Editorial Board   Guest Author

Mr. Kerstiens

Sonny Kerstiens

Regional Director of Sales & Marketing, Marriott Denver Cherry Creek & Napa Valley

Sonny  Kerstiens is the Regional Director of Sales & Marketing overseeing Colorado's JW Marriott Denver Cherry Creek and California's Napa Valley Marriott Hotel & Spa.

With more than a 15 years of hospitality experience, Mr. Kerstiens has an exceptional track record of top-line revenue growth, revenue stream creation, group and BT/leisure sales, revenue management, marketing strategy, event management, exceptional customer service levels and owner relations.

Both hotels are managed by Sage Hospitality, one of the nation's top hotel investment and management companies. Mr. Kerstiens has overseen the sales team at the Napa Valley Marriott since 2013. He previously served as the Regional Director of Sales & Marketing at the Embassy Suites by Hilton Denver Downtown. 

Mr. Kerstiens has earned numerous honors from Sage Hospitality, including winning the 2017 Sage Hospitality Sales Trendsetter Award for Sales Team Innovation & Performance and the 2016 Sage Hospitality Torch Bearer Award as the Sales & Marketing Leader of the Year and the 2016 Sage Hospitality Mentor of the Year Award.

A graduate of California State University - Chico, Mr. Kerstiens started at the Lodge at Vail as a Sales & Marketing Coordinator before spending more than a decade in sales at the Vail Marriott Mountain Resort, starting as a Sales Manager in 2002 and eventually being promoted to the position of Director of Sales & Marketing, where he spent more than three years. While Mr. Kerstiens was DOSM at the Vail Marriott, the hotel was honored with the Marriott Global Property Sales Team of the Year award, as well as the Event Management Team of the Year award. 


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

Mr. Kerstiens can be contacted at 866-238-4218 or sonny.kerstiens@sagehospitality

Coming up in October 2020...

Revenue Management: Maximizing Profit

Hotel Revenue Management continues to evolve at a blistering pace. Driven by technological innovation and new distribution channels, there are some dynamic opportunities for expansion in this fast-growing field. The technology is primarily designed to help revenue managers further refine their operations and pricing models to maximize hotel profit. For example, hotels can't be all things to all people, so a key strategy is to precisely identify their target audience. By employing geo-targeting techniques and analyzing behavior such as previous bookings, on-property purchases and online shopping practices, there is an increased capability to define guest demographics. By segmenting customers in more specific ways, hotels are able to create more personalized experiences which, in turn, allow managers to optimize their room rates. It is also an effective way to fulfill the unique needs and preferences of the individual. Another methodology is to consistently monitor the competition's pricing strategies. There are software tools that analyze a competitor's current rates, and then allow a hotel to make its own pricing adjustments. It is also a useful means to conduct forecasting models. Other technologies that are being integrated into a revenue manager's toolkit include Artificial Intelligence in the form of automated algorithms, and Voice Recognition (VR) for data inquiries, rate changes, and booking behavior. Predictive and analytic software programs are also being leveraged to provide more forward-looking data, instead of the usual reliance on historical performance. These metrics allow managers to be more proactive - rather than reactive - with their revenue strategy. The October issue of the Hotel Business Review will examine these developments and report on how some leading hotels are executing their revenue management strategies.