Editorial Board   Guest Author

Ms. Moniz

Rachel Moniz

VP Luxury Lifestyle / Independent Brands & F&B, HEI Hotels & Resorts

Rachel Moniz is the Vice President of Luxury, Lifestyle & Independent Brands & Food & Beverage at HEI Hotels & Resorts. Ms. Moniz works on several independently and soft branded properties to define the brand identity and positioning of the hotel within the market, leading the branding and marketing initiatives for all aspects of HEI's Independent Brands Portfolio, including: The Liberty, a Luxury Collection Hotel, Boston; The Gwen, a Luxury Collection Hotel, Chicago; The Equinox, a Luxury Collection Hotel, Vermont; The Whitley, A Luxury Collection Hotel, Atlanta Buckhead; Hotel Republic (San Diego); The Stoneleigh (Dallas); and Hotel Crescent Court (Dallas).

Via creative and compelling branding initiatives, Ms. Moniz promotes the luxury accommodations and attentive service, prime location and community relationships, unique story angles, and exciting food and beverage outlets at these distinctive properties. By creating customized associate service culture training, Ms. Moniz is able to orientate the individual property teams with their hotel's brand DNA and the delivery of the brand message through empathy, trip personas, and overall emotional connections with guests.

In 2006, Ms. Moniz opened the celebrated Ivy Hotel in San Diego, California. As part of the pre-opening team, she launched the luxury hotel and popular nightclub to national acclaim. During her three year tenure as Hotel Manager at the Ivy, Ms. Moniz built the infrastructure of the hotel's operations team and managed day-to-day hotel business and guest relations. Prior to the Ivy, Ms. Moniz was the Director of Operations at the W hotel, also in San Diego. Here she oversaw daily hotel operations, while continually focusing on achieving hotel profitability through revenue generation, cost control and guest satisfaction. Prior to the W, Ms. Moniz lived in Colorado and was the Rooms Director at the St. Regis Aspen, where she managed operations.

Based in Massachusetts with her husband and their six children, Ms. Moniz and her family are involved with a variety of local charities, including the Massachusetts Society for the Prevention of Cruelty to Animals, Project Bread's Walk for Hunger, and the Boston Esplanade Community Clean-Up.

Please visit http://www.heihotels.com for more information.

Ms. Moniz can be contacted at 617-838-2422 or rmoniz@heihotels.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.