Editorial Board   Guest Author

Mr. Coll

Javier Coll

Executive Vice President & Chief Strategy Officer, Apple Leisure Group

Javier Coll is Executive Vice President and Chief Strategy Officer of Apple Leisure Group®, Co-founder of the group's luxury resort brand management company, AMResorts®, and its elite benefits program, Unlimited Vacation Club® (UVC). Mr. Coll has played a pivotal role in the development of both businesses.

The multidisciplinary executive applies more than 25 years of international hospitality operations and finance experience to skillfully direct the group's growth, development, mergers and acquisitions. Under Mr. Coll's leadership, AMResorts has become the largest Resort Brand Management company in Mexico and the Caribbean.

Since the inception of AMResorts in 2001 and prior to his appointment as Executive Vice President & Chief Strategy Officer of Apple Leisure Group, Mr. Coll held diverse leadership roles in AMResorts, including Chief Financial Officer and Chief Operating Officer, and was directly involved in negotiating contracts, analyzing and selecting existing hotels for rebranding, plus supervising the development and construction of new hotels.

While defining the signature attributes of AMResorts' six luxurious brands, Mr. Coll also developed and implemented new operating procedures for each brand's finance, administration, auditing, IT and legal departments. He has been responsible and instrumental in developing strategies that would expand AMResorts' world-class portfolio.

Before joining AMResorts, Mr. Coll was the Deputy Managing Director of MAC Hotels, based in Palma de Mallorca, where he oversaw sales, marketing, operations and administration for the hotel chain. He was also Head of International Development (Spain), Managing Director (USA), and Director of Administration for Spain's Barceló Group. He began his career as an economist, developing viability studies of the transition from traditional European-plan hotels to the all-inclusive format.

Originally from Palma de Mallorca, Spain, Mr. Coll graduated from Universitat de les Illes Balears with a B.A. in Marketing & International Taxation and received an M.B.A. in Business Administration/Economics from Universitat de Barcelona.

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

Mr. Coll can be contacted at +1 610-359-5913 or jcoll@applelg.com

Coming up in May 2020...

Eco-Friendly Practices: Creative Innovation

Being eco-friendly is no longer a fad. It is an urgent planetary need and hotels are actively doing their part to reduce their carbon footprint by implementing sustainable, green practices. In addition to the goodwill derived from doing the right thing, hotels are also realizing the benefits to their business. A large percentage of Millennials expect hotels to be eco-friendly and will only patronize those properties that are proudly conforming. Consequently, more hotels are realizing that sustainability is a key element in a successful branding strategy. In addition, going green can lead to a more profitable bottom line, as savings on electricity, water and cleaning materials can add up. Also, there are other advantages that come with being an eco-friendly business, such as government subsidies and tax and loan incentives. As a result, many hotels are finding innovative ways to integrate eco-friendly practices into their business. Geo-thermal energy systems, along with energy-from-waste systems, are being used to heat and cool the property. Passive solar panels, green roofs, natural lighting and natural ventilation strategies also assist in energy conservation. Low-flow water systems and plumbing fixtures make a contribution, as does eco-friendly hardwood flooring, and energy efficient televisions and appliances throughout the property. In addition, some hotels have implemented in-room recycling programs, and only provide all-natural, personal care items. One hotel has actually constructed a bee-keeping operation on their grounds. Not only is this good for the bees but the hotel also produces products from the operation which they sell. This kind of creative innovation also holds enormous appeal to guests. The May issue of the Hotel Business Review will document what some hotels are doing to integrate sustainable practices into their operations and how they are benefiting from them.