Olivia Donnan of Yotel: How the Hierarchy of Needs Impacts Hotel Branding

In this episode of "CMO Weekly," Olivia Donnan, VP of Brand & Communications at YOTEL, shares her journey in the hospitality industry, from her early career aspirations to her current leadership role. She discusses her progression from Nylon Communications to Starwood Hotels and Resorts Worldwide, and then to Marriott International, where she moved to New York City and worked as the Director of Global Brand Marketing for Aloft and Moxy.Donnan elaborates on the differences between working at an agency versus brand-side, highlighting the importance of understanding the media landscape and believing in the product you're selling. She also touches on the cultural distinctions between working in New York and London, particularly concerning consumer behavior in the hospitality sector.A significant portion of the conversation is dedicated to her role at YOTEL, where she focuses on brand and communications. She explains her approach to branding, emphasizing the creation of a strong culture and ensuring all employees embody the brand's values to enhance the guest experience. Donnan also discusses adapting branding strategies to evolving consumer behaviors, especially in a post-2020 travel landscape.The episode concludes with a rapid-fire Q&A, where Olivia shares personal insights, including her ideal dinner guests, favorite city, and advice for young professionals: to "say yes to as much as you're comfortable with" and embrace opportunities outside their comfort zone.