In this episode of The Room Key, I’m joined by Chris Zhao, CRME—Senior Product Manager for SEM/SEO at Travel Media Group—to talk about the reality of hotel digital marketing in 2026: every channel is crowded, every click is paid, and “rank higher” isn’t a strategy anymore.

Chris lays out a framework he calls Trust-led Multichannel Growth—the idea that the real bottleneck for most hotels isn’t traffic or tech…it’s trust. When travelers trust your hotel, every channel performs better: higher conversion, stronger loyalty, and more stability when the market gets weird. We also unpack what AI is changing in search, why “authenticity” is replacing old-school ranking as a trust signal, and how to think about distribution across OTAs, direct, metasearch, social, and emerging AI discovery without getting lost in attribution chaos.

If you’re an owner/operator trying to grow bookings without lighting money on fire, this is a practical reset: what to focus on, what to ignore, and how to build a channel mix that holds up over time.

We cover:

1. Why “trust” is the new performance lever in hotel marketing
2. SEO/SEM in an AI-search world: what changes, what doesn’t
3. A clean way to think about multichannel distribution
4. Why content and reputation signals matter more than most owners think

Put your bags down and relax—welcome to The Room Key, where we make underwriting sound less like a hostage negotiation. In this episode, Sonia Egyhazy, a hotel development executive at Accor, breaks down how luxury hotel brands evaluate markets, sponsorship, feasibility, and owner–brand alignment—and what separates a deal that gets traction from one that stalls. What you’ll learn in this episode * The first signals that make a brand lean in on a new deal (market strength, demand, and more). * What “bankable sponsorship” means from the brand side (capitalization, track record, bench strength, reputation). * Common owner mistakes that kill momentum early (too broad, too early, no clear plan/site control). * Conversion vs. new build: when conversions make sense and why iconic assets matter in luxury. * The most underestimated development trend: smaller, more flexible mixed-use projects built for operational resilience. * A key underwriting trap: confusing “the market can support it” with “this specific hotel can capture it.”

Hotel lending isn’t dead in 2026—but it’s definitely different.

In this episode of The Room Key, Chase Keller sits down with Ryan Bosch, Principal at Arriba Capital, to unpack what’s really getting financed right now, what lenders are passing on, and how owners can structure deals that actually close.

Ryan explains why cash flow—not hope—is the single factor driving credit decisions, how banks have quietly reopened to hospitality, and what separates financeable stories from expensive lessons. From PIP-heavy properties to construction loans and bridge-to-perm plays, he outlines what lenders want to see long before term sheets hit your inbox.

If you own one to five franchise hotels and you’re thinking about refinancing, renovating, or buying again, this episode is your practical guide to surviving (and thriving in) today’s debt markets

What happens when an institutional finance guy stops analyzing deals… and starts operating them?

In this episode of The Room Key, Chase sits down with Tom Bono, Managing Partner of Bono Capital Group, to talk about the real-world playbook behind buying underperforming motel assets and turning them into boutique, higher-performing hospitality properties.

Tom shares how his early career in structured finance shaped the way he underwrites risk, why he prefers “buying potential” instead of paying for stabilized performance, and what practical changes actually move the needle—especially when ADR is frozen, systems are outdated, and operations are running on habit instead of strategy.

You’ll also hear Tom walk through his team’s mindset around adding revenue streams (not just renovating rooms), leveraging dynamic pricing tools and modern PMS platforms, and finding “hidden NOI” in places most owners overlook—laundry ops, cleaning cost structure, and small amenity upgrades that improve the guest experience and the margin.

Topics we cover

1. Tom’s path from Queens/Long Island to Ernst & Young to full-time real estate operator
2. Why boutique motels are trending—and why “motel stigma” is often operational, not inherent
3. The first moves after close: tech stack, management, expense cleanup, and revenue expansion
4. What Tom considers non-negotiable in a modern motel operation (pricing + PMS)
5. Advice for owners thinking about a sale in the next 12–24 months

Disclaimer

This episode is for informational purposes only and is not investment, legal, or tax advice.

In this episode of The Room Key, Chase Keller sits down with Rachel Humphrey—attorney, former AAHOA executive, and founder of the Women in Hospitality Leadership Alliance—to explore a remarkable career defined by reinvention and impact.

Rachel shares how she traded trial law for trade associations, how leadership “chose her,” and what she learned from years representing hotel owners and leading the nation’s largest hospitality organization. She opens up about the moment she realized self-care was essential to sustainable leadership, why collaboration beats competition, and how she’s using her Alliance and podcast, It’s Personal Stories, to elevate diverse voices and bring humanity back into hospitality.

Whether you’re a hotel owner, an emerging leader, or simply love great stories, this episode delivers insight, authenticity, and inspiration from one of hospitality’s most respected voices.

In this episode, Chase sits down with hotel mortgage broker Larry Yells to unpack the current state of hotel financing and what owners need to know heading into 2025.

Larry has spent more than two decades navigating the ups and downs of capital markets for hotel owners — from the “good old days” of 75% leverage to today’s tighter lending standards. He breaks down who’s still lending, what loan products are working, and how to position your deal for success in a challenging environment.

You’ll learn:

• What’s really driving today’s lending landscape for hotels
• The difference between SBA, conventional, CMBS, and bridge loans
• How leverage, DSCR, and loan-to-cost ratios have shifted
• Why “clean books” and transparency matter more than ever
• What lenders look for in flagged vs. independent hotels
• Where the biggest opportunities (and challenges) are emerging for 2025–2026

Larry also shares real-world financing stories, including one memorable “elevator nightmare” that almost tanked a deal — and what owners can learn from it.

Tagline: The only place where debt talk won’t put you to sleep.

Peachtree Group CEO Greg Friedman joins me for a deep dive on his founder journey and the operating system behind one of hospitality’s most active platforms. We talk about growing up around hotels, launching Peachtree in 2007, and the decisive pivots through the GFC and COVID. Greg explains how an “owner-lender-operator” perspective shapes underwriting, where mispriced risk actually shows up, and why some of the best deals are the ones you don’t do. We get into the debt wall, capex and brand realities, how private credit and note buys fit their toolkit, and when ground-up still beats acquisition. If you want to understand how a top platform navigates dislocation without chasing hype, this one’s for you.

Topics: founder origin; Peachtree’s evolution (equity, operations, lending); mispriced risk defined; deal funnel discipline; debt maturities & bid-ask; select-service development vs. buy; capex/PIPs; management insights feeding credit; rules Greg won’t break.

In this episode of The Room Key, Chase sits down with Danielle Beckcom, Founder & CEO of TADA Hotel Consulting. Danielle shares her journey from front desk agent to industry leader, and the lessons she’s learned along the way about sales, revenue management, and what hotel owners need to know to stay competitive.

You’ll hear:

• How a simple front desk habit launched Danielle’s career in sales
• Why training and engaging your front desk team is critical to hotel profitability
• The biggest blind spots hotel owners face when demand shifts or costs rise
• How sales and revenue management work best when they work together
• The future of remote sales — and why more owners are embracing it

Danielle’s insights are packed with practical tips owners can apply today, whether you run one property or an entire portfolio.