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 April 2018...

Guest Service: Empowering People

Excellent customer service is vitally important in all businesses but it is especially important for hotels where customer service is the lifeblood of the business. Outstanding customer service is essential in creating new customers, retaining existing customers, and cultivating referrals for future customers. Employees who meet and exceed guest expectations are critical to a hotel's success, and it begins with the hiring process. It is imperative for HR personnel to screen for and hire people who inherently possess customer-friendly traits - empathy, warmth and conscientiousness - which allow them to serve guests naturally and authentically. Trait-based hiring means considering more than just a candidate's technical skills and background; it means looking for and selecting employees who naturally desire to take care of people, who derive satisfaction and pleasure from fulfilling guests' needs, and who don't consider customer service to be a chore. Without the presence of these specific traits and attributes, it is difficult for an employee to provide genuine hospitality. Once that kind of employee has been hired, it is necessary to empower them. Some forward-thinking hotels empower their employees to proactively fix customer problems without having to wait for management approval. This employee empowerment—the permission to be creative, and even having the authority to spend money on a customer's behalf - is a resourceful way to resolve guest problems quickly and efficiently. When management places their faith in an employee's good judgment, it inspires a sense of trust and provides a sense of higher purpose beyond a simple paycheck. The April issue of the Hotel Business Review will document what some leading hotels are doing to cultivate and manage guest satisfaction in their operations.