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HSMAI honored the 2024 Top 25 Extraordinary Minds in Hospitality Sales, Marketing, Revenue Optimization and Distribution, recognizing leaders from hospitality, travel, and tourism organizations for their accomplishments. Jen Munro, Vice President of Global Loyalty for Preferred Travel Group is one of these honorees.
Jen leads the strategy, vision and delivery of I Prefer Hotel Rewards loyalty program – the world’s largest loyalty program for independent hotels. She oversees marketing, operations, program delivery partnerships, and member services, with a focus on driving revenue, profitability, and setting the path for the program’s continued growth.
With more than 20 years of experience in hospitality, Jen is a seasoned leader in loyalty strategy, marketing, operations, digital merchandising, and member communications. Her background includes both client-side (Starwood Hotels & Resorts and Marriott International) and agency-side roles (Ogilvy for World of Hyatt) where she held various global and divisional leadership positions. Passionate about the hospitality industry, travel, and fostering a strong team culture, Jen also loves exploring new destinations as much as revisiting her favorite ones.
KEY ACCOMPLISHMENT: During the Marriott-Starwood merger, she played a pivotal role in the integration of Starwood Preferred Guest (SPG) with Marriott Bonvoy.
WHAT INSPIRED THIS NOMINATION? Jen’s quantified results are inarguable. More important has been her impact on the company and our hotels. Under her leadership, I Prefer has become one of the company’s most important strategic pillars, building value for our hotels and our guests to grow our member hotels’ topline and market share. Jen’s understanding of what adds value for loyalty members, what it takes to engage hotels at the operational level, the technology and data need to continue to evolve the program, and the marketing and branding to create a compelling loyalty brand, qualify her as a unique and extraordinary industry leader. This nomination is submitted on behalf of Cheryl Williams, Chief Revenue Officer, and the entire Preferred Travel Group team.
Q&A WITH Jen Munro
What advice would you give to your younger self?
Invest in yourself – both personally and professionally, no matter where you are in life. Stay curious, ask questions, keep learning, and don’t hesitate to ask for help. Give yourself grace – it’s okay not to have all the answers. Embrace change, take risks, and trust the journey. Relationships matter – surround yourself with people who inspire you and never underestimate the power of kindness. Finally, make time for the things that bring you joy, and most importantly, always take your vacation!!
What keeps you inspired?
I find inspiration in many ways, but especially from people and travel. My team is a constant source of motivation—they inspire me every day, and I feel incredibly fortunate to work with such remarkable people. Travel is another key source of inspiration. There’s something truly mesmerizing about being on a flight, floating through the clouds, looking out my window, disconnected from the world, it’s a feeling that makes anything seem possible. I also love immersing myself in new destinations, meeting people, hearing their life stories, and allowing the day to unfold naturally. And, of course, returning to my favorite spots to recharge always brings me a sense of joy and inspiration.