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HFTP Announces New Vendor Advisory Task Force to Strengthen Vendor Engagement and Value

HFTP® has officially launched its Vendor Advisory Task Force , a new initiative focused on enhancing the experience and value provided to HFTP’s vendor members and corporate allied sponsors. The task force will explore strategies to improve vendor participation in HFTP’s trade shows, chapter events, educational programming, and membership offerings.

Sherry Marek, CEO of Aiken Street, Executive Advisor on the HFTP Global Board, and longtime HFTP supporter, has been appointed chair of the new Vendor Task Force. Joining her as co-chair is HFTP Global Director Kevin Yarnell, senior executive of AI at Cisco Systems. Together, Marek and Yarnell will lead a diverse group of hospitality technology and business leaders at monthly virtual meetings throughout 2025. The group will collaborate to develop actionable recommendations aimed at strengthening vendor engagement across all HFTP activities.

HFTP Vendor Task Force Purpose and Responsibilities

The Vendor Task Force serves as a collaborative forum for hospitality professionals to exchange ideas and provide input on how HFTP can better serve its vendor community. Task force members are charged with:

• Identifying key benefits and services that vendor members value most

• Recommending new or enhanced offerings across trade shows, education, sponsorships, and events

• Creating clear and actionable proposals for presentation to the HFTP Global Board

• Prioritizing and voting on initiatives for board consideration

Findings and recommendations from the task force will be presented at the HFTP Annual Convention in October 22-24, 2025, held at the Rosen Centre Hotel in Orlando, Florida.

2025 Vendor Task Force Participants

The initial members of the 2025 HFTP Vendor Task Force include:

• Sherry Marek, CEO, Aiken Street (co-chair)

• Kevin Yarnell, Sr Executive – AI, Cisco Systems (co-chair)

• Dagan Nelson, Sr Business Development Manager, Questco

• Ian Quartermaine, Head of Innovation, Travel and Hospitality, Centelli

• Jay Williams, Director of Sales and Marketing, Clear Sky Software

• Joel Brand, Sr Vice President, Boyd, Shackelford, Barnett & Dixon

• Joseph Saracino, President & CEO, Cino Cyber Security Solutions & Risk Management

• Josh Bergen, CEO, Cybertek

• Josh Graham, Regional VP, GMS, TravelClick, INC

• Juli Barter, Global Executive VP of Sales, VENZA

• Laura Calin, SVP, Oracle Hospitality

• Lindsay Ebert, Audit Manager, RSM US LLP

• Robb Smyth, Sr VP of Business Development, Cobalt Software

• Tanya Venegas, CEO, HotStats

This task force underscores HFTP’s ongoing commitment to ensuring that vendor members and corporate allied sponsors receive tangible value and opportunities for engagement across the organization’s global offerings.

Contact
Caroline Palmer
Special Projects Liaison
Email: caroline.palmer@hftp.org

Organization
Hospitality Financial and Technology Professionals (HFTP)
https://www.hftp.org/
7301 Ranch Rd 620 N, Ste 155-193
USA - Austin, TX 78726-4537
Phone: 1 (512) 249-5333

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