This February, Guest Services, Inc. marked a milestone in our company’s history by hosting the 2026 General Managers Conference at the Lodge at Wakulla Springs. This gathering, the first of its scale since 2014, brought together leadership from every corner of the country, from Boston to California to Florida, to bridge operational divisions and align our vision for the future. By moving away from silos, the conference provided a vital space for our “small-knit but mighty” team to network, share best practices, and reinforce the human connections that drive our legendary hospitality.
A Foundation of Trust and Alignment
From a leadership perspective, these gatherings are vital for maintaining the employee-centered culture that defines Guest Services. CEO Nico Foris emphasized that bringing General Managers and corporate leadership together in a single setting is critically important because it creates a powerful platform to share best practices. Because General Managers are closest to the customer, Foris believes that “when we bring them together, we accelerate learning across the organization by highlighting what’s working and where innovation is occurring”.
A primary goal of the conference was to strengthen organizational alignment. Foris noted that having operators and corporate leaders in the same room ensures clarity regarding strategic direction, adding that “alignment at the leadership level translates directly into consistency and execution at the unit level”. Beyond strategic goals, these face-to-face interactions foster the trust and ownership necessary to move forward as one team. As Foris explained, “When leaders ‘rub shoulders’ and collaborate in person, it builds trust, camaraderie, and ownership. That sense of connection creates energy and momentum even after the meeting ends”.
Laura Sherman, Vice President of Hospitality and the conference coordinator, echoed the necessity of this real-time dialogue. She noted that because the company often works autonomously within separate divisions, the conference was designed specifically to “bridge gaps” and allow for collective brainstorming. While the gathering was a success, Sherman was quick to remind attendees that the work has just begun. “It’s great to have leadership together, but it doesn’t accomplish anything if it stays within the room,” she remarked. “I hope that it motivated people to engage their managers or department managers… to carry that message across”.
Innovation in the Modern World
The conference served as an “eye-opening” look at the rapidly changing landscape of hospitality. Sessions led by department heads provided deep dives into the tools that will define our 2026 strategy:
- The Asset Portal: A new digital hub designed to store and manage branded materials, ensuring brand consistency and efficiency across all properties.
- Inntopia: Our new guest insights platform that will replace legacy systems to provide smarter, data-driven guest communication.
- Adventures Unbound: A unified branding strategy for our recreational properties aimed at delivering a consistent and authentic guest experience.
- AI and Emerging Trends: Presentations on AI in marketing and lodging highlighted the necessity of staying ahead of the game. “The game keeps changing every 30 days,” Sherman observed, “The algorithms change, the formula is what you need to do”.
Ownership and the On-the-Ground Perspective
The success of the event was made possible by the “all hands on deck” coordination of the host property, the Lodge at Alcoa Springs. Area Manager Jesse Askew praised her team’s “north Florida charm” and their ability to flawlessly execute logistics, from room setups to meals. Askew highlighted that the conference reminded her of the “joy of what we do,” boosting both personal and professional morale. “As often as we think we are in silos and individually working, this is a great reminder of all of the tools that we provide as a company,” she said.
The impact was felt by new and tenured GMs alike. Ann Spivey, GM at Weeki Wachee, noted how informational it was to be part of “all Guest Services’s properties,” while Reservations Manager Khristopher Edwards expressed how the experience allowed him to “think bigger” about elevating team leadership and operations.
Looking Toward Shared Success
As we conclude this chapter, we extend a heartfelt congratulations to the runners-up for the Q Award and every team member striving for high-quality scores. Whether you are implementing the new 90-day marketing planning cycle or explaining the “why” behind our stewardship mission, your commitment is what allows Guest Services to honor the land and serve our visitors.
While Sherman hopes not to organize another event of this scale this year due to the intense time commitment, the resounding positive response has solidified its place as a cornerstone for future success. We look forward to meeting again next year at a new location to continue our journey toward 2027 and beyond.
