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Brent Jackson Publishes New Article in LODGING Magazine on How Smaller Hotel Management Companies Drive Results

5/9/2025

 
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​Author |​ Brent Jackson, President

Brent Jackson Publishes New Article in LODGING Magazine on How Smaller Hotel Management Companies Drive Results


I'm proud to share that my latest article, “5 Ways Smaller Management Companies Can Drive Performance,” was published in the April 2025 issue of LODGING Magazine as part of their Hotel Handbook series. As the official publication of the American Hotel & Lodging Association, LODGING is a trusted resource for hotel owners, operators, and professionals across the hospitality industry—and I’m honored to be featured once again.
In this article, I draw on my experience as President & COO of Jackson Hotel Management, a growing hotel management company based in Virginia, to highlight how smaller hotel management companies can create significant value for ownership groups through agility, operational efficiency, and hands-on leadership.
The article outlines five core strategies that smaller, more nimble management companies can leverage to stay competitive in a crowded field of third-party hotel operators:
  • Proactive alignment with hotel ownership
  • Operational flexibility to adapt to market trends
  • Hands-on, accessible leadership teams
  • Real-time cost efficiency and vendor relationships
  • Consistent focus on guest satisfaction at the property level
Each of these best practices speaks to the unique advantages of working with a small hotel management company that can move quickly, think strategically, and stay close to the operations that matter most.
At Jackson Hotel Management, we believe in doing the basics exceptionally well and building strong, results-driven relationships with our ownership partners. This article reinforces the principles we live by and the approach we bring to every hotel we manage.
I’m grateful to LODGING Magazine for the opportunity to contribute to their April 2025 issue and to share insights alongside other respected voices in the industry.
Looking for a hotel management company that’s big enough to perform and small enough to care? Contact Jackson Hotel Management to learn more about how we can help drive performance at your property.
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Leaving Hospitality Better—Embracing Dr. King's Call for Excellence

1/20/2025

 
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Leaving Hospitality Better—Embracing Dr. King's Call for Excellence

​Author |​ Brent Jackson, President
Dr. Martin Luther King Jr. said, “Whatever your life’s work is, do it well. A man should do his job so well that the living, the dead, and the unborn could do it no better.”

This resonates with me as someone who grew up in the hospitality industry and later chose to make it my life’s work. Dr. King’s words remind me that greatness comes from committing fully to what we do and striving for excellence in every aspect of the work.

Hospitality is a somewhat unique industry due to the potential to create meaningful, lasting impacts on so many people. Some of our guests save up all year to bring their families on vacations to our hotels, or they spend more nights in our beds than their own because thats what their work demands. I see it as my responsibility to ensure these experiences are memorable and worthwhile.

Dr. King’s legacy reminds me to do my work well and remain committed to leaving the hospitality industry better than I found it—a principle I learned as an Eagle Scout.

Hard Work, Teamwork, and Success—what we can learn from the 2024 James Madison University football season.

12/18/2024

 
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Hard Work, Teamwork, and Success—what we can learn from the 2024 James Madison University football season.

​Author |​ Brent Jackson, President
In just a few hours; 5:30 PM on December 18, the JMU Dukes football team will take the field in their second-ever bowl game (and their first as a full FBS/Sun Belt Conference member) in the 2024 Boca Raton Bowl on ESPN. This achievement isn’t just about one game; it’s the result of months (or even years) of dedication, teamwork, perseverance, and leadership – all qualities that mirror the work we do every day in the hotel industry.

JMU has a history as a championship football team, and they continue to demonstrate that:
•Success comes from shared goals and everyone working toward a common purpose,
•Every role matters—from players to coaches to support staff,
•Hard work during practice makes game day seamless, and
•A winning culture is built on trust, communication, and accountability.

At Jackson Hotel Management, we believe the dedication that carried the Dukes to this moment is no different from the effort it takes to run a successful hotel. Much like a football team chasing a bowl win, our hotel teams also rely on shared goals, clear communication, and mutual trust. Each role matters: front desk staff welcoming guests, housekeeping teams ensuring spotless rooms, maintenance keeping everything running, and leadership guiding the way. Success doesn’t happen overnight – it’s the result of preparation, training, and showing up each day with a commitment to deliver at the highest level.

Cheers to the JMU Dukes today in the Boca Raton Bowl, and cheers to every hotel team out there, giving it their all each day to create winning guest experiences! 

Go Dukes! 

2023 Joey Martin Innovation Award Winner

5/14/2024

 
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2023 Joey Martin Innovation Award Winner

​Author |​ Brent Jackson, President
Two weeks ago today, I had the incredible honor of receiving the Choice Hotels Owners Council's prestigious Joey Martin Innovation Award at the 2024 Choice Hotels International Convention at Mandalay Bay in Las Vegas.

I am beyond excited and proud to be recognized for the quality of my volunteer work with CHOC by my peers in the hotel industry. This award means so much to me, and I am deeply grateful for this recognition.

It is my genuine pleasure to give back to CHOC and to the hotel industry as a whole. I often say that my career goal is simply to leave the hotel industry better than I found it and my volunteer work, in addition to my work leading Jackson Hotel Management, is a key part of achieving this goal. Being acknowledged for these efforts is both humbling and motivating. Joey Martin's history with CHOC is one of innovation and excellence, and I hope to continue to live up to the high standards that have been set by this award's namesake.

Thank you to everyone who has supported and believed in me. Your encouragement and collaboration make moments like this possible. 
Picture of Brent receiving the Joey Martin Innovation Award from CHOC Executive Committee
Logo for the Joey Martin Innovation Award
Picture of the Joey Martin Innovation Award

MLB Opening Day 2024—'Teamwork Makes The Dream Work'

3/28/2024

 
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MLB Opening Day 2024—'Teamwork Makes The Dream Work'

​Author |​ Brent Jackson, President
Back at the beginning of MLB Spring Training, I posted a blog post with my thoughts on how leaders in the hotel industry can draw inspiration from the teamwork and hard work of MLB teams with their veteran players and the prospects trying to earn their way onto MLB rosters as we head towards Opening Day. 

Well, It's finally here—MLB Opening Day! As baseball fans everywhere gear up for a season of excitement, I'm circling back on my post from February about the incredible parallels between the sport of baseball and the hotel industry. Just as the players will step onto the field today with passion and determination, our dedicated hotel team members are ready to take their positions and deliver exceptional experiences to our guests.

As we tune in to the start of another thrilling baseball season today, let's also take a moment to appreciate the hard work and dedication of our amazing hotel teams. From the front desk to housekeeping, each member plays a vital role in creating memorable experiences for our guests, ensuring that every stay is a homerun.

Here's to a season filled with teamwork, excellence, and unforgettable moments—both at the ballparks and in our hotels. 

...and GO ASTROS!

Return of MLB Spring Training—'Teamwork Makes The Dream Work'

2/24/2024

 
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Return of MLB Spring Training—'Teamwork Makes The Dream Work'

​Author |​ Brent Jackson, President
Today is the first full day of MLB spring training games, and to me that serves as more than just a reminder of the return of 'America's favorite pastime'—it's a reminder of the dedication, resilience, and teamwork that defines both professional baseball and the hospitality industry.

As the baseball players lace up their cleats and take the field today, they're embarking on a journey that demands unwavering commitment, rigorous preparation, and a relentless pursuit of excellence. Similarly, our hotel team members, from housekeeping to the front desk, embody these same qualities every single day.

Professional baseball players undergo constant training to hone their skills and prepare for the long 162-game season ahead, in the same way our hotel team members undergo continuous training and development to deliver exceptional service and anticipate the needs of our loyal guests. From perfecting the art of customer service to fully understanding the intricacies of our operations, each team member invests their time and energy to ensure that every step of the guest journey through one of our hotels results in a successful guest experience.

Much as baseball teams rely on seamless coordination, communication, and collaboration to achieve success on the field, our hotels will only be successful if there is teamwork between all the departments, with each and every team member working together as one cohesive unit. Whether it's the front desk working with housekeeping on prioritizing room assignments to ensure that special requests or early arrivals are accounted for, executing flawless social events with our banquet and kitchen teams, or seamlessly responding to guest requests between our front desk and maintenance teams, every department plays a vital role in delivering a seamless and unforgettable guest experience.

Professional baseball players must weather the highs and lows of a long and demanding season and our hotel team members must navigate through the ebbs and flows of the 24/7/365 nature of the hospitality industry and do so with resilience and a steadfast commitment to excellence. Whether it's handling last-minute guest requests, resolving unexpected challenges like system downtime or overbookings, or maintaining composure when a line is forming at the front desk, our team members exemplify the resilience and adaptability needed to succeed in a fast-paced environment. Our team members, much like baseball players, also know that no matter what challenges they face that their teammates are going to be there to help pick them up and dust them off in order for the team to succeed.

So as the umpire shouts "Play Ball!" on another season of baseball and as we prepare for the busy season at our hotels, let's take a moment to celebrate the dedication, passion, and hard work of our incredible hotel team members.

...and Go Astros!

Exciting News: I was a featured contributor in LODGING Magazine's October 2023 Cover Story

10/11/2023

 
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​Author |​ Brent Jackson, President
I am thrilled to share some exciting news with you. The latest edition of LODGING magazine, the official magazine of the AHLA (American Hotel and Lodging Association), has just hit the stands, and it features a cover article titled "Staying Vigilant: Security Protocols From Top Management Companies." What makes this exciting, you ask? I am a featured contributor to this article!
​

Click 'Read More' (below) to get into the details of what this article is all about.
screen capture of the article in LODGING - Building a security culture article - October 2023

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Article in OWNER MAGAZINE published in Q2 2023 featuring Jackson Hotel Management's President Brent Jackson

8/29/2023

 
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​Author |​ Brent Jackson, President
​I'm excited to share that I recently collaborated (including a featured quote) with the IHG Owners Association on an article for their OWNER MAGAZINE for Q2 2023 highlighting the IHG Community Solar program that is being offered as one way for the hospitality industry to continue to shift towards sustainability and renewable energy. This piece sheds light on how renewable energy solutions are becoming a key component in meeting ambitious environmental goals.

The article showcases IHG Hotels & Resorts' impressive commitment to reducing emissions by 46% across their hotels, in alignment with their responsible business plan, "Journey to Tomorrow." As a strong advocate for sustainable practices, I am honored to be part of this movement.

The Holiday Inn Express & Suites Ocean City-Northside in Ocean City, Maryland is proud to participate in the IHG Community Solar program. As a hotel located at a popular beach destination, we recognize the impact that sunny days have on our business. We see this program as an opportunity to harness the power of the sun to not only enhance our guests' stay experiences, but also to provide renewable energy to our property. Through this initiative, we expect to see financial savings, positive impact from renewable energy certificate (REC) credits, and a reduction in the hotel's carbon footprint, all while attracting a guest base that values green initiatives like these. This program perfectly aligns with our vision of creating a greener and more sustainable future for our hotel and the community we proudly serve.

The integration of renewable energy sources like solar power offers benefits that extend beyond environmental gains, including cost savings, reduced reliance on fluctuating energy prices, and increased appeal to eco-conscious travelers and corporate partners.

Let's continue to embrace these advancements, contributing to a brighter future for our industry and our planet. To learn more about this groundbreaking initiative and how it's transforming the way we experience hospitality, check out the full article in the attached PDF. 🌍 🏨
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ihgownerq223.pdf
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My article on "6 Best Practices to Keep Your Hotel Safe and Secure" published in the April 2023 issue of LODGING Magazine

4/13/2023

 
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​Author |​ Brent Jackson, President
​I am excited to announce that I had an article titled "6 Best Practices to Keep Your Hotel Safe and Secure" published in the April 2023 issue of LODGING Magazine as part of their Hotel Handbook series. This is a great honor for me, as LODGING Magazine is a leading publication in the hospitality industry and the official publication of the American Hotel & Lodging Association.

As a hotel owner or manager, the safety and security of your guests and employees should be your top priority. In this article, I outline six best practices that can help you keep your hotel safe and secure. These best practices include:
  1. Having a good relationship with your local emergency agencies
  2. Strong key card control policies
  3. Emergency key access control
  4. Housekeeping safety
  5. Front desk best practices
  6. Implementing regular security audits
Each of these best practices is briefly discussed, providing (hopefully) valuable insights and practical tips for hotel owners and managers to implement at their properties.

I hope that this article will serve as a useful guide for hotel owners and managers looking to improve the safety and security of their properties.

I am honored to have been given the opportunity by LODGING Magazine to share my insights with their readership, and especially honored to do so on the same page as recognized industry expert Anthony Melchiorri.

I look forward to contributing again in the future!
Picture

Jackson Hotel Management president recognized on "Forty over 40" list by Hotel Management Magazine

3/7/2023

 
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​Author |​ Brent Jackson, President
​I am happy to announce that I have been selected as one of the recipients of a spot on the inaugural  "Forty Over 40" list by HOTEL MANAGEMENT Magazine!  It's an incredible honor to be recognized among such an accomplished and diverse group of hospitality professionals.

I have to admit that I had some mixed feelings when I learned I had been nominated for this award by a colleague. On one hand, it's great to be recognized for my achievements and contributions to my industry. On the other hand, it's a bit humbling to realize that I have reached a certain age or stage in life that some people may consider as significant or noteworthy.

With that said, I am truly grateful for this recognition and excited to continue making a positive impact on the hotel industry. Age is just a number, and I believe that there is still so much more to learn and accomplish in the years ahead.

Thank you to everyone who has supported me along the way, and here's to many more years of growth, learning, and success - regardless of how many candles are on my birthday cake.

​---
Brent Jackson
President and Owner of Jackson Hotel Management
Award notice featuring a headshot of Brent Jackson and text

LODGING ON DEMAND  | "Getting Groups Back On The Books"

5/7/2020

 
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​Author |​ Brent Jackson, President
I recently had the opportunity to join LODGING Editor Kate Hughes and Ashley Asher, Director of Sales for Columbia Hospitality, to talk about what hotels should do when rescheduling groups that canceled or postponed due to the COVID-19 pandemic.

I must say, it truly was a pleasure to participate in Episode 12 of AHLA's LODGING On Demand titled "Getting Groups Back on the Books". While everyone in the hotel industry is dealing with the ramifications of the current health crisis in their own way; I was happy to offer my perspective and Jackson Hotel Management's outlook on group sales during, and as we soon recover from, this global pandemic.  
Listen to episode #12 of the LODGING On Demand series here: https://youtu.be/X7mSXFhgqjc
or catch up on the all episodes in the series here: https://www.youtube.com/LodgingMagazine

OWNER magazine | "Hitting The Mark: ELN's Influence Continues To Grow"

2/11/2020

 
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​Author |​ Brent Jackson, President
Picture of the cover of OWNER magazine being referenced in this blog
I am proud that I was asked to serve the IHG Owners Association (OA) Emerging Leaders Network (ELN) as Chair in 2020. In my role as Chair, I was given the opportunity to collaborate on an article in Issue 4/2019 of OWNER magazine titled "Hitting The Mark: ELN's Influence Continues To Grow". ​

​​If you, or anyone in your organization, is an IHG Owners Association member under 40 who might be interested in joining ELN.  Please comment or contact me.

More information about the Emerging Leaders Network can be found at their LinkedIn Showcase page, or at the IHG Owners Association website.


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JHM attends 2020 CHOC OIC

2/6/2020

 
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​Author |​ Brent Jackson, President
February 2, 2020 - February 4, 2020 | Atlanta, GA

My wife, Monica, and I recently returned from Atlanta, GA where we attended the 2020 CHOC OIC (Choice Hotels Owners Council Owners Investment Conference) at the InterContinental Buckhead Atlanta. 

I serve on the RAB for Region 4 of CHOC, as well as the Rising Stars Advisory Board for Choice Hotels in 2020. We had a chance to connect and share best practices with members of both groups at the recent event in Atlanta.​
evening skyline of midtown Atlanta taken from the Intercontinental Buckhead Atlanta
Choice CEO Pat Pacious speaks at the 2020 CHOC OIC
a very large foosball tables at the tailgate event
Brent and Monica meet FSU legend Warrick Dunn
Brennt and Monica heading to the Tuesday speakeasy event
casino chips from the speakeasy event

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The start of a family business

7/1/2019

 
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​Author |​ Brent Jackson, President
Picture of the Terra Ceia Court in Winter Haven, FL.  The start of the family hotel business.
Did you know?
I am proud to be a third generation hotelier. 

The start of the Jackson family hotel business was at the Terra Ceia Court in Winter Haven, FL. The hotel was purchased by my grandparents, Kathryn & A.C. Jackson, in the summer of 1967.  My father and our founder and CEO, Tom Jackson, became the Manager.
​
​The Terra Ceia was renovated and repositioned as Driftwood Motor Lodge. The Driftwood Motor Lodge was later sold on the day Walt Disney World opened, for a premium sale price.

Jackson Hotel Management senior leadership attends the 2019 IHG Americas Leadership & Investors Conference

5/21/2019

 
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​Author |​ Brent Jackson, President
May 14, 2019 - May 16,. 2019 | Las Vegas, NV

The senior leadership team of Jackson Hotel Management and the General Manager of the Holiday Inn Express & Suites Ocean City recently returned from Las Vegas, NV where we attended the 2019 IHG Americas Leadership & Investors Conference at the The Venetian | The Palazzo | Sands Expo Convention Center. Our team also participated in all IHG Owners Association events at conference including the 2019 INN PAC Golf Tournament, Annual Member's Meeting, and Member's Party.
Picture of the Welcome to Fabulous Las Vegas Nevada sign taken by Jackson Hotel Management President Brent C Jackson
Picture of the Venetian and Palazzo taken during the IHG Conference in Las Vegas
Picture taken during the IHG Owners Association members party in Las Vegas
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