D2.0: People Leadership in Digital Transformation with Lori Gustafson
About Lori Gustafson
Lori Gustafson, Executive Vice President and Chief Membership & Commercial Services Officer at Marriott Vacations Worldwide, has spoken about the company’s focus on innovation and digital transformation in the leisure travel sector. In 2022, she discussed the company’s multi-year initiative called “Vacation Next” and the introduction of a new owner program, “About by Marriott Vacations,” designed to appeal to the next generation of travelers. Gustafson described digital as “an enabler, not an end,” and emphasized the importance of maintaining high-touch moments for guests while adopting new technologies. She noted that the company faces challenges from technical debt following acquisitions and that less than 12% of corporate America executives are successfully balancing current performance with transformation. Separately, Gustafson has also spoken about mindfulness and leadership. She described mindfulness as “paying attention to how things are and not trying to change it,” and said that practices such as cleaning, walking, or cooking can serve as mindful activities. In discussions on digital transformation, she stated that people leadership is a critical component, and that transformation involves “new ways of working, new ways of thinking, and ultimately new ways of being.” She also said that the associate experience is as important as the customer experience in transformation efforts.