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. 4D AGO

    Behind the Lens and the Booking | Alex & Caroline Kittoe

    What makes a traveler choose your property over the one next door? We talk with fine art and travel photographer Alex Kittoe and Fora travel advisor Caroline Kittoe about how visual content and trusted travel partnerships shape that decision before a guest ever walks through your lobby. Alex explains why shooting without a clear content strategy can be unsuccessful, and why knowing whether your photos are for a website, social feed, print ad, or billboard changes everything about how a shoot should be approached. He also challenges the assumption that reels outperform static content, sharing real examples where photo carousels delivered stronger brand consistency and storytelling. Caroline pulls back the curtain on what travelers actually say when they are choosing where to stay, and it is not what most properties expect. She talks about the growing influence travel advisors have on booking decisions, how a new generation of travelers is using advisors differently than their parents did, and what makes her confidently recommend one property over another. They also dig into why brands like Huckberry are winning with long form storytelling, how luxury yacht experiences from Ritz-Carlton and Four Seasons are redefining guest expectations, and what independent hotels can learn from both. Find Alex's work at alexkittoe.com and on Instagram at @alexkittoephotos. Connect with Caroline on Instagram at @la.vita.di.lela or through her Fora Travel advisor page at foratravel.com/advisor/caroline-mccray.

    48 min

  2. MAR 17

    Stop Selling Features. Start Solving Problems | Jacki Brown

    Jacki Brown has spent 20 years in marketing, from consumer brands like Shark Vaccum and Ninja Blender to the B2B hospitality tech world. Today she runs Jacki Brown Marketing, a fractional consultancy helping hospitality tech companies build the marketing foundations they need to actually grow. In this episode, Jacki and Rachel dig into why so many hotel tech companies are getting their messaging wrong and what it takes to fix it. Jacki shares how she approaches positioning from both sides of the table, having marketed to hotels and now helping tech vendors understand how to reach them. They get into why narrowing your target audience is the hardest thing for founders to do and why it's non-negotiable, the number one thing Jacki does before touching any marketing strategy (hint: it involves the sales team), and how hotel tech messaging has swung from feature dumps to vague value statements and where it needs to go next. They also talk about why data fragmentation is still the biggest pain point she hears from hotels heading into 2026, the difference between selling to a management company versus an independent property, and what genuinely great hospitality looks like when everything else goes wrong. Resources mentioned: Jacki Brown Marketing at jackibrownmarketing.com and her free training deck Introduction to Hospitality for Tech Leaders at jackibrownmarketing.com/resources/introduction-to-hospitality-for-tech-leaders

    29 min

  3. 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

  4. 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

  5. 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

  6. 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
  7. 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

  8. 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
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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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