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 The September Online Hotel Business Review




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Feature Focus
Hotel Group Meetings: Blue Skies Ahead
After a decade of sacrifice and struggle, it seems that hotels and meeting planners have every reason to be optimistic about the group meeting business going forward. By every industry benchmark and measure, 2017 is shaping up to be a record year, which means more meetings in more locations for more attendees. And though no one in the industry is complaining about this rosy outlook, the strong demand is increasing competition among meeting planners across the board – for the most desirable locations, for the best hotels, for the most creative experiences, for the most talented chefs, and for the best technology available. Because of this robust demand, hotels are in the driver’s seat and they are flexing their collective muscles. Even though over 100,000 new rooms were added last year, hotel rates are expected to rise by a minimum of 4.0%, and they are also charging fees on amenities that were often gratis in the past. In addition, hotels are offering shorter lead times on booking commitments, forcing planners to sign contracts earlier than in past years. Planners are having to work more quickly and to commit farther in advance to secure key properties. Planners are also having to meet increased attendee expectations. They no longer are content with a trade show and a few dinners; they want an experience. Planners need to find ways to create a meaningful experience to ensure that attendees walk away with an impactful memory. This kind of experiential learning can generate a deeper emotional connection, which can ultimately result in increased brand recognition, client retention, and incremental sales. The September Hotel Business Review will examine issues relevant to group business and will report on what some hotels are doing to promote this sector of their operations.