Editorial Board   Guest Author

Mr. Beley

Jim Beley

General Manager, The Umstead Hotel & Spa

Hospitality veteran Jim Beley brings more than 40 years of luxury hotel and restaurant management to his role as General Manager of The Umstead Hotel & Spa, North Carolina's premier AAA Five Diamond and Forbes Five Star-rated hotel property.

A dynamic leader, Mr. Beley directs day-to-day operations at the 150-room hotel and its signature amenities, serving as a valuable asset in elevating the guest experience. His distinctive approach to the hospitality industry is reflected in The Umstead's "Vision and Values," which he spearheaded to emphasize respect, personal and professional growth, and happiness in the workplace, ultimately outlining how these qualities translate into superior guest service.

In 2011, Mr. Beley received the prestigious Lodging Operator of the Year award from the North Carolina Restaurant and Lodging Association, and under his leadership, The Umstead has been named one of the Best Places to Work by the Triangle Business Journal.

Prior to joining The Umstead in January 2009, Mr. Beley served 17 years on management teams at AAA Five Diamond-rated luxury hotels, including his most recent role overseeing resort operations as General Manager of The Inn at Palmetto Bluff Resort in Bluffton, South Carolina.

Mr. Beley is also the former Director of Lodging Operations and Resort General Manager of The American Club and the Inn on Woodlake, sister properties owned by the Kohler Company in Kohler, Wisconsin.

From 1984 to 1996, Mr. Beley held various positions in management and food and beverage with the esteemed Ritz-Carlton Hotel Company at properties located in Laguna Niguel, California, Naples, Florida, Atlanta, Georgia, and Boston, Massachusetts. He ended his tenure with the highly regarded company as General Manager of The Ritz-Carlton in Philadelphia, Pennsylvania, from 1991 to 1996.

Mr. Beley received his Bachelor of Science degree in Hotel Administration from Florida International University and an Associate Degree of Occupational Science from the prestigious Culinary Institute of America. During his tenure with The Ritz-Carlton Philadelphia in 1992, the Company was recognized with a Malcolm Baldridge National Quality Award for service, an accolade given annually to U.S. organizations that exemplify excellence in innovation and performance.

A native of New York State, Mr. Beley now calls Raleigh home with his wife and four children. He serves on the board of the Greater Raleigh Chamber of Commerce, the advisory board of North Carolina State's Poole College of Management, and is an active member of the United States Golf Association.

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

Mr. Beley can be contacted at +1 919-447-4001 or jim.beley@theumstead.com

Coming up in June 2020...

Sales & Marketing: Technology Rules

It is impossible for any hotel to develop an effective sales and marketing plan that doesn't include a wide-ranging digital strategy. Online platforms have impacted virtually every aspect of their business, due to major changes in how Internet users research, plan, and book their hotel visits. As a result, a successful plan includes generating traffic through the use of a hotel website, social media, email and a myriad of other digital marketing technologies. One such strategy uses data collection and automation technology to create personalized content to individual customers. The goal of personalization marketing is to engage potential customers by communicating with them as individuals - to establish a more personal relationship - as a way of encouraging them to visit a property. Video marketing is also extremely important. Showing someone authentic video from a specific location is immersive and engaging, and video is still the preferred way for customers to interact with a hotel brand. Voice and Visual Search are increasingly in demand, as consumers are moving away from typing queries into a search engine. Instead, they can simply speak their request into their phone, and find and book a hotel without ever typing a word. Similarly, other platforms allow consumers to search visually for almost any image, and find out pricing information, shopping comparisons and how-to-buy - all from the app. The adoption of Artificial Intelligence is also becoming popular. The ability of chatbots to answer simple questions or fulfill requests 24/7 is undeniably appealing. In addition, A.I. seems best positioned to qualify leads that can be later nurtured and closed by a human sales expert - all at a fraction of the cost of a traditional support team. The June Hotel Business Review will examine how some sales and marketing professionals are integrating these innovative technologies into their operations.