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 May 2019...

Eco-Friendly Practices: Corporate Social Responsibility

The hotel industry has undertaken a long-term effort to build more responsible and socially conscious businesses. What began with small efforts to reduce waste - such as paperless checkouts and refillable soap dispensers - has evolved into an international movement toward implementing sustainable development practices. In addition to establishing themselves as good corporate citizens, adopting eco-friendly practices is sound business for hotels. According to a recent report from Deloitte, 95% of business travelers believe the hotel industry should be undertaking “green” initiatives, and Millennials are twice as likely to support brands with strong management of environmental and social issues. Given these conclusions, hotels are continuing to innovate in the areas of environmental sustainability. For example, one leading hotel chain has designed special elevators that collect kinetic energy from the moving lift and in the process, they have reduced their energy consumption by 50%  over conventional elevators. Also, they installed an advanced air conditioning system which employs a magnetic mechanical system that makes them more energy efficient. Other hotels are installing Intelligent Building Systems which monitor and control temperatures in rooms, common areas and swimming pools, as well as ventilation and cold water systems. Some hotels are installing Electric Vehicle charging stations, planting rooftop gardens, implementing stringent recycling programs, and insisting on the use of biodegradable materials. Another trend is the creation of Green Teams within a hotel's operation that are tasked to implement earth-friendly practices and manage budgets for green projects. Some hotels have even gone so far as to curtail or eliminate room service, believing that keeping the kitchen open 24/7 isn't terribly sustainable. The May issue of the Hotel Business Review will document what some hotels are doing to integrate sustainable practices into their operations and how they are benefiting from them.