Foundry Talks: The Hospitality Podcast

The Travel Foundry
  • 5.0 (4)
  • MARKETING
  • UPDATED BIWEEKLY

Welcome to Foundry Talks: The Hospitality Podcast, where we go behind the scenes with the people shaping the future of hospitality. In each episode, we sit down with hotel marketers, sales leaders, property developers, and industry innovators for honest conversations about what's working, what's not, and where the industry is headed. Hosted by Rachel Stojanovski, co-founder of The Travel Foundry with 10+ years of in-house experience at luxury properties, this podcast delivers actionable insights you can actually use to grow your business.

  1. MAR 3

    Using AI to Scale Outdoor Hospitality | Scott Cleveland

    In this episode of Foundry Talks, we sit down with Scott Cleveland, Director of Marketing at USA Camping Company, to explore how AI is reshaping outdoor hospitality. From scaling a growing portfolio of campgrounds and glamping resorts to building smarter marketing systems with a lean team, Scott shares how automation, segmentation, and data analysis are driving measurable growth. We discuss what is fueling the glamping boom, how reviews influence booking decisions more than many operators realize, and why product and pricing still matter more than any marketing tactic. If you work in hospitality, travel, or oversee multiple properties, this conversation offers a practical look at using AI strategically without losing the human element. Scott walks through the tools, tech stack decisions, and lessons learned from scaling from just a handful of properties to a rapidly expanding outdoor brand, along with what the future of camping and experiential stays may look like next.

    38 min

  2. FEB 17

    Off-Grid Builds That Book Out Every Night | Kristie Wolfe

    Everyone told Kristie Wolfe her ideas wouldn't work. A treehouse in Hawaii? Bad idea. A hobbit hole? Won't book. The Potato Hotel? Absolutely not. Turns out, every single one of them was wrong. Today, her one-of-a-kind stays book out nearly 100% of the year with guests flying in from around the world (yes, including Iran and Korea). She's done it without following trends, without TV deals, and definitely without making things easy on herself. We talk about why friction creates memories, how she navigates impossible permitting battles, and what happens when you build exactly what YOU would want to stay in. Plus, the time Netflix wanted her to cancel on a guest (she said no), why her bathroom is 50 feet from the Potato, and how trusting your gut beats playing it safe every time. This is what happens when passion, resilience, and a little bit of stubbornness create something truly unforgettable. Learn more about Kristie and her incredible properties: https://www.kristiewolfe.com/

    45 min

  3. FEB 3

    I Bought a Hotel With No Hospitality Experience | Jordan Malara

    Jordan Malara is doing something most people would never attempt: buying and repositioning boutique hotels with zero traditional hospitality background. And honestly? He's crushing it. After serving in the military and cutting his teeth in short-term rentals, Jordan and his business partner took a leap and purchased the Adventure Inn in Durango, Colorado. The 27-room property had been sitting on the market for over a year, but Jordan saw what others missed: a chance to create something that truly reflects Durango's world-class outdoor culture. The Adventure Inn now caters to mountain bikers, fly fishermen, rock climbers, and anyone drawn to Southwest Colorado's stunning landscape. Jordan added bike racks in the rooms, ski storage, a cedar hot tub for post-adventure soaks, and thoughtful touches that make guests feel like the hotel gets why they came to Durango in the first place. In this conversation, Jordan shares his philosophy on hotels as ecosystems where culture, operations, and guest experience are completely interconnected. He talks about why he reaches out to local tourism boards to align on target markets, how he built team culture at smaller properties, and why he believes the future of hospitality is about fostering genuine human connection as the world goes increasingly digital. His approach is refreshingly honest. He admits to making material choices he'd do differently, shares stories about hiring challenges (yes, including an employee who got arrested), and explains why he's willing to jump in and clean rooms even though he's terrible at folding linens. Jordan's building something special in Colorado, and his willingness to learn, adapt, and stay true to creating authentic destination-driven experiences makes him someone worth watching in the boutique hotel space.

    32 min

  4. JAN 20

    The Architecture of Memory | Elizabeth Mullins

    In this episode, we sit down with Elizabeth Mullins, President of Evermore Hospitality, who shares her remarkable journey from a five-year-old enchanted by afternoon tea at the Ritz Carlton to leading a revolutionary new category in hospitality. Elizabeth opens up about her 30+ year career spanning the Ritz Carlton and Walt Disney Company, and how those experiences shaped her approach to creating unforgettable guest experiences. We explore the concept of "residential hospitality" and how Evermore is purpose-built for the growing trend of group and family travel. Elizabeth discusses the "architecture of memory," the importance of hiring people who are happy to serve, and why relational wellness (combating loneliness through togetherness) is the next big trend in hospitality. Whether you're a hotel marketer, hospitality professional, or simply love great service, Elizabeth's insights on building culture, empowering teams, and creating rituals that guests remember for decades will inspire you to think differently about the guest experience.

    43 min
  5. What Makes a Hotel Above Par? | Brandon Berkson

    JAN 6

    What Makes a Hotel Above Par? | Brandon Berkson

    Brandon Berkson turned a pandemic furlough into Hotels Above Par, a publication now reaching over 450,000 readers and championing independent boutique hotels that deserve recognition beyond traditional pay-to-play awards programs. In this episode, Brandon shares how he built a trusted editorial voice in hospitality media by maintaining strict standards, why personalization beats perfection in guest experience, and the three non-negotiables he looks for in every hotel review. We dive into the inspiration behind the Star Awards, how small hotels with just four rooms can compete for recognition alongside major brands, and the underrated touches that create memorable stays. Brandon also reveals his favorite 2024 stay and what's next for Hotels Above Par in 2026. Connect with Brando at HotelsAbovePar.com on IG @HotelsAbovePar and on LinkedIn - Brandon Berkson.

    28 min

  6. 12/23/2025

    Rugged Luxury: Marketing a Great Bear Rainforest Resort | Brianna Sloan

    In this episode, we sit down with Brianna Sloan, Marketing Manager at Nimmo Bay Wilderness Resort, who started as a dishwasher 20 years ago and never left. She shares how this family-owned, fly-in resort in BC's Great Bear Rainforest has built a content strategy around authenticity, YouTube-first thinking, and genuine storytelling that keeps guests coming back for 28 years. Brianna reveals how Nimmo Bay balances luxury service with rugged wilderness, why they choose micro-influencers over big names, and how pre-production planning allows them to shoot for multiple platforms in a single day. She also explains why being seasonal is actually a gift, giving the team time to iterate, gather feedback, and plan strategically for the next season. If you're marketing a boutique property, working with limited inventory, or trying to move away from glossy perfection toward something real, this conversation delivers tactical insights on content creation, influencer partnerships, and why guest experience always comes first. Connect with Nimmo Bay at nimmobay.com or follow along on YouTube and Instagram to see their storytelling in action.

    43 min

  7. 12/09/2025

    Hotel Marketing Is More Than Pretty Instagram Photos | Laurean Sahilices

    In this episode of Foundry Talks, we sit down with Laurean Sahilices, founder of The Hotel Marketing Lady, to unpack what hotel marketing actually looks like beneath the surface. With 15+ years at luxury brands, Laurean shares why most hotels misunderstand marketing's role and how that's costing them revenue. Laurean breaks down why vanity metrics don't pay the bills, how to plan festive seasons six months in advance (not in November), and why 90% OTA dependency should make any GM nervous. She also introduces practical frameworks for attracting the right guests at the right time on the right channels and explains why marketing foundations matter more than AI optimization. If you're a hotel marketer drowning in tasks or a GM who thinks marketing is just social posts, this conversation will change how you approach revenue strategy. Laurean proves that when marketing is done right with clarity and strategy, it becomes the commercial engine that drives direct bookings and builds brand loyalty. Connect with Laurean on LinkedIn or visit thehotelmarketinglady.com. Subscribe to Foundry Talks on Apple Podcasts and Spotify for more conversations with hospitality leaders shaping the future of travel.

    52 min

  8. 11/24/2025

    The Death of Traditional Hotel Sales | Cory Falter

    In this episode of Foundry Talks, we sit down with Cory Falter, Partner at Lure Agency, to discuss why traditional B2B sales tactics are broken and what hotels and vendors should do instead. Cory shares the WINS method, a four-step framework that's helping his clients generate 5-20 qualified inbound leads per month by building trust before the pitch. Cold calls, spam emails, and generic outreach no longer work. Buyers avoid sales until they're ready to engage, which means you need to meet them where they are in their journey. The WINS Method covers Website optimization with pricing transparency, Intel through organized data, Nurture with problem-solving content, and Sell through social selling. One of the biggest revelations is how direct leads convert 10 times better than C-Vent leads. Direct website inquiries can convert at 20-50% because prospects have already self-educated through your content. Cory also shares that 50-70% of hotel business now comes from non-professional planners using Google and ChatGPT instead of traditional RFP platforms. At the end of the day, hospitality is about human connection and trust. While AI and automation can streamline processes, they can't replace the relationship-building that closes high-ticket sales. If you're in B2B hospitality sales and feeling stuck on the RFP hamster wheel, this episode is your roadmap out. Connect with Cory on LinkedIn or visit lureagency.com. Subscribe to Foundry Talks on Apple Podcasts and Spotify.

    52 min
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Ratings & Reviews

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4 Ratings

About

Welcome to Foundry Talks: The Hospitality Podcast, where we go behind the scenes with the people shaping the future of hospitality. In each episode, we sit down with hotel marketers, sales leaders, property developers, and industry innovators for honest conversations about what's working, what's not, and where the industry is headed. Hosted by Rachel Stojanovski, co-founder of The Travel Foundry with 10+ years of in-house experience at luxury properties, this podcast delivers actionable insights you can actually use to grow your business.

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