Knapp ’ s priorities : keeping the 400-plus hotels in the collection relevant to an ever-more-discriminating audience ; filling portfolio gaps ; and ensuring that the New York City-based company stays competitive in its luxury niche .

The first challenge will rely on data and technology to understand the needs and expectations not only of existing customers but also potential

guests . Under Knapp ’ s watch as CMO , Leading relaunched its loyalty program and shifted toward use of data to drive marketing strategy . The organization has spent about US $ 20 million on technology upgrades over the past five years , including more robust CRM functionality .

“ Luxury hospitality will always be about service ,” Knapp observes , “ so our owners need to be freed up to do what they do best — provide individualized service .”

In an era dominated by data-rich companies like Amazon , drilling down to understand the customer on a micro level is more important than ever , Knapp argues . “ There ’ s no such thing as cohorts and segments ; it ’ s a segment of one . The challenge across

the industry is figuring out how we continue to stay up with consumer expectations .”

One way for Leading to accomplish that , she says , is to choose the right properties for the collection and uphold high standards . “ We need to ensure that members are meeting the needs of luxury travel from a quality perspective ,” she says .

Growing the portfolio to satisfy pent-up demand is another objective , especially in destinations with little or no Leading presence . Knapp

says the company will more actively recruit asset owners in markets like San Francisco , Seattle , Denver , Vancouver and Tokyo .

Knapp does not regard consolidation and the proliferation of luxury brands and soft brands as threats . “ We can be the alternative for those hotel owners who really want to keep their vision intact and to stay independent . As much as it ’ s daunting to see all the consolidation , we ’ ve never been more excited about the opportunity Leading

Shannon Knapp

has to build a real distinction in the marketplace ,” she adds .

Knapp , who honed her marketing savvy during a 15-year stint at American Express before joining Leading Hotels , once expected to stick with that field . But after being tapped as interim CEO early in 2019 , she warmed to the post and now “ loves ” it .

“ It helps that I ’ m really passionate about our mission , owners and employees , and I feel we have a clear roadmap ahead of us ,” she says . — MEGAN ROWE

16 hotelsmag . com March 2020