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I immediately thought of the stories I had heard about fellow hertelier contributors Lan Elliot and Stacy Silver who had described being only one of a handful of women attending hotel industry conferences when

For example, Stacy Silver, the President of Silver Hospitality Group was one of the first women speakers "Stay true to yourself and be passionate about your work.

Still, even the rainy, gloomy weather did not damper the optimism this year, hertelier contributor Stacy Silver reports.

panelists and speakers were bullish on the prospects for the hotel industry reports hertelier correspondent Stacy Silver. The pandemic is a fading memory as earnings are well beyond where they were pre-COVID, Extended-Stay new extended-stay brands in the segment. guests seeking longer stay accommodations in the US & Canada.

Stacy Silver, president, Silver Hospitality Group, also heads to the bar, but with a more intentional opener, “Hi I am Stacy and I promised myself I would meet three people and learn something about them Stacy claims this method, “Works like a charm! And half the time they introduce me around as well!” Something to relate to and if it is a convention where everyone is staying at the hotel, then comment

Stacia Harvey Randall started her hospitality journey 22 years ago at the age of 21 as a Front Desk Agent Stacia shares herstory of how she kept going even when her path was blocked and how she learned to pivot As I climbed the ladder and stayed in the role of Assistant Director of Human Resources for six years So inspiring, thank you, Stacia!!

The trips that stayed with her were the ones spent in colleagues’ homes, where she got a taste of real Then came the clincher: an Airbnb stay in Lausanne that hadn’t been cleaned and came with an unexpected People shouldn’t have to gamble on quality or safety when they stay in a home. One of the silver linings of the pandemic was the creation of NHS Homes. alone can’t meet growing demand, and short-term rentals currently make up less than five percent of all stays

If you’ve spent the last decade obsessing over SEO keywords, meta descriptions, and domain authority… take a deep breath. According to a new white paper from Spotlight Communications, search as we know it is officially over. The new power metric? Machine-Readable Credibility — or MRC — the trifecta of trust, authority, and consistency  that AI now uses to decide which hotel brands deserve to be seen. Spotlight’s study, Invisible or Influential? Luxury Travel in the Era of AI Search , makes one thing clear: as AI becomes the world’s newest travel advisor, hotels are no longer battling for clicks. They’re battling to be understood by algorithms. As CEO Lucy Clifton puts it: “ AI-driven search no longer just directs travellers, it decides who deserves to be found. Visibility now depends on the quality of storytelling, the authority of coverage and the independent voices PR establishes. PR is no longer just what happens when the story is told – it is how AI learns to tell it .” Lucy Clifton, CEO, Spotlight Communications AI-driven search no longer just directs travellers, it decides who deserves to be found. –– Lucy Clifton, CEO, Spotlight Communications The Big Reveal: What Actually Matters Now Spotlight, along with digital agency Make Lemonade Fizz, audited 15 luxury brands — from global icons like The Dorchester Collection and Corinthia Hotels to boutique gems in Italy, Shanghai, and the Maldives. Using SEMrush, Google PageSpeed Insights, and a sweep of ChatGPT, Perplexity, and Google AI, the team measured exactly why some hotels show up in AI summaries… and others vanish. They also conducted executive interviews and cross-checked every brand’s public-facing data to understand how AI “reads” each property. And as Maria Sze, Founder of Make Lemonade Fizz, explains:“AI search rewards what it understands, what it’s fed, and what it sees repeated. AI-driven summaries now shape what we see online...every article, quote and story feeds the algorithm deciding who gets seen.” The implications? Big — and remarkably consistent. Eight Insights Hotels Can’t Ignore 1. MRC > SEO AI now surfaces the brands it trusts , meaning those with authoritative citations, consistent data, and strong editorial presence. 2. Even Iconic Hotels Are Invisible In the study, AI visibility scores ran from 0 to 70, and most properties showed up in less than 40% of the AI searches where they truly belonged. That’s the shocker:AI is skipping well-known luxury hotels simply because it doesn’t “see” enough credible, consistent information to recommend them. 3. Website Speed Is Not Destiny Fast sites didn’t guarantee visibility. Slow ones sometimes dominated.What mattered most was domain authority + credible coverage. 4. Gorgeous Websites ≠ Discoverable Websites Most properties had visually impressive sites, but lacked the structured data AI needs to understand amenities, awards, sustainability credentials, and differentiators. 5. Editorial Coverage Outperforms SEO Properties with 1,000+ citations performed dramatically better than those with fewer than 100. 6. Credibility Is Now Currency Algorithms filter options through perceived reliability — surfacing brands with strong PR, positive sentiment, and clear reputational signals. 7. The AI Readiness Gap Most hotels are unprepared for the way AI ingests and prioritises information. 8. AI Discovery Is Earned, Not Bought Press coverage, backlinks, expert endorsements, and reviews matter far more than paid marketing. As one participant put it:“AI doesn’t read your ads — it reads your reputation.” Where Luxury Travel Goes From Here The shift to AI-driven discovery marks a major change in how hotels are surfaced online. Instead of relying on keywords or traditional SEO, AI pulls from a hotel’s broader digital presence: data accuracy, media coverage, sentiment, and structure. Visibility now comes from how well these pieces work together. For many brands, this is an opportunity to bring PR, digital, and content into one coordinated strategy that reflects the reality of how AI learns. Because in an algorithm-driven world, visibility is not bought. It is earned through trust, authority, and clarity. Or as Lucy Clifton concludes: “AI is only as good as the information it is given. Hotels that invest in credible, consistent storytelling will shape the future of discovery because that is what AI learns from.” Read the full study here: https://spotlightcoms.com/white-paper-download/

It’s important to stay focused on the present.” Well worth a read! Link here .

Stacey Brown originally planned for a career in sports medicine, but after struggling through a kinesiology Instead, Stacey switched to pre-law after some encouragement from her mother, followed by law school. Building on that experience Stacey then took human resources roles at a variety of large corporations Less than a year ago Stacey joined First Hospitality, a Chicago-based hotel development and management We chat with Stacey about her foray into hospitality, important lessons she learned in her legal career

We check-in with founders Stacia Harvey-Randall and Johnetta Johnson to get the scoop. 1.

To me, extended-stay is the market for true salespeople. Extended-stay needs to go back to being extended-stay. Our extended-stay brands need to remember the value behind a solid extended-stay base. We have to keep the extended stay hotels just that extended stay. I would like to continue with the extended-stay market.