The Hospitality Show, taking place Oct. 26-28 at the Colorado Convention Center in Denver, will bring together 5,000 attendees and promises to drive profitability for owners, operators and hospitality innovators through dedicated content, extensive networking and 400+ operations and technology vendors.
In this installment of The Hospitality Show Speaker Q&A, we catch up with Melissa Stricker, general manager of the Fairfield by Marriott in Charleston, W.V. Stickler is part of the panel discussing AI Now: What's Actually Moving the Needle in Hotels on Monday, Oct. 27.
What’s one shift you’re excited to see gaining momentum in hospitality right now?
One of the most exciting shifts we're seeing in hospitality right now is the growing emphasis on personalization—particularly how it's being redefined through the thoughtful integration of AI. For years, personalization meant remembering a guest’s name or their favorite room. Today, it’s about anticipating needs, curating experiences and delivering service that feels both intuitive and deeply human. What’s remarkable is how AI is enabling my team to do this more effectively—not replacing the human touch, but enhancing it.
The real magic happens when technology empowers our associates to focus more on connection. AI can handle the repetitive tasks—like check-in logistics or special request tracking—so our teams can spend more time executing and engaging with guests in meaningful ways. It’s a balance: we’re not choosing between tech and empathy; we’re using one to elevate the other. That’s the future of hospitality—high-tech, high-touch and highly personal.
What’s one overlooked trend or innovation you believe deserves more traction in the year ahead?
As the hospitality industry continues to evolve, one trend that deserves far more attention is the urgent need to reimagine in-person training and onboarding for a new generation of workers. As remote work becomes less viable and frontline service roles emerge as a choice for those no longer working virtually, we’re welcoming candidates who may have never experienced traditional workplace dynamics—let alone the high-touch, emotionally intelligent environment that defines hospitality. Hotels are uniquely positioned to lead this shift because we've always operated in-person. But the challenge now is to bridge the gap between our legacy of face-to-face service and the expectations of a digitally native workforce.
What’s often overlooked is that engaging this new generation requires more than just updated manuals or tech-enabled training modules. It demands a thoughtful blend of empathy, innovation, and relevance. Programs must be designed not just to teach tasks, but to instill purpose, culture, and connection. Hospitality companies that embrace this opportunity—by investing in immersive, tech-savvy and emotionally intelligent onboarding experiences—will not only attract stronger talent but also cultivate teams that are better equipped to deliver the kind of personalized service our guests expect. In a competitive labor market, this isn’t just a trend—it’s a strategic advantage.
What do you see as the biggest opportunity for hospitality businesses in the year ahead?
Sustainability is no longer a niche initiative or a marketing buzzword—it’s becoming a baseline expectation for hospitality businesses. The biggest opportunity in the year ahead lies in embracing sustainability not as a feature, but as a foundational part of the guest experience. We’re seeing a shift where eco-conscious practices are no longer viewed as optional or exceptional; they’re becoming embedded in the everyday operations of hotels, attractions, and restaurants. Guests now expect visible, meaningful sustainability programs—from energy-efficient systems and waste reduction to locally sourced amenities and community engagement.
What’s exciting is that this shift opens the door for hospitality brands to differentiate themselves through authenticity and innovation. The companies that move beyond surface-level gestures and invest in sustainability as a core value—integrating it into design, service, and culture—will not only meet guest expectations but exceed them. It’s about creating experiences that are not just memorable, but responsible. And in doing so, we build trust, loyalty and long-term relevance in a rapidly evolving market.
What advice would you give to emerging leaders in hospitality as they navigate the future of the industry?
One of the most important pieces of advice I can offer emerging leaders is to prioritize continuous learning—not just for themselves, but for their teams and future direct reports. The hospitality industry is dynamic, and success hinges on your ability to evolve with it. That means staying curious, seeking out training opportunities and understanding the roles around you so you can lead with empathy and insight. Leadership isn’t just about knowing your job—it’s about understanding how every role contributes to the guest experience and how to elevate those contributions through development and support.
Equally critical is the consistent exercise of problem-solving skills. Whether you're resolving a guest issue or navigating internal challenges, your ability to think creatively and act decisively will define your leadership. The best leaders are those who can adapt quickly, communicate clearly and turn obstacles into opportunities. While technology can offer assistance, the overall success of a leader is in their ability to remain flexible in challenging situations. This kind of agility not only improves guest and team member interactions—it also prepares you for future leadership roles. In a field where change is constant, your ability to learn, lead and solve will be your greatest asset.
What are you most looking forward to at The Hospitality Show this year — whether it’s on the show floor, on stage or behind the scenes?
Last year was my first experience attending The Hospitality Show and I quickly realized I was only scratching the surface of what the event has to offer. Between the sessions, the show floor, and the networking opportunities, it was a whirlwind of insights and inspiration. This year, I’m coming in with a clearer strategy and a deeper appreciation for the value of the connections and training available. I’m especially looking forward to engaging more intentionally with the breakout sessions and peer-to-peer conversations that happen between the formal programming—those are often where the most actionable ideas emerge.
As a select-service general manager, I’ve seen firsthand how challenging it can be for colleagues in similar roles to feel fully integrated into large-scale industry events. But The Hospitality Show has done an exceptional job of bridging that gap. The content is relevant, the conversations are inclusive, and the energy is contagious. I’m excited to not only learn from the best in the business but also to contribute to the dialogue around how select-service properties can continue to innovate and lead in today’s hospitality landscape.
To learn more from Stricker, hear her speak as part of the AI Now: What's Actually Moving the Needle in Hotels panel at this year's The Hospitality Show, Oct. 26-28 in Denver. For more information and to register, visit www.thehospitalityshow.com.