A Platform for Connection, Learning, and Empowerment
The AAHOA HerOwnership (HERO) Conference 2024 was a significant milestone for women in the hospitality industry, bringing together female hoteliers and leaders to learn, connect, and collaborate in a more intimate and supportive setting. Held in Redondo Beach, CA, the event created an environment for deeper conversations, actionable learning, and meaningful connections—setting it apart from larger, more formal industry gatherings.
Learning from Each Other
One of the most impactful aspects of HERO 2024 was hearing directly from women hoteliers, both seasoned and new. M3 attendees were inspired by the presence of the younger generation in attendance deeply invested in the family business. The next generation of hoteliers symbolizes the future of the industry, where women are not only taking leadership roles but are also being nurtured and guided toward success from a young age.
Kelly Read, VP of Customer Operations at M3, echoed this sentiment, appreciating the chance to better understand AAHOA’s client base while learning what drives their teams. She praised the emotional awareness brought forth by the speakers and panelists, saying, “The best part of the event was making new friends,” and expressed excitement about seeing these business owners flourish in the coming years.
The more intimate atmosphere allowed for “more personalized and solid connections with the women of the AAHOA organization.”, noted Veronica Burman, Marketing, Communications & Public Relations Manager at M3. She further highlighted the atmosphere was highly engaging, and the well-attended sessions only added to the sense of community.
Addressing Emotional and Business Needs
The event’s content struck a strong balance between technical knowledge and emotional intelligence, a theme that several attendees appreciated. Sujata Devraj, Director of Development at M3, mentioned that she valued the “mix of business/tech and emotional awareness topics,” which kept the sessions relevant to both the practicalities of running a hospitality business and the personal challenges that come with it. She emphasized how connecting with first-time owners who were eager to learn and grow was a highlight, underscoring the future successes these women are sure to achieve.
Attendees also saw potential for their businesses through the introduction of new tools and solutions. For example, Christy Zeigler, Senior Product Manager at M3, was inspired by the possibilities that M3’s Core platform could offer hoteliers in terms of streamlining operations, identifying fraud, and optimizing processes. She noted the unique challenges facing first, second, and third-generation hoteliers, many of whom are just beginning to embrace technology. These insights provided inspiration for future product innovations, especially as hoteliers look for actionable data and simpler paths to profitability.
Fostering a Community of Empowerment
Throughout the conference, a strong sense of support and empowerment permeated every session and conversation. Casi Johnson, President at M3, highlighted the importance of community within the AAHOA network, noting how the event demonstrated the combination of prioritizing employees and guests to ensure success. She also touched on the powerful stories of perseverance and triumph shared by women at the event, which inspired and energized all participants.
Katrina Peterson, Regional Sales Representative at M3, pointed out that the smaller, more intimate environment provided ample opportunity for educational growth. She emphasized that “the next generation of hoteliers is looking to work smarter, not harder,” and noted how conferences like HERO create platforms for education and connection that extend beyond simply selling products.
In addition to attending the HER Ownership 2024 conference, Casi and Katrina led a dynamic session, Why Accounting and Operations are a Winning Combination, highlighting the critical relationship between accounting and operations for hotel owners and managers. With their extensive experience in hospitality, both speakers shared personal stories that demonstrated how real-time access to financial data can be a game-changer for property management and profitability. Katrina recalled how monitoring daily revenues and expenses allowed her to pivot in real-time, helping her property hit its Gross Operating Profit (GOP) target even when revenue goals fell short. This hands-on approach to financial management gave her the tools to make quick adjustments, saving on expenses and labor to ensure the owners still saw a strong return.
The session also touched on the importance of using the Uniform System of Accounts for the Lodging Industry (USALI), with Casi explaining how standardized financial reporting improves transparency and helps hotel owners benchmark their performance against industry standards. Both speakers emphasized the value of automation in streamlining tasks, such as accounts payable and bank reconciliations, and how technology can detect fraud early. Their insights reinforced how a synergy between accounting and operations creates a winning combination for hotelier success.
Looking Toward the Future
The HER Ownership Conference 2024 reinforced the power of community among female hoteliers, showing how vital it is to create spaces where women can openly share their experiences, challenges, and successes.
The attendees left with new friendships, business ideas, and a stronger understanding of what it takes to succeed in the evolving hospitality landscape. The event was more than just a conference; it was a celebration of the strength, resilience, and innovation of women in the industry. All eyes are now on future HERO events, with everyone eager to reconnect, grow, and further strengthen their ties within the AAHOA community.
