Editorial Board   Guest Author

Mr. Cordell

Phil Cordell

Global Head of New Brand Development, Hilton Worldwide

Phil Cordell is the Global Head of New Brand Development for Hilton Worldwide. In this role, he uses his extensive industry knowledge and deep strengths as an innovator and pioneer to successfully launch new brands for the company.

Prior to taking on his new role, Mr. Cordell served as the Global Head for Focused Service and Hampton Brand Management for Hilton Worldwide, the internationally recognized preeminent hospitality company. The company develops, owns, manages or franchises more than 4,600 hotels globally. Its portfolio includes many of the world's best known and most highly regarded hotel brands. Mr. Cordell leads the focused service brand efforts, including Hilton Garden Inn, Hampton by Hilton, and the newest brand, Tru by Hilton.

Rising from general manager of a single Hampton hotel more than 30 years ago, Mr. Cordell is now responsible for all aspects of the brands including: strategy, global development, strategic brand positioning, product and service standards, marketing, public relations, brand culture, brand communications, hotel operations support, and franchise relations.

Mr. Cordell gained his franchising expertise early in his career when he helped to develop many of Hilton's franchise support systems including: the original quality assurance process, training programs, guest assistance functions and hotel field support. In his roles as Vice President of Franchise Operations and subsequently as Vice President of Hotel Performance Support, he worked across a number of Hilton's premier brands, including DoubleTree by Hilton, Embassy Suites, and Homewood Suites by Hilton. During his tenure with Hampton, he has seen the brand grow to more than 2,000 properties, becoming the largest hotel brand in the United States.

An expert in branding, franchise management and customer service, Mr. Cordell has been interviewed by The New York Times, USA Today, Entrepreneur Magazine, Harvard Business Review, Fox Business, and others; has received numerous awards and recognition for his leadership and for contributions to the hospitality industry; and is a frequent speaker and panelist on a wide variety of business and industry topics.

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

Linkedin Profile: https://www.linkedin.com/in/phil-cordell-aa741945

Mr. Cordell can be contacted at +1 703-883-5802 or phil.cordell@hilton.com

Coming up in August 2020...

Food & Beverage: New Technological Innovations

In the past few years, hotel food and beverage departments have experienced significant growth. Managers are realizing just how much revenue potential this sector holds, both in terms of additional revenue and as a means to enhance the guest experience. As a result, substantial investments are being made in F&B operations as a way to satisfy hotel guests but also to keep pace with the competition. Though it has been a trend for many years, the Farm-to-Table movement shows no signs of abating. Hotel chains are abandoning corporate restaurants and are instead partnering with local chefs to create locally-influenced dining options. Local, farm-sourced ingredients paired with specialty beverages or local wine also satisfies the increasing demand from Millennial travelers who are eager to travel sustainably and contribute to a positive impact. A farm-to-table F&B program also helps to support the local economy, which builds community goodwill. Also popular are "Self-Serv" and "Grab & Go" options. These concepts stem from an awareness that a guest's time is limited and if a hotel can supply them with fast, fresh, food and beverage choices, then so much the better for them. Plus, by placing these specialty kiosks in areas that might be traditionally under-utilized (the lobby, for instance), they can become popular destination locations. Of course, there are new technological innovations as well. In-room, on-screen menus allow guests to order from any restaurant on the property, and some hotels are partnering with delivery companies that make it possible for guests to order food from any restaurant in the area. Also, many hotels are implementing in-room, voice-activated devices, so ordering food via an AI-powered assistant will soon become mainstream as well. The August issue of the Hotel Business Review will report on these developments and document what some leading hotels are doing to expand this area of their business.