Vice President, Brand Management
Michael Morton is vice president of brand management for Best Western® Hotels & Resorts. Morton’s responsibilities include key departments within the hotel company, including owner relations, revenue management, education and training, design, supply and global quality assurance.
Since joining Best Western in 2009, Morton has made many contributions – leading brand training efforts to become one of the best in the industry, including partnerships with eCornell, AH&LA, and Rosetta Stone. He was instrumental in the development and implementation of the company’s customer-care initiative: Best Western I Care®. Morton has championed the company’s customer feedback initiative by working with partner Medallia to greatly enhance the customer survey and social media feedback reporting tools available to Best Western Members. He has previously led the company’s hotel development efforts for North American expansion and, most recently, the new hotel onboarding and activation process team.
Before joining Best Western, Morton was involved in single property and corporate multi-hotel operations since 1985, working with such brands as Doubletree, Hilton, Holiday Inn, Hyatt and Marriott. He spent more than ten years with Boykin Management Company (BMC), most recently as senior vice president of operations for BMC overseeing their full-service hotel portfolio. Morton was also vice president of operations for JHM hotels, hired to lead the company’s entry into the full-service upscale hotel market. He has a very strong hotel operations background with expertise in food and beverage operations. He is a graduate of the University of Akron with a bachelor’s degree in Industrial Management/Industrial Accounting.