Member Spotlight: Jennifer Shafer, Regional Vice President – West, Associated Luxury Hotels International

This week's member spotlight shines on Jennifer Shafer, Regional Vice President - West of Associated Luxury Hotels International (ALHI). Get to know her beyond her title with a glimpse at how Jennifer balances a busy work schedule and healthy lifestyle as well as her tips to lead with honesty, humility and consistency.

1. What’s the best book you’ve read recently?

"Dogs, Boys, and Other Things I've Cried About" by Isabel Klee. It’s heartfelt, funny and honest. It’s a quick and easy read. You can also follow her on Instagram.

2. What do you love most about the industry?

This is truly an “I get to do this for a living” industry. Travel creates lifelong friendships, unforgettable experiences and some of the best stories you’ll ever tell. The people make this industry special.

3. What is something the community may be surprised to learn about you?

People often see the professional side of me, but if you want to open my heart, ask me about my kids and my family. That is what I am MOST proud of.

4. What’s the toughest part of being in charge?

Making difficult decisions that impact people you genuinely care about. Leadership requires balancing what’s right for the business with empathy and respect for the individuals involved. Meeting people where they are, not where you are, is a daily practice. If done well, people thrive.

5. What are your nonnegotiables when it comes to work-life balance?

My life is one. I prefer to phrase this as striving for a life in balance. Work-life balance is not as fluid as real life. For example, if you need to recharge, that means different things for different people. One person could recharge at a yoga class, while another may need a weekend. I strive for a FULL life, which is a life in balance.

6. What woman inspires you right now and why?

I’m inspired by the women leaders across our industry who continue to lift others as they climb. The leaders who create opportunities, mentor generously and lead with both confidence and kindness leave a lasting impact.

7. What is one industry trend you’re closely tracking and why?

The continued evolution of AI and how it can enhance human relationships. The most successful organizations will be the ones that use technology to create even better customer and advisor experiences.

8. What is one thing you look for when interviewing a job candidate?

Curiosity. Humility. Passion and a sense of humor. Skills can be developed, but people who are curious, open to learning and eager to grow often become the strongest leaders and teammates.

9. What’s something that you learned about yourself in the past year?

I’ve learned that resilience isn’t about pushing through everything alone. It’s also about being willing to ask for support, trust your team and adapt when circumstances change. I continue to learn that “no” many times means “not yet.” Lastly, you must realize that some people will lift you up and others never will. That is a life lesson, and you must move through it.

10. What is the best piece of advice you’ve ever received?

Control what you can control. Realize that each day, everyone starts equal, with 1,440 minutes. How you use those minutes is something you control.

11. What values are most important to you as a leader?

Integrity, accountability, empathy, humility and consistency. People deserve leaders who are honest, trustworthy and willing to do what they say they’re going to do while helping others become the best version of themselves. As a leader, it is not about you. It is about the team.

12. What’s the most important thing people should know about you?

I care deeply about people. Relationships have been the foundation of my career, and I genuinely want to see others succeed. I enjoy mentoring and will be your biggest sponsor.

13. What’s a tip you have for productively leading a hybrid team?

Be intentional with communication. Connection doesn’t happen by accident in a hybrid environment. Create regular touchpoints, encourage open dialogue and make sure every team member feels seen and heard. Lean into everyone and their strengths. Meet them where they are. Know that you will never make everyone happy; being respected is different from being liked.

14. Where is your favorite place you’ve traveled to? Why?

Pacific City, Oregon. You never know how the shore breaks, and you quickly realize how small you are in the world. We have been going there for years. It feels like a piece of me is there.

15. What is the top item on your bucket list?

Taking my entire family to, most likely, the South of France. It’s a trip we had planned but had to postpone.

16. What do you do to recharge?

I love to exercise, spend time with family and friends and am currently on a journey of being present in doing nothing.

17. What is your biggest accomplishment?

My adult children. They are finding their way and are really good people.

18. What advice would you give to the next generation of female leaders?

Don’t wait until you feel 100% ready. Trust yourself, speak up and take opportunities that stretch you. Growth often happens just outside your comfort zone. As I say often, keep your crown on!

19. What gets you up in the morning?

The opportunity to make a difference.

20. What do you like most about being a member of Women Leading Travel?

I’m looking forward to leaning in more, but last year, at my first conference, I was very inspired by the group of supportive leaders.

Connect with Jennifer on LinkedIn to learn more.