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A VP who’s making work/life balance happen

As a self-described analytic, strategic and passionate person, Catherine Driscoll loves numbers and believes that they tell a story. She uses this belief every day in her role as vice president of asset management at Richmond, Virginia-based Apple Hospitality REIT. Driscoll, an accountant, has served in that capacity since 2015, and joined the organization in 2008. Apple has 241 hotels in 34 states, divided among Hilton and Marriott brands. Driscoll is a member of both the Hilton Garden Inn Owners Advisory Council and the Hospitality Asset Managers Association. Driscoll, 39, is also active outside the industry, serving as treasurer of the Junior Board of Sheltering Arms Physical Rehabilitation Hospital in Mechanicsville, Virginia. 

Driscoll is one of 20 rising stars (all 40 and under) HOTELS interviewed for our May feature. All shared their insights about their lives in the business and thoughts about some of today’s challenges and opportunities. In a Wall Street Journal-sponsored series, read Driscoll’s responses to our questions and click here to link to the full list of interviews with HOTELS 20 Next-Gen hospitality leaders.  

Catherine Driscoll, Apple Hospitality REIT's vice president of asset management
Catherine Driscoll, Apple Hospitality REIT’s vice president of asset management

Contributed by Laura Koss-Feder

HOTELS: How has the old boys network changed in the lodging business?

Catherine Driscoll: It is still there to some extent, but there are a lot more women in the industry who are my peers. When I go to industry conferences, I see more women in asset management. There also is a lot more focus on developing and nurturing young talent – for both men and women. 

H: How do you think company culture has changed in the industry, particularly for younger professionals?

CD: We have seen a strong company culture emerge that is more motivating, encouraging and vibrant. Younger professionals want this sense of autonomy and more work-life balance, and this need is being met in many cases. There are now more flexible hours, which has been assisted by the use of technology. And there is an understanding that this balance with personal life will ultimately result in happier and more productive employees. For instance, parents can take an hour to run to see their child’s play, come back to work, and then work later on that day. 

H: Why are people getting into the hotel business, including those who didn’t study hospitality management in college?

CD: It is an industry about people, and that is very attractive. Hospitality is an exciting alternative to traditional jobs. The industry is working more to create awareness of hospitality as an opportunity for those with a background in finance, like myself. It is exciting to find ways to maximize our hotels’ performance, using the numbers. 

H: What about this business concerns you?

CD: I want to see this industry be able to keep up with the many changes in technology. I want to see us be able to keep up with the changing needs of consumers. We also want to anticipate in advance what the next needs of consumers will be – so that we can be on top of that. For instance, our company is working on guest room entertainment and making sure that we are offering the new and dynamic entertainment options that guests are looking for. This includes things like live streaming in guest rooms.

H: To what do you attribute your success and growth?

CD: I attribute my success to having an open community, where I can ask questions and learn every day, with my peers, colleagues and bosses. I don’t have a formal education in hospitality, so having these great mentors around me has been wonderful.

H: Who inspires you most, from these mentors, as well as other people in your life?

CD: My boss, Krissy Gathright, has the most incredible knack for leadership. And she gives opportunities to those around her to succeed as well. My children, Jay, 6, and Lee, 8, also inspire me. Their perspective is so refreshing to me and I admire their never-ending capacity for love. My husband, James, give me inspiration. He owns his own business, which is a healthcare staffing company. I admire his risk tolerance, and also his affable and loving nature. Last, but not least, my mom inspires me. She is very organized and runs a tight ship. I have learned my organizational skills from her.

H: What are some of the things that you try to do most days, if not every day?

CD: I hug my children. If I am away on business, I will use Facetime to reach out to them. I try to exercise several times a week. I also run. I like using the elliptical machine, and watching the Food Network on television at the same time. I enjoy learning new tips for cooking.

H: What tips would you offer to folks entering the hospitality industry now?

CD: I would say to work hard and have a positive attitude. Be gracious when you make a mistake, because there will be a mistake here or there. Always seek out new growth opportunities for yourself. 

H: What is your prediction for your discipline for the coming year?

CD: I would say that technology will continue to lead the way for change in the hotel industry. Technology evolution continues to be fast-paced. It impacts the way guests book and use hotel rooms, and it affects how hoteliers operate their properties. Technology will continue to enhance the guest experience in so many ways in the coming year and for the more distant future. It is a wonderful tool for us.

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