WHEN PLANS CHANGE, VALUES DON’T: Black Travel Summit’s Community-Driven Response to Hurricane Milton

By Leroy Adams

When Hurricane Milton barreled toward Florida, it brought more than torrential rain and high winds—it forced the Black Travel Summit (BTS) team to make a heart-wrenching decision. After months of planning, and with attendees en route from across the world, they were faced with an unthinkable choice: move forward with the event and risk the safety of their guests, or postpone and disappoint a community that had eagerly anticipated this gathering.

For Anita Moreau, Founder and CEO, and Martinique Lewis, the Chief Partnerships Officer and Partner, the choice was clear. Though it meant pressing pause on the summit, they knew their first responsibility was to the safety and well-being of their community. What followed was a testament to the power of brand values in action. Rather than leave attendees stranded or disappointed, the Black Travel Summit team quickly pivoted, collaborating with local partners like Visit Fort Lauderdale and Key2MIA to ensure guests had a meaningful experience.

In this interview, Anita and Martinique opened up about the challenges of their decision, the behind-the-scenes coordination that kept attendees engaged, and why staying true to their brand values—community first, always—is at the heart of Black Travel Summit. Their response to Hurricane Milton is a powerful reminder that, in times of crisis, a brand’s integrity is defined by how it shows up for its people.

1. Can you explain why you decided to postpone the summit? Which factors influenced your choice, and what important questions did you discuss as a team to determine if it was safe and responsible to proceed with the event in light of Hurricane Milton's impact?

Anita:
No one can control the situation; only how you respond to it. Postponing the summit was an incredibly tough decision. This event is a labor of love for all of us, and to see it not turn out as planned was heartbreaking. But at the end of the day, we are here for our community, and moments like this are when we must show up for each other.

As a Floridian, I’m used to hurricanes; you learn how to operate in the chaos. However, many of our attendees were coming from out of town, and it was important to prioritize their safety and comfort above everything else. That made the decision a little easier—our responsibility is to the people who trust us with their time and resources.

Rescheduling, of course, was complex. We had to coordinate with vendors, update AV setups, change the schedule, update the website, and communicate with all attendees. It reminded me of the sheer scale of what we do, and though it was challenging, this is what we signed up for. Now, we’re set to hold the summit from November 21-24.

Martinique:
Postponing the summit was one of my hardest decisions in the past decade. In the days leading up to the call, Anita and I were stressed—hurricanes are unpredictable, and Milton escalated quickly from a tropical depression to a Category 3 storm. That shift forced us to take things seriously, fast.

I live in California, and Anita lives in Florida. I was supposed to leave on Sunday, but one of our speakers messaged me on Saturday night, worried about the storm. She’d recently been hit by Hurricane Helene and warned us that Milton might be just as serious. Her message brought it home. I delayed my flight, and as the storm intensified, Anita and I went through every scenario—best case, worst case, everything in between. We wanted to make sure that if anyone arrived in Florida, we’d be there to support them.

By Sunday, I was in Miami to support our attendees and Anita. She’s my sister on this journey, and I knew it would be tough for her to manage everything without backup. I wanted to be there emotionally, physically, and spiritually—whatever she needed.

2. When you realized that many attendees were still planning to come despite the postponement, how did you collaborate with Visit Fort Lauderdale and Key2MIA to arrange safe and enjoyable experiences for your guests? Can you share some behind-the-scenes coordination and the steps you took to ensure everything aligned with your brand's mission, even in challenging circumstances?

Anita:
We’ve built strong relationships with Key2MIA and Visit Fort Lauderdale over the years, so they stepped up without hesitation when we told them about our predicament. Marty being on the ground was a huge blessing because I was stuck in downtown Miami, about a 45-minute drive from Fort Lauderdale. With her there, she could make sure attendees were in the right places and felt accommodated. Visit Lauderdale, especially Neki Mohan from their multicultural engagement team, asked, “What do you need? How can we support you?” They were willing to arrange dinners and activities on the spot, which made a big difference.

Martinique's Response:
Our focus was ensuring attendees felt cared for, so we had to get creative. We didn’t want anyone just sitting around, so we ensured they had programming. Visit Lauderdale helped us set up events, and since the Miami Carnival was happening simultaneously, they even offered us tickets.

Key2MIA had initially planned a Black AF tour that we canceled due to the postponement, but I called my friend Kimaya at Key2MIA and asked if we could still do the tour for a smaller group. Luckily, I’d done the Black AF tour of Fort Lauderdale before, so I knew all the business owners and could reach out to them personally. Everyone was open to it, and seeing the community rally around us was heartening.

This wasn’t just about filling time but about loyalty—showing attendees and our partners that we genuinely care about their experience. We’re here to build a Black travel ecosystem, and that means being there in moments like these.

3. One of your attendees shared on social media that, despite the summit not happening, it was still "one of the best experiences" because you were committed to ensuring everyone enjoyed themselves. What is it about the Black Travel Summit (BTS) brand that made it feel natural to respond the way you did? And what advice do you have for other entrepreneurs on protecting and living up to their brand values during moments of crisis?

Anita's Response:
For us, BTS is more than an event—it reflects who we are. You are your brand, and your values show how you respond to tough situations. Our values are built on intentionality, community care, and uplifting Black travelers. So, it felt natural to prioritize our guests and ensure they felt cared for, even in a challenging time.

An African proverb says, “If you want to go fast, go alone; if you want to go far, go together.” That’s what we embody. For any entrepreneur, I’d say to put your community first—your customers, supporters, or partners. They are the ones who make your brand meaningful. Consider how you’d want to be treated in a crisis if you were in their shoes.

Martinique's Response:
Our attendees come first, always. No check from a brand or press opportunity matters more than those who have trusted us with their time and resources. Some people suggested we could’ve just held a smaller event, but that didn’t sit right with us. How could we celebrate in the sunshine while many of our attendees’ lives were disrupted by a hurricane?

For other entrepreneurs, my advice is to treat your customers like family. We care deeply about the Black travel ecosystem; people aren’t just numbers to us. We’re here to foster a community that feels valued and respected, no matter the circumstances. In moments of crisis, remember your “why”—if it’s strong enough, it’ll guide you through the hardest decisions.