Farrah Adams

Chief Operating Officer

Farrah Adams has spent more than 25 years growing alongside LBA Hospitality, building her career in a company culture centered on people, hospitality, and doing what is right. While her roles and responsibilities have evolved significantly over the years, her commitment to LBA’s associates, guests and owners has remained constant.

As Chief Operating Officer, Farrah oversees Operations, Sales, Marketing, Revenue Management, and Human Resources, helping ensure LBA’s culture and operating philosophy remain at the center of the company as it continues to grow. She works closely with hotel owners and leadership teams across the portfolio, supporting everything from hotel operations and development to long-term strategy and growth. With a particular interest in hotel design and renovations, Farrah enjoys helping owners think through improvements that strengthen both the guest experience and the long-term success of their hotels.

Farrah also brings extensive brand-level leadership experience to her role. She currently serves on Marriott’s Full-Service Lifestyle Advisory Council for the Renaissance brand as well as the Hilton Product Advisory Council. Over the course of her career, she has served with The Residence Inn Association (TRIA), the TownePlace Suites Advisory Council, and the Hilton Garden Inn Owner Advisory Council, giving her valuable perspective on brand standards, product development, and the evolving needs of hotel owners and guests.

A Dothan native, Farrah has deep roots in the community where LBA is headquartered, although these days she prefers the quieter pace of life outside the city. When she’s not working, she enjoys spending time on the family farm with her husband, traveling, cooking, and, most of all, spending time with her children and grandchild.