Tammy Lucas serves as vice president of marketing for Best Western® Hotels & Resorts. During her tenure at Best Western, Lucas has led regional marketing, Best Western Rewards®, brand marketing, digital marketing, advertising and, most recently, the brand’s distribution partnerships.
Lucas has substantial marketing, sales and operations experience with a passion for inspiring teams to surpass goals both professionally and personally. In her current role, Lucas leads the marketing and advertising teams by setting the strategy and direction for key deliverables on brand marketing and advertising, Best Western Rewards®, digital marketing, digital partnerships, direct marketing and search.
Under her leadership, Best Western Rewards, the chain’s loyalty program, doubled the program’s membership and revenue to member properties in less than five years, and gift card sales increased more than 50 percent. She also led the complete overhaul and rebranding of Best Western Rewards in 2009. In 2012, Tammy was named by Hospitality Sales and Marketing Association International as one of the Top 25 Most Extraordinary Minds in Sales & Marketing for her tremendous contributions in shaping the Best Western Rewards program.
In 2015, Lucas played an integral role in the brand’s effort to launch a full rebranding initiative, resulting in Best Western’s first new logos in more than 20 years. Lucas grew up in Ottawa, Ontario. She attended the University of Ottawa and earned a Bachelor of Social Science majoring in Psychology and minoring in Business. Lucas and her husband have three children – Kaylen, Kenzie, and Karson.