PROFILE
panel discussions and motivational talks , is scheduled for May in Toronto . “ It ’ s sad that the needle hasn ’ t moved on pay equity and advancement to senior roles ,” Larcade says .
Larcade is among a generation of women advocating for closer parity in the executive ranks . The Atlanta-based Castell Project has produced studies that underscore the absence of women at senior levels . Castell ’ s 2019 survey shows that although nearly half of managers and directors are women , they represent only 30 % of vice presidents . That presence continues to thin dramatically at higher levels : Only 11 % of presidents and 5 % of CEOs are women .
“ Anne is a total go-getter ,” says Peggy Berg , Castell Project director . “ She has a level of credibility and the ability to go to other CEOs for sponsorships or other support .”
Raised in Ontario , Larcade jumped into hospitality early . She managed bars , ran a boutique hotel and owned two travel agencies . She was restless and continually looked , as she put it , “ for more stimulation .” In the early 1990s she coordinated the C $ 5 million purchase of a 103-room resort and conference center in Ontario . She grew revenue by two-thirds to nearly C $ 5 million and reduced problematic staff turnover .
From this base she established a consultancy in hotel turnarounds , Destination Management . During part of this time , she was raising two children as a single mom . “ I brought my kids to work ,” she recalls . “ When you own your own business , you can do that , but not all women have that freedom .”
Larcade ’ s next stop was Canadian Hotel Income Properties in Toronto , the country ’ s first public hotel REIT , where she served as regional director of operations . After three years she took on the turnaround of the iconic Ontario resort Deerhurst . “ We put it back on the map ,” she says . In 2005 she established her own company , Sequel Hotels and Resorts , which launched with the acquisition of three properties and shifted to asset management and consulting .
Larcade gives closing remarks at WITHOrg ’ s June 2018 Summit at the Four Seasons Hotel Toronto .
WOMEN DESERVE A SEAT AT THE TABLE .
‘ MORE ACTION ’ Why had she encountered so few female peers in her tour through corporate boardrooms ? Over cocktails in May 2013 at the Shangri-La Hotel in Toronto with Katie Taylor , who recently had stepped down as CEO of Four Seasons Hotels and Resorts , the pair discussed the pay gap and gender bias . They went on to explore developing a conference for women in hospitality . Taylor agreed to serve as honorary chair , and the inaugural summit took place at Toronto ’ s InterContinental Hotel in September 2017 .
“ I was keen to raise awareness of the breadth of opportunities for women and establish a venue for women to connect ,” says Taylor , now chair of the Royal Bank of Canada . Larcade also teamed up with Rosanna Caira , editor and publisher of Ontario-based Hotelier magazine , as partner for the summit .
WITHorg generates revenue from membership fees and summit enrollments . The organization has grown to 380 members who receive connections to peers and organizations as well as resources for professional growth . It ’ s gained global traction : Larcade says she ’ s heard from a taxi owner in South Africa and a hospitality designer from Dubai .
Gender bias remains a giant hurdle , Larcade says . “ But I ’ m hearing company presidents say , ‘ I didn ’ t realize we had a barrier , we need to look closely at this .’”
She adds , “ There has to be less talk and more action . The training has to be innovative and interesting , and results have to be measured .” Women , too , must step up and ask for jobs and opportunities : “ Tell your HR department , ‘ This is what I want to do .’” Millennials , she adds , won ’ t stand by . “ They feel they ’ re entitled – we taught them that .”
Larcade is thinking big . Her initiative is rooted in hospitality and tourism but could expand into adjacent areas such as car rentals and cruise ships , and , ultimately banking , technology and angel investing .
“ If we help women , we can end poverty ,” she says . “ I ’ ve found that using superordinate goals usually drives better outcomes . Is ending it possible ? If that is our goal , then it is possible .”
42 hotelsmag . com April 2019