Senior Vice President and Chief Digital Officer
Greg Adams serves as Senior Vice President and Chief Digital Officer for Best Western® Hotels & Resorts. Adams oversees all aspects of the brand’s Technology Management and eCommerce strategies and activities.
Under Adams’ leadership, Best Western embarked on a complete transformation of its digital capabilities that resulted in 33 consecutive months of year-over-year growth prior to the COVID-19 pandemic. Adams led the construction of a new global digital platform that supports ongoing changes and enhancements with dramatically reduced time-to-market delivery and the launch of an all-new, reimagined bestwestern.com. The Best Western To Go mobile app continues to evolve under his leadership to meet the ever-changing needs of the traveling public and Best Western members.
Adams played a key role in Best Western’s efforts to relocate and upgrade its revenue producing systems to the Amazon Web Services (AWS) cloud, resulting in improved service and support for Best Western members. Through AWS, Best Western can increase scale, drive cost savings and minimize risk failure of critical business applications.
Adams also spearheaded the brand’s 2019 acquisition of the AutoClerk® property management system, which marked a major milestone in the company’s journey to simplifying distribution for its hotels by making technology management, revenue management, customer relationship management, reporting and connectivity simpler and easier.
Prior to his tenure at Best Western, Adams developed a proven executive management track record of driving revenue growth, with more than 20 years’ experience in technology management, marketing and sales leadership positions for Marriott International Inc., Hyatt Hotels Corp. and Starwood Hotels & Resorts Worldwide Inc. As a Vice President at Starwood, Adams developed an industry leading, worldwide account and contact deployment system responsible for delivering a dramatic increase in sales productivity. Immediately prior to joining BWHR, Adams served as President and CEO of iMedia Vortex LLC, an eCommerce consulting company assisting businesses with their digital transformation strategies.
Adams studied at the University of Nebraska at Omaha and Bellevue University and was recognized by The Hospitality Sales & Marketing Association International (HSMAI) as one of the Top 25: Extraordinary Minds in Hospitality Sales, Marketing, and Revenue Optimization in 2014.