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​Author |​ Brent Jackson, President

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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​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.

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​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! 

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​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. 

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​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!

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​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!

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.​

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.