Editorial Board   Guest Author

Ms. Lipton

Sarah Lipton

Senior Global Brand Director, Westin Hotels & Resorts

Sarah Lipton has been building hotel brands at Starwood Hotels and Marriott International for her entire career. In her role as the Senior Global Brand Director for Westin Hotels & Resorts, Ms. Lipton is responsible for developing the strategic global initiatives for Marriott's wellness-focused, Premium Distinctive lifestyle brand. Ms. Lipton manages the brand's positioning as well as developing strategic programs, offerings and partnerships, while continuing to direct the overall brand management, integrity and positioning of the Westin brand and its robust portfolio of more than 225 hotels and resorts all across the world. She drives the global marketing strategy, guest experience, standards and communications programs for Westin.

Ms. Lipton has been a pivotal contributor on six global brand teams, having managed initiatives for Sheraton Hotels & Resorts, Four Points by Sheraton, Element Hotels, Aloft Hotels, Le Meridien Hotels and Westin Hotels & Resorts. She has led numerous essential marketing initiatives, including the launch of Westin's Well-Being Movement in 2014, and more recently, Westin's new global brand campaign, Let's Rise, which takes on the disruptions of travel and empowers guests to be their best selves during their stay through wellness. She also helped cultivate many signature experiential innovations to drive meaningful and differentiated experiences for guests and associates including Westin's partnerships with top-tier fitness brands including Peloton and TRX, Westin's global portfolio of active Run Concierges, and the RunWestin program just to name a few.

Ms. Lipton is a graduate of Washington University in St. Louis and resides in New York City with her family.


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

Ms. Lipton can be contacted at 914-640-8100 or sarah.lipton@westin.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.