As a marketer, it’s important to lead with a customer mindset and an emotional connection, Lisa Checchio, chief marketing officer of Wyndham Hotels & Resorts, said during the May 20 Women Leading Travel & Hospitality Virtual Exchange.

“We consider ourselves in the customer service business,” Checchio said. “As a franchise company, we have two distinct customers, franchisees and guests, so we’re doubly customer centric.”

Checchio said when she thinks about being a marketer, she thinks about heart, mind and wallet.

“You want someone to buy your brand or product because they want to,” she said, adding that customers telling each other they had a great experience will always go furthest.

In addition, Checchio discussed how what customers care most about has changed post-COVID. Prior to the pandemic, Wyndham’s marketing team wouldn’t have talked about the way it cleaned and put social distance signage everywhere.

“While our cleaning procedures and policies haven’t changed, the optics of it has, noted Checchio. “We brought it front and center because we know it’s important.”

To watch Checchio’s full presentation as well as hear from additional women travel and hospitality executives, click here to register for the complimentary Women Leading Travel & Hospitality Virtual Exchange.