SIA 117th Annual Conference

Jan 10

June 8-10
Salamander Middleburg
Middleburg, VA

A Milestone Celebration: 117th Annual Conference Recap

The Southern Innkeepers Association 117th Annual Conference kicked off in unforgettable fashion with record-breaking attendance at the stunning Salamander Middleburg. From the thoughtful detail of homemade, logoed cookies awaiting each guest’s arrival, this exclusive gathering was off to a warm and personalized start.

Despite Sunday’s opening night of rainy skies, the Salamander team executed a flawless transition of the opening dinner from the Culinary Garden to the Equestrian Center, creating a beautiful and inviting setting.

Over the next three days, attendees were treated to the charm and hospitality of Middleburg, nestled in the heart of Virginia’s horse and wine country. The exceptional service of the hotel staff and picturesque setting left a lasting impression on all who attended.

*SIA President David Mars and Sheila Johnson, Salamander Founder and CEO*

Sheila Johnson’s fireside chat with SIA President David Mars was a powerful reflection on resilience, vulnerability, and visionary leadership. She spoke candidly about the struggles many didn’t realize she faced, and how sharing her story has empowered women who see strength in her vulnerability. With a career spanning music, media, and now hospitality, she credits the arts—especially music—for shaping her leadership and grounding her through life’s toughest moments. Her passion for hospitality has not only led to the growth of the Salamander Collection but revitalized Middleburg, VA, creating an economic engine and a cultural hub. From founding a luxury hotel brand to co-owning professional sports teams, her journey is a testament to courage, perseverance, and surrounding yourself with those who challenge and elevate you.

Following on empowerment, Stefan Wissenbach, Founder & CEO of Empowered, was back for his second time speaking to SIA to highlight why hospitality is entering a golden era, with a strong future rooted in how hoteliers make people feel—starting with their employees. We explored the power of culture as the true driver of success, emphasizing the need for meaningful people metrics, actionable values, and a workplace where both employees and guests can thrive.

Amanda Frasier, President, Standards & Ratings, Forbes Travel Guide explained how the rise of solo travel and wellness-focused experiences—especially those enhanced by technology like virtual guided runs—continues to shape the hospitality landscape. With Michelin expanding across U.S. states and a strong concentration of top-rated hotels in the South, there's growing recognition that there’s room at the table for all, as the real competition lies in raising the standard of hospitality.

Our very own Arch Stokes, founder and chair at Stokes Wagner, shared his message; reminding us that words alone hold little weight—what truly matters is how you support and stand by people in the long run.

Marilou Halvorsen, Senior Vice President, Government Affairs and Industry Relations with AHLA outlined top industry priorities include addressing workforce shortages, tax policy, and advancing technology, while also advocating for increased visa access and better training for hospitality workers. With inbound and international travel significantly down—resulting in billions in lost revenue—initiatives like GreenKey Ready, Hotel Kitchen, and human trafficking prevention training are critical to sustaining the industry and protecting its future.

Southern members never lack for innovative ideas, issues and solutions to share, and the Innovative Idea session led by Prem Devadas was no exception. Key topics for the open discussion session included ChatGPT, wage analysis, H2B, tariff impacts and resort fees.

Michael Dominguez, FASAE, CHSE, President and CEO, ALHI shared group demand is steadily increasing, though booking decisions were delayed earlier this year due to market uncertainty. Markets in the Southeast and Western U.S. are especially active, while the 2026 FIFA World Cup is already impacting summer conference scheduling. Rising labor, tariff, and construction loan costs may constrain hotel development, but select service continues to dominate the pipeline. Globally, luxury hotel development is surging, especially in China, the U.S., and Saudi Arabia. (presentation, large file)

One special highlight of the Annual Conference is the presentation of the Excellence in Hospitality Awards. Presented annually by SIA, this award honors outstanding team members from the host property who embody the spirit of exceptional service. Selected by the General Manager, recipients are recognized for going above and beyond in creating memorable guest experiences.