Ashley Lorch

Ashley Lorch

Corporate Director of Hotel Sales

FOOD PATRONUS | Tiramisu: highly caffeinated, a closer.

ROOTS | I grew up on the West Coast, mostly in Phoenix, Arizona. I had a brief stint as an aspiring child actress which involved long weekly drives to Los Angeles with my mom (thanks, Mom). Along the way I became her passenger-seat "assistant" and subconsciously decided I wanted to be just like her. Watching her lead with empathy and put people first continues to influence my leadership style today.

SMARTS | I studied Hotel and Restaurant Management at Northern Arizona University in my home state. Most important thing I learned: the last available seat in class can be the best one. It's how I met my husband.

BODY OF WORK | I started my career in Flagstaff, Arizona while studying at NAU. I began at the front desk and worked my way into a Front Office Manager role while in school. Those years working as a property MOD (often on late-night shifts) taught me some of the most important lessons of my career: thinking fast during the unexpected and always keeping the guest experience front and center.

From there, I moved into a Sales and Revenue Manager role, where I got my first taste of group and event sales and quickly discovered a passion for strategy and the impact it can have on a hotel. After graduating, I moved to Austin and gained experience with large-scale operations and great brands before eventually making the leap into boutique hospitality. I soon realized it's where I truly belong, and haven't looked back since.

HOSPITALITY PHILOSOPHY | My hospitality philosophy centers on accountability, trust, and leading by example. I believe in never asking others to do something I wouldn't do myself and in creating a team culture where we care personally, support each other, and work together to deliver great experiences for our guests.

FAVE THING ABOUT NW | The idea of being a student, a leader, and a teacher. A simple philosophy that creates a culture of constant learning, mentorship, and growth.

SUPER POWER | Turning empathy into execution. Building teams that love what they do and deliver results that speak for themselves.