The Modern Hotelier #152: Inside BITAC Sales, Marketing, & Revenue Summit 2025 === - Lucy Eason David Millili: Welcome to The Modern Hotelier. You, we are coming to you live at BITAC, the Fairmont Delmar, California. Steve, what are your first impressions, buddy? Steve Carran: What an event. This is awesome. I mean, it's all about meeting new people and building relationships and you can tell the people that have been here for 20 years going to these and they talk about how they have built these relationships and some led to business, others just friends for life almost. And we had the award ceremony last night. Yeah, that's great. We won most inspirational podcasts. That was. Awesome. Thank you. Amazing insight, Nick Horgan, that was awesome so far day and a half in, and it's been awesome. David Millili: Yeah. And I think the team has done a great job organizing the event, getting people moved around you, you, you can kind of see behind us, so you've got people rotating from table to table. I'd never been in an event like this. So, kind of have a little bit of a fear of missing out, not being in the action. Yeah. But it's been great. Yeah, Steve Carran: absolutely. we're gonna be releasing this episode with attendees here that have come to BITAC. We're gonna get their thoughts on BITAC and their experience, so stay tuned and let us know what you think. Thanks for watching and listening. Thank you. Now we are joined by Lucy Eason. Lucy, where are you coming from and what do you do there? Lucy Eason: I work with Plusgrade. We are a technology provider that helps hoteliers maximize revenue and revenue opportunities from pre-arrival through, uh, front desk upselling and also during stay upselling and, premium upgrades. Steve Carran: Very cool. So how many BITACs have you been to? Lucy Eason: this is my second. Second. Yeah, that's second BITAC. David Millili: And what's your first impressions of this one? What do you, what do you like so far? Lucy Eason: Oh my gosh. You know what? BITAC was something that I didn't know what to expect from when I first, first came two years ago, and I was really surprised by the level of engagement from people that are here, whether that's a vendor, Hotelier, consultant, and. Everybody really comes with the mindset of learning, building relationships and, and doing business. So it is really a place where during the two, two and a half days that you're here, you really get to spend valuable time with people that are eager to, improve their, you know, their operations or their systems or, you know, just build business and relationships. So it's been really great. Steve Carran: You bet. And you go to quite a few trade shows, kind of how is BITAC different? What makes it really unique compared to other shows? Lucy Eason: you know what? It's been the intentionality for me, like it, it really is everything from the moment that you enter the hallways. Everything is curated in a way that allows people to have a meaningful conversations that they can walk away from and build relationships on many different levels It's not just. Business, you really get to know people, but it's because it's been so intentionally set up from the way you're eating your breakfast, through the way you're interacting during the coffee breaks, at your business meetings all the way through the fun entertainment in the evening and the games and how you kind of compete, but have fun with it. So it's the intentionality behind it all. I think that's very special to what BITAC's doing Steve Carran: Great answer. David Millili: I guess would, when you look at BITAC, is there something that just stood out maybe from the first one that really just made you say like, I have to, I mean, you gave some good insight, but was there one thing that really just stood out that made you wanna come back? Lucy Eason: You know what the one thing that was very special for me was the, and this is, this might be silly, so forgive me, but it was the peanut butter jelly thing, right? The competition slash charity and doing good, and it really showcases the heart hard behind the organization and the fact that, you know, we're here to do business, but also let's give back, let's make this a meaningful opportunity to collaborate with the local, community, with the, the local people and in need, and the fact that we all kind of, you know, put our aprons on and, and do something meaningful. I feel like that really gave me the sense of, of purpose as well behind all the business that we're doing here too. Steve Carran: You bet. For those that might not be familiar with the peanut butter and Julia thing, can you elaborate a little bit more? What that, what that Lucy Eason: Sure. So we do not eat peanut butter and jelly sandwiches as a competition. Um, it's all about, so we, uh, BITAC partners with local organizations and, and shelters and, essentially the team that meets here and, and all the attendees get together and, um, have a competition about how many peanut butter and jelly sandwiches you can put together and make for, for those organizations. So it's a challenge, but also it's for good. David Millili: That's great. That's great. Well, thank you so much for joining us. We appreciate Lucy Eason: It's such a pleasure. Thank you for having Steve Carran: Thank you, Lucy. Awesome. - Robert Marusi Steve Carran: Now we have on Robert Marusi. Robert, thank you for joining us today. How you doing? Robert Marusi: I'm doing well, thank you. Steve Carran: Great. So can you tell us a little bit about your company and what you do there? Robert Marusi: Sure. Yeah, sure. I work for the Hotel del Coronado, which is a Hotel and Resorts owned hotel. Uh, I run all the commercial strategy there, chief commercial Officer there, and uh, look after driving revenue. Steve Carran: Absolutely. So how many BITACs have you been to? Robert Marusi: this is it Steve Carran: Its first Robert Marusi: This is my first one. Steve Carran: That's awesome. Yeah. David Millili: And so what's your first impression? This is our first two, and this has been pretty, pretty cool. What's your thought? Robert Marusi: Yeah, I know, I think it's done really well, right? Both in numbers of population, in terms of people who are here, uh, really engaging in a firsthand look and discussing with vendors what they have to offer and, and diving into new technologies that are so important to our business right now. Steve Carran: You bet. Hey, do you go to a lot of trade shows? Do you go to a lot of events? Robert Marusi: Um, un unfortunately I do go to a lot of trade shows, you know what I mean? But, but by trade shows I'm trying to narrow more into, look, I'll always be on the customer side 'cause I have to stay close to the customer. We have to understand the voice of the customer and the consumer. Uh, but it's really all consumer driven for me. How are they consuming? How do they wanna see, uh, the marketing come to them, the MarTech and Marco part of our space? And how's that really evolving and coming into play and evolving fast? So, so that's where I really, uh, lay all my interest in really to date. Steve Carran: Has been different from those other events that you've attended? Robert Marusi: I think the one-on-one transparent conversations, it's really not a, a hard sell here. How can we adapt and how can we be part of, and how can we be a good partner with you? And maybe we're a match and maybe we're not. You know what I mean? And, and going through those one-on-one discussions I think has been really refreshing. You know, it's not a sales pitch. It doesn't seem like a sales pitch. Absolutely. Yeah. David Millili: So those who are watching and listening, what is your mission? Robert Marusi: What is my mission? I have a lot of missions, but my, I guess my mission in the hospitality business is to change. The way we're thinking is to be really that true 100 change agent. And be a bit of a disruptor, uh, in our space because we have to be, 'cause the consumer is changing and the way that they want their consumption is changing. And it's not about how we wanna serve up the customer, it's how the customer wants to be served. Right? and that's really, that's really where we're at. And how do we meet the customer in that space? Uh, and how do we do it in a really, wise understanding of the customer's wants, uh, their needs, what their interests are, do they meet the right personas? Like we have to know the customer, they want us to know who they are to deliver the best journey optimization possible. That's my mission right now. Steve Carran: Absolutely. And uh, we said. At the same table on the award ceremony night, we were joking that we had the winningest table there. We both came away with an award. Uh, what did you win an award for? Robert Marusi: I won an award for really, um, taking to the Amaze the Amaze product and the Amaze product is a product that lies over the scripts of Delphi and gives you a whole lens into the data of your, um, of your group. I. Uh, customer and I won that because I've been a solution architect on that product with that company for a number of years now, and they've taken my ideas and put it into play and put it into the research and I was part of the architecture, and it means a lot to me, so. David Millili: That's great. Well, thank you so much for stopping by and joining us. We appreciate it. Robert Marusi: Hey, good luck. Steve Carran: Thank you, Robert. David & Steve-1: Thanks. - Nick Horgan Steve Carran: now we are joined by Nick Horgan. Nick, tell us a little bit about yourself, where you work, and uh, what you do there. Nick Horgan: Thank you, Steve. Nick Horgan. I am the Chief Commercial Officer for Amaze Insights. Steve Carran: Awesome. So Nick. I know this isn't your first BITAC. Nick Horgan: how do you know Steve Carran: I just have a hunch here. I have a hunch. How many BITACs have you been to? Nick Horgan: I actually don't know the number off the top of my head, but I can tell you I was at the very first BITAC, which was 21 years ago, and the format was similar. Um, but it was different, and they certainly have evolved and I'm so excited to be here at the Buy Sales, marketing and Revenue Management Summit. In fact, I was at a BITAC just about three years ago, and it was operations, which was, it was really a fantastic buy and we did a lot of business from it. But what I realized is. The people that Amaze Insights works with are it's sales, marketing, revenue management. And although I loved sitting down with the operations people, they always needed to introduce me to someone else. So I talked to Rich and the BITAC team and I was like, you know what would be great is I. The similar format that you have, but for sales leaders, marketing leaders, revenue management leaders, and um, luckily Rich and the team agreed to do that. So we had the first one last year at the Ritz Carlton in Sarasota. And, um, the Amazing Insights team brought a special guest to that one. And that was Sarah Blakely, the founder of Spanx, and now Sneaks, and also one of the investors in Amazing. So it was pretty epic to be able to be on the stage with her and interview and, and last night we did host an award ceremony and we recognized the most inspirational podcast in hospitality. I can't remember who won though. Like, did you guys happen? We were surprised to catch that. Steve Carran: That was awesome. Nick Horgan: I'd like to start and thank you. And The Modern Hotelier really for what you've done for the industry. It has been truly exceptional. And I also would like to share with you that there were a couple other podcasters in the audience last night really. And I got to see the text with some profane language, which was, I guess their way of congratulating you on that. And I believe the word they used for me was. Trader 'cause they thought I was a supporter for them. But the fact is, even though I am personally a huge supporter of The Modern Hotelier, it was the nomination committee that looked at all the major hospitality podcasts and there really are some great ones there. But what they looked at is the impact that you've had and the fact that. With amazing insights. What we like to recognize is the positive and transformative impact you've had on the industry. So, so to you and to John behind the camera, I would just like to really congratulate you on on that victory last night. David Millili: Thank you. We appreciate it. We appreciate it. So what are some of your first impressions? Is it the really, I guess the second day kind of, or really the first day of the actual event? What are some of your first impressions? Nick Horgan: So my first impressions are this is gonna be a fantastic event. And really, I know the by team always puts David & Steve: together a fantastic event. Nick Horgan: Like that part is consistent. And the thing that I always notice is the relationships that are built at by some of the best friendships I have in hospitality actually came through BITAC and I think it. Is really a combination of factors that causes that to happen. It's the people from BITAC who are genuinely good people, people of integrity, people you want to work with, and they do a great job bringing the best people in hospitality to the event. So that makes a huge difference. The other part is the format of the show is different than most. So when you look at, and there's other great hospitality shows, but in some of those, there's four or 5,000 people. Yeah, it's hard to. Make those really deep connections when that's happening here at BITAC there's usually anywhere from 100 to 125 people and you're here from Sunday to Tuesday. So you spend a lot of time with the people and you also, are kind of forced out of your comfort zone. So rather than me just sitting down with my friends at The Modern Hotelier, at the tables and us telling Old War stories. I'm sitting at tables with people who I haven't met before and I really love the way the show does that. And then tonight, which I know this is your first BITAC, you haven't seen game night. So I like to be a friendly person, engaging. Well, you get to see the other side of me come out tonight 'cause it's game night. And if you're on my team, I wish you nothing but success than that. If you're not on my team then you are going down. So just prepare for that, Steve, get ready. I know David's already. David & Steve: Yeah, because he's seen me on the foosball table. Yeah. David Millili: I have. It's pretty impressive. Yeah. Nick Horgan: You have not seen me in that competitive environment, so I'm going to like put it out there right now that I will be on the stage Tuesday night for the other award ceremony with a victory. And if not, you'll see me at my table crying because I do take this stuff too. Steve Carran: I almost brought my pickleball paddle to see if we could, uh, get a game going. But I, I didn't end up bringing it. Next time I happen to have in my car. Nick Horgan: Steve, the next four very good paddles. So I'll even let you choose your weapon if you wanna like sneak out there on the.. David & Steve: we might have to do Nick Horgan: The pickleball court. So I would be more than happy to do that. in fact, I'll even challenge the entirety of The Modern Hotelier team. And you know what, I'll even pick just a random and they can be my teammate. I think there was someone that was a professional tennis player that's here, and maybe that is who I'll picked David & Steve: Yeah. Steve Carran: What a coincidence. Yeah. So you talked about the networking at this event. What really makes it different? Is it the culture? Is it the atmosphere? How do you, how does BITAC really foster these new relationships and dig in, dig in deeper to relationships you have? Nick Horgan: It's a great question. And it is, it's the combination of all the things you said and it's so, it's not just the format. 'cause there are other shows that have kind of tried to knock off the format and people, you don't hear the same talk about it. It's because the secret sauce is in the people that are attending the event very specifically and the people that are running it. So it's not just the format, it's that they're getting. The leaders in hospitality who are also people that you do wanna get to know and they also do a really good job of, it's not about the company you're with today and that it's about the person and getting to know the person. And you'll see there's a lot of people that are including me. I'm here with a different company than I was with when I did my other. By tax. And so you, you build the personal relationships and then of course it is indeed about business and a lot of business does get done here. So I think this was actually not think, I know this was our highest revenue generating trade show last year, by a pretty significant margin. So I am hoping that this year will be the same and I, and I have confidence it will be because there really is a, a fantastic group of people here for it. David Millili: so Nick, if somebody hasn't been to BITAC, what's one of the main reasons they need to come here and what, and what should they expect to get out of this? Nick Horgan: It's a great question, David, and what I'd say is. You don't understand buy until you've done it. So make the investment in that first one. And I can promise you there are very few that make the investment in one that don't wind up coming to many. And I realize it is an investment and it's an investment of money. It's an investment in time and it's investment of resources that could go to other places. But what you will find is. The personal relationships that are built specifically at this show very frequently lead to business and the way. Me personally, I look at it is any investment we make, I would like to see at least a three times return on that. So if it is something where you're going to spend X dollars, then you should see three x from that. And I like to see that within a year of doing the event. So it's not realistic to say. That you're gonna sign a lot of deals here at the show, and it's not designed for that. In fact, I think the most successful companies that are here at BITAC are not doing like a hard push sales process, right? What they're doing is they're getting to know the people that they're with, and they're giving a taste of their solution, and then setting the table for meetings that happen. After by, and there really is no better format for that than what they've done here at, by, and now that The Modern Hotelier is here generating some content, it really, it does allow you to. Take your investment further because we're right now living in the attention economy and we're all bombarded by so much information. So having a great platform like you have to be able to extend your brand and ex extend what's happening in the industry and and further that understanding, I think makes a huge difference. Steve Carran: Thank you, Nick. Thanks. Thanks Nick Horgan: Thank you, David. Thank you, Steve. I was so happy to be here with both of you. Steve Carran: Yeah. No, no, you too. Thanks. Nick Horgan: Thank you. - Jack Tadami Jack Tadami: Now Steve Carran: we are joined by Jack Tadami. Hey, Jack. Thank you for joining us. How are you doing Jack Tadami: Yeah, I'm doing alright. Steve Carran: Good, good, good. So Jack, is this your first bi? Jack Tadami: Yeah, it is. First time. Steve Carran: Awesome. What do you think? Jack Tadami: It's amazing. Like I love, you know, like first time and then like I love, you know, this property as well. It's beautiful, you know, the hotel and also people, you know, joining this bike is amazing. David Millili: so you chose this event, what's been different about it and what do you like about it compared to other events? Jack Tadami: Okay. Yeah, so, um, like we joined, you know, like a several components before, like maybe the imex, you know, IBTM, also the A IME, like major components and also small one. But like, um, if you think about, I'm joining know, like, um, service provider side. If you think about an ROI, it is very, you know. Really how to measure. But really important thing is, you know, like, uh, probably, you know, like selling product or like, you know, expand our services is everything based on like a people relationship. So like, I feel BITAC's, you know, place we can build like real, you know, like relationship with, you know, like, um, yeah. Um, clients. Steve Carran: Was there one, one or two things that really stuck out? Out to you about BITAC, where you're like, man, I have to attend this conference. Jack Tadami: Um, there's so many, there's many, you know, reasons. Yeah. But as I say, like, um, yeah, nowadays it's really hard to build, some connections. And then if you join, a big conference, you're just gonna exchange a name card, that's it. And then you need to follow up tons of, name cards and You don't remember. There's only the name. It's really hard. And then if you think, then maybe you're gonna look back, like what's the meaning of joint know, like confidence, why you spend a lot of money. Yeah. BITAC, like limited people, exclusive Community and then like it's, you can build like, genuine, relationships. That is like one reason I needed to join. Yeah, you Steve Carran: bet. And Jack, what, what's the company you work with and what's your role there? Jack Tadami: Okay. Um, well working. Be, Steve Carran: Bella. Jack Tadami: yeah. I'm a CEO co-founder. Steve Carran: Awesome. Well, that's great. Well, thank you for sitting down Jack Tadami: thank you so much. That having me. David Millili: Thank you Appreciate it. Jack Tadami: Thank you. - Lindsay Kreitzer Steve Carran: So now we are joined by Lindsay Kreitzer. Lindsay, thank you for joining us today. How you doing? Good. So Lindsay, what company do you work for and what do you do there? Lynsey Kreitzer: I'm with GF Hotels and Resorts. I've been there about five years, and I'm the Executive Vice President of Sales and Commercial Strategy. So everything top line related from sales to revenue, e-commerce, and marketing. Steve Carran: Perfect. So how many BITACs have you been to? This Lynsey Kreitzer: This is my first. Steve Carran: Awesome. Isn't that great? It is. It David Millili: I wonder what's your first impression of this event? Lynsey Kreitzer: Honestly, it's just really how everyone's been opening their arms, you know? It, it really is a very personal, um, experience, which I think is very different from other shows that you can go to Steve Carran: And, and kind of along those lines, is there something that really stuck out to you? I know we're only a day and a half in here, but it just stuck out to you like, holy moly, I haven't seen that from another show that I've been to. Lynsey Kreitzer: honestly. It is that personalization. Yeah. And so we're, we're sitting at different tables. We're talking to different people. you know, we're getting to meet with different vendors and suppliers and really solution makers right now, which is what we need. So what I have found is that I'm going to. It with a lot of these and they already have the solution there for me. They, they've gone in and they've dug into my personal website at one of my hotels and they said, Hey, this is what else you can see here. So, you know, when you go to some of these larger shows, you know, there's thousands and thousands of people where they're really bringing it into how they can be a solution for GF Hotels and Resorts, which I think has made a huge difference for me. Steve Carran: Absolutely. David Millili: And one of the things we've noticed is that like exactly what you said, the connections with people is so kind of like everyone just feels like they're very just warm and kind of engaging and have you felt the same thing? Lynsey Kreitzer: I have, I have, and that's what we do, right? We're in hospitality. So the fact that you can come here and really sit down with someone and talk for 15 minutes, but say, Hey, why don't we follow this up because we have more to talk about. Or you make that personal connection too. which I think has been really, really refreshing. Steve Carran: Yeah, I feel like everybody just almost, lets. Their guard down as soon as they walk through the doors, and it's refreshing. It doesn't matter what role you have, if you're a hotel technology, it's like I am open to forming new connections and building my network and seeing what else is out there. Lynsey Kreitzer: and they're asking those questions. Right. The open-ended questions of what are you looking for when you came into BITAC Right. And what you just said. Right. I'm, looking for solutions and efficiency for our hotels, our properties, and honestly our team. David Millili: Yeah. Well, that's great. Well, thank you so much for sitting that with us. We appreciate it. Lynsey Kreitzer: I appreciate it. That's Steve Carran: Great. Thank you. Steve Carran: And that is a wrap. We just finished our first BITAC event at the Fairmont Del Mar. David, what were your impressions? I David Millili: thought the event was great. Rich and his team put on a great event. Nick was here helping out. Uh, everybody was warm, welcoming, it, had great energy, great vibe, and I think I would highly recommend it to anyone who needs to come. Steve Carran: Absolutely. I think I may have a new favorite event. Yeah. Um, the first night was awesome. We got most inspirational podcast award from amazing insights, but it just was so. Everybody was welcoming. Yeah. Let their guard down. Networking was fantastic. Met so many, like I said, new people. Um, highly recommend anybody go into BITAC. Great for networking, getting to know people and uh, exploring different technologies and also hotels in the industry. It was great. Awesome. Looking forward to seeing you at the next one. Thanks a lot.