AUSTIN, TEXAS – The continuing need for women in the hospitality industry to come together and focus on business acumen and leadership development is “roaringly apparent,” according to Marina MacDonald, chief marketing officer at Red Roof, despite the advances the industry has made in recent years. To that end, the company hosted the Red Roof Forum on Leadership for Women Entrepreneurs 2022 Retreat at the end of May (its second such event) to address some of the issues facing female entrepreneurs in the hospitality industry.
“Let's go back to 2016 when we had our first women's forum—as I say, it started as a whisper, and as I love to say now, six years later, it's turned into a roar,” she said. “Other hotel brands are taking our lead and creating formalized women's networking programs—and how wonderful, how rewarding it is that more and more companies are supporting women. As we navigate together these extraordinary challenging times, we have made huge strides, but we have a long way to go.”
According to the 2022 “Women in Hospitality Industry Leadership” report from Castell Project, women now hold one leadership spot (CEO, president, founder) for every 10.3 men, an improvement from one woman for every 11.2 men in 2019. At the manager/director levels, women now hold 1 in 2 hospitality positions and 1 in 6 at the VP/SVP/EVP level.
In terms of Red Roof’s efforts:
- Women hold 22 leadership roles (director and above) at the company, up from 18 three years ago.
- 31 percent of Red Roof franchise owners or partial owners are women, up 19 percent from seven years ago. The company’s goal is 40 percent
- 28 women Red Roof employees were promoted in 2021.
Women Entrepreneurs 2022 Retreat. (Lisa Hause)
According to MacDonald, women have been disproportionately impacted by the pandemic job losses and the day-to-day stresses women typically face have been exacerbated by the blending of work life and home life, making the topics covered during the forum even more important.
“Support, collaboration, sharing, caring [and] networking have become even more essential. We look to one another to help us overcome barriers to succeed and thrive in and out of the workplace,” she said. “That is why we're here again, to tackle today's challenges of work and home and health and happiness while continuing to run and grow successful businesses. We are here to pick each other's brains and to pick each other up to learn, support, share, network, understand the new tools in the toolbox that will enhance our leadership skills as we remain top and best in class.”
Dual Focus
The hybrid event, held at the Holdsworth Center at the Campus on Lake Austin, encompassed professional and personal aspects to provide attendees with business and leadership skills as well as tools to take better care of themselves. Moderated by Lalia Rach, founder and partner at consulting firm Rach Enterprises and founding dean of the hospitality program at New York University, topics included side hustles, common characteristics of successful women, networking, financial literacy and public speaking.
Rach gave kudos to all those taking the time to attend the event.
“By being here you are actively investing in your success and I urge you to identify your ROI for being here,” she said. “What is it you want to go home with—a better understanding of a specific subject, new colleagues, a different way of looking at success? No matter what, to me, this means you will be actively engaged with the panelists, the speakers. You'll ask questions. You'll make sure you meet people you haven't met before and always renew old friendships. The point is—you determine your return.”
Rach also urged the women to take pride in their accomplishments.
“I urge you to own your successes. I urge you to recognize other women's successes—and that does not leave out men’s successes,” she said. “But we tend to raise men to accept the accolade and we tend to raise women to step back when the accolade is given. So I encourage you not to shy away when anyone … says you’re doing so well. Be proud of yourself.”
Keys to Success
Red Roof President George Limbert told attendees that for him, success is all about education. He pointed out that in his Greek heritage, women in Spartan culture were highly educated, and that has been passed down the generations. He highlighted his aunt, who in 1936 was the first Greek American woman to graduate from Iowa State University (earning a degree in mathematics); his oldest sister, who is one of the top school law attorneys in the state of Ohio; and his other sister, who is VP of customer experience for Capital One cafes. Limbert’s mother earned a master’s degree and his wife is the first person, man or woman, to graduate from college on her mother's side of the family.
“Education is important and watching the women of my family become strong leaders through education is a joy,” he said.
Rach asked Limbert what advice he could offer to women in the industry.
“I would say it's important that women be themselves. You be you,” he said. “You all in this room have had tons and tons of life experience and you've seen many things. You survived COVID—that was like an advanced degree in life. Don't try to be somebody else. Don't try to act like a man. Don't try to act like someone you're not. Be who you are and bring that to the table every single day.”
MacDonald’s advice was similar: Know thyself.
“It's a willingness to really look in the mirror and know who you are and know maybe you have shortcomings,” she said. “Address what you know you do well and look at the things that maybe you want to improve. But show up. Bring your whole self. When you bring your whole self, your experience, your strength that you have, the courage that you have, it's so much better for the people you work with [and] the organization. Businesses are better when we all show up at the table.”