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Storytelling for Content Creators is Both an Art Form and a Business: Top Takeaways from the Inaugural Hospitality Creators Summit
- Suzanne Bagnera, Ph.D. and Maria Puma
- Jun 21
- 6 min read
The Hospitality Creators Summit (HCS), co-located with HITEC in San Antonio, Texas, began with a simple question: What would happen if you brought together a room full of storytellers?
The idea came to Anna Blue (Blue Moss Group), who woke up in the middle of the night inspired by a vision for a gathering dedicated to hospitality content creators. She shared the concept with Anthony Melchiorri (Host & Executive Producer, Hotel Impossible), who quickly brought Shannon McCallum (Resorts World) into the conversation. With HITEC providing the perfect backdrop, the team moved quickly to bring the idea to life. A powerhouse advisory council soon formed around the initiative, bringing together hospitality leaders, content creators, media professionals, and brand builders from across the industry.
A Room Full of Possibility
What began as an idea evolved into an event that attracted more than 200 creators, from students (Florida International University, U of Texas Rio Grande Valley, Texas A&M, U of Texas San Antonio, & St. Phillips College) and emerging professionals to some of the most recognized voices in hospitality.
Before the first speaker took the stage, attendees were greeted by a simple centerpiece featuring quotes about creativity, influence, and the future of the creator economy.
“The future belongs to creators who think deeply and execute boldly.”
— Pearl Hung
“B2B content marketing generates $5 for every $1 invested.”
— Revenue Zen
“The creator economy is projected to be worth $848 billion by 2032.”
— Hopp by Wix
“The most powerful person in the world is the storyteller.”
— Steve Jobs
The message was clear: storytelling is no longer just an art form. It is a business, a profession, and a growing force within hospitality.
The Art of Storytelling
The morning sessions focused on the craft behind compelling content. Glenn Haussman (No Vacancy News) and Ashli Johnson (Hospitality HUED) engaged in a candid fireside chat about resilience, authenticity, and the realities of building a career. Both speakers wore their failures as badges of honor, emphasizing that experience comes from trying, failing, and continuing forward. Ashli shared advice from her uncle that continues to guide her work: “Do it now.” Glenn echoed the sentiment, reminding attendees, “By the time you’re ready, it’s already too late.” Their message resonated throughout the day: start before you are ready, learn through experience, and allow authenticity to guide your work.
That theme continued during The Creator’s Playbook, moderated by CJ Arlotta (CJ Media Solutions), featuring Pauline Gray (Pauline Gray Studios), Emily Claire Hughes (The 10k Email Club), and Courtney Reimer (Sounds Great Podcast Strategy). The discussion moved from practical content systems to audience growth and storytelling fundamentals. Emily stressed consistency and audience engagement. Courtney encouraged creators to leverage “O.P.P.”—Other People’s Platforms (or Podcasts)—to expand reach and support one another’s growth. Pauline Gray brought the conversation back to the fundamentals of storytelling, encouraging creators to embrace classic narrative structures rather than simply recounting experiences.
The conversation then shifted toward the future. Nick Horgan (Amaze Insights) moderated a discussion with Erin Jones-Wesley (Like Us Podcast) and Nathaniel Estis Green (Meso AI) that explored the future of content creation. Among the topics discussed was the “farm clicks” strategy—repurposing long-form content into multiple shorter pieces that can reach broader audiences across platforms.
One of the most unique aspects of the Summit was that attendees were encouraged not just to learn about content creation but to actively participate in it. During two Create Now sessions led by Christabel Nsiah-Buadi (Your Podcast Pipeline), creators were challenged to post, share, and engage in real time. A live social feed displayed content tagged #HCS2026 throughout the event, creating a collaborative experience where attendees inspired one another while extending the Summit's reach beyond the conference room. Reviewing #HCS2026 across social media offers a unique perspective on the event through the eyes of its participants.
Creator Talks brought a different energy to the room. Moderated by Damon Lawrence (Weldon Work), the session featured Susan Barry (Top Floor), David Millili (Modern Hotelier), Jen Glatt (LODGING Magazine), and Davonne Reaves (The Vonne Group). Rather than presentations focused on tactics, this session was designed as a series of rapid-fire personal stories where attendees heard personal stories about trends, turning points, challenges, and lessons learned.
Several themes emerged from these stories. Success is rarely linear. Authenticity matters. Personal experiences often become the foundation for meaningful content. Damon Lawrence challenged attendees to think about what they wanted to be known for and reminded them that hospitality is ultimately about creating a sense of belonging. His observation that hospitality is home—but that home can sometimes be messy—served as a reminder that authenticity often matters more than perfection.Jen Glatt reinforced another important lesson: successful creators do not simply promote brands. They celebrate brands through their own voice. It is the creator’s perspective that builds trust, credibility, and connection with an audience.
The Business of Storytelling
While creativity remained central to the conversation, the afternoon shifted toward the business side of storytelling. Sarah Dandashy (Ask a Concierge) moderated Behind the Brand Deal with Tom Boyd (Margaritaville) and Jeff Thomas (My Place Hotels). Together, they explored how hospitality brands evaluate creators, build partnerships, allocate budgets, and define successful collaborations.
The conversation continued during The B2B Bet, moderated by Kayla Beardsley (Kay Bee Strategies), featuring Gareth Fraser (Alliants), Emily Leu (Hireology), and Tom Reynolds (PepperMill). Across both discussions, a consistent message emerged: know your worth.
Panelists emphasized that influence often matters more than follower counts. Brands are looking for trusted voices, authentic engagement, and meaningful connections with audiences. Emily Leu noted that storytellers help “make brands better” by understanding consumers and becoming thought leaders within their communities. She cautioned creators against becoming perpetual people-pleasers and encouraged them to remain true to their perspective.
Artificial intelligence surfaced again during these discussions, though the conversation remained grounded in the importance of human creativity. Gareth Fraser reminded attendees that while AI can improve efficiency and support content creation, it cannot replace personality. Businesses buy perspective. They buy trust. They buy people. He reminded the audience, that the creators in the room are “the superpower.”
Attendee and AI expert Rohit Khanna (BodhiMinds.ai) perhaps summarized the relationship best, “AI is the moonlight; We are the sunlight” when he observed that AI reflects human creativity rather than replacing it. The technology may be powerful, but creators remain the source of the ideas, experiences, and stories that audiences connect with most.
The Future for Hospitality Creators
As the day concluded, attendees were left with far more than content strategies and business insights. They experienced the power of a community built around storytelling.
The Summit itself became an example of the lessons shared throughout the day. Anna Blue had an idea. She assembled supporters, shared a vision, and created a space where creators, brands, students, and industry leaders could learn from one another. The result was one of the most talked-about new events surrounding HITEC.
The story does not end in San Antonio. Plans are already underway for a Hospitality Creator Community, Creator Awards, an AI Search Platform, and ongoing creator learning opportunities.The next chapter will continue when Hospitality Creators Summit returns alongside HITEC in Orlando, June 28–July 1, 2027.
As Damon Lawrence reminded attendees, hospitality is home. The inaugural Hospitality Creators Summit demonstrated that storytelling has a home in hospitality as well.
About the Authors:
Dr. Suzanne Bagnera is an Assistant Professor and Director of Hospitality Executive Education at the Chaplin School of Hospitality & Tourism Management at Florida International University. She is also the Executive Producer and Co-host of No Vacancy News (with Glenn Haussman), Producer & Co-host of Friday Night Audit, and Producer & Director of [CLIC] Connect (with Craig Sullivan).
Maria Puma is the President of Renaissance Journeys Ltd. She is a lifelong traveler, learner, and lover of the arts; a curator of luxury experiences. She built her dream career by blending her decades-long expertise as a luxury travel expert, marketing executive, and writer. Her success lies in her ability to share her passions with others to create bespoke, once-in-a-lifetime, inspirational travel.
