- Shelbey Morris, TMP, STS
- Sr. Manager of Sales and Partnerships
- northlittlerock.org
LGT: You started your career with Arkansas Tourism and have since moved into a senior sales role with North Little Rock Tourism. How did your experience working at the state level shape the way you approach sales and relationships with travel planners today?
In that role, I worked closely with destination organizations across the state, each with its own unique markets, goals, and challenges. That experience helped me gain valuable insight into what different partners need to be successful, and I bring that knowledge with me when working with travel planners today.
The experience at the state level shifted my approach from simply making a sale to creating meaningful partnerships and ensuring that what I’m pitching is a mutually beneficial opportunity for everyone involved. That same approach guides my work in sports and meeting sales with North Little Rock Tourism today. Understanding both the planner’s objectives and the destination’sstrengths allows me to connect the right events and groups with the right opportunities. At the end of the day, it’s all about building strong relationships, understanding the needs of your partners, and targeting events that our destination can host successfully and deliver an excellent experience.
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LGT: You’ve moved from an administrative role to sales specialist, project manager, and now Senior Manager of Sales in a relatively short period of time. What have been the biggest lessons you’ve learned about building a career in the tourism industry, and what advice would you give to other young women looking to move into leadership?
The biggest lessons I’ve learned about building a career in the tourism industry are to find the right organization, never stop learning, and build strong relationships. Don’t just look for a job. Look for a workplace with a strong team culture that invests in its people through mentorship and professional development. Make continuous learning a priority. The tourism industry is constantly evolving, and staying adaptable is key to long-term success. Finally, build your network. Having trusted mentors and industry connections to turn to for guidance and advice is invaluable when navigating new challenges.
For young women aspiring to leadership roles, I’d encourage them to seek opportunities that push them outside their comfort zone, invest in their growth, and never underestimate the power of relationships and mentorship.
LGT: From your perspective, what is changing most in the way group planners select destinations today? What do you think destinations need to do differently to earn a planner’s business and create the kind of relationships that keep groups coming back?
I think the biggest change in destination selection today is that planners are looking beyond hotels and meeting space to focus on the overall attendee experience and the value an event delivers. Planners are looking for strategic partnerships within their host destinations. Destinations that can help curate an experience to reflect the individual organizations. To earn a planner’s business, destinations need to move beyond a transactional sales approach and become true partners by listening, providing tailored solutions, being responsive, and making the planning process easier. The destinations that create lasting relationships are those that consistently deliver on their promises, stay engaged beyond the event itself, and continue bringing fresh ideas and new experiences that keep groups excited to return year after year. This is the approach you will find when planning your event in North Little Rock!
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