AI in Hospitality Corporate and Leadership

Dr. Rachel J.C. Fu, Chair & Professor of Dept. of Tourism, Hospitality and Event | Director of the Eric Friedheim Tourism Institute at the University of Florida

Adapting AI for corporate and leadership roles in hospitality has the potential to transform the industry by enhancing operational efficiency, customer experience, and strategic decision-making. With AI’s applications in predictive analytics, personalized customer service, and dynamic pricing, hospitality leaders can make data-driven decisions that are not only more precise but also proactive. Here’s how AI adoption in leadership can elevate the industry and the steps for successful implementation:

1. Personalized Guest Experience

AI-driven insights enable personalized customer interactions by analyzing guest data, preferences, and past behaviors. This can range from customized room settings and in-room services to tailored marketing messages and loyalty offers. For example, AI algorithms can analyze booking history and customer feedback, allowing corporate leaders to fine-tune offerings for guest satisfaction.

2. Predictive Analytics for Demand Forecasting

AI in hospitality can revolutionize forecasting by using predictive analytics to project demand trends. By analyzing historical data, social media trends, and even weather patterns, leaders can better understand demand fluctuations. This allows businesses to optimize staff scheduling, inventory management, and pricing strategies, leading to cost savings and improved guest satisfaction.

3. Dynamic Pricing and Revenue Management

AI’s ability to process large datasets enables dynamic pricing strategies, adjusting room rates based on demand, competitor pricing, seasonality, and guest behavior patterns. This can increase revenue without compromising guest satisfaction. AI-powered pricing strategies, seen in the airline or cruise industries, are becoming integral to revenue management in hotels and resorts, allowing them to stay competitive and responsive.

4. Enhanced Operational Efficiency

From housekeeping schedules to resource allocation, AI-driven automation can streamline backend operations. By predicting peak times and anticipating resource needs, AI can minimize downtime and prevent resource waste, leading to leaner and more sustainable operations. Additionally, AI chatbots and virtual assistants reduce the

administrative load on front desk staff by handling routine inquiries and reservations, ensuring that human resources are focused on higher-level guest interactions.

5. Training and Development for a Future-Ready Workforce

AI can support leadership by identifying skill gaps and providing personalized training content for staff development. Predictive analytics can determine areas where employees need improvement, enabling companies to provide targeted, AI-powered learning experiences that promote employee growth, engagement, and retention.

Steps for Successful AI Adoption in Hospitality Leadership

• Outline what specific challenges AI will address in customer satisfaction, revenue management, or operational efficiency. This will help leadership prioritize projects and set measurable goals.

• Ensure your organization has the data quality and storage capabilities to support AI algorithms. Many hospitality businesses partner with cloud providers and AI service vendors to manage data securely and efficiently.

• Partnering with established AI vendors allows for smoother integration of solutions tailored to the hospitality industry. Collaborating with experts ensures a faster learning curve and better results.

• Start with pilot programs to test AI applications on a smaller scale before full-scale implementation. For instance, initiate a chatbot program or test dynamic pricing in a specific market.

• AI systems require ongoing adjustments to maintain accuracy and relevance. Establish a feedback loop for regular assessment and recalibration to adapt to emerging trends and customer expectations.

• AI is most effective when used alongside skilled human resources. Invest in training employees to use AI tools and interpret data, so they’re empowered to make informed decisions.

How AI Will Shape Hospitality Leadership

With AI tools like natural language processing, machine learning, and computer vision becoming mainstream, the hospitality industry stands in the spotlight of a transformative period. Leaders equipped with AI insights can drive data-backed strategies, anticipate customer needs, and foster innovative, guest-centric experiences. The industry’s adaptability in AI can set new standards for both guest satisfaction and operational excellence, empowering leaders to take hospitality to new heights.

[Image Credit: EHL Insights]

Solutions for Theme Parks and Attractions to Help Visitors During Extreme Weather Conditions

Dr. Rachel J.C. Fu, Chair & Professor of Dept. of Tourism, Hospitality and Event | Director of the Eric Friedheim Tourism Institute at the University of Florida

As climate change leads to more frequent extreme weather conditions, theme parks and attractions must adopt comprehensive strategies to safeguard visitors and enhance their experience, while effectively managing risks. Florida’s average annual temperature is increasing due to global warming, leading to higher heat indices and more extreme temperatures. This creates challenges for outdoor attractions like theme parks, zoos, and nature reserves, which rely on visitor comfort. Prolonged exposure to heat can reduce visitor satisfaction and lead to health risks, such as heat strokes and dehydration.

According to NOAA, Florida’s temperature has increased by over 1°F since the late 20th century, with projections indicating a rise of up to 5°F by 2100 if greenhouse gas emissions continue at the current rate. Increased operational costs associated with cooling systems, maintaining visitor safety, and managing staff working under extreme heat conditions. Below is a list of potential solutions categorized into visitor safety, comfort enhancement, risk prevention, and risk management.

1. Visitor Safety Solutions

Real-time Weather Monitoring Systems

• ▪Solution: Install advanced weather monitoring systems across the park to provide real-time updates on temperature, storms, and other weather-related threats.

• Implementation: Utilize technology to broadcast weather alerts to guests via park-wide announcement systems, mobile apps, and digital signage.

• Benefit: Visitors will receive early warnings about impending extreme weather (e.g., storms, heatwaves, hurricanes), allowing them to seek shelter or adjust plans proactively.

On-site Emergency Shelters

• Solution: Build designated weather-safe shelters within the park that are accessible in case of severe weather such as hurricanes or storms.

• Implementation: Place shelters at convenient locations throughout the park, clearly marked with signage and integrated into park maps.

• Benefit: Providing safe spaces for visitors during emergencies will protect them from extreme conditions and minimize risks of injuries or exposure.

Cooling Zones and Hydration Stations

• Solution: Create cooling zones and water refill stations to prevent heat exhaustion or dehydration during high-temperature periods.

• Implementation: Establish shaded or air-conditioned cooling zones with misters and benches. Add water stations or hydration kiosks to encourage visitors to stay hydrated.

• Benefit: Reduces the risk of heat-related health issues such as heatstroke, keeping visitors safe and comfortable.

2. Comfort Enhancement Solutions

Indoor and Climate-controlled Attractions

• Solution: Expand the number of indoor attractions and air-conditioned experiences that are unaffected by extreme heat, storms, or poor air quality.

• Implementation: Design themed indoor zones, theaters, and dining areas to give visitors a break from harsh weather.

• Benefit: This ensures that guests can still enjoy attractions even when outdoor conditions are unfavorable, leading to an uninterrupted experience.

Flexible Ticketing and Visit Rescheduling

• Solution: Implement flexible ticketing policies that allow visitors to reschedule visits when extreme weather is forecast.

• Implementation: Introduce an app or online platform where visitors can easily change their ticket dates without penalty in the event of weather-related disruptions.

• Benefit: Improves customer satisfaction by allowing them to avoid hazardous conditions without losing their investment in tickets.

3. Risk Prevention

Sustainable Infrastructure and Design

• Solution: Build infrastructure designed to withstand hurricanes, flooding, and other weather- related challenges.

• Implementation: Utilize materials and construction techniques that are more resistant to extreme weather, such as elevated buildings, flood barriers, and storm-resistant roofs.

• Benefit: Prevents structural damage during storms and reduces downtime or costly repairs, ensuring parks remain operational and safe after events.

Enhanced Landscaping for Flood Control

• Solution: Implement natural landscaping solutions such as permeable surfaces, bioswales, and retention ponds to manage water runoff during heavy rainfall and flooding events.

• Implementation: Designed-park layouts that include rain gardens, artificial wetlands, and strategically placed vegetation to absorb excess water.

• Benefit: Minimizes flood damage to park infrastructure and reduces the risk of water-related hazards to visitors.

Eco-friendly Cooling Technology

• Solution: Use green technology such as solar-powered cooling stations, reflective paints, and cool roofs to reduce heat absorption.

• Implementation: Apply heat-reflective materials to structures, install solar-powered fans, and introduce green roofing or walls that lower ambient temperatures.

• Benefit: Lowers overall temperature in the park, providing a more comfortable environment while reducing energy costs and environmental impact.

4. Risk Management

Staff Training and Emergency Response Plans

• Solution: Train staff regularly on emergency procedures for extreme weather events, such as hurricane evacuations, heatwave responses, and medical assistance for weather-related illnesses.

• Implementation: Develop and rehearse comprehensive emergency response plans, with designated staff roles and responsibilities during crises.

• Benefit: Ensures that employees can respond quickly and effectively, minimizing visitor risk and promoting a sense of security.

Visitor Communication and Safety Guidelines

• Solution: Provide clear safety instructions and weather guidelines to visitors before and during their visit through apps, email alerts, and signage.

• Implementation: Use mobile apps and social media to share real-time updates on weather conditions and appropriate safety actions visitors should take.

• Benefit: Increases visitor awareness and preparedness, allowing them to make informed decisions to stay safe during their visit.

Insurance and Liability Management

• Solution: Invest in comprehensive insurance coverage that accounts for weather-related risks and ensures financial protection in case of extreme weather events.

• Implementation: Regularly update insurance policies to cover hurricanes, flooding, and other natural disasters, while offering contingency plans for lost revenue during closures.

• Benefit: Limits financial losses and helps the park recover quickly from disruptions caused by severe weather.

Conclusion

Florida’s theme parks and attractions can adapt to climate change by implementing these solutions that focus on both risk prevention and effective management. By preparing for extreme weather events, enhancing visitor comfort, and building climate-resilient infrastructure, parks can continue offering safe, enjoyable experiences while minimizing the impact of climate change-induced challenges. Implementing these strategies not only protects visitors but also ensures long-term operational sustainability.

[Image Credit: EPA]

Disaster Recovery and Tourism Potential in Coastal Counties, Florida

Dr. Rachel J.C. Fu, Chair & Professor of Dept. of Tourism, Hospitality and Event | Director of the Eric Friedheim Tourism Institute at the University of Florida

Many coastal counties, home to some of Florida's most cherished destinations, rely heavily on the hospitality and tourism industries as key economic drivers. Like many coastal regions, they face significant vulnerability to natural disasters, especially hurricanes. Disaster recovery plays a significant role in shaping the impacted county’s tourism potential, with long-term impacts depending on the speed, efficiency, and sustainability of recovery efforts.

Immediate Impacts on Tourism

After a disaster, tourism typically suffers an immediate and significant decline. Hotel closures, infrastructure damage, and the temporary suspension of popular attractions deter visitors in the short term. Additionally, the psychological effect of media coverage showing scenes of devastation further diminishes tourist interest. For instance, Pinellas County’s history of quick, coordinated recovery efforts, bolstered by a strong local government and public-private partnerships, has proven its resilience.

Rebuilding for Future Potential

The key to restoring and enhancing impacted (coastal) counties’ tourism potential lies in how recovery is managed. A strategic, sustainable approach can not only repair damage but also improve infrastructure, boost community preparedness, and restore confidence among visitors. For instance:

• The rebuilding of beachfront areas, hotels, and tourist facilities offers opportunities to integrate more resilient structures, ensuring long-term sustainability in the face of future disasters. Such improvements may include storm-resistant buildings, enhanced flood protection, and improved emergency response systems.

• Post-disaster marketing campaigns can significantly influence the speed of recovery in the tourism sector. Messaging that focuses on resilience, community spirit, and the return of iconic attractions helps re-establish the area’s appeal.

• The disaster recovery phase can provide an opportunity to re-evaluate and diversify tourism offerings. For instance, Pinellas County could capitalize on its natural beauty to attract eco-conscious travelers, promoting sustainable tourism activities such as birdwatching, kayaking, and conservation-focused tours in restored wetlands and protected areas.

Lessons from Fort Myers

When examining trends from other hard-hit tourism communities, such as Fort Myers following Hurricane Ian in 2022, there are valuable lessons that can guide disaster recovery and tourism redevelopment efforts in other affected counties:

• Fort Myers broadened its tourism offerings beyond its beaches by promoting historical and cultural attractions, creating a more resilient tourism economy. This approach can serve as a model for other impacted counties, particularly by showcasing inland attractions like arts scenes, heritage tours, and culinary experiences.

• In Fort Myers, local businesses played a vital role in the recovery process. Many small businesses quickly adapted, reopening and supporting tourism even before major infrastructure projects were completed. Similarly, local businesses in other coastal areas will be key to the tourism sector's recovery, offering unique and personalized experiences that are difficult to replicate elsewhere.

• Fort Myers successfully secured state and federal disaster recovery funds to rebuild critical tourism assets, such as beachfront parks and marinas. Coastal counties affected by disasters can pursue similar funding to not only restore but also enhance tourism infrastructure, making it more attractive and sustainable in the long run.

Trends in Post-Disaster Tourism. Recovery in disaster-affected regions generally follows a few distinct phases:

• Visitor numbers often see a sharp decline immediately after the disaster, followed by a slow rebound as recovery efforts progress. During this period, media and marketing campaigns play a crucial role in reassuring potential tourists about safety and available services.

• A growing trend in disaster-stricken areas is volunteer tourism, where travelers visit to assist in recovery efforts. Many impacted coastal counties could capitalize on this by organizing volunteer activities such as clean-up efforts, rebuilding projects, or eco-restoration initiatives.

• Destinations that adopt sustainable, resilient tourism models tend to experience stronger long-term recoveries. There is increasing emphasis on attracting markets interested in eco-friendly tourism, cultural experiences, and authentic local engagement—factors that can support the recovery of impacted coastal counties.

The Path Forward for you

Although natural disasters can cause significant short-term disruption, coastal counties like Pinellas have the potential to emerge stronger. By prioritizing resilient infrastructure, innovative tourism offerings, and clear communication with potential visitors, the county can ensure its tourism sector not only recovers but thrives. Having learned from both its own challenges and the experiences of other communities, like Fort Myers, many coastal counties are perceived as well-positioned for a brighter, more resilient tourism future.

[Image Credit: FEMA]

Publication: UF’s Eric Friedheim Tourism Institute

SpaceX: A Journey of Innovation, Exploration, and the Future of Space Tourism

Dr. Rachel J.C. Fu, Chair & Professor of Dept. of Tourism, Hospitality and Event | Director of the Eric Friedheim Tourism Institute at the University of Florida

In the future, STEMM won’t just be “Science, Technology, Engineering, Math and Medicine”—it’ll be “Space, Time, Exploration, Moon, and Mars”!

Space Exploration Technologies Corp., known as SpaceX, has revolutionized space travel, exploration, and the future of human endeavors beyond Earth. Founded by Elon Musk in 2002, SpaceX was established with a goal of reducing space transportation costs and enabling the colonization of Mars. SpaceX has had a noticeable impact on the history of space exploration and innovation.

Early History and Vision

SpaceX was founded at a time when space exploration was dominated by government agencies like NASA (National Aeronautics and Space Administration) and Roscosmos (the Russian space agency). Musk’s vision for SpaceX was rooted in making spaceflight affordable and accessible. He believed that reusability in rockets could dramatically lower the costs of sending humans and cargo into space. This vision marked a departure from the traditional, expensive single-use rockets that were then the norm in space missions.

In its early years, SpaceX faced numerous challenges. The company’s first three attempts to launch its Falcon 1 rocket between 2006 and 2008 ended in failure. These failures placed SpaceX on the brink of bankruptcy, but in 2008, a successful fourth launch put SpaceX on the map. This breakthrough caught the attention of NASA, which was looking for private partners to potentially replace the Space Shuttle program, scheduled for retirement in 2011.

SpaceX’s Partnership with NASA: The Road to Commercial Spaceflight

In 2008, SpaceX secured a $1.6 billion contract from NASA under its Commercial Orbital Transportation Services (COTS) program, designed to encourage private companies to develop reliable, cost-effective space transportation services. SpaceX's Dragon spacecraft became the first privately developed spacecraft to dock with the ISS in 2012. This marked a turning point in the relationship between public space agencies and private space companies.

The NASA-SpaceX partnership, while primarily driven by the need for cost-effective access to space, also underscored a shift in NASA’s role from being the sole provider of space transportation to becoming a collaborator in fostering innovation in space exploration. In 2020, SpaceX became the first private company to send astronauts to space under NASA's Commercial Crew Program.

The Crew Dragon spacecraft, launched atop a Falcon 9 rocket, carried NASA astronauts to the ISS, marking the first crewed spaceflight from U.S. soil since the final Space Shuttle mission in 2011. This successful collaboration between SpaceX and NASA not only revitalized American

spaceflight capabilities but also demonstrated the potential of public-private partnerships in the aerospace sector.

The First Private Spacewalk: A New Era in Space Exploration

In September 2021, SpaceX made history by conducting the first all-civilian space mission, dubbed Inspiration4. Two of the significant achievements in recent human space exploration included [1] SpaceX's Inspiration4 mission (2021), which took the crew farther into space than any human had traveled since NASA’s Apollo missions; and [2] a Falcon 9 rocket launched from Kennedy Space Center’s Launch Complex 39A at 5:23 a.m. Eastern on September 10, 2024 as part of the Polaris Dawn mission. Inside the SpaceX Crew Dragon capsule, crewmates Anna Menon and Scott Poteet oversaw safety tethers, while Isaacman and Gillis prepared to venture into open space after depressurizing the spacecraft. The crew achieved a key objective early in the flight, reaching an altitude of 870 miles—the highest for a crewed spacecraft since the Apollo missions 60 years ago. The orbit's apogee was then reduced to 458 miles for the spacewalk and the remainder of the five-day mission.

This accomplishment is particularly meaningful given that the last time humans had ventured that far from Earth was during the Apollo 17 mission in 1972, the final mission of NASA’s Apollo program. The fact that a private company achieved this feat underscores the remarkable progress made by SpaceX and signals the beginning of a new chapter in human space exploration.

SpaceX’s Impact on History and Innovation

Its reusable Falcon rockets, the Dragon spacecraft, and Starship (still under development) represent significant technological advancements in the aerospace industry. By designing rockets that can return to Earth and be reused, SpaceX aimed to lower the cost of spaceflight, making space more accessible for both government and commercial endeavors. Companies like Blue Origin, founded by Jeff Bezos, and Virgin Galactic, led by Richard Branson, have emerged as competitors, each contributing their own innovations to space travel and tourism.

The Future of Space Tourism

With the success of missions and the growing interest from private individuals and companies, space tourism is poised to become a significant industry in the coming decades. SpaceX’s Starship, a fully reusable spacecraft currently under development, is designed to carry large numbers of passengers to destinations such as the Moon, Mars, and beyond. Musk’s goal is to establish a self-sustaining colony on Mars, and Starship is central to that vision. The spacecraft's ability to carry up to 100 passengers at a time suggests that the dream of commercial space tourism is within reach.

While space tourism is earning more attention, its potential impact on humanity’s future is enormous. Space travel for leisure or scientific purposes will not only push the boundaries of human exploration but also foster a new era of collaboration between nations, private companies, and individuals. As costs continue to decrease and technology advances, space tourism could become as routine as air travel is today, further expanding our understanding of the cosmos.

Conclusion

Blu Oigin, Virgin Galactic and SpaceX’s contributions to space exploration have reshaped the landscape of the aerospace industry. SpaceX’s partnership with NASA, along with its numerous

firsts—such as the first private spacewalk and the farthest human space travel since Apollo—have made it a key player in the future of space exploration. As SpaceX continues to innovate and push the boundaries of what’s possible, the future of space tourism looks bright, with humanity on the cusp of a new era in which space travel is not just for astronauts but for many interested ones.

[Image Credit: NASA]

Space Tourism Offers Opportunities For Interested Individuals: Are You One Of Them?

Dr. Rachel J.C. Fu, Chair & Professor of Dept. of Tourism, Hospitality and Event | Director of the Eric Friedheim Tourism Institute at the University of Florida 

How Likely is it that Space Travel & Tourism Will be Within the Reach of Anyone Who Isn't a Billionaire? What Would Need to Happen for it to be Accessible for Regular Folk?  

Space Tourism offers opportunities for interested individuals to experience the advantageous excitement of being in space and enjoy their journey for leisure purposes. Space tourism refers to commercial activity that allows civilians to travel into space. Initially popularized by Dennis Tito, the first private citizen to visit the International Space Station (ISS) in 2001.  

Morgan Stanley predicts that by 2040, the global space industry could generate over $1 trillion in revenue. Meanwhile, UBS forecasts that space travel will compete with long-distance airline flights, reaching a market size of $20 billion annually by 2030. NASA has also contributed to this burgeoning sector by awarding $415 million to three companies for the development of commercial space stations. Additionally, the Space Tourism Conference highlighted the rapid capital accumulation by participants, signaling a robust growth in the industry within just a few years. 

It’s not reserved for billionaires only anymore. Based on space travel options between suborbital flights and orbital flights and their duration of experiences in space, space fare has been recently estimated to fall within the range of $300,000 to the multi-millions for passengers to experience weightlessness, the force of gravity (GG-force), and view the beauty of the earth from another angle. 

On The Flip Side, Are There Any Promising Developments In Space Tourism—I.E. New Players, Technology That Might Make It More Affordable, Etc.? 

Virgin Galactic, Blue Origin, SpaceX, Boeing, Axiom Space, and Space Perspective are the six major spaceflight companies that have been in the news offering trips to space, and more are expected to join the list of space tourism companies. There is no doubt that innovative technologies are tested continuously, that campaigns about the positive sides of enjoying a spaceflight are progressive, and that more groups are paying attention to the importance of establishing a global spaceflight safety guide. When there is a demand, the supply will make space tourism more affordable in the near future.  

Opportunities in Space Travel & Tourism 

Space travel & tourism offers multiple opportunities. Economically, it could become a lucrative market, contributing to job creation and economic growth in regions hosting spaceports and related infrastructure. For science, it presents a chance to conduct research in microgravity environments, which can be beneficial for experiments in fields like medicine and material science. 

Space tourism can inspire public interest in space and science, potentially leading to increased funding and interest in STEMM (Science, Technology, Engineering, Mathematics, and Medicine) fields. It also offers a unique perspective on Earth, known as the "overview effect," where travelers report a cognitive shift in awareness, often resulting in increased appreciation for the planet's vulnerability. 

What headwinds does the space tourism industry face?  

Price, safety, security, missions of the spaceflights, and negative environmental impacts are the likely obstacles to be faced by the space tourism industry. A successful spaceflight that returns safely integrated with passengers’ testimonies amplified by (social) media can ease many people’s doubts.   

The environmental impact is a significant concern, as rocket launches can emit substantial amounts of greenhouse gases and other pollutants that could harm the upper atmosphere and contribute to climate change. The risk to human life is also non-trivial, as space travel remains inherently dangerous, and industry’s regulatory environment is still underdeveloped. 

Another challenge is the ethical consideration of spending vast amounts of resources on space travel that could be used to address urgent issues on Earth, such as poverty and climate change.  

The need for continuous oversight of the industry and the involvement of at least one governmental body in the ongoing global space race would be advantageous for all stakeholders. Private companies could expand opportunities for independent research and experiments in space, enhancing the collective pool of knowledge for future generations. 

Future of Space Travel & Tourism 

The future of space travel looks promising but requires navigating technological, regulatory, and ethical hurdles. Technological advancements will continue to reduce costs, making space tourism more accessible to a broader audience. As international collaborations increase, hopefully, we will witness standardized regulations governing space travel, which enhance safety and operational efficiency. The role of private-public partnerships will be crucial in shaping the direction of the industry, especially in addressing sustainability and safety concerns. 

Space travel & tourism presents unique opportunities for higher education. Universities can develop programs focused on space tourism and relevant studies, offering courses in space law, aerospace engineering, and sustainability in space. These programs could prepare students for careers in the space industry, which will likely demand a new generation of engineers, scientists, space farmers, and policymakers. 

Conclusion 

Space travel & tourism is at an exciting juncture. Its integration into global markets and higher education programs signifies its evolving role from a niche luxury to a critical area of academic and commercial interest. As the industry matures, it will play a vital role in shaping our understanding of space, our place in the universe, and our responsibilities to Earth.  

Publication: UF’s Eric Friedheim Tourism Institute 

[Image Credit: NASA]

EFTI Advisory Board Welcomes Danny Klein

Danny Klein

Editorial Director

QSR and FSR magazines

Danny Klein is the Editorial Director at QSR and FSR magazines, two of the restaurant industry’s leading trade publications and part of the WTWH Media portfolio of brands. QSR is celebrating its 27th year in business and continues to serve as a leading resource for franchisees, executives, and thought leaders throughout the foodservice world. FSR, founded 12 years ago, covers the full-service restaurant sector. A graduate of the University of Florida College of Journalism and Communications, Danny spent more than a decade covering high school, college, and professional sports throughout Florida before joining the company as the associate editor of FSR magazine in 2015. A Brooklyn, New York, native, he lives in Chapel Hill, North Carolina, with his wife, Lindsey, basset hound Maggie, daughter, Audrey, and son, Dean.

EFTI Advisory Board Welcomes Laurel Herman

Laurel Herman, president and CEO of Worth International Media, has been an integral part of travel publishing for over 45 years, and since 2001 has been managing Worth’s predominantly women-operated team.

Laurel Herman

In the dynamic world of travel publishing and fueled by her love of exploration and cultural exchange, Laurel Herman’s entire professional career has been at the forefront of the travel and meeting publishing industries.

Her career started after graduating from the University of Florida in the early ’70s when she joined Worth International Media Group, working in various capacities including being named Publisher/Editorial director of Recommend Florida in the early ’80s. From 1983 to 1990, Laurel grew Recommend by opening an office in New York City and hiring a talented team of writers and sales team members to build the brand into a global publication with worldwide destination coverage and advertisers.

The years in New York City illustrated Laurel’s visionary leadership and relentless drive to propel Recommend to new heights. With a keen focus on producing quality content and meeting the evolving needs of their audience, she ensured the brand remained at the forefront of the travel publishing landscape.

For the 5+ decades that Laurel has worked at Worth International Media, the company has been a leading voice in the travel, custom and meeting incentive publishing arena, crafting captivating content for the global travel and tourism industry sector.

As a predominantly women-operated team with a female CEO in a mostly male- dominated industry, Laurel remains committed to fostering an environment of support and empowerment for her staff, and as a small business, Worth International has capitalized on a unique opportunity to showcase the talented women who make up the Worth International family. But Worth also has made DEI and all of its principles a pillar of the company’s corporate culture.

Produced in both print and digital formats, Recommend, the company’s leisure travel brand, and Prevue, its meetings and incentives brand, are known for their distinctive designs and immersive editorial content, while maintaining reputations as both notable and trustworthy publications.

Recommend is a beacon for travel professionals seeking information on unforgettable experiences for their clients, while Prevue Meetings + Incentives, which Laurel launched in 2009, provides experiential destination content and invaluable insights and resources to meeting and incentive planners. Also, under her leadership, Prevue launched Visionary summits, which gives planners the opportunity to receive high level education on topics vital to their professions and that earn important CEU’s (Continuing Education Units). Both brands exemplify Worth International’s commitment to excellence in travel and meeting/incentive market publishing.

Laurel also launched a number of initiatives in Worth’s custom publishing division through the 1990s and 2000s that included in-room magazines for brands like Loews Hotel Corporation and Gaylord Hotels; the in-house magazine for Simon Malls; and the in-flight magazine for Spirit Airlines, Skylights.

Worth’s long and mutually rewarding relationship with Visit Florida—which began years ago with the Florida Visitors Guide, the Florida International Travel Planner and the state’s Official Meeting Planners Guide— and continues to this day, as Worth recently reached the milestone 25th year of publishing Undiscovered Florida ..

Under Laurel’s direction, Worth International’s long and varied forays into custom publishing products also included the Georgia Travel Industry Guide, the Sarasota Visitors Guide, the Universal Studios Travel Industry Guide and the Fort Lauderdale Meeting Planners Guide, not to mention a wide array of custom publishing projects for clients throughout Latin America, including the Official Mexico Meeting Planners Guide.

Under Laurel’s leadership, the company and its brands have maintained memberships with organizations such as ASTA, MPI, FICP, SITE, Visit Florida and EFTI.

Earlier in her career, Laurel served on the board of directors for SKAL, an international travel organization fostering friendships and travel as well as the Advertising Federation of Greater Miami, where she produced the organization’s newsletter. Laurel also published monthly newsletters for the Towns of Bay Harbor Islands and Bal Harbour.

Laurel Herman continues her love for travel and its transformative power of exploration and cultural exchange with ongoing travel assignments as President and Editorial Director of PREVUE Meetings + Incentives and Recommend as well as working with her full-time editorial team and a bevy of dedicated and talented freelancers.

Meet our EFTI Board member: Jay Wolszczak

Jay Wolszczak has over 30 years of experience working for several major hospitality companies and currently serves as First Watch Restaurant’s Chief Legal Officer, General Counsel and Secretary. First Watch is an award-winning Daytime Dining concept serving made-to-order breakfast, brunch and lunch using fresh ingredients across its network of neighborhood restaurants. There are more than 520 First Watch restaurants in 29 states. In 2021 under Jay’s leadership, First Watch completed a successful IPO and First Watch is traded on the Nasdaq under ticker symbol FWRG. Jay previously was General Counsel and Senior Vice President of Business Affairs for Hard Rock International and its portfolio of Hard Rock Cafés, Hard Rock Hotels and Hard Rock Casinos worldwide. Prior to his tenure at Hard Rock, he was an associate with Akerman Senterfitt and Holland & Knight. Jay graduated with honors from the University of Florida’s Levin College of Law and was a member of the Florida Law Review. He also received his undergraduate degree from University of Florida receiving a Bachelor of Science in Business Administration-Finance.

EFTI Advisory Board Welcomes Andrew T. Marcus

Andrew T. Marcus, Marriott Vacations Worldwide Corporation

EFTI BIO

10-30-23

Andrew T. Marcus serves as senior vice president and deputy general counsel of Marriott Vacations Worldwide Corporation (NYSE: VAC), a leading global vacation company that offers vacation ownership, exchange, rental, and resort and property management, along with related businesses, products, and services. His current responsibilities include overseeing an international team of attorneys and other legal professionals that support the company’s efforts with respect to new product innovation and structuring, government affairs and advocacy, information and technology, intellectual property, non-U.S. operations, and the Interval International exchange and travel benefits business.  Previous responsibilities also included managing legal support for global sales and marketing, privacy, and labor and employment.   

Prior to joining MVW, Andy served as both chief legal officer and chief operating officer for an Orlando-based timeshare resort and golf course developer, and, prior to that, as a partner in the Orlando office of the national law firm, Baker & Hostetler, where he practiced in the area of real estate and related business law with an emphasis on the hospitality industry.

Andy received his BA from the State University of New York at Binghamton in 1986 and his JD with honors from the University of Florida in 1990, where he also served as an editor on the Florida Law Review.  He is a longtime participant in the American Resort Development Association (ARDA), the national trade association for the vacation ownership industry, where he currently serves on its Legislative Policy Council, and previously served as chairman of both its State Legislative Committee and Federal Issues Committee.  Andy is a member of the Florida Bar.

Where is travel going?

by Alisson Clark

Caesars Entertainment CCO Pavan Kapur on 4 trends that will shape the industry — and how to stay ahead of them

When Pavan Kapur thinks back to challenges his industry has faced, from the 2008 economic downturn to the COVID pandemic, the Caesars Entertainment executive recalls how the travel, tourism, hospitality, and events sectors all yearned for expert guidance.

Fast forward to April 2023, when Kapur, who graduated from the University of Florida in 2000, returned to campus for a board meeting of the Eric Friedheim Tourism Institute. Row after row of posters from EFTI director Dr. Rachel J.C. Fu and her collaborators displayed cutting-edge research on topics from artificial intelligence to post-pandemic trends — insights available through a newly launched EFTI Partnership Program.

“Expertise like this can help us prepare for what’s next,” Kapur says.

Kapur became Caesars’ chief commercial officer in June, where he oversees areas as varied as pricing structure and customer-facing technology, including the website and mobile app. Fielding multiple vendor pitches each day for new innovations keeps Kapur well aware of the rapid shifts in the industry and the need to stay abreast of them. As part of EFTI’s advisory board, he’s excited to bring members the latest findings from UF, consultations from EFTI researchers, and a pipeline to top talent, among other benefits.

He outlined four factors shaping the industry’s future where the EFTI partnership program can give members an edge. 

Shifts in spending

Gen Xers and Millennials are projected to inherit $16 trillion from Baby Boomers in the next ten years, which Kapur foresees triggering an industry-wide shift. “Unlike Baby Boomers who have built a reputation for being savers, I think the generation now are willing to spend their money, and they're going to spend it on nice things and nice travel experiences,” he says. EFTI partnership members get access to exclusive whitepapers on such emerging topics in tourism and hospitality.

Advancing artificial intelligence

“Everyone's talking about how AI will shape hospitality. Will AI transform the way people book their vacations, so instead of a travel agent guessing what you like, AI can curate an experience for you based on your likes? On the partner side, is AI going to shape the way we staff? AI is obviously the buzzword. How does it go from being a buzzword to actually being implemented? That's going to shape the industry over the next five to 10 years.” With a university-wide commitment to AI across the curriculum and the country’s most powerful university-owned AI supercomputer, “UF and EFTI are going to put theory into practical use,” he says. Partners have exclusive access to workshops and seminars, one of which recently covered AI.

An agile workforce

As the industry undergoes rapid change, so will the skill sets required of tourism professionals. “That's the beauty of this job. It's never the same,” Kapur says. As a top public university located in tourism-driven Florida, UF creates a stream of qualified candidates for jobs and internships. EFTI partners get early access to top graduates of the Tourism, Hospitality and Event Management program, as well as scholarships for eligible employees for UF’s online Master of Science in Tourism and Hospitality Management. Internships can not only provide low-cost labor to help with seasonal demand, but also build a new generation of innovators, Kapur says. “Creating new leaders, watching their careers grow and flourish and helping them get to where they want to be — that's so rewarding. It’s the part of the job I love the most,” he says.

Working across sectors  

“Companies are no longer operating in silos,” Kapur says, offering the example of an airline and hotel joining forces to leverage their loyalty programs. With an advisory board that draws on restaurant, hotel, cruise, golf, theme park and other sectors, EFTI partners can join conversations about ways to collaborate “to make sure that we offer the best value and best experience for our customers.”

For more information on the EFTI Industry Partnership Program and how to join, visit https://uftourism.org/our-partners.

EFTI/THEM in the News

[February 22, 2024] “If you’re planning to go into the hospitality industry, the pathway is increasingly going to involve some sort of familiarity with AI. That’s one of the key messages in “Artificial Intelligence, Machine Learning, and Robot Applications in Hospitality Businesses,” a new book by hospitality professor Rachel J.C. Fu. In the following Q&A, Fu discusses how the hospitality jobs of the future will rely more and more on technology to provide a pleasant guest experience.”

[February 14, 2024] Dr. Rachel J.C. Fu wasn’t just attending her first Formula One as a fan. As the inaugural chair of the University of Florida’s department of tourism, hospitality and event management, she saw this as an opportunity. Big events and festivals represent a growing share of the tourism market – as an educator, Dr. Fu wants to prepare future leaders to manage them. 

Our THEM dept Chair and EFTI Director, Dr. Rachel J.C. Fu has been featured on some of the world's premier news outlets, and our department has made headlines in premier business and industry publications: 

[July 27, 2023]. Boca Beacon. “New Airlines Make for Breezier Visits, Fewer Stopovers.”

 [June 29, 2023]. Forbes Advisor. “More Back-To-Back Hurricanes Are Possible. Will That Push Up The Price of Travel Insurance?”

 [June 29, 2023]. US News and World Report. “Despite ‘Titan’ Submersible’s Fatal Wreck, Extreme Tourism Among the Ultra Wealthy Isn’t Going Away. From the Titan submersible to Virgin Galactic’s rocket plane, the ultra-rich are paying top dollar for extreme adventures that can be short on regulations and high on danger.”

 [June 13, 2023]. Florida Trend. “Survey Reveals why people Choose to Visit Florida”. Story as the lead.

 [June 8, 2023]. The Capitolist. “Report: social media plays the biggest role in attracting tourists to Florida.”

 [June 7, 2023]. University of Florida News. “Survey reveals why people choose to visit Florida”.

Helping you prepare for busy travel days

Dr. Fu spoke with Channel 4 Jax to discuss the holiday travel season and what you can expect from the busiest travel time of the year. Read the full article below.

Booking holiday travel? Here’s five top expert tips

Finally taking that holiday trip you’ve waited all year to enjoy? As the tourism industry continues its comeback, there are a few things you should consider.

Rachel J.C. Fu., chair and professor of the Department of Tourism, Hospitality and Event Management and director of the Eric Friedheim Tourism Institute at UF, provides us with valuable insight and helpful tips for holiday travel.

EFTI Advisory Board Welcomes Phyllis Lockwood Geiger

Phyllis Lockwood Geiger

The Eric Friedheim Tourism Institute and the Department of Tourism, Hospitality & Event Management are grateful for the contribution of the industry leaders who are part of our Industry Advisory Board. We take this opportunity to thank all members who have been with us for the past years sharing their experiences and insights with our faculty, researchers, students and staff. We are excited to continue expanding our board and welcoming new insights and perspectives in the field.

The tourism, hospitality and event management industries benefit immensely from research and training the next generation of professionals. Our Industry Advisory Board continues to contribute to research projects, curriculum adjustments, and student opportunities. This month, we welcome Christine Hoffman to our board.

Phyllis Lockwood Geiger founded Peterbrooke Chocolatier in Jacksonville, Florida’s San Marco neighborhood in 1983. She named her business after her two children, Peter and Brooke. Her mission was to translate the European art of hand tempering chocolate into the “American Neighborhood” experience. It was an immediate success. The number of Peterbrooke stores grew to three when she realized she needed a Production Center. In 1996 Phyllis enrolled in the International Retail Confectionery school at Gannon University to learn about making larger batches of chocolate. Peterbrooke focuses on producing delicious hand-dipped chocolates based on local and regional American favorites. Peterbrooke was on the leading edge of America’s gourmet movement. Her original shop represented a drastic change from the brown and brass feel of old. Peterbrooke is sleek and simple using white, hot pink, and blue as a backdrop to present the chocolate as gift or self-indulgence. Peterbrooke’s iconic blue bag is well known in Jacksonville and now in new neighborhoods.

As CEO, Phyllis designed and opened 15 shops throughout North Florida and Orlando. Phyllis’s legacy continues as Peterbrooke Chocolatier grows to over 22 brick and mortar locations in Southeast United States from Atlanta to Palm Beach and Boca Raton. Visit their locations at www.peterbrooke.com.

Phyllis serves as a chocolate consultant along with serving her schools and community as a mentor and benefactor. She is a graduate of The Williston Northampton, Easthampton, Ma., where three generations of her family have graduated. As a member of The Elm Tree Society, she continues to help to develop and support her father’s, The H.L. Lockwood’s Scholarship.

Business affiliations have included: The Women’s Food Alliance, The Jacksonville Women’s Network, the Jacksonville Chamber of Commerce, San Marco Merchants Association, Retail Confectioners International, The First Coast Manufacturers Association, San Marco Preservation, and Cornerstone.

Phyllis founded Café Carmon in 1985. It was an American bistro, Café Carmon. In 1990 she sold her shares to her partner, T. Wayne Davis, Winn Dixie Family.

“Many awards during the years…but the Greatest was in 2015 The Hall of Fame Award given by the Visit Jacksonville and the Beaches Tourism Council. It was presented to both myself, Founder of Peterbrooke and my son, Peter, Founder of Sweet Pete’s Candy at an award luncheon. It was in recognition of ‘vision, creativity, and passion to develop an iconic and uniquely Jacksonville brand for visitors…’”

EFTI Advisory Board Welcomes Christine Hoffman

Christine Hoffman, Mayor at City of Jacksonville Beach

The Eric Friedheim Tourism Institute and the Department of Tourism, Hospitality & Event Management are grateful for the contribution of the industry leaders who are part of our Industry Advisory Board. We take this opportunity to thank all members who have been with us for the past years sharing their experiences and insights with our faculty, researchers, students and staff. We are excited to continue expanding our board and welcoming new insights and perspectives in the field.

The tourism, hospitality and event management industries benefit immensely from research and training the next generation of professionals. Our Industry Advisory Board continues to contribute to research projects, curriculum adjustments, and student opportunities. This month, we welcome Christine Hoffman to our board. Hear from her below:

“I'm excited and honored to have been invited to join the EFTI Advisory Board. As a graduate of the University of Florida, I know the key role that it can play in informing, shaping and driving industries that are important to our state. As the mayor of a coastal community, tourism is a major driver of not only our economy, but also a factor we must consider within our allocation of resources. Additionally, as the Executive Director of the Beaches Museum which houses the Visit Jacksonville Beaches Visitor Center, I am actively involved in our local tourism community on a daily basis. I look forward to not only contributing to the group and the work of the EFTI, but also learning and networking with the members of the Board!”

The Miami Grand Prix, Florida’s Newest Visitor Attraction

Dr. Reid is Professor of Applied Physiology & Kinesiology at the University of Florida. He is part of a multisite research team using biometrics to measure driver physiology on track with the goal of increasing driver safety. He has published scientific articles on this topic and been invited to speak at scientific conferences, universities, and motorsport meetings. Beyond his profession, Dr. Reid is a certified high performance driving instructor who regularly instructs for national organizations.

The Event

Move over Mickey. Florida is welcoming thousands of visitors for the Miami Grand Prix on May 6-8, 2022. This inaugural Formula 1 (F1) race will feature 20 elite drivers from teams such as Ferrari, Mercedes, Red Bull, McLaren, and the US-based Haas F1 Team. The Grand Prix is the marquee attraction in a three-day race weekend that will include support races by the W Series, an international series for women drivers, and the Porsche Sprint Challenge North America. Excitement in the US and abroad has created heavy demand for tickets which sold out in only 40 minutes and are being resold for thousands of dollars.

The Miami Grand Prix is being hosted by the Hard Rock Stadium in Miami Gardens, home of the Miami Dolphins. Adjacent to the stadium is a new 3.36 mi race track, the Miami International Autodrome, which features 19 corners, three straights, and a predicted top speed of 199 mi/hr with grandstand seating for 80,000 fans.

Tom Grinkle, Dolphins CEO and Grand Prix managing partner, promises a ‘this is different’ vibe for fans. Unique aspects of the fan experience will include a temporary 24,000 square foot beach, trackside swimming pools, a ‘marina’ with dry-docked yachts, art shows, and musical performances plus a variety of clubs and hospitality zones.

Why Bother?

Formula 1 is a multi-billion dollar industry that is among the most popular sports in the world, second only to soccer in popularity. The 2022 F1 season comprises 23 races in Europe, Asia, the Middle East, and the Americas. The audience is massive. The final race of the 2021 season had over 100 million viewers worldwide and, prior to the pandemic, F1 race attendance totaled over

4 million fans each year. Recent data from Nielsen Sports indicates that up to one billion people will have an interest in Formula 1 by April 2022.

In the United States, enthusiasm for F1 has skyrocketed, largely due to ‘the Netflix effect.’ Pundits attribute the surge to the popularity of Formula 1: Drive to Survive, a Netflix series that introduced the sport to many Americans. As a result, F1 television viewership is at an all-time high in the US and last year’s United States Grand Prix, hosted by Circuit of the Americas near Austin, Texas, attracted the most attendees of any F1 race in the 2021 season. Florida has a legendary motorsports tradition and robust racing industry but has not hosted an F1 race since 1959.

The Miami Grand Prix enters the F1 market as a complement to the United States Grand Prix. The event is ideally positioned to succeed in Miami. The city has a strong international reputation as a vacation destination, famous for its beaches and nightlife, and South Florida has a vibrant, diverse culture that appeals to travelers from abroad. Getting to and from Miami is easy, with numerous domestic and international flights daily. And there are thousands of options for housing, restaurants, shopping, and entertainment.

The Business Model

Miami and surrounding communities are expected to benefit financially from the Grand Prix. Promoters of the event indicate it will create 4,000 new jobs, stimulate 35,000 hotel bookings, and have an annual economic impact of $400 million. The early data support this optimism. Scores of partner hotels from Miami Beach to Fort Lauderdale are listed on the Miami Grand Prix website and – months before the event -- most hotels already had no vacancies.

This economic engine was set in motion by a complex public/private partnership. This involved government entities in Miami, Miami Gardens, and Dade County who worked with the Dolphin and Hard Rock organizations to negotiate a deal with Liberty Media Corporation, the parent company of Formula 1. Mayor Francis Suarez of Miami, a lifelong race fan, was particularly active in promoting the race along with Dolphins owner Stephen Ross.

Community members required more coaxing. Efforts to create a downtown street race that incorporated Biscayne Boulevard and Bayfront Park were rejected by Miami residents. Initial plans for the Hard Rock Stadium venue also met resistance from the Miami Gardens community. This was resolved by a $5M community benefits package from the race organizers. The package created new STEM programs in local schools, established paid internships for high school and college students, and provided discount tickets to the Grand Prix for local residents.

The Future

Near term prospects appear rosy for the Miami Grand Prix. The 2022 F1 season is underway and seems successful, despite ties with Russia that were cut after the Ukraine invasion. Netflix recently released the highly-anticipated fourth season of Drive to Survive to the relief of fans. The receding pandemic does not threaten attendance. Nor does competition from the United States Grand Prix according to Mayor Suarez. Final preparations for the race are proceeding apace and national media coverage is glowing. Indeed, Suarez opines that the ten-year contract with F1 will be ‘like a Super Bowl every year’ for the local economy.

Still, event organizers and local government face ongoing challenges. Las Vegas was recently approved for a third US-based F1 race beginning next year. This makes the US the only nation with more than two races. Are three sustainable? Liberty Media Corp. expects ongoing changes in F1 television contracts and race venues. Miami will need to stay ahead of these and other changes or else fall victim.

Sustainability is the goal. Florida boasts several iconic auto races: the Sebring endurance race (held annually since 1950), Daytona 500 (since 1959), and Daytona endurance race (1962). For over a half century, each of these events has brought international attention to its community, attracted thousands of visitors each year, and contributed millions of dollars in economic impact. The Miami Grand Prix is poised to do the same for South Florida.

Cruise Trends

Like Cruising? These People Are Totally Wild About It

On June 21, 2021, Rachel, J.C. Fu, PhD, Chair of the UF Department of Tourism Hospitality and Event Management, and Director of the Eric Friedheim Tourism Institute showcased her expertise by discussing cruise trends and audiences.

Nearly a Third of Travelers Would Consider a Cruise in 2022

Additionally, Dr. Fu was quoted by Recommend Magazine, saying

“Cruise lovers are eager to sail again.”

Nearly a third of travelers would consider a cruise in 2022

She was highlighted at UF News saying,

“Providers want to be sure they deserve customers’ trust by having the proper resources and well-trained employees. Cruise lines want to spread happiness, not coronavirus.”