A passionate brand strategist and visionary leader, Alexandra Jaritz serves as Senior Vice President, Global Category Head, All Suites & Focused Service at Hilton. With more than two decades of leadership experience in the hospitality industry, Jaritz sets the strategic vision and key initiatives for Hilton’s All Suites and Focused Service (ASFS) portfolio of brands.
Concentrating on driving the development and execution of brand strategies that accelerate growth and reinforce brand equity, Jaritz oversees the nine brands in the ASFS category, including: Embassy Suites by Hilton, Homewood Suites by Hilton, Home2 Suites by Hilton, LivSmart Studios by Hilton, Tempo by Hilton, Hilton Garden Inn, Hampton by Hilton, Tru by Hilton and Spark by Hilton. She leads a team that prioritizes enhancing performance while delivering sustained growth and long-term operational excellence – all with the intent to offer a superior value proposition for both owners and guests.
Prior to this role, Jaritz served as Senior Vice President, Brand Management, Asia Pacific. She was responsible for the brand strategy and management of Hilton's portfolio of 12 brands in this region, spanning China, India, Southeast Asia, Japan, Korea, and Australasia. While in this position, she led the landmark launch of Home2 Suites by Hilton in China, representing the first major extended stay offering for Hilton outside of North America. She also spearheaded 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.
Before her extensive experience in Asia, Jaritz held the role of Global Brand Head of Tru by Hilton. She was instrumental in launching this 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.
She 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 now resides in McLean, Virginia with her husband, daughter and five dogs. She enjoys traveling the world, learning about new cultures, and embracing local cuisine and traditions.