Dorothy Dowling is senior vice president, marketing and sales for Best Western International. The 30-year hotel industry veteran directs all marketing and sales strategies, overseeing the brand’s loyalty program, consumer and field marketing activities, advertising, public relations and e-commerce.
Since joining THE WORLD'S BIGGEST HOTEL FAMILY® in 2004, Dowling has implemented a number of measures to increase market share and contemporize the iconic Best Western brand. She re-branded the company’s loyalty program to Best Western Rewards®, increased its membership by 13 million and more than doubled its revenue contribution percentage to hotels. The program has since earned recognition as the top loyalty program by Loyalty 360, the third best loyalty program by U.S. News & World Report, and received the American Express Loyalty Award.
Under Dowling’s leadership, Best Western has strengthened its strategic partnership with AAA/CAA. Best Western has been named AAA Lodging Partner of the Year every year since 2008. In 2014, Best Western also won AAA recognition for Best in Marketing and Best in Sales.
During Dowling’s tenure, Best Western introduced its Descriptor Program, which established three distinct hotel types, and made significant investments in its sales programs. As a result, in 2014 the readers of Business Travel News selected BEST WESTERN® as the No. 1 Midprice Hotel Company and BEST WESTERN PLUS® as the No. 1 Upper Midprice Hotel Company. Best Western beat out brands such as Hampton, Holiday Inn and Fairfield to take the top spot as the favorite for business travel.
Dowling has also overseen critical user experience improvements to the bestwestern.com booking channel, as well as the launch of its multiple mobile initiatives, including the iPhone and Android application, Best Western to Go®. Under her leadership, Best Western has become a leading hotel player in digital marketing through innovative partnerships with TripAdvisor, Facebook and Google, among others.
In September 2013 Dowling was named vice president of the Global Business Travel Association Allied Leadership Council. Dowling currently serves on, and is a former chair of the HSMAI Americas Board of Directors, and is past president of HSMAI Canada.
She has been honored with a number of awards, including being named one of the most influential CMOs in the world by Forbes/Appinion, receiving the prestigious American Hotel Foundation Award for Best Practices in Guest Loyalty Programs, and twice being listed among HSMAI’s Top 25 Extraordinary Minds in Sales and Marketing. In 2014, Dowling was inducted into the Direct Marketing News Marketing Hall of Femme.
Before joining Best Western, Dowling held executive-level positions with ARAMARK’s parks, resorts and conventions divisions. She began her hospitality career in Canada after earning a joint Masters of Arts degree in sociology and leisure studies from the University of Waterloo in Ontario. In 2008, Dorothy received the university’s Distinguished Alumni Award.