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Vanessa Osbourne – Image Credit Puzzle Partner
If you were to look at her resume, it would tell you that Vanessa Osbourne, founder of Smart Hotel Manager, has spent her career solving complex issues and helping companies avoid costly mistakes to the tune of 7 to 20 million dollars a day. Her experience paints the picture of a highly motivated, highly accomplished woman who has found her foothold as a leader in high-stakes environments.
But if you were to take a closer look, or if you had the pleasure to sit down with Osbourne and ask her – on a deeper level – what she does, you would learn that her inclination for solving problems is just the beginning. Her real mission lies in helping industries like hospitality close critical gaps in their emergency preparedness infrastructure to not only protect their property and reputation, but ultimately protect and save lives.
Before entering the world of hospitality, Osbourne made a name for herself in the oil and gas industry, leading countless teams in solving complex issues – from preventing chemical loss to preventing the loss of personnel. “Oil and gas is a high-stakes realm, where a mistake could cost millions or, at worst, truly endanger people’s lives,” she explains. “As a Lean Operations Practitioner, I quickly learned how to detect inefficiencies, uncover hidden risks, and identify the root cause of issues before they had a chance to materialize.”
For Osbourne, the pursuit of enhanced safety isn’t just a part of her job – it’s the beating heart of her big-picture vision to give schools life-saving tools in the event of an emergency. “The drastic rise of gun violence across schools in the US is incredibly saddening, and developing a solution that might help address this problem feels like a personal calling,” she elaborates. “When I look at how children – how we as a population – prepare for catastrophic incidents that are, unfortunately, happening more and more today, I see a gap that needs to be addressed. With my background in risk operations technology, I am driven to develop a solution that helps prepare and protect people in the kind of worst-case scenarios we hope will never happen – but will inevitably occur.”
The hospitality industry, Osbourne quickly realized, often demonstrates a lack of readiness and preparedness that can stand in the way of a hotel’s ability to adequately protect their staff and guests. This realization was the driving force behind her creation of Smart Hotel Manager, the first AI-enabled, mobile-first safety platform focused on real-time readiness, which empowers hotel teams to act fast when it matters most. “Our nature, as human beings, is to panic – and unfortunately, that is usually where the trouble starts,” she explains. “I created Smart Hotel Manager as a simple but effective digital solution to help hotel staff prepare for and in the event of an emergency. Rather than relying on a dusty, long-forgotten 300-400 page binder of protocols, the Live Safety app empowers staff with instant, real-time guidance during crisis events.”
This concept, she stresses, is especially important in hospitality, where a constantly changing workforce and language barriers create unique challenges. “A close friend told me about a catastrophic event that happened at the hotel property he was managing,” Osbourne shares. “A massive water leak that occurred around 2 am cost the property owner hundreds of thousands of dollars in damages, because the staff working at the time didn’t know where the main control point was located. The incident was a disaster – and yet, it was totally avoidable.”
That story marked a turning point for Osbourne. “It revealed how even a good team is often unprepared for certain kinds of disasters. Without the proper digital tools and training, you could be left scrambling in an emergency,” she adds. Much like industrial sites, hotels urgently need smarter ways to prepare for the unexpected. “Hotels also need a smarter way to train, respond, and protect their properties before disaster strikes.”
Drawing from her experience in oil and gas and conversations with hoteliers, Osbourne knew the solution was to empower teams to respond quickly — without having to dig for a needle in a haystack while under pressure. “Even with tabs and indexes, paper-based solutions are often insufficient in a crisis,” she notes. “Everyone reacts differently to emergencies. But when they have a device in their hand that can quickly tell them exactly what to do and where to go – with GPS guidance and audio support – it helps them to feel calm and in control, and can ideally reduce the damage to a property.”
When asked what makes her solution unique among safety platforms, Osbourne is emphatic: “We don’t just digitize safety plans, we operationalize them. Our platform provides real-time functionality, allowing you to quickly access any emergency-compliant plan you need, all tailored specifically to your property, within one intuitive app,” she shares.
These features aren’t just about convenience — they translate into tangible value for hotel owners, from a reduction in insurance claims and premiums to faster onboarding for new staff, higher guest satisfaction during crisis scenarios, and, of course, operational savings through preventative maintenance.
Looking ahead, Osbourne sees several key trends shaping the future of hospitality safety — and her platform is evolving right alongside them. “A lot of hotel companies are finally moving to the cloud. They might not be as comfortable there as some high-tech industries, but this shift is necessary for a strong future – and we’re at the forefront of this move.”
Artificial intelligence is another major area of growth. Osbourne explains, “AI-driven training is progressing rapidly. You already see elements in hotels with apps for guest experience, ratings, food, and spa services. But our approach to AI is different. We use AI not as robots, but as guides. For example, we provide audio guides to help staff prepare for over 20 types of emergency asset management scenarios. This is especially helpful in hotels with 500 to 1,000 rooms, where new hires and night staff need to quickly locate assets and get up to speed without the ongoing costs of traditional training facilities.”
As for being a female founder in male-dominated sectors, Osbourne credits her leadership style as a key factor in her success. “I’ve often been the only woman in the room, and it’s taught me to lead with both empathy and decisiveness. I value listening, but I don’t wait for permission to solve problems,” she adds with a grin. “Look to build credibility by continuously solving real problems – that is what inspires others. Being able to execute under pressure earns you respect, not just the title.” According to Osbourne, leadership isn’t about being the loudest voice. It’s about creating the safest space for others to succeed. “Servant leadership is key; show your colleagues and peers that you genuinely care about the people you lead.”
To C-level executives and hotel owners, Osbourne reiterates the importance of adopting a new lens – one which views safety and emergency preparedness as a competitive edge, not just a box to be checked. “When you invest in protecting your property and your people, you’re investing in your brand reputation and operational resilience.” After all, proactive safety systems don’t just reduce liability, they also deliver operational savings. “Reactive maintenance costs organizations millions, and I’ve seen the difference a data-driven, proactive approach can make. It’s financially smart to invest in safety technology. In the long run — and even in the short run — you turn what’s traditionally seen as a cost center into a profit lever.”
Her final piece of wisdom? “Don’t wait for a crisis to rethink your approach. Embrace solutions that empower your staff, protect your assets, and position your business for long-term success.”
About the Author
Ivana Johnston, CEO and co-founder of Puzzle Partner, is a trusted brand strategist that collaborates with some of the world’s most innovative companies in hospitality, travel, wellness, healthcare and technology. She has a proven track record of initiating, driving, and cultivating high-value business ideas and relationships, helping her clients outperform the competition, achieve profitable exits, and expand into the Americas. Her insights are regularly featured in business trade publications, Forbes.com, Entrepreneur and other prominent media outlets. As a member of the Forbes Agency Council, Forbes Business Council she contributes to Forbes Expert Panels®, offering her expertise on the interplay of advanced technologies and business success.
Connect with Ivana on LinkedIn.
