Building More Than Hotels - Ashley Ewing Parrott - Defining Hospitality - Episode # 180

Defining Hospitality

🏨✨ Defining Hospitality is Sponsored by Berman Falk https://www.bermanfalk.com/ - Check out their impact page! 🌍🌱 https://www.bermanfalk.com/impact/

In today’s episode, Dan Ryan sits down with Ashley Ewing Parrott, Founder and Principal Creative Director at AEP Hospitality Consulting and Co-Founder of The Saturday Crowd. The discussion delves into how Ashley's creative direction and strategic insights have helped transform the hospitality industry. They explore what hospitality truly means, the importance of branding, and how a well-crafted guest experience can drive revenue. Ashley shares her journey from her early aspirations to her current success in creating award-winning hospitality experiences like The Wayback in Pigeon Forge, Tennessee. They also discuss the role of big brands in independent hotels and the delicate balance between maintaining unique guest experiences and leveraging corporate support.

Takeaways:

• Get crystal clear on the client's vision and goals for the project at the beginning. Use creative exercises such as mood boards to align on aesthetics and objectives.
• Choose team members who are uniquely suited for the project. Avoid a one-size-fits-all approach and instead match the project's needs with the team's strengths.
• Elevate guest experience to be on par with other critical factors like budget and schedule.
• Bring in branding experts early in the process to ensure the property has character and depth. Late integration of branding can result in a soulless, two-dimensional product.
• For soft-branded properties affiliated with larger hotel chains, maintain brand-specific uniqueness while meeting essential standards like cleanliness and functional operational metrics.
• Create a compelling narrative around the property, from design elements to guest services. This helps set the property apart and attract a targeted audience.
• Utilize the positive feedback and loyalty programs from affiliated brands to boost occupancy while maintaining high ADRs through distinctive brand elements.

Quote of the Show:

“People are craving and then are subsequently willing to pay for connection, feeling connected to something.” - Ashley Ewing Parrott

Links:

• LinkedIn: https://www.linkedin.com/in/ashleyewingparrott/
• Website: https://www.aepconsulting.com/
• Saturday Crowd: https://www.thesaturdaycrowd.com/

Shout Outs:

• 1:37 - Rubell Museum https://rubellmuseum.org/
• 1:38 - Independent Lodging Congress https://ilcongress.com/
• 1:48 - Jackie Wright https://www.linkedin.com/in/jackie-wright-70b80125/
• 2:18 - Marriott https://www.marriott.com/default.mi
• 14:46 - The Wayback https://www.waybackhotel.com/
• 22:30 - The Cavalier https://www.cavalierresortvb.com/
• 24:39 - IHG https://www.ihg.com/hotels/us/en/reservation
• 24:41 - Kimpton Hotels https://www.ihg.com/kimptonhotels/hotels/us/en/reservation
• 26:01 - Bunkhouse https://www.bunkhousehotels.com/
• 26:11 - Merit https://merithotels.com/en/about-us
• 34:14 - Hyatt https://www.hyatt.com/brands/hyatt
• 34:15 - Hilton https://www.hilton.com/en/

Ways to Tune In:

• Spotify: https://open.spotify.com/show/0A2XOJvb6mGqEPYJ5bilPX
• Apple Podcasts: https://podcasts.apple.com/us/podcast/defining-hospitality-podcast/id1573596386
• Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly93d3cuZGVmaW5pbmdob3NwaXRhbGl0eS5saXZlL2ZlZWQueG1s
• Amazon Music: ​​https://music.amazon.com/podcasts/8c904932-90fa-41c3-813e-1cb8f3c42419
• Transistor: https://www.defininghospitality.live/