Leadership Behind Hospitality Heroes
April Burns
Founder, Hospitality Heroes | Sr. Account Executive & Director of Fun, ICND
April Burns is a dynamic hospitality leader with over 30 years of experience in training, culture-building, and event strategy. As Senior Account Executive at ICND—affectionately known as the Director of Fun—she helps vacation rental professionals grow their businesses through digital strategy and joyful leadership. April founded Hospitality Heroes to equip frontline teams with the tools and support to lead through crisis, grounded in the H.E.R.O.E.S. values of hope, resilience, and service-first leadership.
Rachele Hobbs
Co-Founder, Hospitality Heroes | Owner & CEO, Hobbs Realty
Rachele Hobbs is the visionary behind the ”Hobbspitality®” philosophy, bringing over 40 years of short-term rental expertise. As the leader of a fourth-generation company and a trusted industry voice, she has guided her team through both natural and interpersonal crises, shaping a resilient and thriving organization. She co-founded Hospitality Heroes to extend that same care, strategy, and servant leadership to teams and communities facing moments of uncertainty.
Sue Jones
Co-Founder, Hospitality Heroes | Founder, HR4VR
Sue Jones is a seasoned HR strategist and U.S. Navy veteran with over 30 years of experience across hospitality, tech, and education. As the founder of HR4VR, she helps vacation rental companies build strong, people-first cultures through practical, actionable HR solutions. She co-founded Hospitality Heroes to ensure hospitality professionals have the support, connection, and leadership they need when a crisis strikes.
"Hospitality isn’t just about service—it’s about leadership. In a crisis, we are the steady force when everything else feels uncertain. That’s what Hospitality Heroes is built for."
