Roger Dow President & CEO U.S. Travel Association

Roger Dow
President & CEO
U.S. Travel Association
Roger Dow is president and CEO of U.S. Travel Association, the Washington, D.C.-
based organization representing all segments of travel in America. U.S. Travel’s
mission is to increase travel to and within the United States.

As the leading travel industry advocate, Dow and his team regularly confers with
administration and congressional leaders to advance policies that benefit the
broader travel industry. His efforts have resulted in major legislative victories,
including securing pandemic-related relief for the hard-hit travel industry,
establishing and renewing Brand USA, the highly effective national travel and
tourism promotion program, and procuring funds to maintain America’s treasured
national parks. Dow and U.S. Travel are also leaders of the Meetings Mean Business
Coalition which promotes and defends the value of face-to-face business meetings,
trade shows, conferences and conventions, as well as the Let’s Go There Coalition,
a domestic initiative to inspire future travel following steep declines associated with
the coronavirus pandemic.

U.S. Travel provides the industry with unrivaled research and insights and holds
renowned annual events, such as IPW, the leading international inbound travel trade
show, and ESTO, the premier learning and knowledge-sharing forum for destination
marketing professionals. Most recently, Dow launched The Dow Report, a regular
video series that features conversations with prominent CEOs across the industry
about their leadership throughout the pandemic.

For his efforts to unify the travel industry and increase its effectiveness on Capitol
Hill, Dow has received multiple honors and awards. Dow has also held seats on
several boards, including ASAE, GWSAE, MPI Foundation, PCMA, Tourism Diversity
Matters, RE/MAX International, the Travel Institute, and the U.S. Chamber of
Commerce Committee of 100, among others.

Prior to joining U.S. Travel in 2005, Dow spent 34 years at Marriott International,
rising to senior vice president of global and field sales. Dow served in the United
States Army with the 101st Airborne Division in Vietnam, where he received the
Bronze Star and other citations. He earned a Bachelor of Science degree from
Seton Hall University and was honored as a Most Distinguished Alumnus in 2012. In
addition, he holds an honorary degree from Johnson & Wales University.

Lisa Becket
Senior Vice President, Global Marketing
Disney Parks, Experiences, & Consumer Products

Lisa Becket leads the Marketing Center of Excellence for Disney Parks, Experiences,
and Products which includes the Customer Engagement, Creative, and Franchise
Marketing teams, responsible for promoting Disney destinations, experiences,
signature vacations, and consumer products.

As part of the Marketing Center of Excellence, the Customer Engagement
team leads the media strategy, planning, and buying, CRM, marketing platform
development, and performance marketing orchestration for our domestic
businesses. The Yellow Shoes Creative team is the is the award-winning global
in-house Creative Agency responsible for branding, design, creative content
development, broadcast programming, synergy and partnership marketing, and
other cross-company initiatives. The Franchise marketing team leads segment-
wide strategies to match consumer insights, needs, and franchise affinities with
our business needs to grow value and contribution by better connecting us to the
consumer.

Lisa started her Disney career in 1998 at Walt Disney World with roles on the
Product & Guest Segment Strategy teams before moving into roles of increasing
responsibility on the Disney Vacation Club and Walt Disney World hotel businesses,
where she served as Vice President, Marketing Strategy. In 2008, she transitioned
to the Disneyland Resort site as Vice President, Regional Marketing Strategy for the
Disneyland and Walt Disney World Resorts.

Lisa returned to the Florida as Vice President, Destination Marketing Strategy,
leading the marketing strategy for the domestic U.S., Canada and Latin America
markets for both the Walt Disney World and Disneyland Resorts. In 2012, Lisa was
promoted to Senior Vice President, Marketing and Sales Strategy, Domestic Parks
and Resorts. In this role, Lisa oversaw marketing and sales strategy including the
go to market approach for Walt Disney World, Disneyland, Disney Cruise Line,
Disney Vacation Club, Aulani and Adventures by Disney. Lisa also served as Senior
Vice President for the Customer Engagement team prior to taking on her additional
global leadership responsibilities in her current role for the Creative and Franchise
Marketing teams.

A native of Batavia, Illinois, Lisa holds an MBA from the Kellogg School at
Northwestern University. She also received Bachelor’s degrees in Mathematics
and Aerospace Engineering from Lawrence University in Appleton, WI, and the
University of Illinois, respectively.

Julius Robinson
Chief Sales & Marketing Officer
Marriott International, Inc.
Julius W. Robinson holds a BA degree in Political Science from Rutgers University
and an MBA degree from the R.H. Smith Business School at the University of
Maryland. In September 2020, he was appointed Chief Sales and Marketing Officer,
U.S. & Canada for Marriott International, Inc. In this role, Julius is responsible for top-
line revenue in the U.S. & Canada and oversees Sales, Field Marketing, Continent
Marketing, Franchise Services, and Public Relations and Crisis Communications.
He plays an integral role in ensuring the strategic priorities of the disciplines yield
profitable sales, increased market share, and expanded competitive advantage for
Managed by Marriott and franchised hotels.

With a Marriott career spanning 28 years, Julius has held senior leadership roles
in brand management, hotel operations, global sales, and revenue management.
In his most recent role as Senior Vice President and Global Brand Leader for
Premium Classic Brands, he led the Marriott Hotels brand transformation. This
initiative focused on an extensive product renovation as well as refreshing the
brand positioning by revamping 85% of the portfolio – ultimately achieving
double-digit market share index improvement as well as substantial increases in
overall brand health. He also spearheaded the Sheraton brand transformation
which encompassed product improvement, guest experience, design, and digital
technology. After only three years, all Sheraton guest experience metrics were up
when compared to prior years and the brand reached its “fair share” market share
index for the first time in seven years.

Further, Julius plays a major role in Marriott’s Diversity Ownership Initiative, which
seeks to educate women and minorities in all aspects related to hotel ownership.
He was also recognized in Black Enterprise magazine’s “Top Black Executives in
Corporate America” in 2017 and is currently a member of the Executive Leadership
Council (ELC).