Editorial Board   Guest Author

Ms. Lipton

Sarah Lipton

Senior Global Brand Director, Westin Hotels & Resorts

Sarah Lipton has been building hotel brands at Starwood Hotels and Marriott International for her entire career. In her role as the Senior Global Brand Director for Westin Hotels & Resorts, Ms. Lipton is responsible for developing the strategic global initiatives for Marriott's wellness-focused, Premium Distinctive lifestyle brand. Ms. Lipton manages the brand's positioning as well as developing strategic programs, offerings and partnerships, while continuing to direct the overall brand management, integrity and positioning of the Westin brand and its robust portfolio of more than 225 hotels and resorts all across the world. She drives the global marketing strategy, guest experience, standards and communications programs for Westin.

Ms. Lipton has been a pivotal contributor on six global brand teams, having managed initiatives for Sheraton Hotels & Resorts, Four Points by Sheraton, Element Hotels, Aloft Hotels, Le Meridien Hotels and Westin Hotels & Resorts. She has led numerous essential marketing initiatives, including the launch of Westin's Well-Being Movement in 2014, and more recently, Westin's new global brand campaign, Let's Rise, which takes on the disruptions of travel and empowers guests to be their best selves during their stay through wellness. She also helped cultivate many signature experiential innovations to drive meaningful and differentiated experiences for guests and associates including Westin's partnerships with top-tier fitness brands including Peloton and TRX, Westin's global portfolio of active Run Concierges, and the RunWestin program just to name a few.

Ms. Lipton is a graduate of Washington University in St. Louis and resides in New York City with her family.


Please visit http://www.westin.com for more information.

Ms. Lipton can be contacted at 914-640-8100 or sarah.lipton@westin.com

Coming up in December 2020...

Hotel Law: Protecting Guest Privacy

Every business is obligated to protect their customers from identity theft but unfortunately, data breaches have become all too common. In an effort to protect a guest's right to privacy and to safeguard their personal data, the European Union passed a General Data Protection Regulation (GDPR) that could hold hotels legally liable for any breaches that expose a customer's sensitive personal information. Though the GDPR only pertains to EU citizens' data, any international business that mishandles their data can be legally responsible. Another legal issue of concern is the fight involving hotel "resort fees." Several states attorney generals have recently filed suit against two major hotel chains in an effort to litigate this practice. Their suit alleges that these companies are "engaged in deceptive and misleading pricing practices and their failure to disclose fees is in violation of consumer protection laws." The suit seeks to force the hotel chains to advertise the true price of their hotel rooms. There are several other legal issues that the industry is being forced to address. Sexual harassment prevention in the workplace is still top of mind for hotel employers-particularly in New York and California, which now statutorily require harassment training. Hotels and motels in California will also soon be required to train all their employees on human trafficking awareness. Immigration issues are also of major concern to hotel employers, especially in the midst of a severe labor shortage. The government is issuing fewer H2B visas for low-skilled workers, as well as J-1 visas for temporary workers. Though there is little hope for any comprehensive immigration reform, hotel lobbying groups are actively seeking legal remedies to alleviate this problem. These are just a few of the critical issues that the December issue of the Hotel Business Review will examine in the area of hotel law.