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+1 346.297.0795 j@jordache.ai For Event Planners: Speaker Kit
Jordache Johnson, Technology Adoption Strategist & Executive AI Advisor
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AI keynote speaker forhospitality and travel conferences

Practical AI for hospitality leaders and the teams who make guests feel cared for, and who are stretched thin doing it.

Jordache Johnson in a magenta blazer raising a hand to the room during a keynote

The short answer

Jordache Johnson is an AI keynote speaker for hospitality and travel conferences, including hotel groups, travel organizations and destination marketing organizations. He helps leaders and their teams use AI to give stretched staff time back for guests, with a person in the moments that make a stay. His talks also flag the FTC’s rules on hotel fees and fake reviews.

Updated October 2026.

Use cases

Where AI fits in hotel and destination work.

Six examples of where hotel and destination teams put AI to work. There are many more, and the talk is built around yours. What AI handles, and what stays with your people.

And many more
Use case 01 of 06

Guest messaging

InA guest sends a question
AIAI answers the routine ones and routes the rest
YouA person handles the rest
AI handles

Answering pre-arrival messages, FAQs and simple requests, and writing upsell offers, by chat or text.

Your people keep

The conversations that need a person, and the moments guests remember. Any rate the bot quotes has to include the mandatory fees.

Live demos

The demos come from your room.

Before he speaks
  1. 01One to three calls with you
  2. 02An attendee survey, if possible
  3. 03Video calls with a couple of your members
  4. 04A seat in your committee meeting, if there is one
  5. 05Arriving early to talk with attendees

Every keynote has live demos, usually a handful, built around the work your members do. For a hotel or destination room, that means the work your teams already do: the guest message, the review reply, the group RFP, the destination page.

Keynotes

Four talks. Built for hospitality rooms.

01AI Transformation That Makes You MORE Valuable, Not LessLet AI take the repetitive questions and routine drafts, and staff get more time for the moments guests remember. Teams that are already stretched will hear any AI announcement as a staffing question, so this talk says what the time goes back to.Leaves withOne opportunity that pairs their experience with what AI can do, a practical next step, and the foundations for scaling AI adoption across their organization.Explore the talk 02Human + AI: How to Work Together Without Giving Away JudgmentAI handles speed. People handle the moments that make a stay.Leaves withA use they hadn’t considered, tied to their own work, and a first attempt to make.Explore the talk 03The Human Bottleneck: Why Good Technology Doesn’t Change WorkGuests changed how they plan. The holdup is the content and the handoffs behind the property’s answers.Leaves withOne leadership behavior to change and a small experiment they can measure.Explore the talk 04Curiosity Is a Strategy: Keeping Your Experience Valuable When the Rules ChangeAsk an AI assistant to plan a stay in your market and check what it gets right. Then run small tests with a human handoff built in.Leaves withA 24-minute daily practice for finding what they’ve been missing, and a simple way to decide what’s worth keeping.Explore the talk
On stage

See Jordache in action

“Jordache, your presentation was energetic and highly informative. It gave me a new and positive view of AI and I look forward to using it more in the future!”
Anthony Luzzia, President
Right now

What hotel and destination teams are facing.

Hotels and destinations are serving guests who plan with AI, with teams that are already short-handed.

  • Over50%

    Short staffing

    More than half of hoteliers in AHLA’s February 2026 survey said their properties are somewhat or severely understaffed. In the same survey, 70% of hotels said they had raised wages in response.

    Source: AHLA, March 2026

  • 4.4%

    A stronger 2026 forecast

    CoStar and Tourism Economics now expect U.S. RevPAR to rise 4.4 percent in 2026, helped by the World Cup.

    Source: CoStar and Tourism Economics, August 2026 forecast

  • 5.5%

    Inbound travel still recovering

    International visits to the U.S. fell 5.5 percent in 2025. U.S. Travel doesn’t expect a full return to 2019 levels until 2029.

    Source: U.S. Travel Association, May 2026

  • 56%

    Guests plan with AI

    Fifty-six percent of U.S. leisure travelers used AI for at least one trip in the past year, up from 33 percent in early 2025. But only 8 percent said AI answers alone were enough; about half click through to the source.

    Source: Phocuswright, March 2026

Jordache Johnson in a magenta blazer giving a keynote to a full room

How Jordache sees it

In hospitality, AI should give stretched people time back for guests, and every answer it gives a guest should be one the property would stand behind.

Hospitality sells the feeling of being cared for. Guests plan with AI, then click through to check. That makes the page they land on, and the person who keeps it right, worth more.

11 of 19

One hotel software vendor’s survey of 500-plus hoteliers found they use AI in 11 of 19 tracked tasks on average (Mews, 2026; vendor survey). In the same vendor’s expert panel, none of the luxury hospitality experts would fully automate the concierge (Mews).

Who it’s for

For hotel, travel and destination teams and the leaders who run them.

Your room

  • General managers and assistant GMs
  • Directors of sales and marketing
  • Revenue managers and directors of revenue strategy
  • Front office and guest experience managers
  • Reservations and call center managers
  • Front desk teams
  • Housekeeping teams
  • Food and beverage directors
  • HR directors
  • Owners and asset managers
  • Hotel group and management company executives
  • DMO and CVB leaders and staff
  • Tourism board members

Your event

  • National and state hotel and lodging association conferences
  • Hospitality sales, marketing and finance association conferences
  • Brand and franchise conventions
  • Management company GM meetings
  • Revenue and sales conferences
  • DMO annual conventions and state tourism conferences
  • Owner and investment conferences

Formats

60 to 90 minKeynoteFor association conferences, brand conventions and GM meetings.
90 minVirtual educationFor association education series and members who can’t travel.
1.5 to 3 hrsHands-on workshopFor hotel and destination leaders and their teams who want to try AI on their own work.
SeriesBefore, during, afterVirtual sessions before the conference, the keynote on the day, a follow-up webinar after.
The rules

The rules in your world.

The AI rules hotels and destinations already work within, in plain words. Jordache builds the talk with them in view. As of October 2026. General education from a non-lawyer, not legal advice or a substitute for the advice of an attorney. Confirm with your counsel.

Prices and fees

  • Since May 2025, the FTC has required hotels and vacation rentals to show the total price, including mandatory fees, up front. That applies to any price your chatbot or voice agent quotes, too (FTC Rule on Unfair or Deceptive Fees).
  • In plain words: fees are still allowed, and a bot’s rate quote has to include the mandatory ones.

Reviews

  • The FTC’s review rule bans fake reviews, including AI-generated ones from people who don’t exist. Penalties can reach $53,088 per violation (16 CFR 465; FTC, December 2025; 2025 figure, kept for 2026).

Accessibility

  • Your reservations system has to describe accessible rooms in enough detail for a guest to decide for themselves. That rule has been in place since 2012 (28 CFR 36.302(e)).
  • AI-written room descriptions and chatbot answers have to keep that detail accurate.

Card data

  • Card industry guidance says to consider an AI system a potential malicious insider in threat analysis and incident response (PCI SSC, September 2025). The cautious practice is to keep card numbers out of general AI tools; confirm with your payment security assessor.
  • An AI notetaker on reservations calls where cards are read aloud likely pulls the transcript into PCI scope; confirm with your QSA.

AI calls

  • AI voice calls for promotions need TCPA consent. FCC consent-revocation changes take effect November 25, 2026: callers may apply an opt-out from an informational message to that category only, and marketing opt-outs still stop all marketing. A caller can also limit opt-outs to one or more of three FCC-listed methods, if it says so clearly on each call or text. Otherwise any reasonable opt-out must be honored (FCC 26-67).

If you’re a government-run DMO

  • Web accessibility compliance under ADA Title II is due April 26, 2027 (populations 50,000+) or April 26, 2028 (populations under 50,000 and special district governments).

State rules

  • In California, using an online bot to make a sale is against the law when the bot is meant to mislead people about being a bot. Saying it’s a bot fixes that (Cal. Bus. & Prof. Code 17941).

Recording and records

  • Recording laws vary by state, and some require everyone in the conversation to agree. Treat an AI notetaker as recording.
  • AI transcripts, summaries and prompts can come out in a lawsuit. Once a lawsuit is reasonably foreseeable, the relevant ones have to be preserved.

Related industries

Questions planners ask.

Who is a good AI keynote speaker for a hospitality or travel conference?

Jordache Johnson’s talks help hotel, travel and destination teams use AI to give stretched staff time back for guests, with a person in the moments that make a stay. He also flags the rules to take to your counsel, including the FTC’s rules on mandatory fees and fake reviews, and accessible-room details.

What are practical AI uses for hotels and destination organizations?

Common examples are pre-arrival guest messaging, drafted review responses for a person to approve, group RFP responses, and listings and multilingual copy. Destination organizations often use AI for itineraries and content, and to check how their destination shows up in AI answers.

Does the FTC fee rule apply to prices our chatbot quotes?

Since May 2025, the FTC has required hotels and vacation rentals to show the total price, including mandatory fees, up front. That applies to any price your chatbot or voice agent quotes, too. Fees are still allowed; the quote has to include the mandatory ones. As of October 2026. General education, not a substitute for the advice of an attorney; confirm with your counsel.

Can hotels use AI for guest reviews?

The FTC’s review rule bans fake reviews, including AI-generated ones from people who don’t exist. Penalties can reach $53,088 per violation (16 CFR 465; FTC, December 2025; 2025 figure, kept for 2026). AI can help draft replies to real reviews for a person to approve. A person decides what the property says in public. As of October 2026. General education, not a substitute for the advice of an attorney; confirm with your counsel.

How are travelers using AI to plan trips?

Fifty-six percent of U.S. leisure travelers used AI for at least one trip in the past year, up from 33 percent in early 2025. But only 8 percent said AI answers alone were enough; about half click through to the source (Phocuswright, March 2026). So the page they click through to has to be right.

Is the talk a fit for a destination marketing organization?

Yes. For DMOs, Jordache focuses on how travelers plan with AI and whether your destination shows up accurately in those answers. He also covers inbound demand: international visits to the U.S. fell 5.5 percent in 2025, and U.S. Travel doesn’t expect a full return to 2019 levels until 2029 (U.S. Travel Association, May 2026). Government-run DMOs also have ADA Title II web accessibility deadlines in April 2027 or April 2028, depending on population. As of October 2026. General education, not a substitute for the advice of an attorney; confirm with your counsel.

Can the talk be customized or paired with a workshop?

Yes. Jordache builds every talk around your audience’s roles and examples. It can run as a keynote, a hands-on workshop, or both, or as a keynote with follow-through sessions for attendees afterward.

What does it cost to book Jordache?

It depends on the format, the length and travel. Book a call and we’ll talk through your event.

Book Jordache for your hotel association conference, brand convention, GM meeting or destination meeting.

For hotel group CEOs, owners and DMO chiefs who want to use AI in their own work first: Executive AI Advisory