What can meeting professionals learn from a scrappy off-Broadway theater known for the longest-running crime play and a focus on sharing experiences with an international audience? It turns out, a lot.
Catherine Russell
The Theater Center in Times Square, the only off-Broadway venue with an entrance on Broadway (the category refers to the size of a theater and not the geographic location), also holds the Guinness World Records entry for most performances as the same character in the play “Perfect Crime,” which Catherine Russell has been starring in for 38 years, eight shows a week. She is also general manager of the 398-seat, two-stage venue and a passionate trailblazer.
A Theater of Firsts
The Theater Center was the first to resume live performances after the pandemic and recently started offering parking reservations using the app SpotHero.
The theater also pioneered generative AI translation as a tool for bringing people together. Director of Marketing Jeffrey Schmelkin shared lessons learned from implementing Wordly AI translation technology at all performances and why the same accessibility benefits could apply to corporate events.
“It’s not that we sit around thinking, ‘What can we do first?,” Schmelkin explained. “We just think about the needs of the community and happen to be the first ones to fill it because we are so small and nimble.”
Post-Covid, theater marketers, like event marketers, are reacting to behavior shifts that include more last-minute ticket purchases. “We are competing with their couch and the comfort of staying home,” he said. Being able to offer live translation is one way to attract audiences that have become accustomed to subtitles on streaming programming.
“Translation is such an effective way to expand your audience,” said Russell, who is enthusiastic about regional theaters, and eventually Broadway, adopting the practice. It is already being implemented at churches and government meetings where accessibility and inclusion are paramount concerns.
Why Live Matters
Schmelkin explained that some theaters record scripted translations for playback during future performances, but by raising the curtain on real-time translation, The Theater Center doubled down on the reason live performances—like live events—are magical. “The whole idea of theater is that you will see a different show every time you go. AI translation picks up those differences in ways a pre-recorded tape won’t.”
The Theater Center partnered with the event technology company Wordly to offer captions in more than 60 languages via a smartphone web page (no app required) or through earbuds (disposable ones are available if a patron didn’t bring theirs). According to data from the U.S. Census Bureau’s 2021 American Community Survey, nearly 25% of the U.S. population (67.8 million people) speak languages other than English. Spanish is the most common non-English language, followed by Chinese, Tagalog, Vietnamese, Arabic and French.
An Affordable Event Tech
Translation features are complimentary to the ticketholder at The Theater Center. The price to enable the service is almost half the price of hiring an interpreter, requires no special equipment and is much less distracting to the rest of the audience. The service also meets enterprise-level security standards.
“We think everyone should have the opportunity to experience the performing arts,” Schmelkin said. The service is particularly popular with international tourists, multilingual families and the hearing impaired. Each patron can experience the same show at the same time in their preferred language at a comfortable volume in their medium of choice—reading or listening.
“It really changes the experience of sitting in the theater for international travelers who might have trouble following a musical entirely in English,” said Russell.
Translation Logistics
The Theater Center has been offering translation service for two years and has learned a few things through testing microphone locations and types along with language translation activation.
Ticketholders who would like to participate make a request for a specific language to the house manager as little as five minutes before the show starts, then they scan a code to access it through their phone, plug in their earbuds and start enjoying. An app is available but not necessary. To eliminate any disturbance, those accessing the service are encouraged to sit in a designated area.
For even more accuracy, glossaries can be customized with specific terminology, names or technical jargon, depending on the audience and application.
Charles Cho
Hotel Indigo Los Angeles Downtownwelcomes Charles Cho as general manager. With nearly 30 years in hospitality, Cho brings a people-first leadership style and aims to make the 350-room hotel a top Downtown LA destination. Previously, he led a major renovation at Omni San Diego Hotel. His experience includes roles at Marriott, Westin, Sheraton and opening Asia’s first W Hotel in Seoul, combining global insight with local expertise to enhance guest experiences.
Veronica Rivera
Visit Sacramento is excited to announce Veronica Rivera as its new director of convention sales and services. With over 15 years in California’s hospitality industry, Rivera joins from San Diego Tourism Authority, where she was national sales director. She will lead strategic sales initiatives to position Sacramento as a premier meetings destination. Rivera is also co-founder of the California DMO Alliance and a passionate advocate for diversity, equity and inclusion in the industry.
Karen Radcliff
The Hamilton County Tourism Board has named Karen Radcliff president and CEO. With 30 years at the organization, Radcliff previously served as vice president & chief strategy officer. She has led key initiatives, including a 10-year strategic plan, the creation of Grand Park Sports Campus and the establishment of the county’s tourism capital fund. Radcliff’s deep community involvement and leadership will guide Hamilton County Tourism’s future growth.
Justin Chesney
The award-winning Westin Riverfront Resort & Spa Avon, Vail Valley, welcomes Justin Chesney as director of sales. With nearly 20 years of hospitality experience, Chesney joins from The Ritz-Carlton, Bachelor Gulch. A Certified Meeting Professional and Northern Arizona University graduate, he also serves as chair of Avon’s Cultural, Arts and Special Events Committee and board president of Mountain Pride. The Westin Riverfront offers 230 residences and over 23,000 sq. ft. of event space along the Eagle River.
Josh Franklin
Hilton Anatole welcomes Josh Franklin as director of wellness and recreation. A seasoned luxury hospitality leader, Franklin will oversee wellness, fitness, and recreation operations, including JadeWaters Resort Pool and Verandah Athletic Club & Spa. He brings a strong background in creating innovative wellness programs and guest experiences. Franklin’s focus will be on enhancing existing offerings and introducing new activities, reinforcing Hilton Anatole’s commitment to world-class relaxation and entertainment for both business and leisure travelers.
With more than 15 years of hospitality experience, Tuft has held roles as director of sales, senior sales manager and executive meetings manager. She spent 13 years as senior sales manager for Explore Utah Valley, where she built a strong reputation for driving results and cultivating client relationships.
In her new role, Tuft will oversee all aspects of group sales and drive revenue growth from guestrooms, banquets and catering.
Ryan Cornelius
The Alida in Savannah, Georgia, announces Ryan Cornelius as director of sales and marketing. With 18 years in hospitality, Cornelius oversees sales strategy, business development and revenue growth. He joined The Alida in 2022 as senior sales manager and was recently promoted. Previously, he held roles at Marriott, Heritage Golf Collection and several Savannah hotels.
Dan Sullivan
Hotel Landy is pleased to announce the appointment of Dan Sullivan as senior sales manager.
With more than 25 years of Central Florida hospitality experience, Sullivan joins the Tribute Portfolio and Universal Partner Hotel at a pivotal time as Orlando prepares for the highly anticipated launch of Universal Epic Universe.
Kimberly Simone
Kimberly Simone, vice president of sales & marketing at Mohegan Sun, has been elected to the executive committee of Connecticut Convention & Sports Bureau. Since joining Mohegan Sun in 2023, she has overseen sales for the Earth Expo & Convention Center and other venues. Previously, she held leadership roles at Saybrook Point Resort and Foxwoods Casino.
Kevin Siegrist
Kevin Siegrist has been appointed director of sales and marketing at Kimpton Palladian Hotel, overseeing sales for the 97-key hotel and adjoining Glass House. With over 26 years in luxury hospitality, Siegrist has held leadership roles at Four Seasons Vancouver, Devil’s Thumb Ranch, Hotel Jerome and more. A 2011 ICON Award winner, he manages large teams and budgets and is active in industry organizations.
Running events for VIP speakers? American Express Global Business Travel (Amex GBT) just made your life easier with a sleek new Guest T&E platform that rolls bookings, budgets and expenses into one tidy package. Connecting through Dallas? American Airlines’ new One Stop Security pilot means you can skip the baggage shuffle and cut connection times in half. Craving some eco-inspiration? Thailand is rallying 20 public and private partners to hit sustainable tourism goals by 2030.
Luxury travelers, take note—Emirates has unveiled its ultra-exclusive “Emirates First” check-in at DXB, complete with leather armchairs and marble finishes. And if a 2027 incentive is on your mind, Norwegian Cruise Line just dropped over 500 voyages worldwide, from private-island escapes to European city-hopping and glacier-filled Alaska adventures.
As always, Smart Travel is here to bring you the latest updates shaping the way we move, meet and plan.
Amex GBT Streamlines Non-Employee Travel with New Guest T&E Platform
Booking travel for interns, contractors or VIP speakers just got a lot less messy. Amex GBT has launched its new Guest Travel & Expense (T&E) platform, designed to simplify organizing trips for non-employees.
The platform rolls everything into one neat package: self-service profiles, bookings, virtual card payments, expense tracking and 24/7 support. Meeting profs can set budgets, create events and track expenses in real time, while guests enjoy the ability to self-book and breeze through the process without endless back-and-forth emails.
“For many companies, the guest travel and expense experience is complex and messy,” said Evan Konwiser, chief product and strategy officer at Amex GBT. “Our new Guest T&E platform solves for this by seamlessly integrating budgets, bookings and expenses with secure, flexible tech.”
The tool also boasts AI-powered receipt scanning and near real-time expense reporting. It is currently available through Amex GBT’s Neo and Egencia solutions.
American Airlines Pilots ‘One Stop Security,’ Cutting Connection Times in Half
International connections just got a major glow-up. American Airlines is now the first U.S. airline to pilot One Stop Security (OSS)—a streamlined process that lets travelers arriving from London Heathrow Airport (LHR) clear U.S. Customs right at the arrival gate at Dallas Fort Worth International Airport (DFW).
No more baggage carousels or security lines. Checked bags are automatically transferred to connecting flights, allowing travelers to skip the usual claim-and-recheck shuffle. The program, developed in partnership with TSA, U.S. Customs and Border Protection, and the U.K. Department for Transport, is designed to cut connection times by more than half.
“One Stop Security delivers a level of convenience and time-savings that’s never been available before to customers connecting from international flights,” said David Seymour, American’s chief operating officer.
Following a successful pilot in London earlier this year, the DFW rollout is just the beginning. American plans to expand OSS to additional routes and airports, giving travelers a smoother, faster way to make their next flight.
Thailand Unites for a Greener Tourism Future
Thailand is taking bold steps toward a sustainable tourism revolution. The Tourism Authority of Thailand (TAT) and 20 public and private partners have signed a landmark Letter of Intent to push forward Sustainable Tourism Goals (STGs) by 2030.
“This is a defining step toward a more responsible, inclusive and future-ready Thai tourism industry,” said Sorawong Thienthong, Thailand’s minister of tourism and sports.
The coalition, spanning government agencies, hotel groups, retail giants and tourism associations, will work together to cut emissions, protect biodiversity and champion local communities while balancing economic growth. Efforts like the Thailand Green Plan 2030 and new sustainability certifications aim to upgrade 100 tourism sites and elevate hotels to greener standards over the next five years.
TAT Governor Thapanee Kiatphaibool summed it up best: “We are setting a course that prioritizes stewardship of our natural resources, genuine community benefit and long-term resilience.”
The move positions Thailand as a global leader in eco-conscious travel and a model for how destinations can align with the UN’s Sustainable Development Goals.
Emirates Unveils ‘Emirates First’ Check-In Experience at DXB
Emirates has taken its first-class game to the next level with the official opening of ‘Emirates First’ at Terminal 3 in Dubai International Airport (DXB), offering an ultra-luxurious, private check-in experience for first-class travelers and Skywards Platinum members.
The new space is a serene escape from the airport buzz, featuring plush seating, soft lighting, marble and wooden flooring, and a signature backlit Ghaf Tree—a nod to the UAE’s national tree. Guests are greeted by dedicated hosts and can check in from the comfort of leather armchairs, with family-friendly seating areas designed to make the process seamless.
“Our customers value privacy and convenience, and this is another level of hospitality that elevates their journey,” said Adel Al Redha, Emirates’ deputy president and chief operations officer.
After breezing through security, travelers can head to Emirates’ renowned first-class lounges for chef-crafted dining, Champagne, spa treatments and concierge duty-free shopping before settling into Emirates’ oft-‘grammed in-flight experience.
The debut of ‘Emirates First’ follows a series of first-class upgrades, including curated wine storytelling menus, unlimited caviar served in Robert Welch bowls and artisan cheese boards.
Norwegian Cruise Line Drops 500+ Voyages for Summer 2027
Norwegian Cruise Line (NCL) is giving planners something to daydream about with its just-announced spring and summer 2027 deployment—more than 500 voyages across 20 ships, calling at over 150 ports in 59 countries. Think seven-day European city-hopping, sun-soaked island escapes or Alaskan “coolcations” aboard ships built to showcase the great outdoors.
From April through October 2027, nearly every Caribbean and Bahamas sailing will include a stop at one of NCL’s resort-style private islands: Great Stirrup Cay (currently undergoing a major upgrade with a heated pool, new cabanas and a multi-ship pier) or Harvest Caye in Belize. Guests will also have their pick of short three-day getaways or longer adventures, with weekend departures designed to make planning a breeze.
Across the Atlantic, eight ships will cruise Europe with port-intensive itineraries and late-night departures in hot spots like Santorini and Ibiza. The lineup includes Norwegian Prima and Norwegian Viva, plus intimate mid-size ships sailing to lesser-known Baltic gems such as Riga and Klaipeda.
Alaska remains a star of the season, with Norwegian Encore, Bliss, Joy and Jade offering seven-to-10-day journeys packed with glacier views, wildlife sightings, and optional land extensions like Denali National Park tours.
“It’s all about giving guests more of what they love—more freedom, more destinations and more unforgettable experiences,” said NCL President David J. Herrera.
With overnights in Istanbul, Reykjavik and Bermuda plus first-time calls like Dubrovnik and Split, NCL’s 2027 season is stacked with options for meeting profs looking to wow attendees.
Discover new event spaces that blend elegance, comfort and unique local flair
This season, meeting planners have plenty of exciting new venues and refreshed spaces to explore. Gran Marbella Resort & Beach Club in Spain invites guests to unwind by the tranquil shores of Playa del Real de Zaragoza with elegant suites and a vibrant beach club perfect for intimate gatherings and lively sunset soirées.
Stateside, Hyatt Regency Chesapeake Bay in Maryland completes a full makeover of its meeting rooms, including a brand-new meeting room, all designed to highlight its stunning waterfront location.
In California, Treehouse Hotel Silicon Valley offers a playful, sustainable vibe with cozy rooms, communal spaces and over 7,000 sq. ft. of versatile event areas ideal for brainstorming sessions or celebrations. Nearby, Guesthouse Lake Tahoe presents a members-only luxury residence tailored for group stays with dynamic indoor and outdoor spaces for work and relaxation.
For a truly grand experience, Fairmont Udaipur Palace in India combines traditional Mewar architecture with contemporary elegance across expansive grounds and multiple event venues, making it a standout destination for luxury events.
Each venue brings its own story and style, ready to inspire your next meeting or special occasion.
Gran Marbella Resort & Beach Club
Garden Bar
Perched along the tranquil shores of Playa del Real de Zaragoza, Gran Marbella Resort & Beach Club captures the essence of Andalusia. The resort offers 125 beautifully designed rooms, 10 signature suites and two meeting rooms, providing a sophisticated retreat infused with local heritage.
Guests can enjoy luxurious suites with private pools or Jacuzzis and stunning views, perfect for intimate events. The vibrant Amu Beach Club, Marbella’s second after Monaco, features an infinity pool, oceanside dining and sunset views. This chic beach club will be a social hub for both locals and visitors, offering a relaxed yet spirited atmosphere inspired by Marbella’s glamorous past. Gran Marbella invites guests to slow down, connect deeply and experience the region’s rich culture in a stylish, unforgettable setting.
Hyatt Regency Chesapeake Bay Golf Resort, Spa and Marina
Hyatt Regency Chesapeake Bay, an award-winning waterfront destination, has completed a major renovation of its meeting and event spaces. This latest phase follows the 2023 transformation of the resort’s grand ballrooms and focuses on refreshing small to mid-sized meeting rooms, corridors and converting the former business center into the new 500-square-foot Blue Heron room, perfect for up to 40 guests.
With over 122,000 sq. ft. of flexible indoor and outdoor space, the resort accommodates events of all sizes. The expansive Chesapeake Ballroom (11,259 sq. ft.) and Choptank Ballroom (4,860 sq. ft.) feature natural light-filled foyers. Mid-sized rooms like Galleon and Clipper host up to 175 guests, while smaller rooms accommodate up to 100. Additionally, 85,000 sq. ft. of outdoor event space offers stunning waterfront settings, showcasing the beauty of Maryland’s Eastern Shore and providing unique options for weddings, corporate events and social gatherings.
Treehouse Silicon Valley
Treehouse Hotel Silicon Valley, Starwood Hotels’ first U.S. location, is now open in Sunnyvale, California. This unique hotel blends sustainability and community with rustic charm and modern comfort. Featuring 111 guest rooms and suites, many with outdoor spaces, the hotel’s decor includes artisan-crafted furniture and farm-style desks, reflecting Silicon Valley’s agricultural roots amid preserved oak woodlands and citrus trees.
Guests can savor bold, globally inspired dishes by James Beard Award-winning chef Stephanie Izard at Valley Goat, enjoy craft brews and biodynamic wines at the seasonal Beer Garden, or grab casual bites at the Backyard Cafe. Amenities include a heated pool, complimentary bikes to explore nearby Baylands Park, fire pits and backyard games. With over 7,000 sq. ft. of versatile event space, Treehouse Hotel offers a dynamic venue for everything from intimate meetings to large celebrations.
Hyatt Regency Lost Pines Resort & Spa
Hyatt Regency Lost Pines Resort & Spa, a scenic Texas retreat near Austin, proudly unveils its newest event venue, Riverbend Barn, opening this spring. Spanning 6,076 sq. ft., the barn features a striking A-frame design with vaulted ceilings, exposed beams and large windows framing the natural landscape. The neutral palette offers endless customization, with amenities including private restrooms, a bridal suite and a prep area for seamless events.
Outdoor spaces include a 2,300-square-foot patio and a 3,000-square-foot event lawn, perfect for cocktail hours, receptions and live entertainment under the stars. Guests enjoy curated menus with open-fire cooking, elevating the culinary experience.
Situated near the Butterfly and Hummingbird Gardens, Lost Pines Corral and the scenic Colorado Riverbend, Riverbend Barn provides a stunning, versatile setting ideal for weddings, corporate retreats, galas and concerts.
Guesthouse Lake Tahoe
Guesthouse Lake Tahoe rendering, photo: Nephew
Guesthouse, a members-only collection of rental homes blending luxury and boutique hotel amenities, proudly introduces its inaugural property, Guesthouse Lake Tahoe, now available for booking. Located in historic downtown Truckee, just miles from Lake Tahoe, the nearly 4,000-square-foot residence features four bedrooms—including three king suites—and five-and-a-half baths, comfortably sleeping 10 guests.
The property offers spacious indoor and outdoor living areas designed for both privacy and connection. Highlights include a central great room with a wraparound fireplace, dining area and open kitchen, an upstairs loft for intimate conversations, a fully finished flex garage with a kitchenette and mountain views, and a media room perfect for entertainment or meetings.
Adjacent to the home, Titus House will open Guesthouse Pantry, an artisanal bakery and cafe, in late 2025. With customizable amenities, Guesthouse Lake Tahoe caters to personal celebrations, family vacations and business retreats, making group stays effortless and memorable.
Fairmont Udaipur Palace
Fairmont Hotels & Resorts recently introduced Fairmont Udaipur Palace, a stunning new icon nestled in India’s Aravalli Hills. This destination blends traditional Mewar architecture with contemporary design, celebrating Udaipur’s rich heritage.
Set on 18 acres of pristine hillside, the resort draws inspiration from Mewar’s great fortresses, featuring local stone and marble, a dramatic Raj Dwar gateway, cascading chhatris, a soaring Palace Dome, and intricate details like hand-carved jharokhas and Thikri mirror inlay.
The property offers 327 rooms and suites with views of hills, gardens and courtyards, plus a private helipad for seamless arrivals. Guests can enjoy eight immersive dining venues, including Bahaar, Dahaad, Sitara, Zaika, Celeste and the Alchemist, blending local flavors with global flair.
With over 140,000 sq. ft. of indoor and outdoor event space across five venues, Fairmont Udaipur Palace is poised to become a premier destination for luxury travel and unforgettable events in India.
Planning events in today’s environment is an exercise in adaptability, creativity and partnership. As the demand for memorable, effective in-person gatherings grows, so does the complexity of delivering them—from managing costs and risk to shifting logistical hurdles, conference execution is a team effort.
To meet the moment, Destination Marketing Organizations (DMOs) have evolved beyond visitor promotion. They’ve become strategic extensions of the planning team—offering cost-saving insight, supplier access and local expertise when it matters most. A recent Smart Meetings survey of meeting planners—from corporate, association, nonprofit and third-party sectors—confirms what many in the field have long known: DMOs add real, measurable value.
About the sponsor: Destination DC, the official destination marketing organization for the nation’s capital, is a private, nonprofit membership organization committed to marketing the area as a premier global convention, tourism and special events destination, with a special emphasis on the arts, cultural, and historic communities.
Brand USA, Destinations International, ASAE recalculate budgets to promote travel in busy 2026 calendar
Budget bills can have wide-ranging consequences in the real world. The One Big Beautiful Bill Act that passed on July 4 spelled out cuts for some hospitality groups, relief for others and hesitancy for more who are waiting for the next shoe to fall.
Marketing Budget Cuts
Destination Marketing Organizations (DMOs), starting with the group tasked with marketing the entire country, were the first to feel the impact. Brand USA’s budget was cut 80%, from $100 million to $20 million in federal matching funds, as part of the budget reconciliation bill. Brand USA President and CEO Fred Dixon said that while he was “disappointed” in the decision, he is “committed to our mission and look forward to opportunities for funding restoration in the future.”
The cuts come just as the organization is preparing to welcome inbound travel for America250, celebrating the country’s sesquicentennial, FIFA World Cup and the 100th anniversary of Route 66 next year.
“The current reduction will require a significant recalibration of our resources and programming that is still to be determined,” he said in a statement.
Brand USA’s new global tourism campaign, America the Beautiful, invites the world to discover breathtaking landscapes and authentic experiences across the country with curated travel itineraries and compelling storytelling that promotes the American spirit.
According to a recent 2025 DestinationNEXT Futures Study conducted by Destinations International and MMGY NextFactor, 42% of destination marketers worry their funding could be at risk in the next three years, a significant increase from the 37% who said the same thing in 2023.
Cassandra McAuley, managing director with MMGY NextFactor, concluded: “This year’s findings offer a clear call to action: destination leaders must embrace innovation, advocate boldly and redefine success in broader, more inclusive terms.”
The report noted that some destinations have worked to diversify revenue streams with tourism improvement districts, levies and visitor fees, but found that local governments responded by scaling back budgets even more, saying destination organizations should fund themselves. The report emphasized the need for proactive advocacy, not only for tourism broadly, but for the destination organization’s unique role as a public good.
“I think one of the more illogical and stupid things I’ve seen in my career was the House of Representatives looking to defund the majority of the tourism in Florida,” said Destinations International President and CEO Don Welsh. “We have to be hyper-vigilant on behalf of our members to make sure that we provide the resources to help them educate lawmakers about the financial and jobs benefits of travel in communities.”
Some corners of the hospitality world were relieved by the outcome of budget negotiations. The Community Impact Coalition, launched by ASAE in January, led congressional advocacy on preserving the tax treatment of nonprofit organizations. Two changes that might have been detrimental—taxing nonprofit organizations’ expenses on parking and transportation fringe benefits and taxing royalties generated from a nonprofit’s name and logo—were removed.
Another strategic win: The final bill included the Freedom to Invest in Tomorrow’s Workforce Act, which expands the use of 529 plans to cover post-secondary training and credentialing, such as licenses and nongovernmental certifications. It transforms these college savings plans into career savings plans and creates more viable pathways to career success.
Exhibitions & Conferences Alliance Applauds Competitive Business Tax Rate
Also applauding the benefits of expanding Pell Grants was the Exhibitions & Conferences Alliance (ECA). “It protects vital tax policies and invests in our future workforce by expanding Pell Grants and modernizing 529 savings plans,” said Hervé Sedky, president and CEO of Emerald and chair of the ECA Board of Directors.
ECA also saw “maintaining a competitive business tax rate” and “preserving tax treatment of private capital investments” as positive features of the bill.
At 2025 Annual Conference, DI CEO Don Welsh Calls for End to “Insulting Comments” about Canada and Better Understanding of Role of Events in the World
The 2,020 people attending Destinations International’s 2025 Annual Convention at McCormick Place Convention Center in Chicago this week came from cities large and small all over the world, but all were facing a shifting climate for travel and events.
Destinations International President and CEO Don Welsh, who was previously CEO of Choose Chicago, put it bluntly. “Events is the only market segment that is predictable. That’s always been important business to a destination, but in the current climate, meetings have never been more important to a city.”
His remarks were based on honest conversations from destination representatives gathered to share experiences and a new 2025 DestinationNEXT Futures Study conducted with MMGY that found destinations are increasingly navigating economic and geopolitical uncertainties while being charged with shaping inclusive, prosperous and accessible destinations. Corporate events can help on both fronts as they often bring a financial boost, intellectual capital and social benefits.
Bagging food for fight2feed distribution
Event organizers demonstrated the power of integrating social impact from beginning to end. Attendees from this conference—the largest attendance Destinations International has ever had—packed food bags with fight2feed to help the local community in need. Even the speakers at this event addressed the importance of giving back and creating meaningful change in the world.
The opening keynote came from Justin Wren, a former mixed marshal arts champion who came back from addiction to found a social justice company that brings relief to Pygmy people in the Congo. And the closing keynote, Andre Norman, took the ballroom on his journey from prison to founder of Second Chance University, by recognizing untapped human potential.
Local destination marketing organizations, as the local experts, are the bridge that helps facilitate meaningful connections and timely information about everything from safety and security to other events happening in the area for a win-win experience. “No one knows a city like the DMO,” said Welsh.
Yet, according to the latest DestinationNEXT Futures Study, 42% of destination marketers worry their funding could be at risk in the next three years after threats from the Florida State Legislature this year.
Also at risk is funding for Brand USA, which tells the tourism story to the world. Welsh explained that the biggest benefit of a federal-level campaign may be for smaller cities, that don’t have the critical mass to market on their own. “The big, gateway cities will certainly continue to position themselves globally, but those without the large buying power may not be able to counter the competition coming from the Middle East and Asia for those valuable international visitors,’ he said.
Welsh emphasized the vital role of advocacy from all parts of the events world to explain the importance of conferences to the wider world. “We need to do a better job of telling our stories in the local community as to why we are essential and tourism matters,” he said.
Overcoming a Chaotic Events Landscape
“This is an interesting time in our industry’s history,” Welsh conceded. He pointed to escalating conflicts, business uncertainty and concerns about travel safety as reasons to come together to find solutions or at least share the resources to call for faster visa approvals, clearer communication and full funding.
Attendees heralded from 28 countries, including Canada. “We’ve been outspoken on the fact that tariffs are one thing, but comments about Canada becoming the 51st State of the United States are insulting and have to stop,” said Welsh. He stressed the importance of cross-border cooperation to cities such as Chicago. “We are a resilient industry and we are here to figure out how to get through the emergencies happening almost daily.”
“Third place” is a sociology term referring to gathering spaces that exist outside of the home (first place) and work or school (second place). Historically, these were churches, social clubs or local cafés. But in recent decades, engagement with traditional third places has declined. As a result, modern third places like gyms, libraries, coffee shops, community hubs and even well-designed events have become essential spaces for social interaction and human connection. These are now the places people seek out to find face-to-face connection in a world that increasingly defaults to digital.
This amplifies the importance of intentional design for event professionals, as there is a huge opportunity for experiences to leave a lasting and valued impact. In the context of event design, building third place-like environments where everyone belongs recreates this vital social function. It encourages human-centered experiences and reminds us that the true magic of events lies not just in content, but in connection and creating a sense of belonging.Considering your event a third place means helping people belong somewhere outside of their title and background, fostering a community of trust, and offering a space for unstructured connection to spark creativity and combat loneliness.
Sparking Emotion to Drive ROI
Following the pandemic, organizations are more focused than ever on reconnecting people, whether it’s to each other, to leadership’s vision, or to the brand itself. This allows event designers ample opportunity to focus on emotion. Every event is an opportunity to ensure attendees know, feel, and do something differently afterward. Connection and belonging are powerful tools to deepen that impact, both personally and organizationally.
We know that emotions drive memory and when we want people to think differently post-event, we must first help them feel something. Whether adopting a new behavior, championing a brand, or sharing their experience with others, connection strengthens commitment and drives post-event outcomes. That’s the foundation of measurable ROI.
At Creative Group, we dive into the purpose, people and potential of every event. We use our proprietary i|Lab™ process to uncover insights across four key dimensions:
Defining “who“ helps us ensure we’re designing an event with empathy and relevance. We define three interconnected personas—the customer or who the business is trying to influence, the attendee and what motivates them, and the brand and how it should be experienced.
Determining the “why” becomes the foundation for experience strategy and measurable outcomes. We define the events purpose by asking why the event is happening now, from the attendees to the timing and what should attendees know, feel, and do differently afterward.
Selecting the “what“ are the tangible items in the event planning process. Mapping the entire journey from pre-experience engagement, onsite experience and environments to post-event reinforcement allows us to look at every touchpoint and how it can build connection, drive value, and elevate impact.
The “how” moves event design from strategy to shaping the emotional and behavioral dimensions of the experience. By beginning with intention and aligning every detail to a greater purpose, we transform meetings and events into unforgettable experiences that move people and business forward. Creative Group uses an approach called I|xperience®.
Drive Impact with Details
Intentional design is about creating experiences that make attendees feel seen, connected, valued, and like they belong. Event planners need to go beyond the basics.
Know your audience. It’s not just about knowing names and job titles. Gather personal insights including interests, hobbies, and passions to help people find their community. Are they first-time attendees? Whiskey enthusiasts or sober curious? Parents traveling without kids?
Set the tone early. Pre-event emails, apps, or mailers should do more than share logistics; they should foster engagement. Create digital spaces or social prompts where people can discover others like themselves before they even arrive and pave the way for meaningful interaction.
Spark connection at unstructured time. A request for free time at events is rising, but that unstructured time shouldn’t mean isolated. Design open formats like beach clubs, cafés, lounges, or reception zones that allow attendees to organically connect based on shared interests.
Design an emotional, collective experience. Design at least one powerful experience that unites attendees emotionally. Whether it’s building a home during a corporate social responsibility activity or sharing a cultural experience, these moments leave a lasting imprint.
Formula for Success
Ultimately, small, intentional choices lead to big emotional outcomes, including more meaningful conversations, deeper brand affinity, and most importantly, a sense of community and belonging that lasts well beyond the event itself.If we are doing intentional design correctly, attendees may pick up on some keen details, but overall, they will just feel the event work together in a cohesive manner to produce the desired shared emotional experience.
At its core, connection fuels engagement. When participants feel connected—to the content, the brand or each other—they’re more likely to participate, share ideas, and remain actively engaged throughout the experience. Designing an event as a third place turns passive attendance into meaningful involvement and makes a lasting impact.
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Melissa Van Dyke serves as the senior vice president of integrated marketing, design and innovation at Creative Group.
Since joining the company in 2019, she has held key leadership roles, including being the inaugural vice president of design and insights and the first senior vice president of global customer experience and operations. At Creative Group, she is proud to support teams that bring to life the company’s mission of creating “business-changing experiences that help people thrive,” contributing to nearly 200,000 THRIVABILITY® experiences each year.
Running late? Not if you’re flying with Saudia Group, which just claimed the global crown for on-time performance this June, even during the chaos of Hajj and summer travel. Craving a little movie nostalgia? Tourism Fiji is bringing back Wilson the volleyball for a whimsical new campaign celebrating 25 years since Cast Away. Wondering what’s next in luxury hospitality? Minor Hotels has unveiled four new brands, from British-inspired elegance to tech-savvy budget stays.
As always, Smart Travel has your quick-hit guide to what’s making waves in travel, hospitality and business this week.
Saudia Group Tops Global On-Time Rankings for June
Flying through Hajj, summer and Eid without missing a beat, Saudia Group just snagged the top global spot for on-time performance, according to Cirium’s June 2025 report. The airline operated more than 16,700 flights with a stellar 91% on-time arrival rate, while its low-cost sibling, flyadeal, led the Middle East and Africa with a similar score.
This marks Saudia’s second time this year taking the crown for punctuality, proving that smooth operations and AI-powered planning can keep things running like clockwork—even during peak travel chaos. With 188 new aircraft on the horizon, Saudia is gearing up for even bigger wins.
Tourism Fiji Brings Back Wilson for a Nostalgic New Campaign
Fiji is leaning into Hollywood magic to inspire travelers, celebrating 25 years since Cast Away with a charming new campaign starring none other than Wilson the volleyball. The short film, Wilson’s Happily Ever After, reimagines the beloved icon’s next chapter—this time soaking up the island life with biking, kayaking, kava ceremonies and, of course, a game or two of volleyball on Serenity Island.
To mark the launch, Tourism Fiji is hosting an Instagram sweepstakes offering fans the chance to win a dream island getaway. The campaign comes at a high point for the destination: U.S. visitation hit record numbers in 2024, Fiji earned the top spot in Travel + Leisure’s “World’s Best Awards,” and social buzz has never been stronger.
From Love Island USA to Survivor, Fiji’s screen appeal is fueling real-world travel demand—and with Wilson back in the spotlight, the islands are ready for their next wave of stardom.
Minor Hotels Unveils Four New Brands to Fuel Global Growth
Minor Hotels is expanding its reach with the launch of four new brands designed to meet the changing needs of travelers and property owners alike. Announced on July 8, this strategic portfolio expansion marks the group’s first foray into “soft” brands, strengthening its presence across luxury, premium and select-service segments.
The new additions include The Wolseley Hotels, a luxury brand inspired by the refined charm of London’s iconic Piccadilly restaurant, blending British sophistication with European style. Minor Reserve Collection, a luxury soft brand, will focus on unique, high-end properties offering tailored, one-of-a-kind stays. Colbert Collection, a premium soft brand, emphasizes culinary excellence and authentic social experiences across independent hotels. For budget-conscious travelers, iStay Hotels promises affordable yet tech-savvy accommodations in major urban hubs.
These brands join Minor’s existing lineup—Anantara, Tivoli, NH Collection, Avani, Oaks and more—bringing the company closer to its ambitious goal of reaching 850 properties worldwide by 2027.
“Each new brand was crafted to capture specific opportunities in the market,” said Ian Di Tullio, chief commercial officer of Minor Hotels. “This expansion allows us to offer owners and guests even more choice while accelerating our global growth strategy.”
The first property announcements for the new brands are expected soon, signaling a bold new chapter for the hospitality group.
Survey Reveals What Business Travelers Love—and Loathe—About Work Trips
Booking.com for Business surveyed over 1,000 road warriors to find out what makes business travel rewarding—and what grinds them down. Topping the list of challenges? Being away from family and loved ones, followed by long flights, delays and the constant battle with jet lag. Disruptions to routines and a lack of healthy food or exercise options rounded out the top five pain points.
On the bright side, travelers say the biggest perk is exploring new destinations, breaking from routine and gaining fresh experiences. One respondent summed it up perfectly: “Traveling to a new city gives me the opportunity to try new foods and drinks—and it helps me relax since travel is something I enjoy.”
The report also found that 52% of business travelers believe work trips have a positive effect on their mental health, provided they have the flexibility to enjoy the destination. For planners and travel managers, the takeaway is clear—build in time for exploration, prioritize comfort and offer perks like dining stipends or loyalty program benefits to make those work trips as rewarding as possible.
Waldorf Astoria New York Reopens with Modern Luxury and Classic Glamour
The wait is over—Waldorf Astoria New York has officially entered its opening season, unveiling reimagined guest rooms, signature dining and the return of the legendary Peacock Alley. The landmark property, once dubbed “The Greatest of Them All” by Conrad Hilton, has undergone a meticulous restoration that fuses 1931 Art Deco grandeur with modern design and technology.
Guests can now book stays in one of 375 oversized guest rooms and suites, each designed to feel like a private Manhattan apartment, complete with custom furniture, spa-like bathrooms and a bespoke in-room bar. For dining, Chef Michael Anthony’s brasserie Lex Yard, the revived Peacock Alley lounge, and the Japanese concept Yoshoku promise elevated culinary experiences paired with inventive cocktails curated by Jeff Bell of PDT fame.
This September, the hotel’s 43,000 sq. ft. of event space will fully reopen—including the iconic Grand Ballroom—making it a fresh yet familiar choice for meetings and galas. The Guerlain Wellness Spa is also set to debut, adding a luxurious touch for both travelers and locals.
Spencer Hux
The Hermitage Hotel and Keswick Hall are proud to announce Spencer Hux as chief sales officer, ushering in a new era of collaboration and innovation for the sister properties. This appointment highlights the synergy between the two iconic destinations, leveraging Hux’s expertise to enhance their shared commitment to excellence in luxury hospitality.
With nearly two decades of experience in luxury hospitality and a proven track record in sales, marketing and revenue strategy, Hux will oversee all commercial efforts for both esteemed properties, leading initiatives to further elevate their distinguished reputations.
As chief sales officer, Hux will work closely with teams at both hotels to align their shared goals, fostering collaboration that enhances each property’s distinct identity while leveraging their combined strengths. His efforts will focus on designing innovative sales and marketing initiatives, driving revenue growth and attracting discerning travelers seeking authentic Southern luxury.
Michelle Eng
Sheraton Minneapolis Downtown is happy to announce the appointment of Michelle Eng as the director of sales and marketing.
Michelle Eng has been a fixture in Minneapolis’ hospitality industry for over two decades, moving to the Twin Cities after graduating with a degree in hospitality management. She began her career as a front desk agent at the Radisson Hotel Bloomington before being promoted to several other roles at the property.
Prior to joining Millennium Minneapolis in 2022, Eng served as director of sales (DOS) for the Moxy Uptown Minneapolis and was tapped to be the DOS for Moxy Downtown during the opening. Other hotels Michelle has been involved with include two Hilton properties in Bloomington, as well as being part of the sales team during Embassy Suites Bloomington’s full-scale renovation.
Scott Robbins
TradeWinds Resort is proud to announce the appointment of Scott Robbins as managing director.
With over three decades of leadership experience, Robbins brings a wealth of expertise in opening and operating large-scale, award-winning resorts across the Caribbean and the U.S. His proven track record and strategic vision make him the ideal leader for one of St. Pete-Clearwater’s most cherished family-friendly beachfront destinations.
Most recently, he served as complex general manager at Margaritaville Resort Orlando and Embassy Suites Condo Hotel, where he successfully managed a multi-faceted destination property featuring hotels, retail, restaurants, entertainment venues and a state-of-the-art water park.
In his new role, Robbins will oversee the full spectrum of operations across TradeWinds Resort’s expansive 40-acre beachfront property. This includes strategic leadership of more than 700 guest rooms and villas, nine pools, 16 diverse food and beverage outlets, 70,000 sq. ft. of flexible meeting space and a wide range of recreational amenities.
Chaitan Mugili
The Westin Riverwalk, San Antonio is proud to welcome back Chaitan Mugili as its newly appointed general manager—a significant full-circle moment in his distinguished hospitality career. Nearly two decades after serving as front desk/housekeeping manager at the same property, Mugili now returns to lead the hotel as its top executive.
Over the course of his 20+ year career, Mugili has held executive leadership roles with Marriott, Hyatt and Starwood Hotels, consistently improving guest satisfaction, financial performance and team culture. He is a two-time General Manager of the Year recipient—recognized by Marriott Hotels (2018) and SAHLA (2021)—and led his previous properties to top performance rankings in guest experience. Chaitan’s leadership extends beyond hotel walls.
On May 29, 2025, Mugili was formally recognized by the Texas House of Representatives with a certificate of appreciation honoring his “commitment to excellence and service within our community and the State of Texas.” As he steps into this new chapter, Mugili brings not only operational expertise but a deep personal connection to the hotel, its culture and its community. The Westin Riverwalk is poised to thrive under his vision and leadership.
In her role, Caroline leads the Bureau’s marketing strategy, brand development and promotional initiatives to elevate Arlington as a premier tourism destination. She brings more than 20 years of experience in destination marketing, hospitality and brand strategy.
Before joining the Arlington CVB in April 2025, she held senior marketing leadership positions at Experience Scottsdale, M Culinary Concepts, Wildflower and Ideas Collide, where she developed award-winning campaigns, drove measurable growth and built high-performing teams. Caroline holds a Bachelor of Science in Tourism from Arizona State University.
Brandon Barnes
Atlanta Convention & Visitors Bureau (ACVB) has promoted Brandon Barnes to senior director, international tourism sales. Barnes, who has been with ACVB for nearly 25 years, previously served as director, international tourism sales.
“Brandon’s dedication to positioning Atlanta as a leading international leisure destination has been invaluable,” said Charlene Lopez, executive vice president and chief sales officer, ACVB. “His foresight in identifying emerging markets, particularly in Asia, will be crucial as we expand our global reach. We are thrilled to have him leading our international sales team.”
During his tenure with ACVB, Barnes has collaborated with key partners such as Delta Air Lines and the Georgia Department of Economic Development, driving increased inbound travel to the city. In his new role, Barnes will focus on developing sales and marketing strategies to capitalize on emerging market opportunities while continuing to build on existing market success.
Daniel Grajdura
As the area director of sales and marketing for two renowned hotels in downtown Chicago—Le Meridien Essex and The Godfrey Chicago—Daniel has experienced the full spectrum of the hospitality world. He started his career by whipping up soufflés and slinging martinis, but it didn’t take long before he found himself in the fast-paced world of corporate clients and Lollapalooza guests. Back then, he didn’t even know the difference between Hilton and Marriott, but he dove in headfirst, soaking up everything he could about the industry.
Two incredible mentors played a pivotal role in shaping his journey, teaching him lessons you simply can’t learn in a classroom. Their guidance has been invaluable, and he is deeply grateful for their support. Today, he takes pride in both his accomplishments and the positive impact he has had on others. Looking forward, he is excited about the next chapter of this ever-evolving industry.
Blaine Eads
Serving as a landmark of hospitality since 1912, The Adolphus is pleased to announce the promotion of Blaine Eads to director of catering, as well as the appointment of Gricel Duran to executive pastry chef.
Eads joined The Adolphus team in 2022 as catering sales manager and later became associate director of catering, overseeing the planning and execution of catered events such as weddings, corporate functions and social gatherings. Duran began at The Adolphus in September 2024, executing and designing signature pastries, desserts and more for the property, reflecting its elegance and charm.
As the hotel’s director of catering, Eads is the primary point of contact for those interested in hosting events at The Adolphus and the driving force behind the hotel’s wedding program. With nearly 30,000 sq. ft. of event space spread across 15 different rooms, she works closely with individuals and couples to understand their visions and needs, ensuring each experience is tailored for the utmost guest satisfaction. Stepping into this new role, Eads honed her expertise under Paula Fenner, former director of catering at The Adolphus, who recently retired after 20 years.
Prior to The Adolphus, Eads held a number of positions in the sales and events industry, including running her own consulting business for almost a decade, where she audited clients’ digital presence and strategized marketing plans to engage and bring awareness to their target audiences.
Christopher Moore
ASAE has announced the appointment of Christopher Moore as its new chief learning and meetings officer (CLMO), effective March 24, 2025. Moore’s hire follows a comprehensive nationwide search and rigorous selection process involving highly qualified candidates.
In this mission-critical role, Moore will oversee the growth and evolution of ASAE’s learning portfolio, ensuring it continues to meet the dynamic needs of ASAE members. By enhancing learning opportunities, he will help association professionals navigate their responsibilities more effectively and maximize the impact of their work.
With 20 years of leadership and management experience, including executive-level roles in education, events, and product development, Moore brings an entrepreneurial approach to learning innovation and revenue growth. Most recently, as senior vice president and head of learning content, coaching and product marketing at ExecOnline, he played a key role in expanding the company’s learning products and revenue streams through research-driven innovation. Prior to ExecOnline, he held leadership roles at several leading information services and strategy consulting firms.
Moore holds a degree in economics and psychology from the University of Virginia.
Ricardo Henry, Ray Lee and O’Neil Walters
Ricardo Henry (left), Ray Lee (center) and O’Neil Walters (right)
Jamaica Tourist Board (JTB) is pleased to announce the appointment of three new business development officers to its U.S. team, covering the Northeast, Western and Midwestern regions, respectively. These new appointments will further strengthen JTB’s market position in key U.S. markets, driving new growth across the country.
Ricardo Henry has been appointed business development officer, Northeast. Based in Baltimore, Maryland, he covers Delaware, Maryland, Virginia and Washington, DC. Henry previously served as a dedicated promotions & events officer at the JTB headquarters in Kingston, Jamaica.
Ray Lee has been appointed business development officer, West. Based in Dallas, Texas, his coverage extends across New Mexico, Arizona, Texas and Oklahoma. Lee previously served as a business development officer on behalf of Sandals Resorts.
O’Neil Walters has been appointed business development officer, Midwest. Based in Cleveland, Ohio, he covers Michigan, Ohio, Western Pennsylvania and West Virginia. Walters previously served as the senior director of global marketing at the Dale Caldwell Foundation.
“This is an interesting time in our industry’s history,” Welsh conceded. He pointed to escalating conflicts, business uncertainty and concerns about travel safety as reasons to come together to find solutions or at least share the resources to call for faster visa approvals, clearer communication and full funding.
Melissa Van Dyke serves as the senior vice president of integrated marketing, design and innovation at 
