“A Loews meeting delivers the confidence of flawless execution for planners and an experience so memorable for attendees that it turns a business trip into a lasting connection with our brand.”
The expectations surrounding meetings continue to evolve. Attendees want productive sessions and seamless logistics, but they are also looking for meaningful experiences, opportunities to recharge and a stronger connection to the destinations they visit.
At Loews Hotels & Co, that mindset is influencing everything from wellness programming and culinary experiences to local partnerships, meeting spaces and the way the brand collaborates with planners.
We spoke with Kristie Goshow, Chief Commercial Officer, Loews Hotels & Co, about what planners should know now, how customer feedback is shaping the Loews meeting experience and how the brand is creating more meaningful ways to gather.
What’s the main story you want planners to know right now?
At Loews Hotels, we’re rethinking what it means to gather. Today’s attendees want more than a meeting agenda. They want experiences that help them connect, discover, recharge, and leave feeling that their time away was truly worthwhile.
That mindset drives everything we do, from wellness-focused offerings to destination-driven experiences, signature culinary programming like Flavor by Loews Hotels, and thoughtfully curated local partnerships through Local by Loews Hotels that help attendees connect more deeply with the places they visit. We’re constantly asking how we can create experiences that are more meaningful, more memorable, and more reflective of the destinations where we operate.
Many of our most successful innovations are shaped directly by planners and customers through our Customer Advisory Board. They challenge us to think differently, and we welcome it. The best ideas often come from collaboration, and we believe the future of meetings will be built through partnerships that push both our brand and our industry forward.
What has changed recently that planners should know?
One of our most exciting recent launches is Active Stays by Loews Hotels, wellness programming designed to help travelers maintain healthy routines while on the road. The program includes in-room workouts available on guest-room TVs, destination-inspired fitness experiences, wellness partnerships, and recovery-focused food and beverage offerings that support the way guests want to travel today.
Active Stays is about more than fitness. It reflects a larger shift in how we think about meetings and hospitality. Attendees don’t separate their well-being from their business travel experience, and neither do we.
At its core, Active Stays was built around a simple belief: movement, play, and wellness help people become happier, healthier versions of themselves. As we often say, “Travel should enhance the way you live, not interrupt it.”
The program was created to help attendees return home feeling energized rather than depleted, while giving planners new opportunities to support both personal well-being and professional success.
What types of meetings are the best fit for your properties?
One of the advantages of our portfolio is its flexibility. We host everything from executive retreats and incentive programs to association meetings, citywide conventions, board meetings, and large-scale corporate conferences.
What distinguishes Loews is our ability to deliver highly customized experiences regardless of program size. Across our city hotels and destination resorts, planners will find traditional meeting environments, outdoor venues, studio-style spaces, and distinctive gathering places.
Looking ahead, we’re expanding those possibilities even further with spaces like the Crossroads Barn, a venue rooted in the Texas landscape and designed to blend rustic character with modern luxury. The standalone venue will be part of more than 83,000 square feet of flexible indoor and outdoor meeting and event space at our newest Arlington hotel, Americana by Loews Hotels, slated to open in early 2029.
Complementing this addition, we continue to invest across the portfolio through enhancements at Loews Nashville Hotel at Vanderbilt Plaza, Loews Miami Beach Hotel, and beyond.
Because we are an owner-operator, we’re exceptionally agile. Decisions can happen quickly, ideas can move faster, and our teams have the flexibility to adapt to planners’ evolving needs. We take pride in our culture of ownership and accountability, where every team member is invested in the success of an event.
We also believe meeting attendees deserve the same caliber of experience as a leisure traveler. That’s why we continually invest in innovative culinary and beverage programming like Alchemy by Loews Hotels, destination experiences, and hospitality touches that transform a conference into something attendees remember long after they’ve returned home.
What makes planning an event there easier?
Our planners often tell us that what sets Loews apart is the partnership. We take the time to understand what success looks like for each customer and work alongside them from sourcing through execution.
Just as importantly, we listen. Feedback isn’t simply collected at Loews; it’s acted upon. Insights from planners directly influence how we design products, evolve services, invest in technology, and create new meeting experiences. Many of the enhancements across our portfolio today can be traced back to conversations with customers who challenged us to think differently.
That commitment to continuous improvement, combined with experienced teams, responsive communication, and a collaborative approach, helps planners feel confident that their event is in good hands.
Is there an incentive or offer we should highlight?
Absolutely. Our “The Future is Bright with Loews Hotels” promotion rewards planners who are thinking ahead, offering a 5% room revenue credit to the master account for qualifying programs.
Beyond portfolio-wide promotions, I encourage planners to have a conversation with our sales teams. One thing that has always differentiated Loews is our willingness to be creative. Whether it’s customizing an offer, developing a unique attendee experience, or finding ways to maximize value, we’re focused on building solutions that work for each customer’s goals.
Planners should also explore our MVP rewards program and bonus point opportunities, which continue to provide meaningful value and recognition for bringing business to Loews Hotels.
How would you describe the Loews meeting experience in one sentence?
“A Loews meeting delivers the confidence of flawless execution for planners and an experience so memorable for attendees that it turns a business trip into a lasting connection with our brand.”
