SIA 118th Annual Conference

Oct 29

Southern Innkeepers Explore Leadership, AI, and the Future of Hospitality at 118th Annual Conference

Hospitality leaders from across the Southeast gathered at Boar’s Head Resort in Charlottesville, VA for the Southern Innkeepers Association's 118th Annual Conference to explore leadership, technology, workforce challenges, and emerging industry trends.

Opening night was set against the picturesque backdrop of the newly opened Birdwood Mansion's East Garden, beginning with a memorable opening reception and dinner under an elegant tent overlooking the Charlottesville countryside. The evening showcased the destination's local culture through thoughtfully curated touches, including regional cuisine, custom typewriter poetry, and stunning sunset views, creating a distinctly Virginian experience for attendees and a taste of what was to come over the next two days.

The conference kicked off with former University of Virginia basketball coach Tony Bennett sharing lessons from his championship-winning career, emphasizing that humility, unity, passion, and thankfulness are the foundation of successful teams. Bennett encouraged leaders to stay grounded in their core values during times of change, noting that adversity often provides the greatest opportunities for growth. He stressed that authentic leadership begins with modeling the behaviors leaders expect from others and creating cultures built on trust, accountability, and service.

Our own Arch Stokes, founder and chair at Stokes Wagner, emphasized that character serves as the foundation for effective leadership and decision-making, particularly during uncertain times.

Lindsey Ueberroth, CEO of Preferred Hotels & Resorts, highlighted three key AI trends—authenticity, personalization, and trust—and explained that independent hotels have a competitive advantage because they deliver experiences and emotional connections that technology cannot replicate.

Moving into the afternoon sessions, SIA proudly recognized Ed Staros with Honorary Membership, one of the organization's highest distinctions, reserved for individuals who have rendered distinguished service to the Association and the hotel industry. In a letter supporting the recognition, Marriott International President and CEO Anthony Capuano described Staros as a "founding father" of The Ritz-Carlton brand whose leadership, mentorship, and commitment to associates have impacted generations of hospitality professionals. SIA proudly honors Staros' lifetime of contributions, leadership, and lasting influence on the hospitality profession.

During the always popular Innovative Ideas Session led by Prem Devadas, a wide range of operational topics were covered, including remote work, employee engagement, AI implementation, guest preferences, and workforce retention. Participants shared strategies for attracting talent through flexible work arrangements, improving employee satisfaction through technology and recognition programs, and using AI to deliver more personalized guest experiences. The group also discussed growing demand for transparent pricing, wellness amenities, all-inclusive packages, and alcohol-free beverage offerings.

Leadership expert Dr. Bryan Williams reminded attendees that service is more than an action—it's an identity. His presentation focused on servant leadership and the importance of making employees feel valued, heard, and appreciated. Williams challenged leaders to build influence by asking how they can support their teams, remove obstacles, and help others succeed. He emphasized that great leaders elevate people and create workplace cultures where employees feel respected, developed, and inspired to grow.

Microsoft's Global Director of Travel, Transportation & Hospitality, Shane O'Flaherty described a future driven by hyper-personalization, digital identities, and AI agents capable of coordinating travel experiences across airlines, hotels, restaurants, and transportation providers. O'Flaherty stressed that AI should be used to empower employees, improve operational efficiency, and anticipate guest needs, while preserving the human connections that remain central to hospitality.

Michael Dominguez, President and CEO, ALHI highlighted several trends shaping the future, including population growth across the South, the rise of wellness travel, increasing demand for live events and golf experiences, and opportunities tied to major events such as the 2026 FIFA World Cup. He encouraged hoteliers to remain adaptable, embrace change, and focus on delivering experiences that create meaningful connections.

AHLA’s COO, Kevin Carey discussed how hotel industry performance remains strong, with hotel demand continuing to outpace short-term rental growth, strong summer booking trends, and projected RevPAR growth of 2.8%, driven by resilient leisure, meetings, and group travel demand.

A highlight was the presentation of the Southern Innkeepers Association Excellence in Hospitality Awards. Each year, these awards recognize exceptional employees who exemplify the highest standards of service, dedication, and hospitality. This year, SIA honored four outstanding team members from the host property whose commitment to creating memorable guest experiences and exceeding expectations reflects the very best of the hospitality profession.

Until next year! 119th Annual Conference, June 13-15,

The Windsor Court, New Orleans, LA

118th Annual Conference Photo Gallery