Sonesta Chief Brand Officer Elizabeth Harlow is helping to pave the way for women leaders in hospitality. Over her tenure at the company, she has defined brands that resonate across different demographics, oversaw the development of new partnerships and reshaped the customer journey.
Harlow gave Hotel Business a look into her career journey, her inspirations and even shared with us advice she has for aspiring women leaders:
Why are you passionate about hospitality?
Being exposed to travel and hospitality at a young age had a profound impact on me, opening up a world of experiences and cultures. Travel fosters understanding, knowledge and empathy towards our fellow humans and allows us to step outside of our comfort zones, encounter diverse perspectives and contribute to the global economy and cultural exchange.
What challenges have you faced as a female in the industry and how did you overcome those?
As a woman in the industry, I have encountered certain challenges, although I consider myself fortunate overall. One notable obstacle I’ve observed is the occurrence of opportunities sometimes favoring men over women without clear justification. Additionally, the C-suite, where key executive decisions are made, still remains predominantly dominated by men, presenting a systemic barrier to female advancement.
What was the best advice you’ve received and what advice do you have for aspiring female leaders?
The best advice I’ve received, and one that has truly resonated with me throughout my journey, is to “be curious, actively listen and empathize.” For aspiring female leaders, I would offer similar guidance: cultivate your curiosity, hone your listening skills and prioritize empathy in your interactions. Embrace every opportunity to learn and grow, whether it’s through formal education, mentorship or hands-on experience. Actively seek out diverse perspectives and be open to new ideas, which will spark innovation and broaden your understanding of the world.
Additionally, don’t underestimate the power of hard work and perseverance. As my mom used to remind me every day, “Work hard.”
Above all, believe in yourself and your abilities. Trust your instincts, embrace your unique strengths and don’t be afraid to advocate for yourself and others. By staying true to who you are, staying curious and working hard, you can overcome challenges, break barriers and make a meaningful impact as a female leader in whichever path you choose.
What do female leaders bring to the table in the industry?
Generally speaking, and not specific to the hospitality industry, diversified leadership contributes to better decision-making, morale, productivity and talent retention—studies have shown that. By giving women equal opportunities to lead and succeed, we send a powerful message to future generations of young women starting their career journey.
What women in hospitality inspire you and why?
Women I admire—of course all the amazing ladies I get to work with at Sonesta. Also: Shannon Knapp, CEO of Leading Hotels of the World. She’s a female CEO, one of the smartest executives I have ever met (of either gender!) and a kind, thoughtful human being.
What are you currently working on at Sonesta to advance female leadership/owners?
Sonesta is currently a Catalyst sponsor for the AHLA’s Build & Elevate Female Leadership year-long programs. We lead the industry with six participants in these nomination-based programs. Sonesta is also in our third year of our mentorship program Elevate, where 58% of mentors are women as are 38% of the mentees. Since creating the program, we’ve seen a 9% increase in women in leadership. In fact, 51% of leadership hires last year were women and 52% of promotions into leadership roles last year were women.
What still needs to change to achieve full equality?
Achieving full equality remains an ongoing journey, and there are several key areas that still require significant change, notably in equal pay and equal opportunity.
What gives you hope that gender equality in business and leadership is improving in hospitality? What signs of progress do you see?
There is increasing representation in leadership roles however there is still progress to be made. There is certainly increasing awareness—just look at the subject of this article. There are commitments by corporations and educational institutions.
