Behind the Stays

In today’s episode of Behind the Stays, we’re diving into one of the biggest mysteries plaguing modern hospitality entrepreneurs — how do you take all that beautiful, buzzworthy content that’s racking up views on Instagram and actually turn it into real bookings? My guest today is Dustin Baker, the quietly brilliant force behind Hidden Gem Media — a performance-driven marketing agency that’s helping some of the most design-forward vacation rental and boutique hotel brands in the world unlock direct booking revenue from their social media presence. Now, I don’t say this lightly — within the last week alone, two different people in the space told me, “Zach, you need to talk to Dustin.” So we got him on the mic fast. In this conversation, we talk about the difference between content that looks great and content that converts, why creators (not influencers) are the most underutilized asset in the industry, how Dustin and his team are proving ROI on social in a way most operators didn’t think was possible, and why the real power play in 2025 might just be an email list, not a viral reel.  If you’ve ever wondered what happens after someone likes, saves, or shares your content — and how to turn that attention into actual revenue — this episode is for you.   Learn more about Hidden Gem Media Connect with Dustin on LinkedIn   Behind the Stays is brought to you by Journey — a first-of-its-kind loyalty program that brings together an alliance of the world’s top independently owned and operated stays and allows travelers to earn points and perks on boutique hotels, vacation rentals, treehouses, ski chalets, glamping experiences and so much more. Your host is Zach Busekrus, Head of the Journey Alliance. If you are a hospitality entrepreneur who has a stay, or a collection of stays with soul, we’d love for you to apply to join our Alliance at journey.com/alliance. 

When you need real talk and real data on the glamping industry, there’s one person you call — and her name is Shari Heilala. In this episode, I sit down with the “godmother of glamping” for a deep dive into Sage Outdoor Advisory’s just-released Q2 USA Glamping Market Insights Report — the most comprehensive data set on the U.S. glamping market to date. We unpack how Shari and her team are filling the gaping holes in industry data with hard-earned, operator-grade insights — from average daily retail rates (spoiler: domes are leading the pack at $257/night) to the surprising rise of budget-minded cabin stays. We explore the methodology behind their research, what types of properties made the cut (and why backyard yurts didn’t), and how design decisions, geography, and hospitality strategy are influencing returns in the outdoor space. You’ll also hear Shari’s reflections on the rise of hard-sided structures, her take on the next evolution of glamping (hint: it’s all about service), and how proximity to national parks and airports materially impacts revenue potential. We also chat through: Why occupancy is the next frontier in outdoor data reporting What surprised Shari most by region and unit type How to spot saturated markets — and what it takes to stand out Whether prefab vs. stick-built tells a meaningful data story yet Why land — not your unit type — might be your biggest asset …and so much more This conversation is equal parts masterclass and myth-buster. All right friends, without further ado, get ready to meet Shari. Connect with Shari on LinkedIn Behind the Stays is brought to you by Journey — a first-of-its-kind loyalty program that brings together an alliance of the world’s top independently owned and operated stays and allows travelers to earn points and perks on boutique hotels, vacation rentals, treehouses, ski chalets, glamping experiences and so much more. Your host is Zach Busekrus, Head of the Journey Alliance. If you are a hospitality entrepreneur who has a stay, or a collection of stays with soul, we’d love for you to apply to join our Alliance at journey.com/alliance. 

Today I’m thrilled to be joined by Brandon Gore—someone whose life journey seems like it’s packed enough experiences for several lifetimes. Brandon’s story is anything but ordinary: from leaving high school behind at 17 to opening hotels, scaling sales operations across multiple Marriott properties, and then making the boldest leap yet—founding his own concrete design company. But here’s where things get even more fascinating. Brandon didn’t just stop at concrete countertops or sinks. Inspired by sustainable architecture and a chance encounter with a rammed-earth house, he dove headfirst into the world of rammed earth construction, a building method that’s thousands of years old, yet remarkably innovative and profoundly rare today. His vision has led him to craft spaces that are not just visually stunning, but also deeply meaningful and enduring. Today, Brandon is channeling his passion into his most ambitious project yet: Outlier, an extraordinary boutique hotel nestled in Eureka Springs, Arkansas. It’s not just any hotel—this property promises a luxury experience intertwined with adventure, sustainability, and truly groundbreaking architecture. In this episode, Brandon shares his remarkable journey, the story behind why he chose rammed earth, and what it takes to build something genuinely unique in an age of repetition. Whether you’re intrigued by innovative construction, inspired by entrepreneurial grit, or simply love a great story, Brandon’s journey is one you won’t want to miss. So sit back, grab your favorite drink, and join us as we dive into a conversation packed with inspiration, determination, and the power of building something that stands the test of time. Without further ado, here’s my conversation with the exceptional Brandon Gore. Follow The Outlier Hotel on Instagram Behind the Stays is brought to you by Journey — a first-of-its-kind loyalty program that brings together an alliance of the world’s top independently owned and operated stays and allows travelers to earn points and perks on boutique hotels, vacation rentals, treehouses, ski chalets, glamping experiences and so much more. Your host is Zach Busekrus, Head of the Journey Alliance. If you are a hospitality entrepreneur who has a stay, or a collection of stays with soul, we’d love for you to apply to join our Alliance at journey.com/alliance. 

Today is a special episode because Journey is officially live! I’m thrilled to sit down with John Sutton, the visionary founder of Journey, to talk about how this groundbreaking loyalty platform for independent hotels and private rentals came to life.  We’ll dive into John’s original inspiration, discuss the future of guest loyalty, and highlight the incredible Alliance Partners who’ve joined us early on this journey. Journey unites unique, independent hotels and private rental homes, offering travelers personalized rewards and unique experiences while empowering operators with advanced technology and guest insights traditionally reserved for major hotel chains. John shares his bold predictions for what’s next in travel and explains how Journey is reshaping the hospitality landscape. If you’re an independent hotel or unique stay operator interested in joining the Journey Alliance, you can apply to join here! Ready to join us on this exciting adventure? Download the Journey Members App on the App Store today!

Today, I’m thrilled to share a conversation with someone I’ve admired from afar for quite some time — Bashar Wali. If you’ve spent any time in the hospitality space, chances are you’ve come across Bashar’s work — or at least his words. He’s the former President and CEO of Provenance Hotels, and today he leads two companies he founded: Practice Hospitality, a management company focused on culturally resonant independent hotels, and This Assembly, a hospitality think tank and incubator building what's next for the industry. What I love most about Bashar is that he’s refreshingly candid, wildly insightful, and deeply passionate about this space — not just because it’s his career, but because it’s in his DNA. In this episode, we get into: Why hospitality is not the same as service — and how even a roadside motel can deliver deeply human moments that a five-star hotel might miss. Why Bashar believes loyalty programs are really just bribery, and what real loyalty actually looks like. How he went from having visited just two countries by age 20 to now traveling like a true nomad — and how that wanderlust has shaped his worldview. Why the world’s best operators are not just spreadsheet wizards, but curators of culture who know how to feel what's cool — and create spaces where others can feel it too. And why the soft brand strategy has lost its edge — not because the concept is broken, but because the execution rarely matches the promise. Bashar and I also talk about the role that AI should play in hospitality, the difference between trend-chasing and trend-observing, and what it takes for hotels to stop being sterile, beige boxes and become — in his words — merchants of cool again. This is one of those episodes that had me nodding, laughing, and taking notes at the same time. Bashar is equal parts philosopher and practitioner — and I think you’re going to get a ton out of this. Let’s dive in. Learn more about Bashar Behind the Stays is brought to you by Journey — a first-of-its-kind loyalty program that brings together an alliance of the world’s top independently owned and operated stays and allows travelers to earn points and perks on boutique hotels, vacation rentals, treehouses, ski chalets, glamping experiences and so much more. Your host is Zach Busekrus, Head of the Journey Alliance. If you are a hospitality entrepreneur who has a stay, or a collection of stays with soul, we’d love for you to apply to join our Alliance at journey.com/alliance. 

I’ve long admired Salt Hotels — their properties, their presence, their ability to make the familiar feel completely new. So when I had the chance to sit down with David Bowd, the visionary behind the brand, I knew we were in for something special. David’s story begins not in a boardroom or luxury suite, but in a small café his mother bought when he was a kid. It was there he discovered the energy of hospitality — the joy in unpredictability, the beauty of serving others, and the sense of belonging that would later shape his career. We talk about his time working with icons like Ian Schrager and André Balazs, and the lessons in creativity, precision, and obsession with detail that would ultimately inspire Salt Hotels — a brand built on the belief that boutique doesn’t have to mean formulaic, and luxury doesn’t have to be loud. In this episode, David shares the founding story of Salt, how he balances growth without losing soul, why the future of business travel is more boutique than we think, and how AI might just make hospitality more human.This is a conversation about craft, partnership, legacy — and why every single chair, playlist, and pet fee at Salt Hotels is intentional.

In this episode, Zach sits down with Shaun Shirazian, CEO of Lodgify, for an unfiltered conversation about what’s next in hospitality tech—and what’s not changing. Shaun shares how a meaningful moment on a San Diego balcony more than a decade ago sparked his passion for short-term rentals, and how that guest connection still drives his work building tools for small operators around the globe. We unpack Lodgify’s long-standing mission to “arm the underdogs” by empowering independent hosts and managers with the same technology advantages as the big players. Shaun draws a clear line between his upbringing as the son of immigrants, his experience at companies like Intuit and PipeDrive, and the deep conviction that great tech should level the playing field for the little guys. But this episode isn’t just philosophical—it’s tactical. Shaun offers a refreshingly honest take on: Why switching PMSs still feels painful, and what needs to change. How Lodgify is navigating its role as both OTA partner and direct booking champion. What’s holding back the direct booking experience (hint: it’s not just UX). How the best future software will be invisible—delivering outcomes, not dashboards. We also talk AI, and Shaun shares why Lodgify is entering what he calls its “13-year-old growth spurt,” a new chapter he’s dubbed Lodgify 2.0. Think: fewer clunky interfaces, more Stripe-like booking flows, and a relentless focus on what hosts have always cared about—trust, time savings, and more bookings. This one’s for the rebels, the brand builders, and anyone who’s ever screamed at a janky checkout page and thought, “There has to be a better way.” Behind the Stays is brought to you by Journey — a first-of-its-kind loyalty program that brings together an alliance of the world’s top independently owned and operated stays and allows travelers to earn points and perks on boutique hotels, vacation rentals, treehouses, ski chalets, glamping experiences and so much more. Your host is Zach Busekrus, Head of the Journey Alliance. If you are a hospitality entrepreneur who has a stay, or a collection of stays with soul, we’d love for you to apply to join our Alliance at journey.com/alliance. 

Welcome back to our special two-part series recorded live at the VRMA Executive Summit in Miami Beach. This gathering brought together some of the sharpest minds and boldest voices in vacation rental management, and we made it our mission to capture real-time insights on what’s top of mind for the leaders shaping this space. In Part 2, we continue our hot-take conversations with a new lineup of industry experts, diving into the themes of value-driven travel, AI-powered revenue strategy, and the increasing tension between quality and scale. First up, you’ll hear from Peter Albert, CEO of Coastal Vacation Properties, who shares what it's been like rebuilding his business—and his entire community—post-hurricane in Fort Myers Beach. Peter opens up about the realities of traveler expectations today (spoiler: it’s all about price), and why vacation planners should be treated like VIPs before they even step through the door. Next, we sit down with Richie Khandelwal, co-founder of PriceLabs, for a high-octane look into the future of dynamic pricing. Richie breaks down what AI means for rate strategy, guest personalization, and the precision of future search—and why your brand’s niche might be your most powerful weapon in an AI-first world. Then we’re joined by Michelle Williams, General Manager at Atlantic Vacation Homes. Michelle challenges the “growth at all costs” mindset and makes a powerful case for quality over quantity. She also offers a long-view perspective on how guest expectations evolve—and why a well-made bed might matter more than that arcade machine. Finally, Scott Leggat of Inhabit shares wisdom from decades in the field. We discuss guest loyalty, building a sense of local ownership, and why regulation—not competition—may be the industry’s biggest threat. If you missed Part 1, go back and hear from Steve Trover (Better Talent), Jacob Mueller (Renjoy), and Michelle Marquis on everything from business travel to PMS data ownership and the future of standardization. Behind the Stays is brought to you by Journey — a first-of-its-kind loyalty program that brings together an alliance of the world’s top independently owned and operated stays and allows travelers to earn points and perks on boutique hotels, vacation rentals, treehouses, ski chalets, glamping experiences and so much more. Your host is Zach Busekrus, Head of the Journey Alliance. If you are a hospitality entrepreneur who has a stay, or a collection of stays with soul, we’d love for you to apply to join our Alliance at journey.com/alliance. 

Welcome to a special two-part series of Behind the Stays — recorded live at the VRMA Executive Summit in Miami. I brought my mic to the halls of one of the vacation rental industry’s most intimate and influential gatherings — and instead of long-form interviews, I asked a handful of sharp operators and thought leaders three punchy questions: What’s a contrarian belief you have about what today’s travelers actually want from a vacation rental? What’s something happening in the industry that not enough people are talking about — but should be? And finally, what’s one travel trend you’re bullish on, and one you’re a little bearish on? In Part One, you’ll hear from Steve Trover — founder of Better Talent and a veteran of the industry with nearly three decades of perspective. Steve drops a spicy take on why guests don’t want high-touch hospitality, makes a strong case for why more PMs should be thinking about business travel, and shares his experience with purpose-built homes long before it was cool. In Part Two, I sit down with Jacob Mueller, co-founder of Renjoy — and trust me, if you geek out on tech, systems, or data sovereignty, this one’s for you. Jacob breaks down why most property managers are being held hostage by their PMS, how owning your data is the key to unlocking real AI leverage, and what it takes to build tools that actually serve both your owners and your ops teams. And finally — in Part Three — you’ll hear from Michelle Marquis. Michelle’s worn just about every hat in this space — from property manager to tech exec to connector-in-chief. She offers a clear-eyed take on where standardization is falling short, why guest basics still matter more than we’d like to admit, and what she’s seeing when it comes to group travel, pet-friendly stays, and the growing demand for better experiences. These are fast, fun, and unfiltered convos with folks who are deep in the game — and I think you’re going to walk away with a few new questions to ask yourself… and maybe even a few answers you didn’t see coming. Stay tuned for Part Two of this special series — featuring even more industry voices and insights — dropping Friday, June 13th.

James McBride is not just a hotelier — he's a visionary storyteller, a daring innovator, and a relentless champion of authentic luxury experiences. What started as his bold vision to redefine hospitality on a remote Indonesian island has become an award-winning global phenomenon, with Nihi Resorts capturing the imagination of travelers worldwide. As the co-founder of Nihi alongside legendary serial entrepreneur Chris Burch (co-founder of Tory Burch), James is at the heart of this extraordinary journey. In this episode, we dive into: James’s fascinating journey from foundational roles at Ritz-Carlton and Rosewood Hotels to pioneering transformative luxury experiences at Nihi Resorts. The daring moment he famously published his personal phone number in major newspapers—and how authentic human connection remains central to his hospitality ethos. The incredible origin story behind Nihi Sumba, and how James transformed an untouched Indonesian island into one of the world's most celebrated travel destinations. Why authenticity and storytelling are indispensable for creating memorable guest experiences. Strategies for maintaining genuine human connections in luxury hospitality amid an increasingly digital world. We also unpack James’s perspectives on: What independent hotels can learn about curating truly unique and impactful guest experiences. Why meaningful hospitality extends beyond aesthetics, amenities, and luxury trappings. How calculated risks and creativity can lead to global recognition and lasting success. The critical importance of sustainable, authentic luxury in today's evolving travel landscape. This episode is for hoteliers crafting authentic luxury, bold brand builders pushing creative boundaries, and travelers seeking experiences that resonate deeply and endure long after their journey home. Connect with James on LinkedIn Discover Nihi Sumba   Behind the Stays is brought to you by Journey — a first-of-its-kind loyalty program that brings together an alliance of the world’s top independently owned and operated stays and allows travelers to earn points and perks on boutique hotels, vacation rentals, treehouses, ski chalets, glamping experiences and so much more. Your host is Zach Busekrus, Head of the Journey Alliance. If you are a hospitality entrepreneur who has a stay, or a collection of stays with soul, we’d love for you to apply to join our Alliance at journey.com/alliance.