Visual Matrix Brings More than 70 Hotel Industry Leaders Together for Collaboration, Inspiration, and Innovation

Joined by Event Co-Host Actabl, the Three-Day “Townsquare” Event Empowers Brand Leaders, Consultants and Tech Innovators to Tackle Topics Including the Need for Greater Technology Collaboration, the Fight Against Human Trafficking, and the Establishment of Women Leaders in Hospitality

-Visual Matrix, a leading provider of advanced technology solutions for the hospitality industry, celebrated its annual Townsquare event in Fort Worth, Texas, February 17 – 20, 2025, where more than 70 attendees strategized ways to expand collaboration between technology providers and hoteliers, shared tips to combat human trafficking and more. Those in attendance joined as Visual Matrix shared insight and perspective on the current state of hospitality, technology and safety while also gathering valuable feedback on how to increase collaboration across the industry.

Attendees included leaders from Sonesta, Best Western, Westmont Hospitality Company, Hospitality Technology Consulting, Canary Technologies, RockCheetah and Shift4.

Brought together with key support from Actabl, the hotel industry’s leading platform for maximizing profitability through operational efficiency and data-driven decision-making, Visual Matrix’s 2025 Townsquare took place at the Hotel Drover in Fort Worth’s historic Stockyards, and was attended by more than 70 hotel owners, operators, franchisees, technology providers and consultants.

Speakers at the event included:

• Georgine Muntz, CEO of Visual Matrix
• Sarah Grover, Director of Communications, Polaris Program & Inspiration4 , Principal, Sarah Grover, Inc.
• Lindsey Goedeker, Senior Vice President of Sales, Actabl
• Melissa Ice, Founder and Executive Director of The Net Fort Worth and co-founder of the Worthy Co
• Wade Myers, General Partner at Eagle Ventures
• Glenn Haussman, Host of No Vacancy Podcast

“We are thrilled with the turnout at our recent Consultants Townsquare in Fort Worth, where our attendees were united in collaboration, innovation and inspiration as they shared novel approaches to improving hospitality from all angles,” said Georgine Muntz, CEO of Visual Matrix. “Looking back at the discussions that took place, which ranged from musings on the current state of hotel technology partnerships to actionable ways to reduce human trafficking across our industry, I find a renewed excitement for the future of hospitality and how we can work together to continue making a difference.”

The program began with a collaborative panel discussion on ways individuals can help improve technology innovation, and how our industry can remove barriers to new integrations and partnerships. The panel addressed several major questions, including whether the industry is falling short of technology adoption goals, when AI will begin to have an impact on hotel operations and more.

“We are honored to partner with Visual Matrix for the latest Consultants Townsquare in Fort Worth,” said Lindsey Goedeker, SVP of Sales at Actabl. “The hotel industry is constantly evolving with new technologies and strategies, but it’s critical to optimize existing resources—ensuring hotels maximize profitability while maintaining the right staffing levels to enhance operations and reduce turnover. There is no silver bullet for improving our industry, but conversations like these can help shift the conversation toward positive change.”

Key attendees shared observations on the event:

• “There is a lot of change happening across the industry… and in the midst of that there are huge opportunities. People are looking for a new generation of PMS with the right combination of price and functionality.” – John Burns, President of Hospitality Technology Consulting
• “Relationships are, and have always been, a key part of success in hospitality. While I am not currently a customer of Visual Matrix, I was happy to attend the Townsquare and am happy to partner with the organization as it manages and builds industry relationships.” – Dorraine Lallani, Senior Director of Asset Management at Westmont Hospitality Group.
• “One thing our industry has struggled with overcoming, is overlooking a vendor’s core technology when a new shiny object comes out. Today, AI is the new shiny object, and vendors can lose focus and forget their core competencies, and they get outdated. We also must improve our approach to training for technology, as in-person training has a significant impact on hotelier success, but we aren’t doing much of it today.” – Erica Penley-Claycomb, Owner and CEO of EPiC Specialists
• “Human trafficking awareness is everyone’s responsibility in hospitality. We commit to providing training and awareness programs alongside the American Hotel & Lodging Association, and partner with Visual Matrix to provide panic buttons to all employees through MOP. We must also empower our staff to reach out to managers to assist with issues they may be uncomfortable addressing. Hotel leaders and frontline staff members are in this together.” – Casey Martin, COO at Helm Hotels Group
• “Integrations are at the top of everyone's mind in hospitality today. We have partnered with Visual Matrix for 20-plus years, and what we like about their system is their approach to integrations. Everything from locks to TVs are all integrated into our PMS, and we use it for every facet of our stay experience.” – Tony Cota, General Manager, Best Western Tulare, Calif.

Walking the Walk
The final day of the conference began with a panel discussion on human trafficking and how hoteliers can make an impact in the fight against this practice. The group was joined by Melissa Ice, Founder and Executive Director of The Net Fort Worth and co-founder of the Worthy Co., organizations built with a focus on reducing the spread of human trafficking throughout Texas and supporting survivors in their recovery process. Her suggestions and feedback for hotel consultants were met with an undercurrent of support from industry leaders who are using technology such as cameras, heat maps and more to overcome stigmas associated with spotting and combatting human trafficking in practice.

The event ended with a meeting of the Hospitality Women’s Innovation Council. The discussion not only continued to examine opportunities to overcome human trafficking in hospitality, but also addressed the need to uplift women across hospitality and break through the glass ceiling that still exists. Attendees were urged to remain vulnerable and honest while delivering their message to the industry.

For more information on Visual Matrix, visit www.visualmatrix.com. For more information on the Hospitality Women’s Innovation Council, visit visualmatrix.com/women-hospitality-innovation-council.