2025 Avendra International Luxury Summit_Event Brochure
Welcome
On behalf of Avendra International, we are thrilled to welcome you to the Luxury Summit. This agenda was carefully crafted to educate, engage, and illuminate how Avendra and our suppliers can partner with you to deliver an outstanding luxury guest experience.
Thank you to our supplier partners for sharing their insights to enhance guest retention and satisfaction, increase operational performance, and expand sustainability programs for our luxury clients. Thank you to The Adolphus for hosting the Avendra Luxury Summit.
Lastly, a very special thank you to our clients for your commitment to Avendra International.
We are grateful for your partnership.
Thursday, October 9, 2025
11:30 AM CHECK IN & REGISTRATION
12:00 PM WELCOME LUNCH
12:45 PM OPENING REMARKS
Welcome to the Avendra International Luxury Summit
Walt Sheffler, President, Avendra International
1:00 PM KEYNOTE ADDRESS
Partnership Beyond the Product: Leveraging the Intelligence in Your Network
Barak Hirschowitz, President, ILHA
1:30 PM PANEL
Suite Envy: What Guests Desire in the Ultimate Stay
2:15 PM BREAK
2:30 PM PRESENTATION
Advocacy Insights:
Key Policy Developments Affecting Our Industry
Troy Flanagan, EVP of External Government Affairs and Industry Relations, AHLA
3:00 PM PANEL
Dining in Decadence: Elevating the F&B Experience
3:45 PM SUPPLIER SHOWCASE
5:15 PM BREAK
5:30 PM COCKTAILS & CONVERSATION RECEPTION
Grand Ballroom
Hosted by FedEx
Please note, the agenda is subject to change. The 2025 Avendra International Luxury Summit is being recorded and photographed. If you do not wish to be photographed, kindly let us know.
Friday, October 10, 2025
8:00 AM BREAKFAST
8:45 AM WELCOME REMARKS
Leonard Queiroz, Vice President, Branded Hotels, Avendra International
9:00 AM CONVERSATION
Spa & Wellness Trends
Leah Crump, Founder, Leah Crump Consulting
9:30 AM PANEL
Spa & Wellness: Asparations, Elevating Your Space
10:15 AM PRESENTATION
Pre Opening FF&E
Darryl Rego, Managing Director, Provision
10:40 AM LUXURY ADVISORY BOARD (LAB) (for Avendra Clients only) (BREAK FOR SUPPLIER PARTNERS)
11:10 AM EXPERIENCE
Science Behind Scenting
Hosted by ADA
12:30 PM LUNCH
Hosted by Ecolab
1:15 PM PANEL
The Blueprint: Branding Strategies for Luxury Hotels
2:00 PM CLOSING REMARKS
Dorien Murphy, Director, Luxury Accounts, Avendra International
Special Presentations
KEYNOTE ADDRESS
Partnership Beyond the Product: Leveraging the Intelligence in Your Network
Barak Hirschowitz, President, International Luxury Hotel Association
As President of the International Luxury Hotel Association (ILHA), Barak Hirschowitz helms the world’s premier think-tank shaping the future of luxury hospitality. With over two decades of leadership experience spanning three continents, his career includes pivotal roles with prestigious brands such as Sun International, Halcyon Hotels, and Relais & Châteaux.
A true industry connector, Barak also founded the largest hospitality group on LinkedIn, creating a vibrant global community for professionals to share insights and opportunities. His expertise on innovation and market trends is sought after on the global stage, making him a regular speaker at major conferences including ITB, INSPIRE, and HITEC. As a leading authority, his commentary is frequently featured in top-tier media outlets such as The New York Times and The Washington Post.
As the world’s largest Association for luxury hospitality owners, operators, developers and investors, the International Luxury Hotel Association (ILHA) brings together hospitality experts and leaders in the industry.
We are a networking platform that powers connections that accelerate growth and innovation by providing critical information that helps our suppliers and members stay ahead of the industry.
Advocacy Insights: Key Policy Developments Affecting Our Industry
Troy Flanagan, EVP of External Government Affairs and Industry Relations, American Hotel and Lodging Association
As an Executive Vice President of AHLA, Troy Flanagan brings over 20 years of experience to the role as a policy advocate who works closely with AHLA’s state association members and industry allies on issues critical to the hotel industry.
Troy came to AHLA from Parquet Public Affairs (now known as Align Public Strategies), where as a partner he represented numerous service industry brands and trade associations that dealt with many of the same issues facing the hospitality industry.
Previously, he was director of government relations at International Franchise Association (IFA), where he focused on state and local policy threats to franchised industries, including lodging.
Troy holds a Bachelor of Arts in Political Science from the University of Florida and a Master of Arts in International Commerce & Policy from George Mason University.
The American Hotel & Lodging Association is the largest hotel association in America, representing more than 30,000 members from all segments of the industry nationwide – including iconic global brands, 80% of all franchised hotels, the 16 largest hotel companies in the U.S, and vendors/ suppliers to the industry. Headquartered in Washington, D.C., AHLA focuses on strategic advocacy, communications support, and workforce development programs to move the industry forward.
Special Presentations
PRESENTATION
Pre-Opening FF&E
Darryl Rego, President and CEO, Provision Advisory Services LLC
For the past 30 years, Darryl has been in supply chain management for the hospitality industry. Currently, Darryl’s role in the organization is to focus on strategy and business development.
Prior to Provision, Darryl was employed for nine years by Avendra as Director of Strategic Accounts managing a “top to top” portfolio of clients with spend in excess of $250 million.
Darryl also worked with Marriott International as Director of Purchasing where he managed a spend budget of $100 million while also playing a key role with a variety of owner funded renovation projects.
Provision is a professional turnkey project management services organization for hospitality related Furniture Fixtures and Equipment (FF&E) and Operating Supplies and Equipment (OS&E) procurement. With direct access to a global base of manufacturers and distributors along with significant spend leverage with our partnership with Avendra, we are distinctly equipped to fulfill the requirements of hotel owners and developers today. Our sustainable supply chain strategies, leveraged by our experience, ensure reduction in risk management along with significant cost savings for our clients.
CONVERSATION
Spa & Wellness Trends
Leah Crump
,
Founder, Leah Crump Consulting
Leah Crump is a published author and sought-after speaker known for championing longevity and sustainable leadership in luxury wellness and hospitality. With over twenty years in the industry, she has advised ultraluxury and upmarket brands including Ritz-Carlton Laguna Niguel, Omni PGA Frisco, and The Peaks at Telluride on creating distinctive wellness concepts that are both profitable and soulfully executed.
Leah Crump Consulting partners with spa, wellness, and hospitality leaders to turn vision into high-performing reality. Through in-depth market research, concept development, and executive advisory, the firm guides owners and leadership teams from early strategy through on-site execution. The result is resilient, future-ready wellness operations that elevate guest experience, drive profitability, and stand out as distinctive industry leaders.
MEET AVENDRA’S Supplier
Partners
Annie Steighner
Vice President of Business Development and Partnerships
As Vice President of Business Development and Partnerships at ADA Cosmetics, I am dedicated to building meaningful collaborations that drive growth, innovation, and sustainability in the hospitality industry. With a passion for creating strategic alliances, I work closely with global partners to deliver premium, eco-conscious solutions that enhance the guest experience while supporting our shared commitment to responsible luxury.
Throughout my career, I have focused on bridging relationships between brands, hotel groups, and industry leaders—ensuring that every partnership creates lasting value.
ADA Cosmetics is a global leader in sustainable hotel cosmetics, trusted by the world’s most prestigious hospitality brands. With a portfolio of innovative, eco-conscious amenities and dispenser solutions, ADA combines premium quality with a commitment to reducing environmental impact—delivering responsible luxury for guests and partners worldwide.
Ryan Anderson
Vice President, Product and Marketing
Ryan Anderson is Vice President of Product and Marketing at BOKSER. He, and his team, are responsible for internal product innovation at BOKSER, and telling the stories of those products to our customers and industry.
BOKSER creates best in class home textiles that are distributed to the hospitality and residential market. At BOKSER we are driven by a passion to create the most affordable and sustainable textiles to both hospitality and retail.
Fernando Peñuela Partnership Executive
With 30 years of experience in supply chain, manufacturing, and distribution, I maintain a customer centric approach to building meaningful partnerships across the hospitality industry. My multicultural background allows me to connect people at a global level, serving as a conduit between operators and manufacturers across the Americas. I enjoy working with clients to create tailored initiatives that incorporate sustainable solutions, while driving operational efficiencies and prioritizing environmentally focused programs.
Clark National Accounts (CNA), a division of Clark Associates, streamlines operations for national accounts with a tech-driven distribution model, tailored solutions, nationwide footprint, detailed reporting, and project services. We continually evolve, investing in new functionalities to deliver an industry-leading platform that empowers customers to focus on running their businesses.
Rebecca Hewitt
Vice President of Sales for Hospitality
Rebecca Hewitt is the Vice President of Sales for Hospitality at Corsicana Mattress, where she launched the division in 2019, driving remarkable success and growth. Passionate about providing luxurious sleep for hotel guests nationwide, she has cultivated a dynamic team of over 20+ representatives across the U.S. Rebecca loves the hospitality industry and values the relationships she builds within it. Residing in Springfield, MO, located in the geographic center of the U.S., she enjoys the convenience of easy travel to connect with clients and partners.
Corsicana Mattress has been handcrafting mattresses in the US for over 50 years. We offer the best quality, the best value and the best delivery times in the industry. CMC provides luxury mattresses – delivered to your property in 5-10 business days.
Tamara Allison
National
Apparel Specialist Luxury / Lifestyle
Tamara Allison has dedicated over 20 years of experience revolutionizing the luxury hospitality and gaming landscape. Driven by her love for fashion and collaboration, Tamara has spent the past 16 years in Las Vegas elevating the city’s luxury apparel scene. As a visionary in her field, she has successfully positioned luxury clientele and their apparel collections at the forefront of the market.
Her innovative apparel design concepts have been recognized with three industry awards, reflecting her skill and dedication to her craft.
Design Collective is a premier uniform company specializing in custom image apparel programs for luxury hotels. We provide high quality, performance driven design that will ensure your team looks and feels polished.
With more than 10 years of experience in luxury markets, from cosmetics to fine linens, Kaoutar brings a strong international background and a proven ability to build brands that elevate guest experiences. At Garnier Thiebaut, she leads the hospitality division with a focus on growth, innovation, and sustainability, working closely with hotels, restaurants, and procurement partners to deliver premium solutions that set new standards in hospitality.
Since 1833, Garnier Thiebaut has served the world’s finest hotels and restaurants with exceptional bed, bath, and dining collections. Renowned for its extensive catalog of luxury linens, Garnier Thiebaut USA brings European craftsmanship to the North American and Caribbean markets. As a vertically integrated designer and manufacturer, from sourcing the purest fibers to weaving and finishing, Garnier Thiebaut offers unmatched customization, turning every vision into a woven reality.
Nnadagi Isa Founder
Nnadagi Isa is the founder of Lor Tush, a luxury tissue brand trusted by design-forward hotels and hospitality spaces. With a background in creative direction and brand development, she builds products that speak through texture and intention. Her work spans footwear, music, and hospitality, rooted in the belief that quiet details leave the strongest impression.
Lor Tush creates bamboo tissue products designed for spaces where every detail counts. Trusted by design-forward hospitality brands, we focus on weight, texture, and guest perception because luxury is felt, not just seen.
Jeff Bruce National Account Manager Hospitality & Dining
Jeff Bruce is an accomplished leader in the food and beverage industry, specializing in business development and national account sales and management. As Senior National Account Manager for Hospitality dining, Jeff is responsible for developing and managing F&B and in-room coffee solutions, for new and current hotel partners. With over 24 years of experience at Nestlé, Jeff is recognized for his relationship-building skills, creativity, and customer-centric approach. Jeff brings his passion for sustainability and valuable insights to the panel.
Nespresso Professional provides premium coffee solutions for hotels, restaurants, and cafés. With a diverse selection of sustainably sourced blends, state-of-the-art machines, and dependable service, Nespresso enhances coffee experiences for guests and customers alike. Our commitment to convenience, consistency, and exceptional taste ensures that every cup is memorable.
Jamie Lynch Director of Business Development
Jamison Lynch is Director of Business Development at Paradigm Trends, where he strengthens partnerships with hotel brands, GPOs, distributors, and management companies to drive sustainable growth.
With over a decade of experience in SaaS, technology, and hospitality, he has built scalable operations, guided postacquisition integrations, and aligned cross-functional teams. Jamison is passionate about creating long-term partnerships that enhance client value, streamline collaboration, and expand organizational impact.
Paradigm Trends is transforming the hospitality industry worldwide with effortlessly elevated guest experiences, combining four decades of expertise through the provision of bespoke, yet affordable, premium-quality bath, bar, and guestroom accessories that are sustainably crafted and responsibly sourced.
Greg
Hybl
Senior Vice President & General Manager
As the SVP and GM of Peloton for Business, Greg leads Peloton’s Commercial and Integrated Wellness business that provides businesses with connected fitness hardware and content to enhance the wellbeing of their customers, employees, members, students, and/or guests.
With over 20 years in strategic partnership, commercial, and business development, Greg previously held senior leadership positions at American Express, General Electric, and Dell. He also ran Andrew Harper, a luxury travel business.
He holds a Bachelor of Arts in Finance from Michigan State University and an MBA from The University of Texas at Austin.
Peloton is a leading provider of B2B fitness solutions, delivering connected fitness hardware and content to businesses. We empower hotels, multi-family residences, and corporate wellness centers to enhance the wellbeing of their customers and employees. Our offerings differentiate properties and drive engagement through immersive, world-class fitness experiences.
Dillon Baxter Founder and CEO
Dillon Baxter is the Founder and CEO of PlantSwitch, a company at the forefront of sustainable packaging innovation. Under his leadership, PlantSwitch has developed plant-based, home compostable alternatives to single-use plastics. In addition, Dillon is working with policymakers to advance pro-composting policies and accelerate the transition away from traditional plastics. Dillon has been recognized as a Forbes 30 Under 30 honoree and Poets & Quants Best & Brightest Business Major and holds a degree in Finance and Asset Management from Southern Methodist University.
PlantSwitch is a leading manufacturer of certified home compostable cutlery and packaging made from upcycled agricultural waste. We are committed to delivering highperformance, plastic-free solutions that help partners meet their sustainability goals.
Eric Wolff Regional Sales Developer
Eric is an experienced culinarian and food service sales professional with 25 years of experience in various roles. Driven by culinary innovation, he takes pride in providing the best culinary solutions possible. As a food service sales professional, his goals include building relationships and being a resource for his customers. In addition to his primary job functions, Eric has been recognized for his extraordinary commitment to providing food service solutions. When not cooking or talking about food, Eric enjoys traveling, gardening and playing golf.
SK FOODS For more than six decades, we have made it our mission to do just that by delivering the highest quality, most innovative products to retail, wholesale and food service establishments throughout North America. Our strong legacy brand, Harvest of the Sea, is only part of our story, however. Our superpower lies in the fact that we are a company culture with the energy and innovation of a start-up that just happens to have a 60-year history of success!
Shannon Speratos Executive Vice President
With over 34 years of experience in the commercial landscaping industry, Shannon combines hands-on expertise with strategic leadership. His journey began unconventionally—after selling his business and working in mortgages during the Gulf War, a family BBQ conversation sparked a career that became his passion. Rising from field roles to leadership, Shannon has excelled as a Project Manager, Sales Leader, Start-Up Builder, and Executive. Known for his precision, empathy, and mentorship, he empowers teams to thrive. His proudest role? “GRANDPA” to his grandchildren—his most cherished title yet.
Sperber Landscape Companies partners with luxury hospitality brands to create and maintain outdoor environments that elevate guest experience and brand value. With a people-first mindset and sustainable expertise, we deliver consistent excellence across markets—turning first impressions into lasting impressions.
Deana
Morrow CEO
Deana Morrow is CEO of Torn Ranch, a specialty food company known for creating luxury amenities, minibar snacks, spa treats, and bespoke gifts. For more than 17 years, she has enjoyed working alongside hotel brands to design innovative programs that blend creativity, hospitality, and service. Passionate about culture and team, Deana brings a foodie’s curiosity and an adventurer’s spirit to Torn Ranch. When not collaborating with hospitality partners and her team, she’s often outdoors with her two kids and two rescue dogs.
Torn Ranch partners with luxury hotels to create elegantly presented artisan chocolates, cookies, nuts, snack mixes, candies, and healthy snacks, available in both packaged and bulk formats for amenities, minibars, bars, and spas. Torn Ranch’s specialty food and gifting solutions can be private labeled, helping you delight guests with creative, innovative, and unforgettable moments.
Christina Alves Corporate Hospitality Sales Manager
Christina Alves is the Corporate Hospitality Sales Manager at Universal Companies, bringing over 25 years of expertise in sales, marketing, and operations to the hospitality industry. Based in Columbus, Ohio, Christina is a recognized leader and a proud recipient of the Vendor Excellence Award. She actively engages in industry networks like the Green Spa Network and Cosmetic Executive Women, dedicated to enhancing guest experiences and sustainable hospitality solutions.
Universal Companies has supported wellness professionals worldwide for 40+ years, serving 84,000+ customers in 47 countries. From spas and salons to hotels and resorts, we deliver quality-tested products, sustainable guest amenities, education, and growth strategies simplifying operations so you can provide exceptional, wellness-centered experiences for every guest.
Thank You!
Thank you to our valued suppliers for their partnership!
Avendra Team MEET THE
Dorien Murphy Director, Strategic Luxury Accounts
Dorien Murphy manages Avendra’s Strategic Luxury Accounts, overseeing a collection of 30 prestigious hotel brands across North America and the Caribbean. Dorien draws upon over a decade of experience in the luxury hotel sector to find operational efficiencies and savings opportunities for his clients.
Throughout his career, he has honed his skills managing hotel operations focusing on Food and Beverage, Rooms, and Procurement, contributing to the success of many luxury hotel and restaurant establishments.
Dorien’s educational background includes training at the Baltimore International Culinary College and earning a BS in Hospitality Management from Morgan State University. He also has an MBA in Entrepreneurship and Marketing from the University of Baltimore.
We get it, and we can help.
Karishma Huda Manager, Strategic Luxury Accounts
As the newest member of the luxury team, Karishma brings over 17 years of experience exclusively in luxury hospitality. Her sharp eye for detail and passion for high-end service, combined with continued education and certifications from the prestigious Cornell University and Florida Atlantic University, make her your ideal procurement partner.
When she’s not optimizing and saving the world through purchasing, Karishma is a devoted food and beverage connoisseur—and most proudly, a member of the girl mom team!
Avendra Team MEET THE
Walt Sheffler President
As President, Walt oversees Avendra International’s hospitality business segment throughout North and South America including the Caribbean. He is responsible for leading, managing and directing all Avendra International activities including sales efforts, exploring new hospitality-related business opportunities, strategically directing our client service operations and perpetually increasing client satisfaction.
Walt began his career with Marriott International, where he held positions of increasing responsibility in Hotel Operations, Corporate Finance and Corporate Procurement. Before joining Avendra as a charter member, he was Vice President of Procurement for Marriott International, responsible for food and beverage procurement activities worldwide.
We get it, and we can help.
Leonard Queiroz
Vice President, Branded Hotels
As Vice President, Branded Hotels, Leonard leverages his extensive hospitality, gaming and consulting experience as a strategic procurement leader and manager to implement and help ensure successful client initiatives for Avendra’ s largest hotel brands. In this role, Leonard manages a team of account managers responsible for more than 90 hotel brands and nearly $3 billion in spend.
Prior to Avendra, Leonard served as COO of a large casino gaming GPO. Leonard also spent several years with KPMG, where he focused on hospitality and casino gaming consulting. Leonard began his career as a hotel manager. His experience is a unique mix of operations, procurement, and business strategy.
Avendra Team MEET THE
Eleanor Waddell
Vice President, Strategic Growth, Account Management, Marketing and FF&E Services
As Vice President, Eleanor oversees strategic growth, account management and marketing throughout North America, The Caribbean, LATAM and Europe. In addition, she leads Avendra FF&E Services. With extensive experience in strategic planning, sales and account management, and creating go-to-market plans for adjacent segment penetration, Eleanor is focused on developing emerging talent and capturing growth opportunities for the company.
She previously served as Vice President, Business Development for the organization and has been with Avendra since 2012.
Prior to joining Avendra, Eleanor was Vice President of Sales and Marketing for Provista, a $9.2 billion supply chain improvement company in Dallas, TX. In addition, she also held executive roles at Aramark, Avendra’s parent company, in Higher Education and the Retail Brand business.
In addition to a journalism degree from The University of Texas at Austin she earned an MBA from Harvard Business School.
We get it, and we can help.
Melissa McCormack Senior Director of Global Opportunities
Melissa joined Avendra International 12 years ago and has held roles in Field Support, Business Development, and Avendra’s International growth – she is currently Senior Director of Global Opportunities.
With over 25 years in the industry, she has worked with leading global hotel and hospitality brands, providing corporate and property-level support along with expertise in supply chain management and operations analysis.
Her diverse background in hotels, restaurants, and golf operations allows her to develop procurement strategies that drive efficiency and cost savings for Avendra International’s clients.
Melissa co-hosts Avendra International’s podcast, Meet in the Lobby, where she and Dorien Murphy engage with industry leaders on current trends and issues shaping hospitality. She represents Avendra International on the AHLA General Managers Executive Committee and has spoken at multiple international conferences.
FOR YOUR Information
Dress Code
Business casual
The Adolphus Hotel
1321 Commerce Street
Dallas, TX 75202
Check In | 3:00 PM
Check Out | 12:00 PM
Traveling & Transportation
Dallas Love Field (DAL) | 20-minutes
Dallas/Fort Worth (DFW) | 30-minutes
Parking
Valet parking is available for $24 daily and overnight valet parking is $60.
