About Us
Founded by seasoned hospitality professionals Gregg and Tina Parsons in October 2024, Crossroads Hospitality delivers expert hotel management with a personal touch. With a combined 70 years of industry experience, Gregg and Tina are recognized leaders in hotel operations, brand development, and strategic growth.
Gregg, a University of South Carolina graduate and longtime hospitality executive, brings decades of leadership and innovation, including his role as co-chair of the IHG Owners Association Technology Committee. Tina, a veteran of InterContinental Hotels Group, is a proven expert in revenue management, sales, and multi-property operations, having overseen up to 90 hotels across the Southeast.
Together, they lead a talented team dedicated to operational excellence, guest satisfaction, and long-term profitability for hotel owners. Crossroads Hospitality specializes in hotel development, renovations, and tailored management solutions designed to meet the unique needs of every property.
Rooted in integrity, compassion, and a love for the industry, Gregg and Tina—married for 16 years and proud parents of five daughters—are passionate about serving their teams, strengthening communities, and raising the bar for hospitality.
Our faith is the foundation that guides both our personal and professional lives. It shapes how we approach challenges, connect with others, and strive for excellence in everything we do. We are dedicated to leading with integrity, compassion, and humility, always treating others with kindness and respect. Our mission is to create a positive impact within our teams and the communities we serve.
Gregg Parsons
Chief Executive Officer
Gregg Parsons is a seasoned hospitality professional with over 30 years of experience in the industry. A 1992 graduate of the University of South Carolina, Gregg earned his Bachelor of Science degree in Hotel, Restaurant, and Tourism Administration. He began his career with Holiday Inn in Myrtle Beach, SC, before joining a local hospitality company in Florence, SC, in 1996.
In 1999, Gregg became the President of the company, where he served for 28 years, leading the organization through growth and success. His leadership extended beyond his company as he served as the past chairman of both the Florence County Accommodations Tax Committee and the Florence Hotel Association.
Gregg has served the IHG Owners Association for the past 4 years as a member of the Technology Committee where he was recently asked to serve as the co-chair of the committee. Gregg has a passion for technology and enjoys testing and exploring new technologies especially in the hospitality space.
In 2024, Gregg took the next step in his career by founding Crossroads Hospitality, a company he takes great pride in for offering personalized, high-quality hospitality management. With a focus on development, renovations, and finance, Gregg brings a wealth of expertise and a dedication to excellence in every project he oversees.
Outside of his professional achievements, Gregg is actively involved in his local church and places a high value on giving back to his community, always striving to make a positive impact both professionally and personally. Gregg and Tina share 5 beautiful daughters, loves dogs, spending time travelling and enjoys being on the water.
Tina Parsons
Chief Operating Officer
With over 35 years of experience in the hospitality industry, I have developed deep and diverse expertise in every facet of the industry, from revenue management to sales and operations. I have worked with some of the leading hotel brands and franchises, such as InterContinental Hotels Group, where I served as a Franchise Performance Support Manager for nearly 17 years managing a portfolio of up to 90 properties across the Carolinas and Georgia.
I am passionate about building and maintaining strong relationships with the franchise owner community, as well as driving brand performance and excellence across all aspects of hotel operations. I leverage my skills in process improvement, quality assurance, and customer satisfaction to deliver optimal results for our clients and guests. My mission is to create a culture of hospitality, excellence, and growth.
Gregg and I have been happily married for 16 years. We are both deeply committed to leading this incredible organization, alongside a team made up of some of the most talented individuals in the industry. Together, we are blessed with five daughters and share a love for dogs, traveling, and anything related to the water.
Our faith is the foundation that guides both our personal and professional lives. It shapes how we approach challenges, interact with others, and pursue excellence in everything we do. We are dedicated to leading with integrity, compassion, and humility, always striving to treat others with kindness and respect. Our goal is to contribute positively to our teams and the communities we are a part of.
We believe our faith not only motivates us to achieve our goals but also to make a meaningful, lasting impact on those around us. We aim to be a source of encouragement and support for others, trusting that by staying true to these values, we can foster an environment where everyone has the opportunity to thrive.
Our Team
Woody Woodstein
Chief Strategy Officer
David "Woody" Woodstein, has extensive experience in hospitality and real estate. A graduate of the University of Central Florida's Rosen School of Hospitality Management and Cornell University, Woody has held leadership roles at Walt Disney Parks, Holiday Inn Express, Marriott, Hilton, and Loews Hotels. His expertise in operational management and asset enhancement has delivered exceptional results, making him a key asset to Crossroad Hospitality's success.
Jan Johnson
Director of Human Resources
Born and raised in South Carolina, Jan has been happily married for 18 years and have explored various industries throughout my career. Holding a Master’s in Business with a focus on Human Resources, she transitioned to hospitality in 2023 and joined Crossroads Hospitality in 2024. This company’s values align with mine, and Jan is passionate about HR, fostering positive relationships, and building a team that delivers exceptional service. Outside of work, she enjoys outdoor activities, especially at the beach, and spending time with her family, children, grandchildren, and lifelong friends. Jan is also an avid reader and enjoy building personal relationships.
Melissa Hornyack
Corporate Director of Sales and Revenue
With over 25 years of experience in hotel sales and revenue management, Melissa Hornyack is a seasoned professional known for optimizing revenue strategies across major brands. Currently, as Corporate Director of Revenue at Crossroads Hospitality, she applies her expertise to enhance revenue management practices across the company's portfolio. Melissa has held various leadership roles, consistently delivering outstanding results and earning recognition as a trusted leader in the industry. Her strategic approach continues to drive success and inspire those around her. Residing in Mt. Pleasant, SC, Melissa enjoys spending time with her family and two dogs at the beach or traveling the world.
Jamie Leviner
Regional Director Of Operations
As the Regional Director of Operations at Crossroads Hospitality, I leverage over 25 years of diverse experience in the hospitality industry to drive operational excellence across a portfolio of 10 hotels in Georgia and the Carolinas. My journey began as a General Manager in North Carolina, followed by 15 impactful years as a Quality Consultant for IHG Hotels & Resorts, where I honed my skills in quality assurance and guest satisfaction. I am passionate about fostering high-performing teams and delivering exceptional guest experiences. Let’s connect to explore innovative strategies and insights in hospitality management.
Brian Seal
General Manager & Operations Manager
Brian Seals is a hospitality professional with over 24 years of experience. Originally from Western North Carolina, he moved to Myrtle Beach to pursue his career.
Starting with a local hotel group, Brian gained experience in various departments before transitioning to branded hotels as General Manager at Comfort Inn. After 9 years with Holiday Inn Express under IHG, he took on the role of Operations Manager at Crossroads Hospitality in 2023, overseeing five properties. A natural leader, Brian excels at building strong relationships and driving success in the industry
Brandon Virk
Operations Manager
Brandon Virk is a seasoned hospitality professional with over 10 years of experience. With a BS in Hospitality Management from the University of South Carolina, he has held leadership roles, including General Manager in Columbia, SC, where he optimized team performance and improved cost controls. As Operations Manager at Crossroads Hospitality, he enhanced guest relations and revenue optimization. Proficient in revenue management and PMS platforms for IHG and Hilton, Brandon leverages technology to improve operational efficiency and deliver exceptional guest experiences.
Lynette Caldwell
Task Force Manager
With over 10 years of experience in retail as a General Sales Manager and Store Training Manager, Lynette transitioned into hospitality after relocating to Georgia as a single mom. Starting as a Night Auditor, she quickly advanced under strong leadership, eventually being promoted to General Manager at Holiday Inn Express, where she grew revenue from $2 million to over $5 million annually.
In 2024, Lynette joined Crossroads Hospitality as a Task Force General Manager, continuing to develop staff and enhance operations. She believes hospitality is her calling, driven by a passion for helping guests and fostering team growth. Isaiah 41:10-13 keeps her grounded, reminding her that with faith and hard work, she can overcome any challenge.
Brianna Peters
Sales & Revenue Analyst
Brianna Peters is a recent graduate of the University of Central Florida's Rosen College of Hospitality Management. With a strong background in the golf industry and computer systems, she has developed a deep passion for information technology and its transformative impact on hospitality. Known for her dedication and innovative mindset, Brianna is launching her professional journey with Crossroads, where she seamlessly blends her industry expertise with a commitment to excellence, innovation, and the future of hospitality.
Brandon Virk
Chief People Officer
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