Hospitality America’s PEACH Con 2025 brought together more than 50 hotel leaders, corporate partners and industry experts to address the trends redefining the guest experience.
With the theme “Navigating New Frontiers; Where Trailblazers Thrive,” the three-day leadership conference equipped attendees with strategies to strengthen performance today while preparing for hospitality’s future, the company reports.
In his opening address, Ben Campbell, president/CEO, Hospitality America, spoke on the future of leadership: “Trailblazers thrive in environments where curiosity is encouraged, initiative is rewarded and values aren’t just posters on the wall, they’re practiced daily.”
Olympian and World Series Champion Ryan Lavarnway also addressed the group underscoring the role of resilience and mindset in leading through uncertainty. He shared his personal experience, practical strategies and motivational insights to address those in the audience who may be navigating change, pressure and the pursuit of peak performance. His talk centered around a “Why Not Mindset,” to help Hospitality America teams reframe setbacks, build self-belief and develop the resilience needed to thrive under pressure. He encouraged individuals to question limiting beliefs and embrace a proactive approach to challenges.
The fourth annual event also tackled some of the industry’s most pressing challenges:
- Labor efficiency & revenue growth: “Hotel Effectiveness – Tools for Trail Leaders” provided managers with actionable ways to balance profitability and staffing shortages.
- AI & technology transformation: Amadeus shared how artificial intelligence is reshaping hotel operations and guest engagement in “Future-Focused Hotel – What’s Next?”
- Economic outlook: CoStar’s “Trail Reports” addressed market headwinds and opportunities, while Actabl guided leaders through “The Budget Basecamp” offering tactics for agile forecasting.
The PEACHY Awards celebrated the company’s team members who exemplify the company’s values of Passion, Excellence, Adaptability, Community and Humility and bring these core values to life. Associates were nominated by peers and chosen for going above and beyond in their unique way.
“At Hospitality America, our greatest strength is our people,” Campbell said. “The HA Promise is more than words—it’s our commitment to creating an environment where team members feel valued, supported and empowered to thrive. Today, we celebrate those who go above and beyond, who lead with heart, and who bring our values to life every day. These awards are not just recognition—they’re a reflection of the culture we’re building together.”
Honorees included:
Hotelier of the year: Robin Sherwood, GM, Home2 Suites Asheville Airport
Sherwood was recognized for this top honor due to the exceptional results she achieved over the past year, leading her team to outperform across every guest metric. Her leadership was validated with an Outstanding QA score; however, her impact goes beyond the numbers. During Hurricane Helene, Sherwood remained calm and resilient, even stepping in to support a nearby property without running water, demonstrating a remarkable commitment to community, compassion and collaboration. She sets the standard for operational excellence and values-driven leadership.
Sales performer of the year: Allison Crump, area director, sales, Baton Rouge, LA
Crump is recognized due to consistent results and her ability to persevere and lead by example. She is a living representation of the Hospitality America values and always puts the hotel’s customers and teammates first. Crump consistently navigates a highly competitive market with focus, heart and unwavering determination. From turning around tough accounts to driving standout results, she helped her hotels outperform even in one of our most challenging regions and competitive markets with unwavering focus and drive. She leads with heart, hustle and high standards—and sets the pace for what sales excellence looks like.
Hotel of the Year: Motto by Hilton Bentonville Downtown
This hotel is recognized for its exceptional leadership. The property has performed remarkably, far beyond expectations in its inaugural year. Alongside the opening team—Matt Disheroon, Eric Heaney, Bailie Sonnentag, Haley Dooley, Taylor Nealey, David Frost and Wilfredo Rivera—the hotel launched with record-breaking group and negotiated revenue, finishing their first 12 months more than $500,000 ahead of total departmental budget. Interior design work for the property was done by Curioso.
Beyond strategy sessions, PEACH Con emphasized culture and community with daily sunrise trail walks and team outings.
“This year’s conference was about aligning culture with ambition, equipping leaders to thrive in a rapidly evolving marketplace,” Campbell said. “The insights and connections forged here will help us—and the hospitality industry—navigate 2026 and beyond.”
