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HSMAI’s inaugural Robert A. “Bob” Gilbert Award for Career Achievement in Commercial Strategy celebrates individuals whose careers have profoundly shaped the commercial disciplines within the hospitality industry. One of this year’s honorees, Jeff Doane, brings more than two decades of experience in brand growth, commercial transformation, and people‑first leadership. As Chief Commercial Officer at Omni Hotels & Resorts, he oversees the development and execution of the company’s integrated commercial strategy across its North American portfolio. This includes marketing, sales, revenue management, the Select Guest loyalty program, distribution, digital, partnerships, and customer service.
Before Omni, Jeff held senior executive roles at Fairmont Raffles Hotels International and served as Chief Commercial Officer for Accor North America, where he consistently surpassed top‑line goals and expanded loyalty engagement. He has served on the HSMAI CMO and Foundation Boards, the U.S. Travel CEO Board, and the Plug & Play Hospitality Advisory Board, and holds a BA in Business Economics from UC Santa Barbara.
Below is our conversation with Jeff, edited for clarity and flow.
Q&A
How did you first get involved with HSMAI, and how did that shape your career?
I actually first got involved through the Adrian Awards. I met Bob there, and he recruited me into more involvement. I did presentations and stayed connected because of him. HSMAI gave me the chance to network, learn from others, and see the best of the best. I loved seeing how people executed ideas. I still remember things like the Norway tourism campaign with Will Ferrell, it was genius. I walked the CES show with Bob and learned a ton. HSMAI opened the ability to know people across the industry and learn from them.
What do you consider your most defining contributions to commercial strategy?
I try to see the industry through the eyes of the guest. I shape what we do around their perception. If you can make an emotional connection with the guest you are more likely to win their loyalty. But, that connection has to be real and genuine.
What shifts ahead will matter most for the industry?
We’ve seen a lot of consolidation. With product distributed everywhere and so many choices, the dynamics have become more homogeneous, and we’ve drifted away from hospitality. I think the pendulum will swing back, especially at the luxury end of the market. The focus will be on taking care of guests through experiences. Guests want to know: do you know me, and do you care? That’s brand strategy, not just commercial strategy. Tech enables it, but people deliver it. We may want AI to do the thinking for us, but we can’t give up the human aspects of hospitality.
Who have been your mentors, and how do you pay that forward?
I’ve had four mentors:
- Mark Huntly, GM, Fairmont
- Heather McCrory, CEO, Accor
- Kevin Frid, COO, Accor
- Chris Cahill, CEO, Fairmont/Accor
They all knew me, cared about me, and wanted me to grow. They always pushed me forward. I feel an obligation to do the same, identify the next leaders and move them forward. It’s the right thing to do.
How would you describe your leadership philosophy, and how it has evolved?
My philosophy started with knowing how I liked to be managed and treated, and what I didn’t like. I applied that to the people I worked with. I believe in hiring great people who want great things, removing obstacles, and motivating them. Over the last five to eight years, I’ve learned even more because people around me have lapped me in certain areas, and that’s been good for me.
What are you most proud of and what’s still on your to learn list?
I started with Fairmont when it had five hotels, and we grew to 125. We went from a small U.S. company to a global brand. Seeing a 4‑star brand move into a 5‑star brand known for quality was amazing. At Omni, in my two years here, we’re doing the same thing, working as a team across operations, IT, HR, Finance. This is why you go to work. I’m lucky to have been able to work with two teams that are so dynamic in my career.
I’m always learning about new technology, especially AI and automation. I’m focused on learning quickly and staying grounded in what defines a brand in a tech‑heavy world.
What advice do you share with rising commercial leaders?
First, see things through the eyes of the guest. It’s the best way to understand how to go to market. Second, surround yourself with amazing people. Moving forward as a team matters.
Any reflections on Bob and what receiving this award means to you?
I loved the way Bob looked at his role in the industry. He was collaborative and embodied so many qualities I admire. Being the first recipient of this award is beyond an honor. I honestly didn’t know how to respond. It’s humbling to know what people think of you. It’s a tremendous honor.
Fast Favorites:
- Fiction: All the Light We Cannot See
- Currently reading: Re‑reading classics with my college ‑aged daughter
- Best play: Picture of Dorian Gray – Sarah Snook’s Broadway performance
- Another standout: To Kill a Mockingbird (play)
- Show: Stranger Things, Season 5
- Vacation spots: Hawaii or Italy