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 July 2019...

Hotel Spa: Pursuing Distinction

The Wellness Movement continues to evolve and hotel spas continue to innovate in order to keep pace. Fueled by intense competition within the industry, hotel spas are seeking creative ways to differentiate themselves in the market. An increasing number of customers are searching for very specific, niche treatments that address their particular health concerns and, as a result, some leading spas have achieved distinction by offering only one specialized treatment. Meditation and mindfulness practices are becoming increasingly mainstream as are alternative treatments and therapies, such as Ayurvedic therapies, Reiki, energy work and salt therapy. Some spas specialize in stress management and offer lifestyle coaching sessions as part of their program.  Other spas are fully embracing new technologies as a way to differentiate themselves, such as providing wearable devices that track health and fitness biomarkers, or robots programmed with artificial intelligence to control spa environments, or virtual reality add-ons that transport guests to relaxing places around the world. Some spas have chosen to specialize in medical procedures such as liposuction, laser skin therapy, phototherapy facials, Botox and facial fillers, acupuncture and permanent hair removal, in addition to cosmetic body shaping procedures and  teeth whitening treatments. Similarly, other spas are offering comprehensive health check-ups and counseling services for those who are interested in disease prevention treatments. Finally, as hotel spas continue to become more diverse, accessible and specialized, there is a growing demand for health professionals with a specific area of expertise. There is a proliferation of top class, quality wellness practitioners who make a name for themselves by offering their services around the globe, including athletes, chefs, doctors, physical trainers and weight loss specialists. The July issue of the Hotel Business Review will report on these trends and developments and examine how some hotel spas are integrating them into their operations.