After nearly a decade working alongside America’s hotel owners and the businesses that power hospitality, former association executive Heather Carnes launches the Carnes Agency, a boutique consultancy offering marketing, PR and branding services for hospitality.
“After nearly a decade working alongside America’s hotel owners, I witnessed firsthand the grit, resilience, and heart that fuel this industry,” Carnes, director of Carnes Agency, said in a statement. “I learned their stories – stories of sacrifice, of perseverance, of the pursuit of the American Dream – and was deeply inspired by their entrepreneurial spirit that drives hospitality forward every day. Carnes Agency was created with that same spirit in mind: to serve, support, and strategically guide the businesses and leaders who make hospitality what it is.”
Carnes brings nearly 20 years of experience across public relations, executive communications, editorial, branding and strategic marketing. Known for her strategic clarity and creative execution, she’s been a behind-the-scenes force behind national associations, legacy brands, and industry executives. Carnes was most recently the EVP, communications and chief strategy officer at AAHOA.
The agency is designed to serve the people and companies at the center of hospitality:
- B2B hospitality brands: Ownership groups, investment firms and the businesses serving the hotel space and powering the industry.
- Entrepreneurs and founders: Hospitality founders, visionaries and leaders who want to show up better in the industry and build their digital footprint.
- Hospitality communities: Associations, collectives and curated experiences and events rooted in connection and culture.
“I launched Carnes Agency because there is a clear need in hospitality for strategic, story-first support that helps the brands building the industry and the leaders shaping its future,” Carnes said. “When your vision is big, your voice, your brand, and your message should rise to meet it. That’s what we want to help happen.”
Carnes Agency will offer high-touch, strategic services with a PR-first mindset:
- Marketing: Campaigns and content that drive visibility and support growth.
- Public Relations: Thought leadership, earned media and storytelling that builds credibility and relevance.
- Branding: Foundational strategy, messaging and identity work that ensures consistency and confidence.
“In hospitality, we know that authenticity and trust are everything,” Carnes said. “With Carnes Agency, my mission is to help leaders and brands communicate their true value so they can connect more deeply with their communities and, ultimately, better shape the future of our industry.”
Launchpad Giveaway
As part of its official debut, Carnes Agency is launching the Launchpad Giveaway – a special opportunity to support the next generation of hospitality leaders. One early-stage or rebranding hospitality business will receive a complete branding package, including a brand strategy workshop, core messaging development, a visual identity suite, and brand collateral.
“Carnes Agency was born from a deep belief in being of service and giving back,” Carnes said. “We wanted to launch in a meaningful way, and what a better way to do so than giving back right from the start.”
Applications are open starting today through Aug. 4 and are open to founders and businesses in the hospitality industry who demonstrate a clear and compelling need for branding support.