Editorial Board   Guest Author

Ms. Holowka

Taryn Holowka

Senior VP of Marketing, Communications & Advocacy, U.S. Green Building Council

A skilled communicator, storyteller and multi-market brand strategist, Taryn Holowka brings 16 years of experience in building multinational brands. Currently the Senior Vice President of Marketing, Communications & Advocacy at the U.S. Green Building Council (USGBC), Ms. Holowka heads up all global marketing, communications and public affairs efforts for USGBC and its popular LEED green building program. She is also responsible for a variety of other B2B sustainability brands at the Green Business Certification, Inc. (GBCI), including PEER, WELL, SITES and EDGE.

Ms. Holowka is responsible for the successful development, implementation and measurement of product and mission-marketing initiatives both in the U.S. and internationally while managing a dynamic staff of 30+, covering all market sectors of USGBC's broad membership and aligned organizations.

Ms. Holowka's core areas of expertise are strategic communications planning, messaging and product and brand management; project and people management; business development and analytics; emerging technologies; and leadership. Ms. Holowka was also awarded PR News' PR Person of the Year in 2008 and nominated for Marketing Executive of the Year in 2014.

Ms. Holowka holds a Masters in Liberal Studies from Georgetown University and a B.A. in Political Science from the State University of New York College at Geneseo. She has been a LEED AP since 2004. Prior to joining USGBC, Ms. Holowka worked at the National Environmental Policy Institute (NEPI) overseeing an EPA grant as part of the Clean Air Act. She also was at the Polyisocyanurate Insulation Manufacturers Association (PIMA).

Please visit http://usgbc.org for more information.

Ms. Holowka can be contacted at 202-828-1144 or tholowka@usgbc.org

Coming up in November 2019...

Architecture & Design: Biophilic Design

The hospitality industry is constantly evolving to meet and exceed guest expectations. As a result, hotels are always on the lookout for new ways to improve the guest experience, and architecture and design is an essential part of this equation. Bold design is often the most effective way to make an exceptional first impression - an impression guests use to distinguish between brands. One design trend that is being embraced worldwide has become known as “Biophilic Design.” Biophilic design is based on the concept of biophilia, which is the theory that human beings have an innate tendency to seek out nature, natural elements, and natural forms. Biophilic design is more than hotels simply adding a surplus of plants; it involves incorporating specific design elements into a hotel in order to imbue it with a sense of wellness and well-being. Some of those elements include exposure to natural lighting; views of nature and rooms with a view; natural architectural patterns; salvaged or reclaimed woods of all types; reclaimed metals; sustainably sourced stone; living green walls and vertical gardens; and direct and indirect exposure to nature. Hotels that have incorporated biophilic design into their properties are reaping the benefits associated with this trend including reduced stress responses, better air quality, lower energy costs, and more positive guest reviews. Biophilic design has also been shown to improve guest moods and to satisfy consumer demand for environmental responsibility. Savvy hotel owners and managers are aware that nature-inspired elements enhance their guests' comfort and well-being, which is why this trend is becoming so prevalent. Biophilic design is just one topic in the fields of hotel architecture and design that will be examined in the November issue of the Hotel Business Review.