Emily Johnson is the founder of Elevate Hospitality Collective, a commercial strategy firm for independent hotels and retreat centers. She has over 20 years of hospitality experience working and consulting across properties including The Breakers Palm Beach, Four Seasons, Marriott, and Kimpton, and is a contributor to HOTELS Magazine, Hospitality Net, and HotelSpeak. LinkedIn: linkedin.com/in/emilygoretskyjohnson; Email: emily@elevatehospitalitycollective.com; Substack: https://elevatehospitalitycollective.substack.com/