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Lara Latture, CHA, is southern hospitality at her core. As president of Northwest x Southern Hospitality, Lara is at the helm of what works in hospitality with her wit, no-nonsense business approach, and genuine understanding of the industry.

Lara’s early work career began in retail with Parisian Department Stores. She credits their great training programs with developing her keen marketing and sales skills, but her big smile and pat-on-the-back management style moved her up the career ladder. Her hospitality experience is a true testament to working from the ground up. She began her career as a director of sales selling mobile entertainment space, then as a GM, director of operations and her most recent role: chief operating officer and executive vice president of The Hotel Group for the last 20 years.

Lara knows each and every position of the hotels she manages, because she’s worked in each and every position in a hotel. One of her team’s favorite pictures of her shows her in uniform, pushing a housekeeping cart, complete with a circus-colored duster. “It radiates fun,” her team says. “We all work hard and have our shortfalls, but Lara is always the one who’s rallying us to the finish line, who’s standing there cheering and always has our back.”

Lara leads hotel operations, sales and marketing, renovation and construction, HR and more in her fast-paced world. At the end of the day, she enjoys nothing more than being with her husband David, son Tucker, a recent graduate of the University of Tennessee, and her parade of animals.