News & Insights

ASK THE EXPERT

Understand your travelers and prioritize your budget accordingly

Hotel brands and owners are all grappling with the same question – can you create a memorable guest stay without blowing your budget? PMA’s David Carew, a hospitality industry leader with over 40 years of experience under his belt, argues that the hotels that perform financially are the ones who balance “the fundamentals” with the details that their guests value the most. 

HOSPITALITY INSIGHTS: Tell us about yourself. 

David Carew: I’m originally from Appleton, Wisconsin, and I got my start in construction at 16, working summers at my uncle’s ready-mix plant. Since graduating from the University of Wisconsin–Madison in 1985, I’ve worked on resort, hotel, theme park, and restaurant developments throughout the United States, the Caribbean, and Mexico. It’s been a rewarding journey. I went from working at a ready-mix plant in Wisconsin to helping create hospitality and entertainment destinations around the world.  

HI: You’ve worked across hotels, resorts, restaurants and entertainment destinations. What have those different experiences taught you about what makes a hospitality project successful? 

DC: The same basics matter across the board. You have to meet brand standards, maintain quality, control the budget, and deliver on schedule. But you also can’t lose sight of why you’re doing it. At the end of the day, it’s about creating a great guest experience and doing it on time and within budget. 

HI: A hotel has to create a memorable guest experience, but it also has to make good business sense. How can owners balance those two priorities? 

DC: It starts with understanding the market. Some investments can make a great first impression or help a property stand out. Others may cost more without adding much value for guests or much return for the owner. The key is figuring out which touchpoints matter most to your guests. That could be the arrival experience, guestrooms, food and beverage, amenities, technology, or service. Then you invest where it will make the biggest difference.

HI: Of all the projects you’ve worked on, which one is your favorite? 

DC: The Marquee in New Orleans’ historic Storyville district was a career highlight. We turned a 17-story apartment building into an immersive resort inspired by the history, theater, music, and personality of the surrounding theater district. From the moment guests arrived, we wanted them to feel like they were part of the story. We also took a fresh look at traditional timeshare spaces and tour flows. Augmented reality brought guestroom headboards to life. There was even a hidden speakeasy with a concealed entrance and secret card reader. It was unlike any other guest experience, and it really captured the spirit of New Orleans.  

Ask the Expert is written and produced by Allison Bruns. Thank you again to David for his participation in Ask the Expert. If you have a topic you’d like an expert to cover in a future issue, submit them here.