Carlson Hotels Worldwide today announced that Heather Passe has been appointed to the position of Vice President of Customer Relationship Management. In her new role, Passe will be responsible for leading the company's customer relationship management initiatives to engage customers and develop global marketing programs that will generate hotel stays and revenues for Carlson Hotels' five brands: Regent Hotels & Resorts (; Radisson Hotels & Resorts (, Park Plaza®Hotels & Resorts (, Country Inns & Suites By Carlson? ( and Park Inn®(

Key programs she will oversee include goldpoints plusSM, the company's global frequent guest program for all of its hotel brands; and look to book, an industry leading, patented loyalty program for travel agents. She will also oversee the hotel brands' partner marketing and direct marketing efforts.

Passe reports directly to Paula Winkler, executive vice president of Operational Support Services and chief information officer for Carlson Hotels Worldwide. The Support Services area also includes information technology, Hospitality Support Services for the hotels, distribution and reservation services, revenue optimization, and training and education.

"Passe has extensive national and international multi-channel marketing and project management expertise in the travel industry that will add great value to our business," said Winkler. "Her expansive knowledge in customer relationship marketing and acquisition will be valuable in helping build greater loyalty for our brands and generate revenue in a highly competitive industry and challenging economy."

Passe brings twelve years of marketing and strategic management experience in the travel industry with Northwest Airlines. She most recently served as Managing Director of Passenger Marketing overseeing marketing and promotion, customer relationship management, online marketing, design and content of, market research, advertising and product development. Prior to this, she served in several management roles at the airline in planning, strategy and analysis for domestic and international arenas.

She holds a Masters in Business Administration from the University of Minnesota, Carlson School of Management and a Bachelor of Arts Degree in Business management from College of St. Benedict.