| | 9HOSPITALITY BUSINESS REVIEWOCTOBER 2025companies often planned events months in advance, but today, many finalize their decisions within 30 to 50 business days. This trend is especially visible in small business meetings, which are growing in popularity even as budgets shrink.The key is staying flexible. Clients still want impactful in-person gatherings, but they expect cost-effective solutions. That means being creative with food and beverage packages, offering competitive audiovisual options, and tailoring promotions to help them stay within budget. Adapting to these changes while maintaining high service standards is a never-ending challenge.Balancing PrioritiesOne best practice I rely on as a global account manager is treating both the hotel and the client as my partners. A hotel should not feel pressured to take on a group that does not align with its business goals, just as a client should not feel they have limited options. My role is to find a balance--sometimes by shifting the business to a nearby property that better fits the group's needs. This approach builds trust on both sides and ensures long-term success.The Road AheadWhen I think about the future, I believe meetings and events will continue to grow beyond pre-pandemic levels. While virtual meetings offered savings and convenience, people crave in-person connections. Over the next several years, I expect companies to invest even more in face-to-face gatherings because they recognize the value of collaboration that cannot be replicated on a screen.Leisure and group travel, including student and youth tours, will also expand. People are eager to explore again, and hoteliers must be ready to deliver experiences that make those journeys memorable.At the same time, I believe the industry must confront a challenge that often goes unspoken: the way guests treat hospitality professionals. Frontline staff often face unreasonable behavior but continue serving with a smile. We all have a responsibility to reinforce the golden rule: treating others as we want to be treated. When guests extend kindness and respect, hotel teams will always go above and beyond to provide exceptional experiences.Advice for Aspiring LeadersThroughout my career, I have been guided by mentors who encouraged me to keep learning and growing. My advice to aspiring professionals is simple: be yourself, lead with authenticity, and success will always follow. You must create meaningful experiences, whether that means arranging a wedding block that makes a couple's day unforgettable or supporting a large conference that leaves an organization proud of its success. When you focus on relationships and authenticity, you will not only advance your career but also discover why this industry is so special--it allows us to make people feel valued and cared for. I believe true hospitality leads with heart and authenticity, building genuine connections that uplift people and foster genuine growth. Hospitality is about more than rooms and rates; it's about people, connection, and care. As leaders, we hold the responsibility to cultivate a culture where both guests and associates can truly thrive. I believe true hospitality leads with heart and authenticity, building genuine connections that uplift people and foster genuine growth.
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