In this episode of Crafting the Stay, hosts Emily Johnson and Matt Beauchesne talk with HR Director Sullivan Stark about navigating today’s tough labor market, personalizing the hiring process, and building a culture that attracts and retains top hospitality talent. From communication and leadership to celebrating wins and growing careers, they share how Gulf Creek Hotels turns culture into a competitive advantage.

In this episode of Crafting the Stay, hosts Emily Johnson (VP of Development, Gulph Creek Hotels), Matt Beauchesne (Marketing Manager), and Ronald Balle (VP of Sales and Marketing) pull back the curtain on the strategies, challenges, and opportunities that drive revenue and guest satisfaction in today’s competitive hospitality landscape.

Whether you’re running a branded property, managing an independent boutique hotel, or considering a market repositioning, this conversation delivers insights from the front lines of hotel sales, marketing, and revenue management.

Key topics we explore include:

• Hotel Positioning: Why aligning brand identity with market realities is essential—and how owners can avoid the costly mistake of creating a product the market can’t sustain.

• Independent vs. Branded Hotels: The advantages and drawbacks of each model, from leveraging loyalty programs to competing against OTA advertising budgets.

• OTA Strategies: How to use Online Travel Agencies for visibility while driving guests toward profitable direct bookings, maintaining rate parity, and managing your OTA mix.

• The Power of Storytelling: How crafting a “sense of place” in your hotel’s design, marketing, and F&B programming can create emotional connections and increase guest loyalty.

• Revenue Management in Action: The tools, alerts, and real-time adjustments that help hotels capture peak demand and respond to market shifts quickly—plus a real-world case study from a Hilton Garden Inn that saw double-digit ADR gains in just 90 days.

• Sales & Marketing Plans: How to break down annual strategies into actionable quarterly initiatives using the “3 Rs” method—Repeat, Revise, Retire—and the importance of tailoring budgets to ROI potential.

• Leveraging F&B and Experiences: Turning your restaurant, bar, rooftop, or local partnerships into guest magnets and revenue streams beyond the room rate.

• Team Alignment: Why the most successful hotels view every staff member as part of the sales department—and how strong communication between operations and sales drives profitability.

• AI & The Future of Hotel Marketing: From AI-to-AI customer calls to optimizing websites for machine search, how technology is reshaping how hotels attract and serve guests.

Packed with practical tips and candid industry perspectives, this episode is more than theory—it’s a masterclass in the real-world application of sales and marketing principles in hospitality. You’ll hear examples from Gulph Creek’s diverse portfolio, from high-performing beach resorts to competitive suburban markets, and learn how to adapt these strategies to your own property.

Whether you’re an owner, GM, sales leader, or marketing pro, you’ll walk away with a clearer understanding of how to:

• Identify the right target markets for your property.

• Optimize your OTA relationships without losing direct share.

• Create a brand story that resonates both online and on property.

• Use data and technology to make smarter pricing and marketing decisions.

• Align your team’s efforts for maximum revenue impact.

If your goal is to boost profitability, enhance guest experience, and build a sustainable competitive advantage, this conversation will give you the tools and inspiration to make it happen.

Listen now to learn how to position, promote, and profit from your property—no matter the market.