The hospitality industry has long been defined by consistency, service, and trust. But in recent years, disruptors like Airbnb and Vrbo have rapidly gained market share, appealing to travelers seeking space, flexibility, and local experiences. For hotel sales and marketing professionals, this has forced a fundamental question: How can we compete? 

HSMAI honored the 2024 Top 25 Extraordinary Minds in Hospitality Sales, Marketing, Revenue Optimization and Distribution — recognizing leaders from hospitality, travel, and tourism organizations for their accomplishments. Nancy Johns, Marketing Executive at JC Resorts is one of these honorees.   

Understanding the true cost of a hotel booking isn’t as straightforward as it might seem. Between marketing investments, agency fees, and labor costs, even a “direct” booking isn’t always the most profitable.