Jason Perkins, General Manager, AC Hotel Clearwater Beach & Courtyard Clearwater Beach

Jason Perkins, general manager of AC Hotel Clearwater Beach, spoke with Invest: about how exceptional service drives the hotel’s success, and how its culture of teamwork helped it rebuild after recent hurricanes. He explained finding and fostering this type of workforce, and the advantages of collaborating with the Clearwater business community.

What differentiates your property from other hotels in the region?

I oversee the AC Hotel and Courtyard at Clearwater Beach, and what truly sets us apart is our exceptional, service-oriented team. Our staff’s dedication to guest satisfaction is the cornerstone of our success. While travelers come to Clearwater Beach to enjoy the beautiful water, sandy beaches, and vibrant local atmosphere, we believe that outstanding service elevates their experience. In addition to our team, we offer unique amenities like stunning rooftop bars and pools, providing both leisure and business guests with a memorable stay. Whether you’re here for a relaxing vacation or a productive business trip, we cater to a wide range of needs with an experience that’s anything but ordinary.

How did you contribute to the community recovery after the hurricanes, what lessons did you learn?

I started at the property in the first week of September, and the first hurricane hit in the third week of September. One thing we learned and emphasized is being ready for it, and we only had three days to prepare. The most important lesson is being open with communication with your guests, and being honest and transparent. We chose to be open and honest with our guests regarding damage and repairs and it served us very well. Our guest satisfaction scores increased after the hurricane because of our honest and friendly service. We knew one of our top priorities was to help restore the community as quickly as possible so we reached out to energy companies and told them that although we’re not fully open, we have beds available for workers to help expedite power restoration efforts

What makes Clearwater beach an ideal location for your properties?

Clearwater Beach offers some of the most stunning white sand beaches in the region, coupled with a vibrant food scene and rich cultural diversity. This makes it an ideal destination for a wide range of travelers, from foodies and cocktail enthusiasts to families and adventure seekers. At both the AC Hotel and the Courtyard, we pride ourselves on serving the best margaritas, espresso martinis, and old fashioneds — perfect for anyone looking to unwind after a day of exploration. Additionally, Clearwater Beach boasts marinas, scenic tours, and the renowned Clearwater Marine Aquarium, providing something for every age and interest. Whether guests are seeking relaxation or adventure, our location offers the perfect blend for a memorable stay.

Are there any specific amenities and trends you are seeing that your customers are looking for?

One of the biggest trends we’re seeing is a growing demand for high-quality food and beverage programs. Guests are increasingly looking for hotels that offer exceptional dining and unique drinks, which has become a major attraction for our properties. Additionally, we’ve noticed a shift towards smaller, more flexible meeting spaces. Guests are now preferring intimate, multi-use meeting rooms over large banquet halls. At our AC Hotel, for example, we offer a meeting salon that accommodates up to six people, complete with a television and HDMI ports. It’s utilized daily by individual travelers and small teams, offering a more personalized and efficient space for work.

Millennials now represent 50% of travelers. What shifts are you noticing in this demographic?

Millennials, myself included, seek a balance of work and play during our travels. We want to stay productive, but we also crave the opportunity to relax and experience our surroundings. “Instagrammable” moments are important to us, as we love sharing our experiences with others. Sustainability is another key focus, as we actively look for hotels that align with our values. Convenience and tech-enhanced experiences are also essential—tools like the Marriott Bonvoy program and mobile keys allow us the flexibility to either enjoy privacy or interact with staff, depending on our preferences. This blend of efficiency, personalization, and social connection is what today’s millennial traveler is after.

What can you share with us in terms of integrating technology, such as the Marriott Bonvoy program?

Marriott is at the forefront of integrating technology into the guest experience, setting industry standards with innovations like mobile keys and pre-arrival guest interaction tools. For example, our bike rentals are fully tech-driven—guests can simply scan a QR code to unlock a bike, pay via their smartphone, and enjoy an easy, seamless experience. Additionally, Marriott continues to enhance personalization with new initiatives that allow for more tailored pre-arrival amenities and services, further elevating the guest experience and making stays more convenient and memorable.

What is your assessment of the local labor market in hospitality, and how are you fostering a workplace to attract and retain talent?

Recruiting and retaining top talent is a significant challenge in the hospitality industry, especially in our local market. To address this, we prioritize offering competitive wages, comprehensive benefits, and clear opportunities for growth. We emphasize a culture where team members feel truly valued — not just as employees but as part of our extended family. I always remind our team that success is only possible through their dedication, and we genuinely care about their well-being.

We ensure that our compensation packages are competitive, but beyond that, we create an environment where our employees feel respected, heard, and supported. I also encourage staff to share positive experiences and promote employment opportunities through word of mouth — on-the-spot recruiting and distributing business cards has been a successful strategy for us. This approach not only attracts talent but helps build a strong sense of community and loyalty within our team.

Are there any partnerships in place with other local businesses and attractions to promote the hotel as both a workplace and a place to enjoy?

One of our top goals is to enhance both the guest experience and our community ties. For example, we offer room packages that include perks like beach chair rentals and towels, ensuring guests have everything they need for a seamless experience. We’ve also built strong relationships with nearby restaurants and regularly promote local happy hours and events, like the popular Crab Fest on Clearwater Beach.

As we continue to strengthen these partnerships, we aim to position both the AC Hotel and Courtyard as essential components of the Clearwater Beach experience, offering not just a place to stay but a true hub for relaxation, dining, and local enjoyment.

What opportunities do you see for growth in Clearwater Beach, and what are your top priorities for the next two to three years?

Clearwater Beach is experiencing tremendous growth, with new branded hotels emerging, signaling its rising prominence as a top Florida destination. One of our key priorities is enhancing the guest experience by expanding our dining offerings. At the AC Hotel, we are developing a full-service restaurant with a unique concept that highlights the diverse culinary scene in Clearwater. Similarly, the Courtyard will soon introduce a restaurant at its lobby level.

We are also focused on promoting Clearwater Beach as an open and welcoming destination. While there’s been a lingering misconception about the area’s recovery post-hurricanes, we are fully operational and ready to welcome travelers. Our goal is to dispel that stigma and showcase the vibrant and thriving Clearwater Beach, ensuring visitors feel confident and excited to explore all that this beautiful area has to offer.