashley completed to a two-year seat on The Hospitality Sales & Marketing Association International’s (HSMAI) Rising Sales Leader Council.

Dan Fernandez leads Concord Hospitality’s digital division, shaping Concord’s prominence in the digital space and leading a team that oversees the digital strategy for over 180 hotels and restaurants. Previously, he played a pivotal role at Cendyn, a premier hospitality marketing and CRM agency, spearheading their digital marketing division. Throughout his tenure, Dan orchestrated top-line commercial strategies for over 100 independent properties such as Hotel Del Coronado, The Broadmoor, The Breakers, and Fontainebleau. Additionally, he collaborated with management firms such as White Lodging, Sage, and Interstate, devising digital strategies for renowned brands including Marriott, Hyatt, Hilton, and IHG properties.

Lerah Foreman‘s start in the hospitality industry dates back to when she was 16 years old and became a hostess at a popular restaurant in her hometown. After graduating from Baylor University with a BA in Communications, she entered the hotel world as a Sales Coordinator. In 2020, Lerah discovered her passion for marketing and changed courses. She has her CHDM and is a Hotel Managment Thirty Under 30 award winner. Lerah is now a Regional Digital Manager for Atrium Hospitality and covers 20 properties in the Midwest. She specializes in transient occupancy and online reputation management and visibility.

Sarah Fults brings 30 years of hospitality experience to her role as Vice President of Distribution at MGM Resorts International. In her role at MGM, Sarah is responsible for discovering and implementing new technologies to optimize channel performance while driving operational efficiencies and reducing costs. She joined MGM in 2016 from Choice Hotels & Loews Hotels & Resorts where she managed the commercial, operational, and technical aspects of Third Party Distribution. Sarah currently serves as Chair of the HSMAI Global Distribution Advisory Board.

Katy Gettinger, 30-year hotel sales industry veteran who spent 21 years at Starwood Hotels, where she led the companies Insurance & Financial segment globally, before joining Preferred Hotels & Resorts in 2017. Current HSMAI Sales Advisory Board member. Past FICP board member and held leadership positions in MPI, HSMAI and LIMRA. A Graduate from University of Florida and resides in South Florida.

Tammy Gillis is a recognized thought leader and influencer in the hospitality industry in the areas of sales and sales leadership. She is the Founder and CEO of Gillis Sales. Tammy’s company disrupted the traditional hotel sales model in 2014 and launched a Dynamic Sales Solution providing remote sales support for hotels. She works with hotels, brands, and management companies to elevate their sales performance through her speaking and consulting engagements.

Tammy launched her sales career 30+ years ago and has led high-performing teams with Hilton Hotels, BlackBerry, and her current team of 55 sales professionals who provide sales support to over 220 hotels across North America.

Tammy has trained thousands of sales professionals, hotel owners, general managers, and front-line associates, earning her a Training Excellence Award from the Institute for Performance and Learning. She is on the Program Advisory Committee for Humber College, an allied member of AAHOA, and a Diamond allied member of the IHG Owners Association. She wrote and published a book in 2021 called “Room to Grow” to ensure sales has an equal seat at the table and to encourage hotels not to leave sales to chance.

Michael J. Goldrich, founder and chief advisor of Vivander Advisors, excels in digital and AI strategies, driving transformative growth. His expertise in generative AI establishes him as a prominent figure in this fast-growing field. He developed a five-step process to guide companies in AI transformation. Goldrich further extends his influence by serving as Chief Experience Officer at The Hotels Network, an organization driven by AI and data. His expertise in “predictive personalization” has established him as a sought-after consultant and a pivotal figure in shaping the future of customer engagement within the hospitality sector.

During Michael’s tenure as Head of Global Marketing at Club Quarters Hotels, he successfully pivoted the pandemic target business segment to attract younger, local leisure travelers, boosting brand contribution. His wide-ranging experience includes transforming marketing organizations by implementing and optimizing e-commerce and digital capabilities for global businesses such as Starwood, Accenture, Monster Worldwide, and Wyndham.

Michael’s innovative contributions have earned him various accolades, including the Platinum Adrian Award for an exceptional social media campaign, Gold Adrian Award for an inventive website, and 40 under 40 from the Westchester Business Council. In 2020, HSMAI selected him as one of the Top 25 Extraordinary Minds in Sales, Marketing, and Revenue Optimization.

Holding a BA in Literature from the University of Michigan and an MA in Business Communications from Northwestern University, Michael Goldrich is a dedicated leader committed to delivering value to organizations seeking to advance their projects and elevate their performance.

Adam Hayashi has been working directly in Hotel Revenue Management for over 20 years. He started his hospitality career in Operations with Canadian Pacific Hotels at the Skydome Hotel and then the Royal York, before switching to Revenue Management while the discipline was still in its infancy. Since then, he has gained extensive experience supporting Revenue Management Strategies as an on property Director with major hotel chains such as Hilton, Delta and IHG, and on the ownership side working with the Asset Management teams for Westmont Hospitality and InnVest REIT. Adam joined FRHI 12 years ago as Regional Director, Revenue Management for FRHI Americas and was promoted to Vice President, Revenue Management when the company was acquired by world-leading hospitality group Accor.

In his role, Adam oversees the Revenue Management strategy for over 45 hotels in North America. He has led the creation of a proprietary Business Intelligence solution and recently built a comprehensive Distribution Support team. His purview extends beyond traditional Rooms Revenue Management to maximize ancillary revenue streams such as FB, Spa and Function Space RM.

Adam is an active advocate for the Revenue Management Discipline and serves on the America’s Board for HSMAI as well as the IDeaS Customer Advisory Board (2020-Present). He also previously served on the HSMAI RM Advisory board (2017-2021). He is a regular guest speaker as an RM expert at Humber College, George Brown College, Centennial College and Ryerson University.

In 2019 Adam was recognized with the prestigious award for Top 25 Extraordinary Minds in Hospitality Sales, Marketing and Revenue Optimization from HSMAI.

An experienced marketing & communications leader, Lisa Jordan is Senior Director of Digital Marketing for Red Roof. Her background includes nearly 20 years of brand development, marketing strategy, and e-commerce. Previously she served on the executive leadership team at Hostelling International USA and held several positions during a 10-year tenure at Sabre Hospitality Solutions.

Lisa serves on the HSMAI Americas Board and the HSMAI Washington DC Marketing Communications Committee. Recently, Lisa has spoken on panels for the Digital Travel Summit, Digital Travel Connect, and Women in Travel THRIVE.
She earned her Master of Tourism Administration from The George Washington University.

Lynsey Kreitzer joined the GF Hotels & Resorts team with over 18 years of experience in revenue-generating roles in the hospitality industry. Beginning her career as a Director of Sales at a Residence Inn by Marriott hotel, Lynsey’s interest and passion for digging into different revenue streams led her to an Area Director of Revenue Strategy role where she was responsible for 20 plus hotels. In this role, Lynsey was key to the communication stream between the hotel teams, the regional sales and operations teams, and ownership groups. Lynsey thrived as a Vice President of Sales & Marketing molding the sales team efforts which was focused on overall strategic revenue growth, leading to her elevation to Vice President of Sales & Commercial Strategy, and now Senior Vice President of Sales & Commercial Strategy.

Lynsey is an energetic, creative leader who places an emphasis on mentorship and team building. Numerous members of her teams have grown into larger roles within the companies she served. The GF Community continues to thrive in commercial strategy as they continue to ask how to reimagine excellence.

Lori Livingston, Director of Revenue Management, CRME, brings 28 years of hospitality expertise to her role. She optimizes pricing, maximizes occupancy, and strategizes distribution channels, ensuring adaptability to market shifts. Lori spearheads beta testing initiatives, driving innovation within Atrium Hospitality. Recognized with the CRME certification in 2016, she has earned accolades including Atrium Hospitality Elite Director of Revenue Management. Lori champions teamwork, fostering collaboration and excellence within her team. With a passion for hospitality and an engaging leadership style, she is an innovator shaping the future of revenue management in the global hospitality arena.

Michelle Lord brings 26 years of professional expertise to her role at Accor, starting her journey after graduating from Oulton’s Business College with a Travel and Tourism diploma. Throughout her career, Michelle has excelled in Sales and Operations and currently holds the title of Director of Reservation Sales at the Global Reservation Center in Moncton, New Brunswick, Canada. Her leadership has been instrumental in overseeing diverse and highly successful Sales and Service teams. Beyond her role at Accor, Michelle has been a key figure in the industry, notably as a dedicated member of the International Association of Reservation Executives. Over the past 12 years, she has served on the Board and recently led the successful merger of the association with HSMAI as its President, demonstrating her dedication to advancing the industry.

With over 20 years in Hospitality Management, Wendy Norris thrives in fast-paced environments, driving revenue growth while prioritizing guest satisfaction. A dedicated leader excelling in team development, goal-setting, and problem-solving. Specializing in Revenue Management, who has successfully launched new independent hotels and revitalized existing ones, leveraging current trends and strategies. Committed to continuous learning, Wendy fosters a culture of innovation and collaboration, celebrating success with my teams. Beyond work, Wendy cherishes time with family, travel, and entertaining. Her journey is defined by a passion for excellence and a relentless pursuit of memorable guest experiences.

With over 15 years of expertise in digital marketing within the hospitality industry, Rory Peska is a distinguished professional with a robust background. Armed with a degree in Hotel Management and an MBA, their career encompasses pivotal roles at renowned agencies such as Standing Dog Interactive, coupled with extensive experience at hotel management companies including Remington, Interstate, and Aimbridge Hospitality. Rory is actively contributing as a member of the HSMAI Marketing Advisory Board.

Aran Ryan is Director of Industry Studies at Tourism Economics where he helps owners, operators, and destinations understand the impact of tourism industry trends. He focuses on industry-specific analysis and forecasting, as well as strategy and policy analysis.

Aran has over 25 years of consulting experience applying analytics, forecasting, project management, research, and financial analysis skills to support client decision-making. Prior to joining Tourism Economics, he was a Director in the Hospitality & Leisure consulting practice at PwC.

Stephanie Sparks Smith, CHDM, is the CEO and Digital Matriarch of Cogwheel Marketing™️, a digital marketing agency specializing in the hotel industry. She developed Cogwheel Analytics, a business intelligence (BI) tool that consolidates data from various sources, enabling companies to discern trends and providing them with a benchmarking scorecard. Her team assists management companies in identifying marketing discrepancies between the brand and hotel levels, aiming to boost incremental revenue for their Marriott, Hilton, IHG, and Hyatt properties. Smith actively participates as a member of the HSMAI Marketing Advisory Board, where she has chaired committees focusing on Diversity, Equity, Inclusion (DEI), and Rising Leaders, in addition to holding a CHDM certification. A regular speaker at numerous hospitality events and conferences, she is also a partner and consultant at Cayuga Hospitality Consultants. Smith holds an undergraduate degree in Hospitality Tourism Management from Virginia Tech, an MBA from the University of Texas at Dallas, and an Advanced Revenue Management Certificate from Cornell.

Denise Thomas is the Founder and Owner of The Effective Communication Coach a consultancy focused on transforming emerging and existing professionals into extraordinary leaders by mastering the art of effective communication.

With twenty years of experience within Fortune 100 companies, Denise has honed the ability to deliver and receive messages across language, cultural, and communication-style barriers. She has been recognized for excellence in leadership from companies including Toyota Motor Manufacturing Indiana, PepsiCo, General Electric, and MolsonCoors. Denise continues her focus on coaching people by traveling and teaching effective communication to professionals worldwide including Tel Aviv Israel, Cartagena Colombia, and Cape town, South Africa.

Denise has supplied her expertise to the National Urban League, Thurgood Marshall Leadership Institute, and the Boys and Girls Club of Greater Milwaukee. She currently consults for R.W. Baird, Southern Company and Northwestern Mutual amongst other highly regarded employers.

Denise has been recognized with multiple awards by the Milwaukee Business Journal including 2019 Woman of Influence and Top 100 Power Brokers for 2018, ‘19, ’20, ’21 and ’22. She also received Milwaukee Magazine’s 2019 “Women of Distinction”, and BizStarts “Inspiring Entrepreneur” award. The Milwaukee Times Newspaper recognized Denise for her “Excellence in Business” during their 35th Annual Black Excellence Awards.

Denise is a Facilitator at St. Norbert College as part of the School of Business’s Center of Exceptional Leadership and co-hosts the “Truth Be Told” morning talk radio show on The Truth 101.7FM – Milwaukee.

She serves on numerous non-profit organization’s Board of Directors and Advisory Councils including Feeding America Eastern Wisconsin, The Milwaukee Ballet, TEMPO Milwaukee and the United Way of Greater Milwaukee and Waukesha County’s Women United Leadership Council. She is also a certified Hogan Assessment Coach, Center of Exceptional Leadership 360 Feedback Coach and E-Learning Trainer/Coach. Denise is a graduate of Cardinal Stritch University in Business Management and a proud member of The Links Incorporated –Trinity (Dallas) Texas Chapter.

She is a proud mother of two emerging leaders, her daughter Dominique and son Daren. She enjoys being a grandmother to her five-year-old English Bulldog, Earn!

Calvin Tilokee is a seasoned hospitality expert with over two decades of experience in the dynamic fields of revenue management and social media marketing. With a passion for creating memorable guest experiences and a knack for harnessing the power of digital platforms, Calvin has had the privilege of shaping the future of the industry.

Calvin’s journey in hospitality has been marked by achievements and recognition. Calvin has been honored to be an award-winning Instagram creator, known for capturing the essence of hospitality through captivating visuals and engaging storytelling. Additionally, Calvin has earned a spot among the top 25 social media influencers in the hospitality sector, as well as a place on the list of the top 100 most inspirational people in hospitality, an accolade presented by the prestigious International Hospitality Institute.

Currently, Calvin serves as the CEO of RevPar Media, a dynamic digital marketing agency exclusively dedicated to helping hospitality businesses thrive in the digital landscape. We specialize in crafting strategic and compelling social media campaigns that drive brand awareness, engagement, and, ultimately, revenue growth.

Anita Travis leads OUTRIGGER’s contact center; a centralized customer communications hub that performs a wide range of functions from providing personalized service and problem-solving to collecting and analyzing data all while promoting a positive brand image. Anita leads her team to ensure that all these functions and more result in excellent customer contact delivery through a variety of channels, and while seeking to maximize revenue potential.

Prior roles before Outrigger included senior manager of global training and consistency at Orbitz Worldwide and various senior management roles at Travelport, Cendant Travel and Cheap Tickets.

Anita serves as Chair, HSMAI Contact Center SIG.”

Jenna Villalobos is a seasoned professional with over two decades of expertise in revenue strategy, marketing technology and reservation sales. Currently, she spearheads the commercial strategy for Outrigger Hospitality Group in Honolulu, Hawaii, a dynamic role in one of the fastest-growing, privately-held hospitality companies across the Asia Pacific, Oceania, and Indian Ocean regions.

Prior to her current position, Jenna contributed her talents to the KSL Resort’s team as the corporate director of revenue optimization, a role she held since 2012. Her early career saw her in revenue leadership roles in the Palm Springs area, notably at Rancho Las Palmas Resort, La Quinta Resort & Club, and Morongo Casino Resort & Spa.

Jenna’s dedication and excellence in her field were recognized when she was named the 2021 Revenue Professional of the Year by HSMAI. She earned her bachelor’s degree in hospitality management from Johnson and Wales University and holds a certificate in revenue management from Cornell University.

Outside of her professional pursuits, Jenna finds joy in spending time with her family, including her two pugs, and exploring the vibrant island of Oahu.

Amanda Voss is the Vice President of Sales for MGMRI overseeing Bellagio Resort & Casino and Park MGM in Las Vegas. With a strategic vision, she provides leadership to the Hotel Sales, Catering, Convention Services, and Group Dining Departments, shaping the resort’s success. Amanda’s journey to her current role was marked by a series of significant achievements at MGM Resorts International. She was part of the inaugural teams for ARIA and Vdara Resorts and played a pivotal role in transforming the Monte Carlo Resort into the stunning Park MGM. Amanda’s forward-thinking approach was instrumental in expanding the convention business at the resort, introducing innovative meeting spaces like the Madison Meeting Center and Ideation Studio, tailored to the evolving needs of meeting planners. Recognized for her remarkable contributions, Amanda Voss was named one of HSMAI’s Top 25 Most Influential Minds in Sales, Marketing, and Revenue in 2018. Her dedication and innovation continue to shape the landscape of the hospitality industry.

As a hospitality veteran with more than two decades of experience in the hotel operations and revenue management side of the industry, Kristi White has a pulse on the needs of the meetings and events business. She has advised hundreds of hotels worldwide on improving their business strategy, performance, and overall profitability. She is a published expert in hospitality and a frequent speaker at industry conferences and universities, as well as a founding member of the Board of Directors for the HSMAI Revenue Management Special Interest Group. Currently, she serves on the for the HSMAI Sales Advisory Board

Holly Zoba is the visionary behind Scout Simply and cofounder of hotelBschool.com, a game-changing platform that provides comprehensive support, training, and resources for hospitality professionals. As a dedicated leader, Holly is committed to elevating the hotel industry through accessible education and mentorship around sales, marketing, and digital technology.

Holly began her career with Hospitality Partners where she spent 10 years as the VP of sales and marketing. She spent several years as the SVP of Hospitality with Signature Worldwide Training where she learned to execute the principles of adult learning and developed training programs for Best Western, Hilton, IHG, Smith Travel Research and Caesar’s Entertainment. Prior to launching her own company, Holly became a full stack web application developer (MERN).

She is a past chair of the HSMAI Marketing Advisory Board and the coauthor of the Certified Hotel Digital Marketers study guide.

A frequent industry author and speaker, she is also a recipient of the Top 25 Most Extraordinary Minds in Sales and Marketing for her work on advocacy marketing.