Chief Marketing Officer
Betsy O’Rourke is the Vice President of Sales and Marketing for Xanterra Parks & Resorts and oversees the company’s advertising, public relations, websites/e-commerce, regional sales offices and other related functions. O’Rourke is also responsible for the company’s reservations offices located in Denver, Colorado; Yellowstone National Park, Wyoming; and Williams, Arizona.
For more than 25 years, O’Rourke has enjoyed a successful career in the travel and tourism industry as a marketing professional, creating award-winning campaigns and launching innovative partnerships and promotions for numerous brands. Prior to joining Xanterra, she was Senior Vice President of Marketing at Royal Caribbean International, where she led the launch of their ships, Oasis and Allure of the Seas. This included negotiating global strategic alliances with DreamWorks and Starbucks. She also led the successful creation and launch of the new global brand campaign, “The Sea is Calling. Answer it Royally” and produced two award-winning films for the brand, “The Allure of Love” with James Brolin and “Royal Reunion” with Jenny McCarthy. Her partnership with Broadway produced the first-ever brand integration during the live broadcast of the TONY’s.
Prior to her role at Royal Caribbean International, O’Rourke served as SVP Marketing and Communications at Wyndham Worldwide. While at Wyndham she led the expansion of the Women on Their Way program across businesses, as well as the expansion of the original hotel loyalty program across businesses. She also led the creation of the philanthropy platform for the company and each business unit, Wishes by Wyndham. Before Wyndham Worldwide, O’Rourke was the SVP of Marketing and Communications for the Travel Industry Association, creating a cooperative marketing program supported by segments of the travel industry promoting travel to and within the USA. The Association of Travel Marketing Executives honored O’Rourke with the Atlas Inspiration Award for the 9/11 recovery campaign, “See America Now More Than Ever.”
In addition, O’Rourke was the General Manager of International Pow Wow, the largest United States travel trade show for international inbound travel where she invited renowned leaders to the stage, including Vice President Al Gore, Secretary of State Colin Powell, Florida Governor Jeb Bush and California Governor Arnold Schwarzenegger among others. O’Rourke was also a part of the senior leadership team at Choice Hotels. During her tenure, she was most known for her involvement with the award-winning “Celebrity-in-a-Suitcase” campaign starring renowned figures from the worlds of entertainment, politics and sports, including football coach Tom Landry, Speaker of the House Tip O’Neill, TV star Vanna White and numerous others.
A graduate of UC Berkeley, O’Rourke spent many years living abroad and speaks French and Italian. She is married with two children.