Susan Estler

MARQUETTE — Hospitality Sales & Marketing Association International has selected Travel Marquette CEO Susan Estler as one of its Top 25 Extraordinary Minds for 2024.

HSMAI has been compiling these 25 person lists since 2002, annually recognizing achievement and leadership in hospitality sales, marketing and more.

Estler will join this exclusive list when she is honored by HSMAI at a reception in New York City on Feb. 18.

“It is with great pride that we honor HSMAI’s 2024 class of Top 25 honorees in hotel sales, marketing, revenue optimization and distribution,” said Brian Hicks, president and CEO of HSMAI in a press release. “These outstanding professionals, through their creativity, dedication and commercial acumen, have not only excelled in their domains but have also set new standards of excellence for the industry, inspiring us all.”

Founded in 1927, HSMAI is a membership organization comprising more than 5,000 members worldwide, with 40 chapters in the Americas Region. HSMAI commits itself as an organization to growing business for hotels and its partners and is a leading advocate for intelligent, sustainable hotel revenue growth. The association provides hotel professionals and their partners with tools, inspiration for marketing, insights and expertise to fuel sales, as well as running programs to help optimize revenue such as the commercial strategy conference, sales leader forum and Adrian Awards.

The 2024 Top 25 honorees were judged by a panel of senior industry executives for their recent work based on the following criteria: creativity and innovation, cutting edge sales or marketing campaigns, triumph in challenging situations, and efforts that resulted in dramatic gains.

“I am truly honored to receive this recognition from HSMAI,” said Estler. “Tourism marketing has been my passion throughout my career, and I’m grateful to join such a distinguished group of individuals. I look forward to continuing to serve Marquette County and to seeing our destination receive well-deserved national recognition.”

Estler has worked in tourism marketing and public relations since 2001. Her career has included positions as director of marketing and public relations for Bradenton Area Convention and Visitors Bureau; vice president of marketing for Panama City Beach Convention and Visitors Bureau; executive director for the Lackawanna County Convention and Visitors Bureau; and since 2018, the CEO of Travel Marquette. Estler’s notable achievements include the Certified Destination Management Executive status from Destination Marketing Association International and president of the Michigan Association of Convention and Visitor Bureaus.

Throughout her tenure in the industry, Estler has spearheaded notable projects including Panama City Beach’s “Real.Fun.Beach” rebrand; Travel Marquette’s accessibility campaign with U.P. Sail Disability Network; and the founding of the Respect Marquette County Coalition. Estler is also serving her second term on the Michigan Travel Commission, a position she was appointed to by Gov. Gretchen Whitmer.

“Over the past couple years we have also started the Respect Marquette County program, which is in cooperation with Leave No Trace following the Leave No Trace principles. We have also been working with Sail since 2019,” Estler said.

Travel Marquette works with Sail to help make Travel Marquette easy to navigate for disabled people around Marquette, so they can stay involved with and participate in community events.

“That and Pure Michigan have been very helpful,” said Estler.

The Top 25 will be honored in person at a reception at the New York Marriott Marquis. The reception is being held in conjunction with the HSMAI Adrian Awards Celebration, which recognizes the winners of the largest competition in global travel marketing. In addition to the Top 25 reception, Estler will be featured in an HSMAI special report, receive a personalized award and be recognized as a Top 25 Mind in Hospitality Sales, Marketing, Revenue Optimization, and Distribution.”

“I am very humble to have been receiving this award and our PR firm, Lou Hammond Group, submitted my name along with information because they have been working with me for several years and have worked with me in other destinations,” Estler said. “It is a really pleasant surprise and I am very much humbled and honored to have that.”

For more information, visit travelmarquette.com or call 1-906-228-7749.

Antonio Anderson can be reached at 906-228-2500, ext. 550. His email address is aanderson@miningjournal.net.