Speakers

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.

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.

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.

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.

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.

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.