Peer Perspective: Seeing the Extraordinary – La’Kesha Holland and the Heart of Service

At the front desk of the Hampton Inn Jacksonville Beach Oceanfront, guests are greeted with something immediate and unmistakable: La’Kesha Holland’s smile. But for General Manager Michael Gale, it was never just the smile. When he nominated La’Kesha for the 2026 FRLA Northeast ROSE Award—Recognition of Service Excellence. He wasn’t thinking about metrics or performance reviews. He was thinking about two moments he almost never learned about.

In one instance, La’Kesha quietly gave two of her personal Jacksonville Jaguars NFL tickets to a guest whose bucket list dream was to attend a game but who couldn’t afford it. She did not tell anyone. She did not want credit. In another situation, an older guest staying at the hotel was scheduled for eye surgery and unexpectedly had no way to get there. La’Kesha didn’t hesitate. She drove him herself and sat with him the entire time, waiting to ensure he was okay. Michael only learned of these acts later.

“She didn’t want recognition,” he shared. “That’s just who she is.”

For readers unfamiliar with the FRLA Northeast ROSE Awards, the honor represents the best of the best in hospitality across the region. It celebrates frontline professionals who embody service excellence at the highest level. Being nominated is a significant achievement. Being selected places an individual among the most respected hospitality professionals in Northeast Florida.

For Michael, La’Kesha represents hospitality in its purest form. “Hospitality, plain and simple,” he said. “A friendly smile and a whatever-it-takes attitude to help guests.” Her nomination has energized the entire Jacksonville Beach team. “Everyone is so excited for her,” Michael said. “Seeing her on stage on February 25th will be incredible. I know she’ll be crying tears of joy.”

When La’Kesha learned she had been nominated, her reaction was heartfelt. “To me, it means everything,” she said. “To wake up every day and just be me, and people love it—that is the most rewarding part.”

For La’Kesha, service excellence begins with perspective. The front desk can be fast-paced and demanding, but she views each interaction as an opportunity to shape both the first and lasting impression of a guest’s stay.

“I’m motivated by the opportunity to help people feel welcomed, supported, and comfortable,” she explained. “Even during busy or challenging moments.” Her habits are intentional. She listens actively. She stays calm under pressure. She anticipates needs and follows through. She learns from feedback. She believes consistency builds trust.

There was one moment that reinforced her belief in the power of exceptional service. A family was staying at the hotel while waiting for news about their daughter, who was trapped in Palestine during active missile attacks. The parents were overwhelmed with fear and distress. In that moment, La’Kesha stepped beyond her job description. She took on the tasks they were unable to manage and created as calm and safe an environment as possible. “Being able to ease their burden, even in the smallest way during such a difficult time, reminded me how meaningful exceptional service can be beyond the usual expectations,” she said.

For La’Kesha, service excellence is not transactional. “It’s about making people feel valued, respected, and genuinely cared for. A guest may forget what they ordered, but they will never forget how you made them feel.”

That philosophy extends beyond the front desk. La’Kesha is also an artist and an author, currently writing a book titled Pictures in the Sky. Inspired by lying on the grass and finding shapes in the clouds, the book reflects on how perspective shapes what we see. “Finding images in the clouds reminds me that perspective matters,” she said. “What you see depends on how willing you are to look.”

That mindset mirrors her approach to hospitality. Small moments often hold the greatest opportunities to make a difference. By slowing down, observing closely, and remaining open, she notices unspoken needs and transforms ordinary interactions into meaningful ones.

“Working on my book has strengthened my empathy and imagination,” she shared. “It allows me to connect with guests on a human level.”

As she prepares for the ROSE Awards ceremony, La’Kesha is filled with gratitude. “I’m excited to celebrate the people and values that make hospitality meaningful,” she said. “No matter the outcome, this inspires me to keep striving to create positive, lasting experiences for every guest.”

Outside of work, she recharges through family life, motherhood, marriage, friendship, and art. Painting and creating bring her balance and renewal. If she could offer advice to someone hoping to one day earn a ROSE nomination, it would be simple: “Make people feel seen, not served. Hospitality is not about transactions. It’s about connection. It’s honestly just human kindness and patience.”

At the Hampton Inn Jacksonville Beach Oceanfront, La’Kesha Holland reminds us that true service excellence is not loud. It does not seek attention. It simply shows up, every day, with heart.

And sometimes, when you’re willing to look closely enough, what seems ordinary reveals something extraordinary.