Meet the ASTRHO Team

Heather Richer

Most recently, Heather served as the CMO of a short-term rental technology company, and prior to that was the VP, Revenue and Distribution for a global boutique hotel and restaurant company.  With a background in the hotel and short-term rental space, Heather has a broad perspective of the lodging industry. Her experience includes oversight of both company tech and team integrations, new product launches, sales enablement infrastructure, and overall commercial functions like digital, distribution, communications, both B2B and B2C.   Her background also consists of strong experience in revenue management, analytics, and customer service, and she is passionate about measurement and goal-setting.  In addition to serving on the HSMAI Revenue Management Advisory Board, she has been involved with other lodging associations such as AHLA, HEDNA, and VRMA.  Heather also holds her master’s degree in Tourism Administration from the George Washington University School of Business.

Heidie Henriksen

Leading business development efforts for ASTRHO, Heidie is a short-term rental industry expert with over 20 years of experience promoting and operating vacation rentals.  
Previously, Heidie accomplished record sales in the private aviation industry with Lancair experimental aircraft, while also offering vacation rentals to travelers in Central Oregon.  In 2010 she joined Lespri Resorts as Director of Sales & Marketing, successfully promoting 150 luxury vacation rental properties in Park City, UT.  More recently, Heidie spearheaded a new venture with The RedAwning Group, offering technology and marketing solutions to vacation rental property managers and homeowners.  After drilling into details with hundreds of property owners, migrating her passion and expertise into ASTRHO’s not-for-profit association was the ideal transition.  

Raised in the Willamette Valley outside of Portland, OR, Heidie holds a Bachelor’s of Science in International Business from Linfield University and resides in Bend, Oregon. When not dabbling in vacation rentals, she enjoys trail running with her mini Aussie pups, wakesurfing, and exploring a new country each year. 

Carrie Marshall

A seasoned hotel professional, Carrie has worked with well-known and much-loved hotel brands, most recently as a Regional Finance Director for a third-party management company. Holding Accounting and Finance degrees from Virginia Tech, she found a natural intersection of her technical skills and her passion for all things hospitality.  The diverse perspective that is afforded to finance partners – operations, plant management, investor relations, contracts, financial analysis, revenue management, etc. – reinforces her belief that the more contributors who truly understand ‘the numbers’, the better every aspect of the business will be.

Carrie lives in the Washington, DC Metro Area and dreams of cooler, greener surroundings. She values honesty, integrity and authenticity and dabbles in baking, gardening and interior design.  She believes in the journey of self-awareness and enjoys learning about her Enneagram Type: The Challenger (8)

Larry Harte

Larry Harte is an innovative finance leader specializing in the hospitality industry. Mostly recently, he was Senior Director, Finance at Kimpton Hotels & Restaurants where he oversaw the opening of 17 new hotels & resorts across the United States, Canada, and the Caribbean. Prior to that, he held property-level financial leadership roles at Kimpton Hotels in Washington, DC and Four Seasons Hotels in Chicago & Seattle.

Larry has extensive experience in financial reporting, modeling, budgeting/forecasting, internal controls, capital planning, system implementations, and project management. He is passionate about using his financial acumen to empower business partners to make strategic decisions. Larry holds a Bachelor of Science from Cornell University’s School of Hotel Administration, where he served on the Board of Directors of the 81st & 82nd annual Hotel Ezra Cornell.

Larry resides in Atlanta and enjoys traveling, distance-running, cooking, and home improvement projects.

Lauren Widmaier

Lauren is a multi-faceted digital marketer with experience ranging from digital and social advertising to graphic, web, and UX design primarily in the travel and technology space. In her most recent role overseeing digital marketing for a tech-hospitality company, Lauren planned and executed all digital initiatives to drive brand awareness and revenue for the consumer facing vacation rental booking websites as well as launched and managed the company’s B2B lead generating website. Lauren lives in Basalt, CO, very close to a little place called Aspen. She loves hiking with her dog, Ron, and has recently decided to become the best semi-decent rock climber that the Rocky Mountains have ever encountered. If you have feedback regarding the website, user experience, desired improvements, or unrelated rock climbing tips, let her know!

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