Editorial Board   Guest Author

Ms. Dowling

Dorothy Dowling

Senior Vice President and Chief Marketing Officer, Best Western Hotels and Resorts

Dorothy Dowling is senior vice president and chief marketing officer for Best Western® Hotels and Resorts. Dorothy, a 30-year hotel industry veteran, directs all marketing and sales strategies, overseeing the brand's loyalty program, consumer and field marketing activities, advertising, public relations and e-commerce. Since joining Best Western in 2004, Ms. Dowling has implemented a number of measures to increase market share and contemporize the iconic Best Western brand. She re-branded the company's loyalty program to Best Western Rewards®, increased its membership by 13 million and more than doubled its revenue contribution percentage to hotels. The program has since earned key industry recognitions, such as the top loyalty program by Loyalty 360, the third best loyalty program by U.S. News & World Report, and was the recipient of the American Express Loyalty Award. Under Ms. Dowling's leadership, Best Western has strengthened its strategic partnership with AAA/CAA. As a result, Best Western has been named AAA Lodging Partner of the Year every year since 2008. In 2014, Best Western also won AAA recognitions for Best in Marketing and Best in Sales. During Ms. Dowling's tenure, Best Western introduced its descriptor program, which established three distinct hotel types, and made significant investments in its sales programs. As a result, Best Western Plus was voted the Best Upper Midscale Hotel brand in the 2014 and 2015 Business Travel News survey. Additionally, Best Western was voted the No. 1 Midprice hotel brand in 2014 and ranked in the top 3 in 2015. Best Western beat out brands such as Hampton, Holiday Inn and Fairfield to take the top spot as the favorite for business travel. Ms. Dowling has also overseen critical user experience improvements to the bestwestern.com booking channel, as well as the launch of multiple mobile initiatives, including the iPhone and Android application, Best Western to Go®. Under her leadership, Best Western has become a leading hotel player in digital marketing through innovative partnerships with TripAdvisor, Facebook and Google, among others. In September 2013 Ms. Dowling was named vice president of the Global Business Travel Association Allied Leadership Council. Ms. Dowling currently serves on, and is a former chair of the HSMAI Americas Board of Directors, and is past president of HSMAI Canada. Dorothy has been honored with a number of awards, including being named the 18th most influential Chief Marketing Officer (CMO) in the world in the Forbes/ScribbleLive/LinkedIn's 4th Annual CMO Influence Study in 2015. Ms. Dowling, who jumped in the rankings from 27th in 2014 to 18th in 2015, is the third highest ranked female CMO on the list. Additionally, she received the prestigious American Hotel Foundation Award for Best Practices in Guest Loyalty Programs, and was among HSMAI's Top 25 Extraordinary Minds in Sales and Marketing two times. Finally, in 2014, Ms. Dowling was inducted into the Direct Marketing News Marketing Hall of Femme.

Please visit http://www.bestwestern.com for more information.

Ms. Dowling can be contacted at 602-957-4200 or dorothy.dowling@bestwestern.com

Coming up in August 2020...

Food & Beverage: New Technological Innovations

In the past few years, hotel food and beverage departments have experienced significant growth. Managers are realizing just how much revenue potential this sector holds, both in terms of additional revenue and as a means to enhance the guest experience. As a result, substantial investments are being made in F&B operations as a way to satisfy hotel guests but also to keep pace with the competition. Though it has been a trend for many years, the Farm-to-Table movement shows no signs of abating. Hotel chains are abandoning corporate restaurants and are instead partnering with local chefs to create locally-influenced dining options. Local, farm-sourced ingredients paired with specialty beverages or local wine also satisfies the increasing demand from Millennial travelers who are eager to travel sustainably and contribute to a positive impact. A farm-to-table F&B program also helps to support the local economy, which builds community goodwill. Also popular are "Self-Serv" and "Grab & Go" options. These concepts stem from an awareness that a guest's time is limited and if a hotel can supply them with fast, fresh, food and beverage choices, then so much the better for them. Plus, by placing these specialty kiosks in areas that might be traditionally under-utilized (the lobby, for instance), they can become popular destination locations. Of course, there are new technological innovations as well. In-room, on-screen menus allow guests to order from any restaurant on the property, and some hotels are partnering with delivery companies that make it possible for guests to order food from any restaurant in the area. Also, many hotels are implementing in-room, voice-activated devices, so ordering food via an AI-powered assistant will soon become mainstream as well. The August issue of the Hotel Business Review will report on these developments and document what some leading hotels are doing to expand this area of their business.