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EP 267 The Retreat Venue Gap: Why Retreat Leaders and Venues Struggle to Find Each Other with Emily Johnson
One of the biggest challenges in the retreat industry isn’t marketing, pricing, or programming. It’s the gap between retreat leaders and retreat venues. Retreat leaders struggle to find the right venues. Venue owners struggle to fill their calendars with the right retreats. And somewhere in the middle, opportunities are missed. In this episode of The Retreat Leaders Podcast, Shannon Jamail sits down with Emily Johnson, founder of Elevate Hospitality Collective, to talk about the disconnect between retreat leaders and venues - and how the industry can bridge that gap. Emily brings years of experience in the hospitality industry, working with boutique hotels and retreat centers to help them attract wellness travelers and retreat leaders. Her work focuses on helping venues improve their positioning, marketing, and sales strategies so their spaces can move from empty calendars to thriving retreat businesses. Together, Shannon and Emily explore the rapid growth of the wellness travel sector - projected to become a trillion-dollar industry in the coming years - and what both retreat leaders and venue owners need to understand to take advantage of that growth. They also discuss practical strategies for retreat leaders who are selecting venues for their retreats and the common mistakes that create friction between hosts and properties. If you host retreats, run a retreat center, or are thinking about entering the retreat industry, this episode will give you a deeper understanding of how successful retreat partnerships are built. What You’ll Learn in This Episode • Why there is often a disconnect between retreat leaders and retreat venues • How boutique hotels and retreat centers can attract more retreat leaders • The role hospitality strategy plays in filling retreat venues • Why the wellness travel sector is growing so rapidly • What retreat leaders should look for when choosing a venue • Why boutique hotels can be a great starting point for new retreat leaders Key Takeaways The Retreat Industry Has a Partnership Gap Many retreat leaders struggle to find the right venues while many retreat venues struggle to attract retreat leaders. The challenge often comes down to positioning, communication, and expectations. Retreat Centers Often Wear Too Many Hats Many retreat centers operate with small teams that are responsible for: marketing sales operations guest services event management Specialized support can help these venues better position themselves and attract the right retreat leaders. Wellness Travel Is Growing Rapidly The wellness travel sector is projected to become a trillion-dollar industry in the next 5–7 years. Retreat venues and retreat leaders who understand this shift will be better positioned to take advantage of the growing demand. Venue Selection Matters Emily and Shannon also discuss why retreat leaders should carefully consider where they host retreats. They highlight: why boutique hotels can be a great starting point why specialized retreat venues may offer stronger alignment why platforms like Airbnb or VRBO often create legal and insurance challenges for retreats About Emily Johnson Emily Johnson is the founder of Elevate Hospitality Collective, a consultancy that helps boutique hotels and retreat centers attract wellness travelers and retreat leaders. With a background in hospitality strategy, Emily works with venues to improve their positioning, marketing, and sales strategies so they can move from empty calendars to thriving retreat businesses. Her work focuses on bridging the gap between retreat leaders and retreat venues, helping both sides build stronger partnerships and more successful retreat experiences. Learn more at: www.elevatehospitalitycollective.com  or https://elevatehospitalitycollective.substack.com/  The Retreat Leaders Podcast Resources and Links: Learn to Host Retreats Join our private Facebook Group Top 5 Marketing Tools Free Guide Get your legal docs for retreats Join Shannon in Denver at the Retreat Industry Forum  Join our LinkedIn Group Apply to be a guest on our show Thanks for tuning into the Retreat Leaders Podcast. Remember to subscribe for more insightful episodes, and visit our website for additional resources. Let’s create a vibrant retreat community together! Subscribe:  Apple Podcast | Google Podcast | Spotify ______ TIMESTAMPS Emily’s Background & Hospitality Experience (00:01:20) Emily shares her 20+ years in hospitality, her companies, and her transition into the retreat space. Identifying the Gap: Retreat Leaders vs. Venue Owners (00:01:50) Discussion about the disconnect between retreat leaders seeking venues and venue owners struggling to fill their spaces. How Emily Bridges the Gap (00:03:21) Emily explains her approach to helping venues define their brand, market effectively, and connect with facilitators. Wellness Travel Industry Growth (00:05:28) Shannon highlights the explosive growth of the wellness travel and retreat industry, emphasizing its vastness and opportunities. Matching Venues & Retreat Leaders (00:07:53) Emily discusses the importance of clear branding, storytelling, and ensuring the right fit between venues and retreat leaders. Challenges for Small Venue Owners (00:08:05) Emily describes the struggles of small retreat centers, often run by owners wearing many hats, and the need for commercial strategy. Importance of Proper Venue-Facilitator Match (00:09:03) The risks of mismatched bookings and the need for clear communication and expectations between venues and facilitators. Retreat Industry Forum Promotion (00:10:09) Shannon briefly promotes the upcoming Retreat Industry Forum event in Denver. Contracts, Structure, and First-Time Retreat Leaders (00:11:09) Discussion on the importance of contracts, understanding venue policies, and advice for new retreat leaders. Hotels vs. Retreat Venues for Beginners (00:12:31) Emily explains why hotels can be a good starting point for new retreat leaders due to flexibility and lower risk. Warning Against Using Airbnb/Vrbo for Retreats (00:14:27) Shannon strongly advises against using Airbnb or Vrbo for retreats due to legal and insurance issues. Venue Options & Flexibility (00:15:29) Discussion about different types of venues, buyouts, and the value of expert help in finding the right space. Niche Marketing & Facebook Groups (00:16:02) Emily talks about the importance of niche marketing and the challenges of finding the right venue via Facebook. Corporate Retreats & Experiential Travel Trends (00:17:11) Emily notes the rise of corporate retreats seeking unique, wellness-focused venues and the shift from traditional meeting spaces. How to Connect with Emily (00:19:14) Emily shares where listeners can find her online and her focus on experiential travel and wellness venues. Sales Strategy: Sell Before You Open (00:20:20) Emily and Shannon stress the importance of having a sales plan and booking venues before opening. Episode Wrap-Up & Farewell (00:21:43) Shannon thanks Emily, wraps up the episode, and encourages listeners to subscribe and access resources.
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