Editorial Board   Guest Author

Mr. Ferrara

Clifford Ferrara

Vice President of Sales & Revenue Management, Chesapeake Hospitality

Clifford Ferrara is the Vice President of Sales and Revenue Management for Chesapeake Hospitality, a leading third-party hotel management company ranked in the top 50 largest independent US operators. His leadership spans more than 30 years, including multiple brands and a wide variety of hotel types, both in a sales and operations capacity. His diverse leadership roles include responsibilities as director of sales, director of marketing, revenue management and as general manager. Mr. Ferrara is a highly effective communicator and enthusiastic leader who can motivate a team to achieve objectives. His energy and personality are well suited to handle multiple tasks and challenges. He thrives on being resourceful and creative in his approach to sales and revenue management in order to achieve determined results. His record of industry accomplishments include a common theme of re-positioning fledgling hotel sales and operations teams, then effectively deploying them to achieve strategic results. Mr. Ferrara successfully revitalized the sales mission and image of the 613 room Adams Mark Charlotte, the city’s largest convention hotel, nearly doubling group production during his tenure. As general manager of the Crowne Plaza Houston Downtown he effectively re-organized the sales team and improved operations efficiencies, while creating a culture a success that lead to increased food and beverage sales, improved profitability and better guest satisfaction scores. One of Mr Ferrara’s most rewarding accomplishment was his involvement with the opening of the 315-room Crowne Plaza Hollywood Beach in Florida. As general manager, he was able to apply all of his professional skills to overcome the trials of opening a new hotel, developing the Crowne Plaza Hollywood into one of the most accomplished brand franchises. Mr. Ferrara attended Porter-Gaud School in Charleston, South Carolina and earned a B.A. degree in English from Hampden-Sydney College. He enjoys hunting, fishing and boating, while currently residing in Annapolis, Maryland.

Mr. Ferrara can be contacted at 301-474-3307 or cferrara@chesapeakehospitality.com

Coming up in February 2018...

Social Media: Engagement is Key

There are currently 2.3 billion active users of social media networks and savvy hotel operators have incorporated social media into their marketing mix. There are a few Goliath channels on which one must have a presence (Facebook & Twitter) but there are also several newer upstart channels (Instagram, Snapchat &WeChat, for example) that merit consideration. With its 1.86 billion users, Facebook is a dominant platform where operators can drive brand awareness, facilitate bookings, offer incentives and collect sought-after reviews. Twitter's 284 million users generate 500 million tweets per day, and operators can use its platform for lead generation, building loyalty, and guest interaction. Instagram was originally a small photo-sharing site but it has blown up into a massive photo and video channel. The site can be used to post photos of the hotel property, as well as creating Instagram Stories - personal videos that disappear from the channel after 24 hours. In this regard, Instagram and Snapchat are now in direct competition. WeChat is a Chinese company whose aim is to be the App for Everything - instant messaging, social media, shopping and payment services - all in a single platform. In addition to these channels, blogging continues to be a popular method to establish leadership, enhance reputations, and engage with customers in a direct and personal way. The key to effective use of all social media is to find out where your customers are and then, to the fullest extent possible, engage with them on a personal level. This engagement is what creates a personal connection and sustains brand loyalty. The February Hotel Business Review will explore these issues and examine how some hotels are successfully integrating social media into their operations.