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Image Credit ABC News
In an era of extreme weather and unpredictable situations, the old playbook no longer works. Could your hotel staff handle a crisis like this?
At the start of July, Central Texas was ravaged by deadly flash floods after the Guadalupe River swelled under the pressure of torrential rains and violent storms. Among the areas hardest hit was Camp Mystic, an all-girls Christian camp along the river. What began as a routine summer night turned catastrophic within hours. As floodwaters crept silently over cabin steps and soaked into sleeping quarters, counselors scrambled to respond. Some had received emergency alerts on their mobile phones. Others — without access to devices — were left in the dark, unaware of the growing danger.
Despite the counselors’ heroic efforts, 27 lives were lost. In total, more than 130 people died in flooding across Texas in just two weeks. These are not abstract statistics — they are devastating reminders that nature does not wait for us to catch up. For those of us responsible for guest safety in hotels and resorts, these stories strike a nerve. Because we know that in a crisis, every minute matters. Every delay can cost lives. And relying on luck, or assumptions that “it won’t happen here,” is not a strategy.
The hospitality industry thrives on delivering unforgettable experiences. However, in moments of emergency, it’s not the quality of the stay that matters most, but the effectiveness of the response. The question isn’t if your property will face a crisis – it’s a matter of when, and if your team will be ready.
Is your emergency response plan just a binder on a shelf, or a living, digital tool to shine a light in the dark when seconds count?
The Weight of a Hoteliers Responsibility
When disaster arrives, it isn’t just the physical infrastructure of hotel properties at stake. It’s also the trust, well-being, and future of every person under our roof. Now, here’s the truth: at best, outdated protocols and inconsistent communication carry reputational risk and may compromise guest trust. At worst – a fracture in your safety infrastructure can cost lives. Hesitation, confusion, or gaps in information allow precious moments to slip away — moments that can mark the difference between recovery and catastrophe. Hospitality professionals are not only tasked with service, but with the profound responsibility of readiness.
As noted in an article by The Conversation, the devastating floods in Texas highlight a troubling reality: Despite years of warnings and recent improvements in flood planning, Texas communities remain dangerously vulnerable to flood damage. The tragedy wasn’t caused just by heavy rainfall. It was made worse by a lack of money for early warning systems, by drainage systems and emergency communication networks that haven’t been updated to handle more intense storms or growing populations, and by the many older buildings in harm’s way. The Economist reiterated this sentiment, calling the floods “a sobering example of how even well-drilled emergency plans can fall flat if staff lack live information and step-by-step digital guidance.”
The takeaway? A “we’ve always done it this way” mindset can be dangerous, especially in this new era of climate instability and evolving public safety risks. In a crisis, leaders are remembered for the clarity and speed of their decisions, but nobody can act with confidence if they lack critical information, clear communication channels, or trustworthy support systems. And yet, too many properties still rely on legacy safety binders and duct-taped procedures, trusting that they’ll “figure it out” when disaster inevitably knocks.
In the current landscape, prospective guests and corporate clients are asking sharper questions about safety. Investors are recalibrating risk assessments, and insurers are hiking premiums for properties that cannot demonstrate robust, modernized preparations. If you’re responsible for a hotel, resort, or public venue, it’s time to ask: What would it cost your brand, your people, or your conscience if you were not ready — truly ready — when the next crisis arrives?
Hospitality Leadership Under Pressure
Crisis decision-making isn’t just a checklist; it’s a science. Research indicates that hotels with established crisis communication protocols experience 47% faster resolution times and 66% less negative feedback following incidents compared to properties without such systems. In these moments, the difference between chaos and control isn’t luck — it’s preparation, clarity, and the right technology supporting human judgment.
But here’s the leadership paradox: In hotel safety, technology isn’t about replacing people. Rather, it’s about empowering teams to act at their very best, especially when stress is at its highest and judgment can be clouded by fear or confusion.
With this in mind, mobile-first emergency preparedness platforms are designed with features like instant, silent alerts (activated with a single tap) that enable immediate notification of security or medical emergencies, even if staff are separated or under duress. Built-in guidance and escalation protocols also ensure no critical step is missed in the fog of a crisis, while de-escalation guidelines and post-event wellness resources support both staff and guests after the danger has passed.
To put it simply: In the crucial seconds when the unimaginable happens, technology is your co-pilot — not a replacement, but a lifeline.
When Seconds Count, Be Ready to Lead
In hospitality, the margin between routine and disaster can be alarmingly thin, and your guests and staff aren’t just counting on you — they’re ultimately entrusting you with their lives.
In this new era, genuine hospitality extends far beyond plush pillows and seamless check-in experiences. It means having the courage to question outdated systems, the resolve to invest in cutting-edge preparedness, and the humility to learn from each crisis so the next chapter doesn’t bear the burden of the same costly mistakes.
In this new era, genuine hospitality extends far beyond plush pillows and seamless check-in experiences. It means having the courage to question outdated systems, the resolve to invest in cutting-edge preparedness, and the humility to learn from each crisis so the next chapter doesn’t bear the burden of the same costly mistakes. The investment in technology, communication, and training is not just operational best practice; it’s a moral imperative for everyone charged with the care of others.
For hotel leaders, the call is clear: no one celebrates the property that delays investing in safety. But reputations and lives are made or lost by the choices you make before disaster strikes. So, let me ask you – will your hotel be ready to lead?
About the Author
Vanessa G. Osbourne is the Founder and CEO of Smart Emergency Solutions LLC, where she leads the development of innovative safety technologies for the hospitality industry. A recognized problem-solving expert, Vanessa previously served as Senior Manager of Technology Enterprise Data Architecture at Shell, where her safety protocols helped prevent chemical incidents and resulted in a daily operational value savings of $3M.
With 15+ years of leadership experience at global organizations including Baker Hughes and Hewlett-Packard, Vanessa brings exceptional technical expertise to hospitality safety challenges. Her contributions have earned multiple recognitions, including the Failure Analysis-Problem Solver Achievement Award, a top Lean Practitioner, and the Black Engineer Excellence Award.
Vanessa holds an engineering degree from Oakland University, a master’s from Dallas Theological Seminary, and certifications as an AWS Solutions Architect and Six Sigma Lean Professional. She serves on the board of the Lanterns for Light Foundation and actively mentors women in the technology sector.
Her flagship innovation, Smart Hotel Manager, transforms hotel emergency preparedness through purpose-built technology developed in collaboration with industry leaders.
