Inside the INDIE Congress Experience in San Francisco - By Alan Young

My Hotseat interview with CEO of Virgin Hotels James Bermingham, panels on AI and sustainability, puppies and a touch of wellness

Last week, I had the chance to attend the INDIE Congress in San Francisco, hosted by the Independent Lodging Congress (ILC). To sum it up, it was a remarkable experience. The event dove deep into key areas of the hotel industry, touching on current trends, the role of technology, and the importance of standing out in today's market. Andrew Benioff and his team, the brains behind the ILC, have crafted an event that strikes the right balance between being informative and engaging.

The ILC is more than just a conference. It's a collaborative space where independent hotel owners and operators converge to exchange ideas, insights, and best practices. Attendees get to participate in engaging panel discussions, in-depth sessions, and, let's not forget, the food and beverage offerings that make networking a treat.

Having collaborated with the ILC for a year, our firm has observed the uniqueness they bring to each of their events. Spread across the US, these events consistently offer fresh perspectives and unexpected takes on the industry's challenges and opportunities.

My initial foray into the ILC universe was an eye-opener. While I had heard positive reviews, attending firsthand was a different experience altogether. The event began in a typical fashion with introductory remarks, but what followed was a series of discussions that were both relevant and thought-provoking. The diverse range of speakers and their insights set the ILC apart from many other industry events.

Now, focusing on the INDIE Congress in San Francisco: it's the ILC's flagship event spanning two and a half days. Each morning offers a unique start, be it a bike ride or a yoga session, adding a touch of wellness to the event. This year, the Congress partnered with the Argonaut Hotel, a distinguished nautical-themed property near Fisherman's Wharf. The hotel's accolades and location perfectly complemented the event, providing an added layer of appeal.

The content was fabulous. There were discussions on AI and its impact on our industry, panels focused on the LGBTQ community and how best to address the unique needs of this segment and my personal favorite, a discussion regarding how we all can do better when it comes to sustainability.

Finally, I had the honor of interviewing James Bermingham, The CEO of Virgin Hotels, during the CEO Hot Seat session. James is an incredible hotelier with years of experience. However, it was my job to place him on the hot seat. There are statistics from surveys facilitated by booking.com concerning sustainability and they show that 73% of travelers are now looking for hotels that take a hard stance regarding sustainability. Moreover, 43% of travelers are willing to pay more for a hotel room if they know the hotel company is at the forefront of sustainability. So why do large major chains and smaller ones not flaunt the fact that they have sustainability programs in place? This question took James a little by surprise and even though Virgin does have a stance and plan regarding sustainability, there is no mention of it on the home page. I believe that they are leaving money on the table by not featuring their plan. I know that they and others can do better.

This event was top-notch. From the speakers, topics, host and venue, it was a fantastic experience. If you have yet to take the time to attend one of ILC’s events, I suggest that you make the time. You will not be disappointed. The next event is the INDIE Confab, February 13 - 14, at the ACE Hotel, Palm Springs, CA,

About Alan Young

Alan E. Young is the Co-Founder and President of Puzzle Partner, the leading marketing agency focused exclusively on the complex B2B initiatives of technology innovators across industries including hospitality, travel, healthcare, life sciences, pharma, media, and entertainment. He is also the Tourism and Hospitality Program Professor at Georgian College. Previously, Alan has held executive-level positions with start-up companies such as Newtrade Technologies (acquired by Expedia), Hotel Booking Solutions (acquired by IBS Software), and TrustYou. Alan is past Chair of The Board of Directors of The OpenTravel Alliance and has been very involved with other industry associations, notably AHLA, HEDNA, and HTNG. With over two decades of experience in the travel and hospitality technology world, Alan specializes in helping innovative companies achieve winning performance and dramatic growth.