Editorial Board   

Ms. Flores

Kathleen Chiechi Flores

Executive Vice President, Human Resources, Wyndham Hotel Group

Kathleen Chiechi Flores was appointed executive vice president of human resources in January 2009 and oversees the development and execution of Wyndham Hotel Group's global human resources strategies, including the talent selection, talent management, workforce planning and administration of more than 4,000 employees around the world. She is also responsible for the company's business continuity planning and global communications functions, including employee communications public relations and franchisee communications. A seasoned veteran of the profession with nearly 20 years of progressive human resources experience, Ms. Flores brings to the company a diverse background spanning multiple industries and organizations. Prior to joining Wyndham Hotel Group, she was chief administrative officer for Houston-based WhiteFence, where she oversaw the company's legal and human resources teams and was responsible for risk management, compensation and benefits, talent acquisition, training and development and organizational effectiveness. Under her leadership, the company substantially increased its recruitment efforts and more than doubled its critical employee headcount. In doing so, WhiteFence was able to more effectively execute upon its initiatives and increase revenues from $8 million in 2006 to $18 million in 2007. Prior to WhiteFence, Ms. Flores served in a variety of executive and senior level human resources roles, working for companies including ZipRealty and Kaplan Inc. Ms. Flores is a certified senior professional in human resources and holds a bachelor's degree in economics from the University of California Irvine as well as a master's degree in education from the University of San Francisco. She is based in Wyndham Hotel Group's Parsippany, N.J. offices.

Ms. Flores can be contacted at 973-753-6590 or kathleen.flores@wyn.com

Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.