Curiosity, Creativity, and Change: Shannon Seay’s Impact on the Hospitality Industry

I had the opportunity to interview Shannon Seay, Partner at H-CPM. Her career trajectory is a testament to the power of curiosity and adaptability. With a background in architecture and historic preservation, she never imagined she would end up in hospitality design. However, as she reflects on her journey, it’s clear that the intersection of design, travel, and history has created a path she is passionate about.

Lifestyle Hotels and Custom Design

At H-CPM, Shannon works primarily with branded hotels, but what excites her most is the growing success of lifestyle hotels. “Lifestyle hotels are custom- designed and really flexible within larger brand umbrellas,” she explained. These properties offer unique and elevated experiences for guests, and lifestyle brands like Autograph Collection and Tapestry are growing at an exponential rate. “I had a conversation with someone on the board for Autograph, and he shared that soft flags like Autograph and Tapestry are increasing at a rate nearly double that of other asset classes,” she added.

While many of the projects Shannon oversees are branded, the flexibility that lifestyle hotels allow when it comes to design is something she is particularly passionate about. “We’re pricing more soft brands than ever, and while most of the properties we work on are under a branded flag, almost all of them are fully custom-designed,” she mentioned.

This custom approach considers the fabric of the neighborhood, the market, and even the spirit of the property itself. These properties aren’t just designed to meet brand standards—they’re intended to offer an experience that feels unique, considered, and intentional.

Sustainability and Adaptive Reuse

Reusing historic buildings not only gives new life to structures with historical or cultural significance, but it’s also inherently more sustainable. “What could be more sustainable than using a building that’s already in place, especially one that has relevance to the local market or national history?” she stated.

She noted that more and more clients, particularly real estate investment trusts (REITs) and private equity portfolios, are incorporating sustainability measures into their standard operating procedures. This focus has trickled down from the larger players in the industry.

One example of a company leading the way is BermanFalk, a large North American case goods manufacturer. Two years ago, BermanFalk made a major sustainability shift by switching all of their packaging to cardboard, eliminating plastic peanuts and Styrofoam. “While there was a slight cost increase, it wasn’t substantial, and it’s great to see vendors making these changes without being forced to,” Shannon noted.

Sustainability, however, isn’t just about materials. “Sustainability has to come from the top down,” Shannon believes. “The brands need to enforce these changes, and it’s going to take mandates from big corporations for the industry to truly shift.”

Navigating the Challenges of the Post-COVID Era

Like many professionals in the hospitality industry, Shannon has had to navigate the challenges brought about by the COVID-19 pandemic. The volatility in the debt markets, supply chain disruptions, and labor shortages have all created significant obstacles for hospitality projects. “Working through COVID was incredibly challenging, and there were supply chain disruptions from 2020 through mid-2022 that were hard to work through,” she recalled, adding, “We are still seeing the effects of those disruptions today.”

One of the most surprising challenges was the skyrocketing cost of shipping containers, a vital component for some of the projects Shannon worked on, like the lodges at the Everglades. “At the height of COVID, shipping containers went from around $4,000 to $24,000,” she said. This, coupled with issues in the labor market and political instability, has led to a new “normal” in the industry.

However, she remains hopeful that the supply chain and labor issues will eventually stabilize. “While we may never return to pre-COVID conditions, I do think things will smooth out in the next few years,” she said.

Looking Ahead: The Future of Hospitality Design

As Shannon looks to the future, she is excited about the continued growth of lifestyle hotels and adaptive reuse projects. However, the biggest challenge she sees is addressing the impact of inflation on construction and design costs. “The cost increases we’ve seen in labor, materials, and services are here to stay, and it’s a challenge to reconcile these increases with project budgets,” she said.

Shannon’s role as a partner at H-CPM puts her at the helm of a team that is navigating these challenges head-on. With the guidance of H-CPM’s founder, Steve Siegel, who is taking a step back as Shannon and her business partner, Brad Czechowski, take on more leadership responsibilities, she feels excited about the firm’s future.

Reflecting on her career so far, Shannon considers her greatest achievement not a particular project, but the network of relationships she has built along the way. “The relationships I’ve developed in this industry, with clients, partners, vendors, and colleagues, are the foundation of my career. Those connections, and the depth of those relationships, are what I value most.”

Through a combination of passion, adaptability, and a strong sense of purpose, Shannon has made a lasting impact in the world of hotel design. As she steps into an even more prominent role at H-CPM, it’s clear that her passion for thoughtful, sustainable, and unique design will remain a driving force in shaping the industry.