Editorial Board   Guest Author

Ms. Smith Perez

Briane Smith Perez

Director of Restaurants, Beverly Hilton

Briane "Bre" Smith is a highly accomplished hospitality professional with over ten years of luxury hotel and food & beverage experience. Her career started in Marina Del Rey, California with The Ritz-Carlton Hotel, and has since been involved with over seven restaurant openings and six task-force assignments including The Ritz-Carlton Kapalua, Los Angeles, Abu Dhabi, and Puerto Rico. Ms. Smith's hands-on leadership style and ability to work hand-in-hand with her team has made her one of the most sought after leaders in food & beverage. Her responsibilities include the hiring, training, and management of a union staff of hundreds. She has developed new revenue sources and fine-tuned existing programs to maximize guest and employee satisfaction, while increasing the bottom line. As an expert in strategic delegation, she encourages her management team to “own” projects, helps them along the way, and always recognizes successful outcomes. Ms. Smith believes that her guests should always have an exemplary experience in her outlets, and has built long lasting relationships with VIPs across all brands. Recently, Ms. Smith joined The Beverly Hilton as Director of Restaurants where she manages a team of over 85 ladies and gentlemen, and oversees the successful operations of Circa 55, Trader Vic's Lounge, Aqua Pool, the Lobby Lounge, and In-Room Dining. Recently, Ms. Smith joined The Beverly Hilton as Director of Restaurants where she manages a team of over 85 ladies and gentlemen, and oversees the successful operations of Circa 55, Trader Vic's Lounge, Aqua Pool, the Lobby Lounge, and In-Room Dining. Ms. Smith is a graduate of Loyola Marymount University, and recently attained her Masters of Science in Executive Leadership from the University of San Diego. In her free time, Ms. Smith enjoys painting abstracts with acrylics and cheering on her home teams the Los Angeles Lakers, Kings, and Dodgers. They say one must balance their work and personal life, but for Ms. Smith it is definitely balancing her work and sports life. She currently resides in Hollywood, California.

Ms. Smith Perez can be contacted at 310-285-1365 or bre.smith@hilton.com

Coming up in June 2018...

Sales & Marketing: Opinions Matter

Hotel Sales and Marketing Directors manage a complex mix of strategies to attract and convert customers into guests. Part of their expertise includes an awareness of customer behavior during the reservation process, so they can make sure their hotel is favorably positioned. One such trend is the growing popularity of travel review sites. According to one recent survey, 61% of prospective customers consult online reviews in order to validate information about the hotel before making a purchasing decision. Another survey found that the average hotel customer reads between 6-12 reviews across 4-10 properties before making a final decision on where to stay. Similarly, other studies have shown that consumer reviews are a more trusted source of information for prospective customers than other kinds of marketing messaging. In fact, reviews are often considered to be as influential as price regarding whether a customer decides to complete a purchase or not. Plus, travel sites with the most reviews - including recent reviews from satisfied customers and thoughtful responses from staff - were also found to be the most appealing. So having positive reviews on a travel website is essential and can help to increase a hotel's conversion rates dramatically. Of course, there are all kinds of additional marketing strategies for sales and marketing directors to consider - the importance of video and the emergence of live streaming; the implementation of voice search; the proliferation of travel bots; and the development of Instagram as an e-commerce platform. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.