Dawn Gallagher gets it. Now the chief commercial officer at Crescent Hotels & Resorts, she began her hospitality career as a front desk clerk in 1986. After working her way up the ranks, Gallagher now helps steer the ship with a strategic focus on diversity and inclusion. With over 60 percent of Crescent's leadership comprising women, Gallagher shares insights into the company's success, her experiences as a female executive and her thoughts on fostering more women leaders in the industry.
Driving Market Share in the New Normal
Gallagher attributes Crescent's resilience during challenging times to a three-pronged strategy. “First, visibility is the key to success of every hotel,” she said, emphasizing the importance of a robust online presence. Through meticulous attention to details, from photography to positioning to distribution channels, Crescent ensures that their hotels stand out, leading to higher conversion rates.
Second, a strong group base and community engagement play pivotal roles. Gallagher noted that Crescent entered 2024 with a 25 percent increase in group bookings over the previous year, underscoring the significance of a diverse revenue stream.
Third, instead of taking a transactional approach, Crescent adopted the game-changing approach of connecting with customers on a personal level.
“We do sales blitzes twice a year, and we have a global sales team that does customer events, where we pack 10,000 meals for underserved communities,” explained Gallagher. “We've created relationships with customers on a different level, where we do something that really reflects how we want to be viewed in each community.”
Empowering Women Leaders: The Crescent Advantage
Crescent's predominantly female leadership team serves as a testament to the company's commitment to diversity. Gallagher points to CEO Michael George's advocacy for female leadership as a driving force.
“There is no ‘boys club’ in Crescent,” she asserts, highlighting that the organization's commitment to diversity regularly attracts top talent and fosters organic growth. “[Candidates] love to see a diverse organization, which shows that everybody has a chance at success. I think that makes a difference.”
Gallagher believes that organizations need to showcase women in leadership positions to inspire others. Highlighting a diverse executive team helps signal a path forward for aspiring leaders. (Tip: Want to check your company’s “diversity pulse”? Look at your executive team photos. Do they actually reflect the diversity you’re outwardly talking about?)
Nurturing Future Leaders
When asked what advice she’d give her younger self, Gallagher unequivocally said, “Aim higher! And I say that because sometimes—as a female and a mother—your success can be criticized if you’re also a leader. People look at you differently.”
Reflecting on her own journey, Gallagher encourages aspiring women leaders to not only aim higher, but actively seek visibility. She suggests volunteering for projects that boost your visibility in other departments. “This strengthens everyone knowing who you are inside the organization,” she said. “Taking initiative in projects helps keep you top of mind.”
Also, both formal and informal mentorship programs serve as key drivers for professional development. “They really bring leaders together with those who are on a journey, helping them understand different paths to reaching their goals,” she explained.
Gallagher points to Crescent's mentorship program as another example of the company’s commitment to developing internal talent. “It's incredibly fulfilling, for both the mentee and mentor,” she said, noting the opportunity to make lifelong connections. Such initiatives strengthen the community within the organization and contribute to employee satisfaction and retention.
Challenges and Opportunities for Women in Leadership
While acknowledging the existence of a lingering “boys club” in the industry, Gallagher highlights the need for women leaders to adeptly navigate stereotypes. She also suggests stepping outside your comfort zone.
In Gallagher’s case, she grew up through operations, then went into revenue and then sales. In her first director of sales role (where she was younger than everyone she managed), she felt prepared to lead but probably not prepared for the sales side of the role. This taught her it’s okay to be outside your comfort zone as long as you can navigate the challenges.
As a leader, she had to learn everyone’s unique personality and their strengths and weaknesses to make them better. “It's very different in sales than it would be operationally,” she recalled. “So, learning that was a great foundation for my leadership. But it certainly made me lean in.”
In fact, she advises others to stay uncomfortable. “If you have something ambitious out there that makes you lean in, it's a better celebration when you reach that goal.”
The Future of Female Leadership in Hospitality
Looking ahead, Gallagher envisions a shift towards more flexible roles within the industry. She advocates for organizations to provide reasonable accommodations, such as hybrid work options, to support women in balancing their professional and personal lives. And she stresses the importance of ongoing internal conversations about topics like female leadership and environmental, social and governance issues, fostering an inclusive environment.
Gallagher's journey stands as a beacon for aspiring women leaders in hospitality. Through her leadership, Crescent continues to thrive, setting an example for the industry and championing diversity as a cornerstone of success.