Guiding Light

Women Hoteliers Step Into Their Power at HerOwnership 2025

By Jodi Scott and Olivia Story

At the Sonesta Resort Hilton Head Island, women hoteliers and entrepreneurs from across the country came together for AAHOA’s 4th Annual HerOwnership Conference on September 11–12. The two-day event, which carried the theme Guiding Light: Leading with Strength, Shining with Purpose, delivered just that, illuminating both the challenges women face and the tools they need to rise in hospitality leadership.

AAHOA’s HerOwnership Conference and initiative is designed to elevate and empower women in hotel ownership and leadership. With educational sessions focused on creating a sustainable hotel operation, marketing and storytelling, and using artificial intelligence for women entrepreneurs, this year’s conference showcased the growing impact of women in hospitality and the strong community behind their continued success.

“Women hoteliers are essential forces in today’s hospitality industry,” said AAHOA Chairman Kamalesh (KP) Patel. “They are leading multimillion-dollar businesses, building strong teams, and contributing meaningfully to their communities. Conferences like HerOwnership aren’t just about inspiration – they’re about equipping women with the tools, connections, and confidence to take ownership of their future in this industry.”

From the opening remarks to the final session, one thread wove through it all: Women hoteliers are not only here, but they are ready to lead. That message resonated with Hilton Head Island’s mayor, who acknowledged the impact of HerOwnership in a milestone moment.

“Having Hilton Head Island Mayor Alan Perry issue a proclamation declaring September 11–12 as AAHOA HerOwnership Days underscores just how impactful this movement has become,” KP said. “AAHOA is proud to champion its success and celebrate the growing recognition of women’s leadership in hospitality.” In issuing the proclamation, Mayor Perry recognized that the conference’s theme “reflects the core mission of inspiring women to step into leadership roles within their businesses, communities, and beyond.”

A Call to Lead with Clarity

The conference featured keynote speaker Amy Diehl, Ph.D., an award-winning information technology executive and expert on gender bias, who shared insights from her book Glass Walls: Shattering the Six Gender Bias Barriers Still Holding Women Back at Work. Her message struck a chord: Although women make up over half of the hospitality workforce, they hold less than 10 percent of ownership roles. HerOwnership exists to change that, giving women the education, confidence, and support to move into positions of influence.

“That gap is exactly why we created HerOwnership – to provide the knowledge, access, and network needed to close it,” said AAHOA President & CEO Laura Lee Blake. “This conference is where ambition meets opportunity, and every year, we see more women stepping into ownership and leadership with clarity and confidence.”

Panelists and presenters echoed this call, encouraging attendees to view leadership as both a responsibility and a shared opportunity. One standout message was that every woman should build her own “board of directors” – a circle of trusted mentors, peers, and advisors to provide perspective and accountability. Just as companies lean on boards to guide big decisions, women leaders can use their own curated networks to navigate challenges and chart new paths forward.

The event featured sponsored education sessions. Red Roof offered a session focused on innovative financing strategies, while M3 showcased what it takes to win using vision to value. There were also two pre-conference masterclasses: Davonne Reeves with The Vonne Group spoke to attendees about capital strategies, while attorneys from Gauthier, Murphy & Houghtaling educated women hoteliers on driving results in property claim disputes.

DISH Business sponsored the Seaside Soiree, the event’s signature reception. The coastal celebration featured sunset views and heartfelt conversations between women with a stunning ocean backdrop.

Growth Through Connection

Beyond the sessions, the heart of HerOwnership was the community itself. Conversations between sessions and casual connections carried as much weight as the panels. Attendees were reminded that seeking help is not a weakness but a strategy – provided it’s done thoughtfully. Whether it’s finding the right business partner, consultant, or advisor, the key is to be discerning and intentional about who you let in your corner.

That spirit of discernment, combined with solidarity, underscored the power of the gathering. Attendees left inspired and prepared to take hold of their futures in ownership and leadership.

“HerOwnership continues to be a space where women can explore ownership with real guidance and community support,” said Arti Patel, AAHOA Women Hoteliers Director, Western Division. “So many attendees left the event not just inspired, but ready. Ready to take the next step, make their first investment, or grow their existing business. That’s the power of a room full of women who believe in each other.”

HerOwnership is not only a conference, but a movement, lighting the way for women hoteliers to shine with strength, purpose, and community.

“The best part of HerOwnership is how it blends practical learning with genuine connection,” said Purnima Patel, AAHOA Women Hoteliers Director, Eastern Division. “You could feel the encouragement in every room – from panels and breakouts to casual hallway chats. We’re creating a culture where women lift as they lead, and that’s how real change happens.”