Jennifer Olson of Servpro Team Zubricki is set to attend Hotec Operations, an annual conference presented by Questex, the parent company of Hotel Management. At the conference—scheduled this year for June 8-10 at the Rancho Bernardo Inn in San Diego—buyers meet one-on-one with hospitality-focused suppliers to learn about new products and services and to keep up-to-date on emerging trends.
Ahead of the conference, Olson talked about industry disruptions and challenges and maintaining optimism in volatile times.
What are the most significant shifts you’ve seen in the industry over the past year—and do you view them as lasting changes or short‑term disruptions?
Over the past year, one of the biggest shifts we’ve seen in the hospitality industry is a stronger focus on having a plan in place before something goes wrong. Hotels are realizing that it’s not a matter of if something happens, it’s when. And the properties that recover quickly are the ones that have already planned for it.
We’re seeing more operators prioritize emergency preparedness, build stronger vendor relationships, and put clear response plans in place so their teams know exactly what to do in the moment. Because when an issue like water damage, fire, or storm hits, the goal is simple, minimize downtime and get rooms back online as quickly as possible without impacting the guest experience.
What used to be reactive has now become proactive and that shift is definitely here to stay. That’s exactly what my team and I are laser-focused on preparing our clients before they ever need us. Because in this industry, recovery speed is everything…and that starts long before anything actually happens.
What are the most pressing challenges facing the hospitality industry today and how is your team is navigating those challenges?
One of the most pressing challenges in the hospitality industry right now is balancing guest expectations with operational realities. Guests expect a seamless experience with clean rooms, quick service, everything running perfectly while behind the scenes, hotels are often operating with leaner teams, aging infrastructure, and increasing pressure to control costs.
On top of that, unexpected disruptions like water damage, storms, or equipment failures can take rooms offline quickly, which directly impacts revenue. My team and I navigate this by educating hoteliers across the country and the importance of preparing now for the unknown.
We’re seeing a big shift toward being more proactive. That means having the right partners in place, clear response plans, and making sure teams know exactly what to do when something goes wrong. Because the goal isn’t just to fix the issue, it’s to recover quickly and protect the guest experience.
With so much volatility in the market, what factors make you optimistic about where the industry is headed?
Even with the volatility, there’s a lot to be optimistic about. Travel demand is strong, and hotels are operating smarter and more efficiently. But what really stands out is the shift toward being more proactive having plans, partnerships, and systems in place. That focus on preparedness is what’s going to keep the industry moving forward.
In my world it’s all about preparing now for the future and how my team and I can help you recovery faster. And what we are seeing…the hotels that are prepared are the ones that stay profitable.
What are some advantages of more intimate events like HOTEC as opposed to large-scale conventions and trade shows?
One of the biggest advantages of more intimate events like HOTEC is the personal connection. At larger trade shows, you meet a lot of people—but the conversations tend to be quick and surface-level.
At something like HOTEC, you actually have the time to sit down, have real conversations, and understand what someone is dealing with on a deeper level. And that’s where the value is.
Because in this industry, relationships matter. When something goes wrong, you’re not calling a booth you met for two minutes…you’re calling someone you trust.
These smaller, more intentional settings create that trust. They allow you to build real partnerships, not just exchange business cards. And at the end of the day, that’s what makes the biggest difference especially when you need someone to show up and deliver.
People don’t remember booths; they remember people and relationships. And HOTEC is great way for me to personally connect with hoteliers so they can see the passion I have when it comes to helping them recover.