SHERIDAN, WYOMING – Feb. 28, 2025 - In a recent interview with Hotel Business, Elizabeth Harlow, Chief Brand Officer of Sonesta International Hotels Corporation, shared insights into her career, leadership experiences, and the company's future direction.
A Passion for Hospitality
Harlow's journey into the hospitality industry began with a lifelong fascination. "Yes, I’ve been passionate about hospitality from a young age. Growing up, I was fortunate to travel both domestically and internationally with my parents, which sparked my love for exploring new places. Hotels, in particular, fascinated me—their ability to create memorable experiences left a lasting impression. Those early travels inspired me to pursue a career in the industry, knowing I wanted to be part of crafting those experiences for others."
Her first role at the front desk of the Mayflower Hotel in Washington, D.C., provided invaluable hands-on experience. "It was an invaluable experience that gave me firsthand insight into the daily operations of a hotel and the importance of frontline interactions. Engaging directly with guests provided a deep understanding of their expectations, needs and the impact of exceptional service. That experience shaped my perspective on hospitality and reinforced my passion for creating meaningful guest experiences."
Building a Career Through Diverse Experiences
Harlow's career trajectory includes brand management roles at prominent companies like Starwood, Loews, MGM, and Leading Hotels of the World. "I’ve been fortunate to work for some tremendous brands and organizations, each shaping my career in different ways. Starwood was particularly formative, instilling in me a deep appreciation for world-class brands and their power to create exceptional experiences. They were true pioneers in brand building. At MGM, I was exposed to an entirely new dimension—witnessing firsthand the dynamic intersection of entertainment, gaming and hospitality. MGM is, without a doubt, a leader in crafting immersive, multifaceted guest experiences, and my time there was incredibly valuable. I have carried these learnings with me and apply them to how we imagine the guest experience at Sonesta."
Female Leadership and Equity
Discussing her experience as a female leader, Harlow acknowledged both progress and remaining challenges. "I have been fortunate to have incredible opportunities in this industry and to work alongside inspiring female leaders who have paved the way for progress. While we’ve made great strides, there is still work to be done to ensure a true meritocracy—one where women have the same opportunities as their male counterparts. The data is clear: diversity in leadership isn’t just the right thing to do—it’s a business imperative. Studies consistently show that companies with diverse leadership outperform their peers in profitability, employee engagement and problem-solving. I’m passionate about continuing to champion equity, ensuring that future generations of women in hospitality have even greater opportunities to lead and succeed."
Responsibilities and Strategic Initiatives at Sonesta
As Chief Brand Officer, Harlow oversees a broad range of responsibilities. "I have the privilege of working with an incredible team to oversee the brand and guest experience for Sonesta’s diverse portfolio of 13 brands, as well as our Sonesta Travel Pass loyalty program. Together, we also lead our social media strategy and in-house creative agency, ensuring a cohesive and compelling brand presence. Collaborating closely with our marketing team, we craft and share Sonesta’s story with both our guests and ownership community, driving engagement and brand loyalty. It’s truly a team effort, and I’m grateful to work alongside such talented professionals."
Regarding Sonesta’s recent acquisition and loyalty program integration, Harlow explained, "We put tremendous thought into redesigning the Sonesta Travel Pass program to make it both distinctive and valuable for guests and owners alike. As part of this effort, we seamlessly integrated Red Lion Hotels by sunsetting the Hello Rewards program in the spring of 2024, unifying our loyalty offerings under one cohesive program with a single currency. Our focus was ensuring that this transition enhanced the experience for our community, making Sonesta Travel Pass more compelling, rewarding and beneficial for all."
Looking Ahead to 2025: Growth and Innovation
Sonesta's focus for 2025 is on continued growth, with an emphasis on international expansion. "Sonesta is focused on continued growth—with a bit more focus on international growth this year. 2024 saw more than 60 openings worldwide (double what we did in 2023), including domestic and international openings for our new soft brands Classico Collection by Sonesta and MOD Collection by Sonesta. The growth strategy at Sonesta is grounded in our seamless conversion processes, distinct product differentiation, emphasis on innovation and strategic market segmentation."
Advice for Aspiring Female Leaders
Harlow offered valuable advice for aspiring female leaders: "Seize every opportunity to earn a seat at the table—be confident in your perspective, build meaningful relationships and never stop learning. Having a strong point of view and being willing to contribute is essential to growth and leadership. Most importantly, as my mother reminded me every day: Work hard. Dedication, resilience and a commitment to excellence will always set you apart."
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