Top Floor

Susan Barry
  • 4.6 (48)
  • Marketing
  • Updated Weekly

Top Floor is a weekly podcast with tangible tips and excellent stories from the experts and characters who elevate hospitality. Host and elevator operator Susan Barry explores the idea that everything is marketing in the hotel business. Our interviews with creators, thought leaders and hospitality groundbreakers are designed to provide practical tactics that hoteliers, restaurateurs and travel mavens can use to promote their businesses. Along the way, we answer burning marketing questions submitted on the Emergency Call Button and share the funniest, craziest, just-plain-weirdest stories down at the Loading Dock. Need to press the Emergency Call Button? Or have a story to share at the Loading Dock? Reach us at 850.404.9630 to be featured in a future episode.

  1. 249 | Frozen Food Fiesta

    2d ago

    249 | Frozen Food Fiesta

    Orlie Benjamin is the founder and CEO of Lasoh, a hospitality technology platform helping vacation rental and boutique lodging operators strengthen guest relationships through marketing automation, guest experience tools, and AI-powered workflows. After building her career with brands like American Airlines, NetJets, Disney, and Victoria's Secret, she traded corporate life for entrepreneurship, launching both a vacation rental business and a hospitality tech startup. Susan and Orlie talk about guests, growth, and the great hospitality convergence.    *** What You'll Learn • Why one or two vacation rentals can still be profitable in today's market  • How to turn a side project into a startup opportunity  • Why Orlie's research strategy included outreach to 800+ operators  • How hospitality companies obsess over properties and overlook guests  • What surprising NetJets lesson reshaped Orlie's view of hospitality  • How to unlock the overlooked value of the booking-to-arrival window  • When to use guest context to create memorable moments at scale  • What underused guest data is hiding in plain sight  • How drive-to and fly-to guests should be marketed differently  • What hospitality can learn from retail's customer data playbook  • Where AI will genuinely transform hospitality operations  • How to reduce dependence on Airbnb, Vrbo, and other OTAs  • Why experiential lodging is positioned to win the next decade  • Why guests should be treated like assets, not transactions  *** The Takeaway: The future belongs to hospitality brands that treat guests as valuable assets, not just bookings, by combining memorable experiences, smart marketing, and personalized relationships that drive loyalty beyond the stay. Orlie Benjamin on LinkedIn https://www.linkedin.com/in/orliebenjamin/ Lasoh https://lasoh.io/ Join the Top Floor Mail Club https://www.topfloorpodcast.com/mail-club

    35 min
  2. Fountain of Bubbles

    Jun 16

    Fountain of Bubbles

    Brian Quinn is Chief Development Officer for Rivett Group and My Place Hotels, bringing decades of experience spanning hotel operations, development, franchising, acquisitions, and brand growth. From starting as a bellman to leading nearly 800 hotel development deals, Brian has built a career around scaling businesses and developing people. Susan and Brian talk about playbooks, partnerships, and property performance.  *** What You'll Learn: *** • Why learning beyond your job description to accelerates growth  • How to build relationships that pay dividends years later  • When to create a "living playbook" for navigating major business changes  • Why transparency matters during mergers, acquisitions, and transformations  • What cultural shifts are driving long-term demand for extended stay accommodations  • How to pressure-test hotel deals before committing capital  • Why diverse demand generators create stronger hotel investments  • How operational experience builds instant credibility with owners and investors  • When to make deposits before withdrawals in professional relationships  • How to find opportunity by talking to the quietest person in the room  • Why upper-upscale extended stay may be the industry's next frontier  • Why hospitality still delivers on the promise of career growth  *** The Takeaway: Long-term success in hospitality comes from continuously expanding your knowledge, investing in relationships before you need them, and staying adaptable when opportunities (or disruptions) inevitably arise. Brian Quinn on LinkedIn https://www.linkedin.com/in/brian-quinn-778b9018/ My Place Hotels https://www.myplacehotels.com Join the Top Floor Mail Club https://www.topfloorpodcast.com/mail-club

    43 min
  3. GMs of the Year

    Jun 9

    GMs of the Year

    Guest Bio Michelle Davis is the General Manager of the SpringHill Suites Orange Beach at The Wharf and a recognized leader known for building high-performing teams and delivering standout guest experiences. Jason Kern is the General Manager of Embassy Suites St. Augustine Beach Oceanfront Resort, where he combines servant leadership with a deep passion for hospitality and team development. Together, these award-winning leaders share lessons on culture, coaching, and customer care. *** What You'll Learn: *** • Why great GMs are leaders first and operators second • How delegation creates stronger managers and better hotels • How to stop taking guest complaints personally • The power of "unreasonable hospitality" • How empathy can defuse even the toughest guest situations • Small leadership habits that create big guest impressions • Why communication norms matter more than communication tools • The surprising value of daily team huddles • Why recognition from guests means more than you think • Why successful leaders love seeing others surpass them • Practical ways to spend less time behind a desk • Why the best GMs constantly change their routines • How building the right management team changes everything • The balance between profitability and genuine hospitality • Hilarious "only in hotels" stories you'll never forget *** The Takeaway: The best GMs don't create great hotels. They create great teams that create great guest experiences. Michelle Davis on LinkedIn https://www.linkedin.com/in/michelle-davis-4037b86/ Jason Kern on LinkedIn https://www.linkedin.com/in/jason-kern-70b6496/ Sign up to record at HITEC https://forms.gle/hZCJfZXbz2vSnetD6 Top Floor Mail Club https://www.topfloorpodcast.com/mail-club

    41 min
  4. Creativity Through Line

    Jun 2

    Creativity Through Line

    Susan Barry is a marketer, podcaster, consultant, speaker, bird influencer, and serial starter of delightfully unconventional side projects, all connected by a deep belief in the power of creativity. In this solo episode, she explores why hospitality may be optimizing itself out of its most human advantage and what that means for education, recruitment, and guest experience. *** What You'll Learn: *** • Why hospitality is still an apprenticeship business and the hidden cost of that reality • The growing disconnect between hospitality education and operational experience • Why "borrow a fortune and hope for the best" isn't a workforce strategy • The surprising recruiting lesson hospitality can learn from Below Deck • How a storytelling shortage may be fueling a labor shortage • How etiquette can create belonging—or reinforce barriers • Why great hospitality professionals know when to break the rules • The connection between creativity, problem-solving, and memorable experiences • What inspired the launch of a travel-themed snail mail club in a digital-first world • How anticipation, discovery, and delight extend far beyond hotels • Why creating meaning may be hospitality's most valuable skill • The common thread connecting education, recruitment, service, marketing, and innovation *** The Takeaway: Hospitality is not primarily an operations business, a real estate business, or a finance business—it's a meaning-making business. The people and organizations that thrive will be the ones that create experiences, stories, anticipation, and emotional connections that make people feel something. Susan Barry on LinkedIn https://www.linkedin.com/in/susandbarry/ Top Floor Mail Club https://www.topfloorpodcast.com/mail-club

    14 min
  5. Voyeur Beach Resort

    May 26

    Voyeur Beach Resort

    Anna Blue is the founder and CEO of Blue Moss Group, where she helps organizations connect growth with purpose. With leadership experience spanning hospitality, nonprofits, advocacy, and media, Anna brings a unique perspective to hospitality through her work at the intersection of business strategy, social impact, and influence. Susan and Anna talk about creator culture, corporate authenticity, and hospitality's people problem. *** What You'll Learn: *** • Why imposter syndrome is a systems problem, not a confidence problem  • What makes hospitality feel cult-like in the best possible way  • Why social impact strategies fail when employees are treated like line items  • Why consumers can spot performative culture messaging instantly  • Why business influencers now matter as much as traditional trade media  • How podcasts and creators helped Anna build credibility in hospitality  • Why great company cultures never need to brag about themselves  • Why trying to talk to everyone online usually backfires  • Why hospitality's biggest issue is still how it treats its people  *** The Takeaway: Hospitality brands can't fake culture, purpose, or influence, because people can tell the difference instantly. The future belongs to companies that treat their employees well, embrace authentic storytelling, and understand the growing power of creators in shaping the industry. Anna Blue on LinkedIn https://www.linkedin.com/in/anna-blue/ Hospitality Creator Summit https://thehospitalitycreators.com/

    35 min
  6. Pigeon Shoot Out

    May 19

    Pigeon Shoot Out

    Zack Gharib is the President of Red Roof, bringing decades of leadership experience across Marriott, Wyndham, Vacasa, and beyond. From a chance encounter with a hotel GM in Athens to leading one of hospitality's biggest tech transformations, Zack shares what it really takes to succeed in today's lodging landscape. Susan and Zack talk about AI automation, franchisee profitability, and vacation-rental versatility. What You'll Learn: • What vacation rentals taught him about operational chaos  • How AI is reshaping economy and mid-scale hotels  • Why hotel websites suddenly matter way more  • How ChatGPT is changing hotel booking behavior  • What hotels can learn from Airbnb-style personalization  • Why internal communication systems still fail teams  • Learning when to say "no" to shiny new tech  • Why smiles and room inspections still win  • Predictions for the future of non-luxury hotels  • The franchisee-brand relationship problem nobody solves  • What real alignment between brands and owners should look like  *** The Takeaway: Hospitality fundamentals still matter most, but the operators who win will use technology and AI to make those fundamentals faster, cheaper, and more personalized. Zack Gharib on LinkedIn https://www.linkedin.com/in/zack-gharib/ Red Roof https://www.redroof.com/

    36 min

  7. May 12

    243 | Run Through Walls

    Lucy Lieberman is a longtime digital innovator who has spent her career jumping into emerging technology before the rest of the market catches up — from early websites and streaming to loyalty platforms and AI-powered travel. She's led digital transformation for brands like IHG, Amex, and FAO Schwartz, and she most recently served as CEO of Michelin Guide Hotels during one of the toughest moments in travel history. In this episode, recorded live at the Female Founders in Hospitality Summit in early March 2026, Susan and Lucy talk about positioning, pivots, and future-proofing. What You'll Learn: • How to spot market shifts before everyone else  • How to tell the difference between "too early" and "bad idea"  • Why great tech still fails without behavior change  • When to build products people don't know to ask for yet  • Why features and amenities never create loyalty  • How to turn a crowded category into a category of one  • Why to focus on problems instead of preferences  • What it's like to lead a travel company through a crisis • How to create a North Star teams can actually rally around  • Why luxury travel exploded after COVID  • Why authenticity keeps getting more valuable & the surprising comeback of analog • Why you have to keep asking "why" • How to become the kind of founder who can run through walls *** The Takeaway: Breakthrough companies win by obsessing over friction, unmet needs, emotional connection, and the "why" behind customer behavior — not by chasing technology, features, or trends for their own sake. Being early only matters if you're solving a real problem people genuinely care about. Lucy Lieberman on LinkedIn https://www.linkedin.com/in/lucylieberman/

    35 min
  8. Dog Treat Explosion

    May 5

    Dog Treat Explosion

    Emily Goldfischer is a hospitality PR veteran turned media entrepreneur and co-founder of hertelier, a platform amplifying women's voices in the hotel industry. After a decade shaping brand narratives at Loews Hotels and a pivot into journalism in London, she uncovered a glaring gap in female representation at the top. Susan and Emily talk about advocacy, research, and storytelling. What You'll Learn: • Why personalized pitches outperform mass outreach  • How to align your story with the right audience  • Spotting trends like a PR pro (and why it matters)  • Leadership lessons from working under iconic industry women  • The "where are the women?" moment that sparked hertelier  • Building a media brand from scratch during a pandemic  • Why audience growth is harder than content creation  • What 19% female leadership really reveals about hotels  • The myth of motherhood as the main career barrier  • How bias shows up—regardless of life choices  • Why hospitality's pipeline leaks at the top  • Simple ways to advocate for yourself at work  • How companies can fix broken promotion pipelines  • Why flexibility beats performative policies  *** The Takeaway: The lack of women in leadership isn't caused by one issue (like motherhood). It's the result of systemic bias and structural barriers, and fixing it requires intentional, measurable change. Emily Goldfischer on LinkedIn https://www.linkedin.com/in/emilygoldfischer/ hertelier https://www.hertelier.com/

    31 min
See All (100)

4.6
out of 5
48 Ratings

About

Top Floor is a weekly podcast with tangible tips and excellent stories from the experts and characters who elevate hospitality. Host and elevator operator Susan Barry explores the idea that everything is marketing in the hotel business. Our interviews with creators, thought leaders and hospitality groundbreakers are designed to provide practical tactics that hoteliers, restaurateurs and travel mavens can use to promote their businesses. Along the way, we answer burning marketing questions submitted on the Emergency Call Button and share the funniest, craziest, just-plain-weirdest stories down at the Loading Dock. Need to press the Emergency Call Button? Or have a story to share at the Loading Dock? Reach us at 850.404.9630 to be featured in a future episode.

Information

  • Creator
    Susan Barry
  • Years Active
    2021 - 2026
  • Episodes
    100
  • Rating
    Clean
  • Copyright
    Copyright © Top Floor Podcast
  • Show Website
    Top Floor

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