Editorial Board   Guest Author

Mr. Nogal

Mark Nogal

Global Head, Curio Collection by Hilton, Hilton

Mark Nogal is global head of Curio Collection by Hilton, Hilton's first collection brand, in the upper upscale market. He is responsible for the strategic direction and growth of the brand, as well as overseeing brand performance support, global marketing and visual identity.

Mr. Nogal has more than three decades of hospitality and brand experience, and has held multiple leadership roles at Hilton over the last 25+ years, including property-level and corporate positions in operations and marketing.

In 2017, Mr. Nogal helped launch the upscale Tapestry Collection by Hilton brand and served as global head. He was also responsible for pioneering the Hilton Garden Inn brand - from marketing the first hotel to leading the brand's growth throughout Europe - and served as regional head of focused service brand management for Hilton in the Europe, Middle East and Africa region. Based in London, he oversaw the ongoing growth of two award-winning brands: Hilton Garden Inn and Hampton by Hilton.

Prior to that role, Mr. Nogal served in several senior positions for Hilton Garden Inn, including vice president of brand performance and sales support, and vice president of marketing and sales. In those roles, he was responsible for guiding and communicating with hotel owners, management companies and general managers, and overseeing strategic planning, operations management and budgeting for brand sales, marketing, advertising, sales, marketing communications, relationship marketing and research for the brand.

Mr. Nogal studied hotel restaurant and tourism studies at the University of New Orleans and architecture at Louisiana State University in Baton Rouge. An avid cook, traveler and explorer of different cultures, he enjoys visiting Curio Collection properties and learning more about hotels joining the global portfolio of one-of-a-kind hotels and resorts.

Please visit https://www.hilton.com/en/corporate/ for more information.

Mr. Nogal can be contacted at +1 703-883-5311 or mark.nogal@hilton.com

Coming up in October 2019...

Revenue Management: Focus On Profit

Revenue Management is still a relatively new profession within hotel operations and as such, it continues to evolve. One significant trend in this area is a shift away from using revenue as the foundation to generate key performance indicators (KPIs) and to instead place the emphasis on profit. Traditionally, revenue managers have relied on total revenue per available room (TrevPAR) and revenue per available room (RevPAR) as the basis of their KPIs. Now, some revenue managers are using gross operating profit per available room (GOPPAR) as their primary KPI. This puts profit at the center of revenue management strategy, and managers are increasingly searching for new ways to increase the profitability of their hotels. Return on Investment is the objective of any hotel investment, so it is only logical that profitability and ROI will be emphasized going forward. Another trend is an expanded focus on direct hotel bookings. Revenue managers know that one way to increase profitability is to steer guests away from online travel agencies (OTAs) and book directly with the hotel. This tactic also reinforces brand identity and loyalty, and encourages repeat business. In addition, it provides a valuable platform to market the hotel directly to the customer, and to upsell room upgrades or other services to them. Another trend for revenue managers involves automation in their software programs. Revenue management systems with automation are far more desirable than those without it. Automating data entry and logistics increases efficiency, allowing managers to spend more time on formulating strategy. As a bonus, an automated system helps with aggregating and interpreting data. The October issue of the Hotel Business Review will address these developments and document how some leading hotels are executing their revenue management strategies.