A passionate brand strategist and visionary leader with more than two decades of leadership experience in the hospitality industry, Alexandra Jaritz serves as senior vice president of Brand Management for Asia Pacific at Hilton.
In her role, Jaritz is focused on evolving Hilton’s portfolio of brands, which includes the company’s luxury, lifestyle, full service, focused and all suites brands, to ensure they deliver a superior value proposition to owners and guests throughout the Asia Pacific region, and developing and operationalizing brand strategies to grow and strengthen the brands. Jaritz is also responsible for leading the landmark launch of the Home2 by Hilton brand in China, representing the first major extended stay offering for Hilton outside of North America.
Most recently, Jaritz was the senior vice president of Focused Service/ All Suites Brand Management for Asia Pacific at Hilton, where she developed and operationalized the brand strategy for Hilton’s focused service and all suites brands in the region. In that role, Jaritz led the re-positioning of the Hilton Garden Inn brand in China, innovatively implementing industry-defining, holistic and fundamental changes in the brand’s value proposition. Additionally, Jaritz successfully contributed to Hilton’s strategic expansion through leading an exclusive licensing agreement with the Plateno Group, one of China's leading hospitality groups, for the Hampton by Hilton brand in China.
Previously, Jaritz served as the global brand head of Tru by Hilton, a brand that reinvented the midscale segment by providing guests with a consistent and vibrant experience at a great value. Notably, Tru is touted as one of the most successful brand launches, with Jaritz bringing the brand to market in record time and achieving the fastest growing development pipeline in the history of the hotel industry. In recognition of her leadership and success with the launch of Tru, Jaritz was named Lodging magazine’s Person of the Year in 2017.
Prior to joining Hilton, Jaritz held key executive positions with Choice Hotels International, serving as Corporate Officer and Senior Vice President of Brand Strategy and Marketing, where she was responsible for a portfolio of nine hotel brands across the midscale, economy and extended stay segments, representing 5,000 hotels and gross room revenue in excess of $5 billion. In addition to spearheading brand strategy, marketing and public relations, Jaritz directed product innovation, franchisee relations/portfolio management, and procurement services. During her tenure at Choice, she led the development of successful brand refresh strategies for Comfort Inn, Comfort Suites, and Sleep Inn, driving significant increases in consumer satisfaction and ROI for developers.
Additionally, Jaritz brings a unique financial perspective to her role, having worked as a Real Estate Consultant at Ernst & Young, LLP in the Hospitality Services Group and a Financial Analyst in the Investment Banking Division at Lehman Brothers Inc.
Jaritz received her Bachelor of Science degree in Hotel Administration from Cornell University, a Master of Business Administration degree from Duke’s Fuqua School of Business, and completed Harvard University’s Executive Education Course in Strategic Marketing Management.
Originally from Germany, Jaritz began cultivating her deep understanding of the hospitality industry at an early age as she traveled the world with her family and held operations-focused roles at several leading hotel brands throughout her travels. Jaritz now resides in Singapore with her husband, young daughter and two dogs. She enjoys traveling the world, learning about new cultures, and embracing local cuisine and traditions.