Editorial Board   Guest Author

Mr. Seddon

Tom Seddon

Chief Marketing Officer, Extended Stay America

Tom Seddon currently serves as the chief marketing officer for Extended Stay America - a category leader with the largest distribution of owned and operated extended-stay hotels in the country. Appointed in April 2012, Seddon's responsibilities include sales, marketing, E-commerce and revenue management for the 629-property portfolio. Prior to joining Extended Stay America, Mr. Seddon spent nearly 15 years with Intercontinental Hotels Group (IHG), whose $19 billion global portfolio includes the Intercontinental®, Crowne Plaza®, Holiday Inn®, Holiday Inn Express®, Staybridge Suites®, Candlewood Suites® and Hotel Indigo® brands. Quickly rising in the company, he served most recently as chief marketing officer from 2007-11, managing a $1 billion expense budget. During his tenure, Mr. Seddon had a track record of improving operational efficiency and effectiveness, including leading part of IHG's restructuring in 2003, reducing operating costs 30 percent as well as many other initiatives such as cutting call center operating costs in half. He has a consistent record of driving outperformance versus the competitor set for brands he's managed. He is recognized throughout the lodging industry for successfully re-launching the Holiday Inn® brand globally with improved facilities and service levels, developing the Holiday Inn Express® “Stay Smart” campaign and doubling the size of the company's loyalty program. From 2004-2007 Mr. Seddon was chief executive officer of the Subway Franchisee Advertising Fund Trust, an autonomous organization created to provide marketing and advertising globally for the $8 billion business. Reporting directly to a 14-member board of elected franchisees, he oversaw all worldwide marketing activity designed to build sales and revenue, and sustain performance. In this role, he developed “Fresh Fit,” the first ever AHA-endorsed QSR meal. In addition to Mr. Seddon's hospitality marketing and general management experience, he has also participated extensively in government affairs activity such as the AHLA Legislative Action Summit, White House Obesity Summit, and serving as a panelist on the FTC Panel on Best Practices in Data Privacy. Mr. Seddon received his Bachelor's Degree in Electrical and Electronic Engineering with honors, and a Masters of Engineering from the University of Bath, UK. He currently lives in Charlotte, N.C., with his wife and two children.

Mr. Seddon can be contacted at 980-345-1621 or tseddon@extendedstay.com

Coming up in December 2019...

Hotel Law: A Labor Crisis and Cyber Security

According to a recent study, the hospitality industry accounted for 2.9 trillion dollars in sales and in the U.S. alone, was responsible for 1 in 9 jobs. In an industry of that scope and dimension, legal issues touch every aspect of a hotel's operation, and legal services are required in order to conform to all prevailing laws and regulations. Though not all hotels face the same issues, there are some industry-wide subjects that are of concern more broadly. One of those matters is the issue of immigration and how it affects the ability of hotels to recruit qualified employees. The hotel industry is currently facing a labor crisis; the U.S. Labor Department estimates that there are 600,000 unfilled jobs in the industry. Part of the problem contributing to this labor shortage is the lack of H2B visas for low-skilled workers, combined with the difficulty in obtaining J-1 visas for temporary workers. Because comprehensive immigration reform is not being addressed politically, hotel managers expect things are going to get worse before they get better. Corporate cyber security is another major legal issue the industry must address. Hotels are under enormous pressure in this area given the large volume of customer financial transactions they handle daily. Recently, a federal court ruled that the Federal Trade Commission had the power to regulate corporate cyber security, so it is incumbent on hotels to establish data security programs in order to prevent data breaches. The lack of such programs could cause hotels to face legal threats from government agencies, class action lawsuits, and damage to their brand image if a data breach should occur. These are just two of the critical issues that the December issue of Hotel Business Review will examine in the area of hotel law.