Launch of New Hospitality-Consulting Venture Brings Storytelling to the Forefront
Recognizing the need for greater insights and storytelling within the hotel industry, hospitality veterans Alison Hoyt and Carter Wilson today announce the launch of Larkspur Hospitality Consulting.
“With forty years of combined experience consulting in the industry, what we’ve learned is it’s never just about the data, but also about the story. We want to help our clients not only find the story, but coach them on how to tell it themselves.”
Larkspur's mission pairs travel-data consulting with communication coaching to bring clarity to opaque industry questions. "We've worked on some of the most complicated data-focused assignments over the years," says Wilson, a former executive with STR and HVS. "And finding the answer is only as good as your ability to convey that answer in a way everyone understands. Whether through a client email or on stage in front of a thousand people, it's about storytelling."
Larkspur will offer consulting to hospitality clients much as Wilson and Hoyt did in their previous roles overseeing STR's consulting division from 2010 to 2023, where they used powerful analytics to perform thousands of clients’ assignments, write scores of articles, and give over a hundred industry presentations. Complementing the consulting operations, Larkspur's communication coaching will be tailored to the hospitality industry and include in-person coaching on persuasive public speaking, effective business writing, crafting powerful presentations, talking to the media, and hospitality-focused Excel training.
Hoyt brings over a decade of hospitality consulting and public-speaking experience to the company, having served as STR's Senior Director of Consulting. Wilson adds three decades of experience both consulting and public speaking as Senior Vice President for both STR and HVS. No stranger to storytelling himself, Wilson is also the award-winning and USA Today bestselling author of nine psychological thrillers.
“Whether you’re writing a novel or a whitepaper, all those words are useless without a powerful narrative pulling everything together. With consulting, clients don’t want to just hear about the data. They want to know why it matters, how it affects them, and what decisions should be made based on it.”
About Larkspur Hospitality Consulting
Larkspur Hospitality Consulting is a boutique provider of travel-data consulting and communication coaching for the hospitality industry. Founded in 2024 by industry veterans Alison Hoyt and Carter Wilson, Larkspur's two business divisions nurture the art of storytelling. The consulting operations organize and interpret complex travel data to develop narratives around critical business questions, while the communication-coaching division trains hospitality executives on persuasive public speaking, effective business writing, crafting powerful presentations, talking to the media, and hospitality-focused Excel training. Larkspur Hospitality Consulting is based in Erie, Colorado.