C-SUITE Q & A |
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the perceived traditional disciplines ? Goshow : Much has changed . While I agree disciplines such as hotel development are often dominated by male leaders , a glance across the leadership teams at multiple brands will reveal a prominence of women as CFOs , general counsel , chief strategy officers , corporate affairs and chief customer officers . Unfortunately , we continue to be unrepresented in the “ big chair ” as CEO .
Our traditional roles resulted from female stereotypes “ mapping ” us to disciplines defined as more caring , creative and ( dare I say it ) less academic . As our societies continue to battle the growing epidemic of loneliness and mental health issues , what was once considered our weakness is potentially becoming our superpower . Empathy , a sense of belonging and resilience are critical capabilities that potentially define many companies ’ health and future success worldwide . As women , we are well-positioned to deliver on all three .
The flourishing number of high-profile , highly engaged female communities , such as ForWard from the AHLA , CHIEF , Women Leading Travel & Hospitality , Women in Travel Thrive , Hertelier , TIEWN & BLLA , Women in Hospitality Industry Leadership Alliance , and many others serve as incredible resources for executive recruiters . Many leading names in hospitality recruitment are already actively
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involved , leveraging networking opportunities and learning more about the needs , dreams , hopes and desires of female leaders . Recruiters should not , however , underestimate their role and responsibility in educating their clients to value “ potential ” in equal parts to “ experience ” and challenge themselves to unearth the leader “ in waiting .” I consider myself relatively well-known in the industry , yet I still encounter executive recruiters asking , “ How is it our paths have never crossed before ?” My answer : “ That ’ s because you weren ’ t looking for someone like me , and I am typically hidden behind someone you do recognize .”
As a perennial marketer , I would encourage the recruitment community and company boards to design their leadership go-to-market searches using a marketing playbook ; define their audience based on behavioral insight , craft their value proposition with relevance on time ; and communicate with an audience of one mindset . Predictive tools and generative AI are ready and waiting to assist .
HOTELS : It ’ s 2024 . When will “ women in hospitality ” features cease being written because the industry has reached a point where gender doesn ’ t matter ? Goshow : The answer is probably when our boards and executive leadership teams look more like our guests and more women have ascended
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to the CEO role . Until then , let ’ s concentrate our efforts on “ all people in hospitality ” and focus on why we do what we do : making lives better through excellent service , relevant products , rewarding careers and bountiful investor returns .
HOTELS : What key trends or issues should we be paying attention to in your specific field , both near and long term ? Goshow : AI , now ! There ’ s no denying its value and potential impact on our business performance .
We must design our teams for agility and resilience . The pace of change in pop culture influences how buyers consume brands , their expectations of us , the level of empowerment we share with our consumers and the tools we provide to them . Perhaps add a futurist or two to the staff roster and prepare the business ahead of time .
Traditional segmentation died long ago . AI will help us navigate towards a world where “ my ” brand engagement experience is vastly different from the next consumer because it has been designed just for me . I shouldn ’ t see the same website content or copy as you , nor should I see the same brand social posts as you . My journey with a brand should unfold with me as I journey with it . I am not a segment , a micro audience or a target group . I am an audience of one .
Consumers want more skin in the game . Taylor Swift has taught us many lessons . Perhaps
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most glaring is the degree of love she engenders from her fans . Authentic hospitality can change lives , and it should always make them better . We must let our guests become a more meaningful part of our brand story , so they want to dress like us , sound like us and be like us . I have long believed that loyalty programs should reward loyalists with real currency through brand ownership – shares or dividends that recognize their contribution to a hotel company ’ s growth . If REI can make it work , why can ’ t we ? ( Yes , I know it isn ’ t easy .)
Anything and everything is an inventory to be revenuemanaged . We know this , but we are slow to embrace it . Our industry must prioritize investments in technology and skill sets to unlock future revenue opportunities . I applaud the fast-food chain Wendy ’ s recent effort to introduce so-called “ dynamic ” pricing . While the backlash was severe , the lodging industry is well positioned to leverage its significant learnings on rooms revenue strategy and attributebased pricing to address every single aspect of the hotel estate .
Our obsession with “ hospitality experience ” stifles potential . Our ability to navigate growth opportunities , recognize signals and reframe challenges will require fresh perspectives garnered from outside the industry . Our typical gatekeeper mentality does not serve us well . It ’ s time to hire broadly and boldly .
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60 hotelsmag . com Oct / Nov 2024 |