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HSMAI TOP 25Extraordinary Minds in Hospitality Sales, Marketing, and Revenue Optimization
Learn more about our Top 25 honorees
in the words of the people who nominated them
BIO
“
JENNIFER ANDRESenior Director, North America
and Latin America
Expedia Group Media Solutions
1
“Through her impassioned leadership, Jennifer pushes her
team across the Americas to grow their skillset and
expertise, and advance hospitality partnerships in new ways,
including data-driven and innovative methods. In addition,
she continues to encourage her team and partners to
experiment with new forms of digital marketing, further
promoting the Expedia Group Media Solutions business and
driving additional value for our partners.— Hari Nair, Expedia Group Media Solutions
With more than 17 years of experience in the online travel industry, Jennifer Andre
has an exceptional record of developing strategic marketing programs that generate
impressive sales and revenue results. In her current role at Expedia Group Media
Solutions, she leads a team of more than 40 experts in North America and Latin
America and has developed many successful strategic partnerships within the region.
Much of my career has been spent helping partners drive success through online
travel agency channels, so I have been in the very lucky position to be constantly
learning about a variety of different businesses within the travel industry. The most
challenging moments in my career have often been my greatest learnings, so
constantly leaning out of my comfort zone is key.
“Staying Challenged
DUSTIN BOMARHead of Industry, Travel
Google, Inc.
2
“Dustin is a thought leader in the digital marketing/hospitality industry, with
hands-on experience with both Hilton and Google. He has paved the way across
DR and digital branding in the hospitality space, with impact extending to cruise
lines and airlines.— Matt Jones, Google Inc.
BIOAn integral thought leader in the travel digital media landscape, Dustin Bomar has had
meaningful business impact across Hilton Worldwide, where he served as vice president of
digital acquisition and brand marketing, and InterContinental Hotels Group and Choice Hotels,
through his work at Google. He has been an innovator in travel product development, brand
building/awareness development, and digital acquisition strategy development.
With natural disasters, new hotel entrants, economic swings,
consolidation, new shopping tools, and evolving consumer preferences,
there is no shortage of potential headwinds that keep me challenged.
The hardest part is keeping up with all the variables in our industry.
““Staying Challenged
BIO
“
RONALD CASTROChief Strategist
Roca Marketing
3
“Ron is an inspiring individual in so many ways. His work with
Puerto Rico, a destination that has faced unbelievable
challenges in recent years, is indicative of why he is so
successful: He combines his impressive expertise with a
human warmth and the ability to build meaningful
connections. — Lynn Minnaert, NYU Tisch Center for Tourism and Hospitality
Ronald Castro is a strategist with more than 17 years of progressive marketing
experience in travel, hospitality, travel-tech, consumer package goods, and the
financial services. Retained as chief strategist for the Puerto Rico Tourism
Commission in 2017, he engineered a robust marketing plan and demand-generation
strategy that helped the destination recover from the triple-punch of Hurricane
Maria, the Zika epidemic, and government bankruptcy.
By seeking new, diverse, and complex projects all the time. Embracing new
opportunities, especially those that nobody wants to work with, are the most
enriching experiences.
“Staying Challenged
CHRIS CRENSHAW,
CRMEVice President of Digital Data
Solutions
STR
4
“Chris is a natural for this type of nomination because of his ability and
enthusiasm to enhance the tools and resources available to industry
professionals who are tasked with identifying revenue opportunities and
developing the strategies to grow their businesses.— Veronica Andrews, STR
BIOPrior to joining STR, Chris Crenshaw served in market intelligence and revenue roles with
Lowes Hotels, Marriott International, and The Ritz-Carlton Hotel Company. As clients require
more on-demand access to their data and reports, he has spearheaded a number of
initiatives to fulfill this requirement, including STR’s new dSTAR digital data platform as well
as the STR Central project, which provides partners with a streamlined dashboard to access
report, edit compsets, and more.
“ Everything I do is focused on the customer experience. Data must be useful, not just
interesting. With data options expanding in the hotel world, ensuring relevance and
usability is a top priority.
“Staying Challenged
BIOFRED DIXONPresident and CEO
NYC & Company
5
“As a highly respected and popular leader, Fred has been able
to rally the city’s tourism industry — hotels, restaurants,
attractions, transportation companies, and shops — to work
together in a grand effort to increase both domestic and
international tourism to all parts of New York City.— Kathie Stapleton, HSMAI Greater New York Chapter
With more than 27 years of experience in the travel industry, Fred Dixon is
responsible for developing and implementing New York City’s tourism marketing and
convention strategy internationally as well as in domestic leisure and business
markets. As a result of his efforts, the city welcomed 62.8 million visitors last year —
its eighth consecutive year of tourism growth.
“ First off, I am incredibly fortunate to live and work in one of the most
dynamic and inspirational cities on the planet. But I also work alongside the
very best hospitality professionals in the business throughout our
community. They inspire me every day to keep challenging myself to keep
our work fresh, vibrant, and best in class.
“Staying Challenged
DAVID DOWNINGPresident of Brand
United Landmark Associates
6
“I’m always proud to recognize leaders who create a culture of success — and
that is exactly what David has done. David deserves this recognition, because he
is one of the great marketing minds of our industry today.— Roger Dow, U.S. Travel Association
BIODavid Downing’s recently ended 12-year tenure as president and CEO of Visit St.
Pete/Clearwater coincided with rapid growth in travel and tourism — shaped in large part
by his creative, results-oriented approach to marketing. He effectively repositioned the
destination as a hip, culture-rich gem on Florida’s Gulf Coast through efforts such as the
award-winning Gulpcoast.com campaign, an industry-first approach to craft-beer trails.
“ We are in such a fast-paced and competitive industry that you really don’t have to
actively challenge yourself — the industry will present you with fresh challenges every
day if you pay attention. From staying completely relevant and on-brand to keeping up
with seemingly weekly changes in technology and web trends, the hospitality sales and
marketing world sometimes feels like a state-of-the-art roller-coaster ride. Which is
exactly why I love it.
“Staying Challenged
BIO
“
ERICA DOYNEVice President of Marketing
AMResorts
7
“Erica is truly cut from a different cloth than most marketers.
Her ability to not only align her marketing and
communications strategies with the overall goals of the
company but also motivate her employees to work together
toward those goals is unparalleled.— Jennifer Valdes, rbb Communications
A savvy industry leader who has leveraged her talents to create and lead award-
winning marketing programs, promotions, eCommerce and social-media campaigns,
brand management, event planning, and sales, marketing, and business
development tools, Erica Doyne oversees AMResorts’ global marketing, public
relations, and advertising strategies. She has been instrumental in the conception,
development, and execution of AMResorts’ integrated brand campaigns.
Being an innovator in a technology-driven world means staying attuned to
the latest advances and what others are doing, even outside of hospitality.
We’re all about ‘firsts,’ creative solutions, and even disruption to deliver
out-of-the-box yet on-brand messaging that resonates in an oversaturated
consumer market.
“Staying Challenged
GINO ENGELSCo-Founder and Chief
Commercial Officer
OTA Insight
8
“Gino is an enthusiastic, hardworking, and perceptive leader who everyone can
get behind. He has taken the business from birth to its current flourishing state
in a short period of time and always stays focused on reaching the next
milestones in our journey. — Andy Tam, OTA Insight
BIOGino Engels has become a foremost expert in understanding revenue managers’ pain points
in a range of areas, including dynamic pricing and distribution. In the last 18 months, he has
spearheaded OTA Insight’s growth in the U.S. market and driven the diversification of its
solution offerings with the addition of Revenue and Parity Insight to its market-leading Rate
Insight product.
“ Striving to better empathize with our customers is a huge challenge but a worthwhile
one; knowing that the knowledge it brings will improve OTA Insight’s performance
and that of our partners’ properties keeps me at it.
“Staying Challenged
BIO
“
GEORGE GALINSKYSenior Vice President of
Marketing Communications
Mohegan Gaming &
Entertainment (MGE)
9
“George is an inspiring, creative, and innovative thinker who
encourages out-of-the-box thinking and continually strives to
showcase the best of each and every brand he oversees.
— David Rubinsky, Media Storm
George Galinsky has played a critical role in advancing MGE’s brand awareness, brand loyalty,
and engagement. He developed Back of House, Mohegan Sun’s award-winning digital TV
series, and was instrumental in bringing TV and movie productions to film at the property,
including Undercover Boss, The Bachelorette, Sneaky Pete, and more.
You have to like variety. You have to think strategically. You have to be creative,
and you have to build on past experiences. It’s all about learning, optimizing,
and executing, especially in today’s media environment.
“Staying Challenged
DARREN GREENSenior Vice President of Sales
Los Angeles Tourism &
Convention Board
10
“Darren has energized each member of his team to consistently exceed their
goals and expectations every year. He has truly cultivated an atmosphere of
teamwork while also making sure every member of his team continues to push
themselves to elevate their success.— Ernest Wooden Jr., Los Angeles Tourism & Convention Board
BIODarren Green is responsible for leading L.A. Tourism’s citywide convention sales team, hotel
sales team, and destination services team. He has overseen the creation of the Virtual
Discovery L.A. 360-viewing destination tour and the meetL.A. exchange to connect L.A.
Tourism’s sales team with local hospitality partners, and recently reimagined the
organization’s Customer Advisory Board.
“I challenge myself regularly and decisively, knowing it’s necessary for
continued growth. One area of focus is educating and informing key
stakeholders about the overall impact hospitality has on local
communities. “
Staying Challenged
BIOCHAD HALLERTVice President of Performance
Marketing
Noble Studios
11
“Chad relentlessly pursues our company mission to be better
every day and is willing to challenge the status quo in order to
provide increased returns for our clients. He provides high-
level insights while still diving into the nitty-gritty of
performance marketing tactics to architect revolutionary
campaigns.— Michael Thomas, Noble Studios
Chad Hallert oversees performance marketing for Noble Studios, including specific product
and service offerings for primary verticals such as hospitality and tourism, education, health
care, and B2B. He has designed and developed digital marketing strategies for clients such as
the Islands of Tahiti, Newport Beach, Santa Monica, Tahoe South, and more.
“One of the coolest things about digital marketing is that it’s always changing and
evolving. Since digital marketing is based upon platforms created by tech
companies like Google and Facebook, who innovate at a rapid pace, you have no
choice but to be committed every day to learning and developing new skills.
“Staying Challenged
ALLISON HANDYSenior Vice President of Sales
and Marketing
Prism Hotels & Resorts
12
“The quality of Allison’s work speaks for itself. Her track record of success is
second to none. But the creativity, curiosity, and drive to innovate and excel is
something that you can only really appreciate when you are around her on a
daily basis.— Morgan Mark, Identity
BIOA member of Prism’s executive committee, Allison Handy provides sales and marketing
support for the company’s portfolio of hotels and oversees its marketing, public relations,
and new business development efforts. Her leadership has resulted in not just the creation
but the true cultivation of a sales-based culture across the Prism portfolio.
“Every team member at every one of our hotels teaches me something new
every day. Working with them, I pick up new ideas to implement, new best
practices to share, new issues to address, and new trends to investigate.
“Staying Challenged
BIOADAM HAYASHIVice President of Revenue
Management and Business
Intelligence
AccorHotels North & Central
America
13
“Adam is a natural born leader. He is smart and approachable
and highly engaged. Adam is focused on data-driven
decisions, and specifically in revenue management, the
balance of art and science.— Michael Innocentin, AccorHotels
Adam Hayahi has been working in hospitality revenue management for nearly 20
years. At Accor he is a big advocate for total hotel profit optimization and has worked
hard to create a culture of driving ancillary revenue streams — achieving 8-percent
year-over-year revenue growth, among other results.
“ I’m driven by two things at work: my desire to win and my desire to learn. I
believe both of these push me to stay focused, engaged, and to constantly push
for better results.
“Staying Challenged
CAROLYN HOSNAVice President of Marketing
White Lodging
14
“Carolyn’s work ethic, commitment to excellence, and ability to drive results are
unmatched. She’s dedicated to pushing the boundaries while respecting the
lines that have been drawn.— Michael Bennett, Cendyn
BIOCarolyn Hosna is responsible for the digital strategy and execution of all hotel and
restaurant integrated marketing initiatives for more than 100 premium branded hotels and
restaurants across North America. Over the last 12 months, her strategies have driven a
consistent 10-times return and more than $15 million in additional topline revenue.
“Staying on top of all the changes and trying to find a niche in which to
present brands to win travel preference is and will always be challenging.
That’s what makes it so fun.
“Staying Challenged
BIOJAY HUBBSSenior Vice President of
eCommerce and Digital
Marketing
Remington Hotels
15
“Jay has been an incredible partner, always willing to lend a
hand, look at a hotel, or help train our asset managers on
digital and distribution topics.— Chris Nixon, Ashford
Jay Hubbs possesses the rare talent of being highly analytical while able to speak
sales, revenue management, and digital marketing. In the last 18 months, he
spearheaded an in-depth analysis on acquisition costs for each of Remington’s
branded and independent hotels, identifying channels and opportunities to grow
market share.
“Whether it’s monitoring campaign efficacy, new-shiny-object syndrome, owner
requests, or just staying on top of the rapidly changing digital environment,
there is not a day in my role that’s like the day before it, which keeps me
energized and constantly challenged. “
Staying Challenged
JODI KERNSenior Director of Digital
Merchandising
Marriott International
16
“Jodi believes that strategy is paramount but flawless execution is equally as
important. Her ability to synthesize and develop complex strategies while also
focusing on the details that are important to guests enables her to deliver
simple and custom digital merchandising experiences time and time again.
— Sarah Lukas, Marriott International
BIOJodi Kern leads merchandising strategy and activation across Marriott’s omni-channel digital
commerce journey. In this capacity, she marries creative, messaging, and technology with
guest intent to deliver customized experiences that drive brand preference, loyalty, and
direct bookings.
“I try to keep myself challenged by learning about business models and new digital
initiatives across all industries. It’s also important to have a rigorous
understanding of our guests and members across different types of travel and
how to evolve the customer experience to meet their changing intent and needs.
“Staying Challenged
BIOGIL LANGLEYPresident and CEO
Amelia Island Convention &
Visitors Bureau
17
“A recognized leader in both the Florida and U.S. tourism
industry, Gil never backs away from a challenge and is always
ready to stand up as a champion for the cause. Neither
Amelia Island nor the State of Florida would be where they
are today without his guidance, direction, and leadership.
— Jack Healan, Amelia Island Tourist Development Council
Gil Langley has overseen the development of innovative, award-winning sales and
marketing strategies that have resulted in record-breaking numbers for Amelia Island
year after year. Since 2010, occupancy has increased by 34 percent, lodging taxable
room sales by 97 percent, and RevPAR by 84 percent, with tourism now supporting
36 percent of all jobs in Nassau County, Florida.
“The marketplace keeps us challenged. To be effective, we need to anticipate where
the market is going and change our strategies that embrace the turmoil to enhance
our chance for success.
“Staying Challenged
DAVID LORENZVice President of Travel
Michigan
Michigan Economic
Development Corporation
18
“Dave continues to look for innovative approaches to develop marketing programs
comprised of traditional media relations, partnerships, influencer relations,
advertising, and digital campaigns to inspire Michigan travel.
— Cindy Kamerad, Weber Shandwick
BIOWith nearly 20 years of experience in international travel marketing, David Lorenz is
responsible for leading Michigan’s tourism branding, advertising, and public relations efforts
— including the award-winning Pure Michigan campaign, which in 2017 alone resulted in
nearly 6 million out-of-state trips to Michigan.
“In addition to understanding the need to keep a focus in staying up-to-
date with new communication techniques, I realize that we have a unique
opportunity to make people’s lives better … every day. That’s all the
motivation I need.
“Staying Challenged
BIOSARAH MUROVVice President of Public Relations
and Commercial Communications
Loews Hotels & Co.
19
“PR is not always recognized for driving revenue, but Sarah is
exceptional at holding herself and her team accountable for
this. Everything that’s driven out of PR at Loews has a
revenue impact target which is often exceeded.— Monica Xuereb, Loews Hotels & Co.
A 20-year PR and communications veteran, Sarah Murov led the creation of the Flavor by
Loews program, which makes eating like a local easy for guests by bringing the area food scene
right to their hotel. Flavor by Loews garnered more than 35 stories in local and national media,
driving an additional $2 million dollars at Loews hotels.
“ One of the things I love most about working in PR is that no two days are the
same. PR is constantly changing, and couple that with working in the
hospitality niche, change is inevitable.
“Staying Challenged
LETICIA PROCTORSenior Vice President of Sales,
Marketing, and Revenue
Management
Donohoe Hospitality Services
20
“I’m nominating Leticia because she inspires me, and I believe I’m one of many
she motivates on a regular basis. I’ve found her to be wickedly smart, incredibly
personable, genuinely caring, and widely successful.
— Jeff Roark, IDeaS Revenue Solutions
BIOLeticia Proctor is responsible for all sales, marketing, and revenue management for
the entire Donohoe Hospitality Services portfolio, which includes Hilton, Marriott,
and IHG brands. Most recently as SVP of sales, revenue management, and digital
strategies for PM Hotel Group, she implemented a “back to basics” approach to
revenue that drove strong RevPAR gains.
“ In addition to pursuing my master’s at Georgetown University, I believe it is
important to keep abreast of emerging trends and the industry as a whole by
reading trade articles and magazines, completing industry certifications,
attending industry events, and networking with peers and industry leaders.
“Staying Challenged
BIOJULIE SCOTTPresident
Colwen Hotels
21
“Julie is a well-respected industry leader. Even with the
demands of her schedule she has been a strong supporter of
HSMAI, especially HSMAI Boston. It means a great deal to
have an industry leader support our chapter.— Debbie Howarth, Johnson & Wales University/HSMAI Boston
During her 30-year career in the hotel industry, Julie Scott has served as a sales, marketing, and
revenue management leader. As president of Colwen Hotels, she has led the company on an
aggressive expansion program, making it one of the largest Marriott franchisees — among
other brands — in the United States.
“I think it is pretty easy to stay challenged as a hotelier since the industry is
constantly changing and evolving. I do strive to remain current with industry
webinars, traveling to new-built hotels, and brand meetings. I also visit our hotels
and meet with our associates on a weekly basis.
“Staying Challenged
JIM STRUNA, CRMERegional Director of Revenue
Management – Eastern U.S. and
Caribbean
Rosewood Hotel Group
22
“Jim sees the long game and goes about his work with patience, kindness, humor,
and wisdom. He is a colleague who encourages deep thinking and new ways of
moving through challenges.— Nicole Young, Rosewood Hotel Group
BIOJim Struna directs revenue management for a diverse assortment of properties — from The
Carlyle in New York City to Rosewood Baha Mar in the Bahamas. Throughout his career he
has developed strategies that have significantly improved RevPar performance at both
equity and managed hotels.
“ Changes in technology and distribution mean revenue managers are
constantly in a state of flux. This forces learning and innovation, which is
what drives me personally.
“Staying Challenged
BIOMATT TEIXEIRADirector of Sales
Best Western Hotels and Resorts
23
“This was an exceedingly tough assignment requiring thought
leadership and courage to take such a collaborative path with
our partner suppliers and to build the business case for our
hotels to align with this key distribution strategy. Matt
delivered on this plan exceptionally well.
— Dorothy Dowling, Best Western Hotels and Resorts
Matt Teixeira is responsible for relationship management strategy and business development,
and also leads Best Western’s B2B leisure strategy. He has been a thought leader in crafting a
strategic distribution plan to ensure Best Western evolved its connectivity and ARI efforts to
support this important buyer segment and address seismic changes in the distribution space.
“Understanding the changes taking place in the hospitality industry today is of
paramount importance. Finding the best ways to adapt to these changes is
how I keep myself challenged.
“Staying Challenged
THERESA
VAN GREUNEN Senior Director of Corporate
Communications
Aqua-Aston Hospitality
24
“Theresa is a passionate and thoughtful hospitality marketing executive whose
love for her profession and her products shines through in everything she does.
She inspires all those around her to reach for the stars and has thus ensured
ongoing success for the hotels for which she is responsible.
— John Frazier, Quinn
BIOTheresa van Greunen plays a key role in shaping how investors, employees, and the
general public perceive Aqua-Aston Hospitality. Since joining the company, she has
achieved several career milestones, including PRSA accreditation, the high-profile opening
of The Surfjack Hotel & Swim Club, the successful rebranding of Aqua-Aston, and the
launch of the Advocate With Aqua-Aston CSR program.
“I challenge myself every day by trying to understand what makes others
tick, and to come up with ideas that promote our business but also have
the power to make a meaningful difference to others.
“Staying Challenged
BIOCHERILYN WILLIAMSDirector of Global Portfolio
Marketing
Marriott International
25
“Cherilyn is a friend, mentor, and sounding board for new
ideas that challenge the norm. Her openness to campaigns
that push boundaries and tackle topics that make some
uncomfortable makes her someone that everyone around her
aspires to emulate.— Ryan Hallett, Grey New York
Cherilyn Williams leads Marriott’s multicultural and purpose-driven marketing initiatives aimed
at LGBT, African-American, U.S. Latino, and women travelers — including the award-winning
#LoveTravels campaign, which has significantly improved consumer perception among key
segments.
“I am challenged every day with not just innovating how Marriott views diverse
consumers groups, or even the hospitality industry — I am challenged with
figuring out how we can have the greatest impact on our guests and forge a
way that others can follow.
“Staying Challenged