Sharon S Gordon 
Sheila Johnson, Salamander Resort
The hospitality world may still lag in Black leadership representation at the executive level, but a bold new generation—and legacy builders before them—are shifting the narrative. From boutique resorts to global travel communities, these Black innovators are creating space, opportunity, and experiences that matter.
Evita Robinson — Redefining the Travel Community
When it comes to Black travel culture, Evita “Evie” Robinson is a force. As the founder of Nomadness Travel Tribe, she didn’t just build a travel brand — she sparked a movement.
- Her community of travelers of color has grown to 38,000+ members, connecting global explorers with shared experiences.
- Robinson’s work moves beyond tourism — it’s about representation, belonging, and cultural connection in a space where Black travelers historically felt invisible.
Evita’s influence stretches into film, storytelling, and destination marketing, proving that travel leadership isn’t only about occupancy rates — it’s about narrative power.
Sheila Johnson — Luxury Hospitality With Purpose
Sheila Johnson is CEO of Salamander Hotels & Resorts and a true hospitality titan.
Co-founder of BET and the first Black female billionaire in the U.S., Johnson diversified her portfolio by building one of the most respected luxury hospitality brands in the country.
- Her flagship, Salamander Middleburg, consistently earns top honors — including being named Best Black-Owned Resort/Hotel at the Travel Noire Awards.
Under her leadership, Salamander isn’t just another destination — it’s a place where refined service, cultural depth, and community investment intersect.
Ashli Johnson — Building Pathways for Leadership
Not all changemakers own hotels — some reshape the industry itself. Ashli Johnson, founder & CEO of Hospitality Hued, is one of them.
Her mission? Elevate Black and Brown professionals into leadership and ownership roles in hospitality — a space where representation still dramatically shrinks the higher you go.
Johnson’s work focuses on mentorship, community building, and career pathways, making the ladder to leadership more accessible for the next generation.
Jenesis LaForcarde — Reimagining Cultural Hospitality
Hospitality is more than luxury — it’s experience with intention. Jenesis LaForcarde, founder of Jenesis House, is doing just that.
- Her Phoenix and Sedona wellness-focused hotels center healing, inclusion, and cultural enrichment in ways mainstream properties often overlook.
- LaForcarde builds hospitality that feels like home: restorative, intentional, and rooted in community.
Her message to future Black hoteliers? Dream big — create spaces that reflect who you are.
AJA Investments — Black Ownership in Mainstream Hospitality
Changing travel starts with ownership. AJA Investments, led by Norland and Dr. Amina James, owns the Quality Inn in Memphis — a significant Black-owned property with plans to expand into Louisiana.
This isn’t boutique — it’s strategic mainstream investment, proving Black entrepreneurs can compete and win in larger hospitality markets.
Legacy Builders Worth Knowing Too
While modern innovators lead today, pioneers of the past laid the groundwork:
- James Wormley, credited with one of the first upscale Black-owned hotels in U.S. history, set a hospitality precedent back in 1869.
- Herman J. Russell, one of the earliest Black hotel owners with national prominence, helped build workforce pathways and mentor leaders in hospitality.
The Bigger Picture: Why This Matters
Despite undeniable talent and innovation, Black leaders still hold just a tiny fraction of executive roles in hotels and travel companies — roughly 2.1% of director-to-CEO positions in the U.S. hospitality sector. Hospitality Net
That’s exactly why elevating stories like these matters: they showcase leadership in action, not just diversity on paper.
Travel With Purpose — Support Black Innovation
Whether you’re booking a getaway or planning your next business pivot, choose brands, leaders, and properties that reflect the future you want to see: inclusive, empowered, and profit-driven. Black travel isn’t a niche — it’s a market with voice, influence, and spending power.
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