Joe Collier, President, Mainsail Lodging and Development

In an interview with Invest:, President Joe Collier of Mainsail Lodging & Development, highlighted the resurgence of group travel, Tampa’s growing hospitality market, and the ongoing demand for boutique and lifestyle hotels. “Guest experience is at the heart of everything we do,” he emphasized.

Mainsail has been active in supporting communities affected by hurricanes. Can you share more about these efforts?

Giving back is part of our core values. After the storms, we launched a Raise the Roof campaign at our rooftop bars, donating event proceeds to the American Red Cross. The community really stepped up — we saw a great turnout, and it was rewarding to provide a fun way for people to contribute. We also took similar action after Hurricane Ian, setting up a community center in Fort Myers to distribute tarps, food, and bottled water. That initiative earned us the Alice S. Marriott Award for community service from Marriott International, which was a great honor. Our main charitable focus is Feeding Tampa Bay, and we’ll continue to find ways to support them. Being part of this community means stepping up when help is needed.

What makes Tampa Bay an ideal market for hospitality growth?

Tampa Bay is on fire. It’s what I’d call a Goldilocks city — not too big, not too small. While locals might feel the growth, we’re still manageable in terms of congestion and cost compared to other major markets. The region has it all — professional sports teams, a top-ranked airport, incredible amenities, and waterfront attractions. From Tampa Heights down to South Tampa, the transformation has been remarkable. Areas like Armature Works, downtown, and Soho have become thriving hospitality and entertainment hubs.

We’re also seeing a different kind of relocation trend. My wife is a residential realtor, and in the past few years, she’s sold multiple homes over FaceTime — buyers are moving here without even visiting first. That’s a sign of how desirable this market has become.

What trends are shaping guest preferences in hospitality?

Guests continue to seek unique experiences. Even traditional “hard brand” hotels are finding ways to elevate their offerings. At Mainsail, we focus heavily on food and beverage, ensuring our restaurants and bars stand out. Many people don’t automatically think of hotels when choosing a dinner spot, so we work to change that by creating vibrant spaces and engaging culinary experiences that locals want to visit for social events, dinners, and special occasions. Beyond that, we’re seeing a return of group travel, which is promising. People are finding more reasons to gather, whether for business or social events.

How has Tampa’s sustained hotel revenue growth influenced your investment strategy?

We believe in the Tampa market, and our investments reflect that. We recently completed a $30 million expansion of the Epicurean Hotel on South Howard, increasing room count from 137 to 188 and adding event space. That project took time — acquiring land, relocating a historic home, navigating permitting — but it reinforces our confidence in the market.

We also have another hotel project that we’ll be announcing in the coming months, which will be another exciting addition to Tampa’s hospitality landscape.

How is demand for boutique and lifestyle hotels evolving?

Boutique and lifestyle hotels continue to gain momentum. At industry conferences, you can see where the excitement is — owners are gravitating toward soft brands like Marriott’s Autograph Collection and Tribute Portfolio. These allow for unique, curated hotel experiences while still leveraging Marriott’s powerful reservation system and Bonvoy loyalty program, which has over 230 million members.

Even traditional “hard brand” hotels are adapting by enhancing their food and beverage offerings and creating more distinctive spaces. Business travelers, for example, still appreciate having a great cocktail and meal in a well-designed setting after a long day.

How is technology shaping hospitality operations and guest experiences?

AI and technology are playing an increasing role, particularly in revenue management. We use advanced analytics to understand market demand and optimize pricing strategies, ensuring we’re maximizing profitability.

Guest-facing technology is also evolving. I recently stayed at a hotel where I watched a robot navigate an elevator, roll down the hallway, and deliver a pizza to a guest’s room — it was like watching R2D2 in action. While some of these innovations are still in the trial phase, automation will eventually handle certain tasks. That said, hospitality is still about human connection. Technology should enhance efficiency, but it can’t replace the warmth of a friendly smile at check-in.

How do you maintain a personal touch in a tech-driven world?

Guest experience is at the heart of everything we do. When I review customer feedback, I want to see that people felt genuinely welcomed. If we make a mistake somewhere, we can fix it. But if a guest leaves saying, “They weren’t friendly,” that’s unacceptable.

People arrive at hotels after long days of travel, dealing with flight delays, rental car issues — you name it. When they walk into our hotels, they should feel at ease, like they’re home. That’s the culture we’ve built at Mainsail, and it’s something we’ll never compromise on.

How do you view the local labor market for hospitality professionals?

We need more young people to see hospitality as a long-term career, not just a temporary job. That’s why we actively engage with local schools and universities, including USF, to showcase career pathways in this industry.

Hospitality is a fun, dynamic business. You meet great people, experience something new every day, and have real opportunities for growth. You don’t need a college degree to become a general manager — you just need the right mindset and work ethic. Our GMs are well-compensated and love what they do. I hope this article reaches young professionals who may not have considered hospitality as a career. We’re always looking for passionate, service-oriented people to join our team.

What’s your outlook for Tampa’s hospitality industry in the coming years?

Tampa’s hospitality landscape will continue evolving. Some older hotels will be phased out — like the DoubleTree off I-275 that was torn down last year — while new developments will emerge in response to growing demand. We’ll also see continued growth in specific pockets, like downtown and Pasco County, where demand drivers are creating opportunities for new hotels. 

At Mainsail, we specialize in full-service hotels with food and beverage components, and that will remain our focus. Tampa now has some truly exceptional hotels, and I’m excited to see how the market continues to develop.