Editorial Board   Guest Author

Mr. Cerrone

Frederick Cerrone

President & CEO, Hotel Equities

Fred Cerrone's hospitality career spans a four-decade progression from desk clerk at Boston's largest hotel, to managing operations for hotels throughout the country, to launching Hotel Equities, his own company, in 1989.

A general manager at age 21 and twice recognized as "General Manager of the Year" by national hotel franchises, Mr. Cerrone has hospitality in his blood. After many years in key positions with top hotels, he founded Hotel Equities and became a Marriott franchise partner. Mr. Cerrone then co-founded Day Hospitality Group (DHG) with Peyton Day. After a successful 10-year run, he purchased the management segment of DHG and re-named the company Hotel Equities.

Mr. Cerrone is a graduate of Georgia State University (MBA in Business) and Miami Dade College (AS degree in Hotel and Restaurant Management). He holds the prestigious Certified Hotel Administrator (CHA) designation through the American Lodging Association. He is Chairman of Marriott's Fairfield Inn Franchise Advisory Board and serves on the Franchise Advisory Board for Marriott's SpringHill Suites. Mr. Cerrone also serves on the Advisory Board for Georgia State University's Cecil B. Day School of Hospitality and he sits on the board of the Alpharetta Convention and Visitors Bureau.

Named "Hotelier of the Year" by HotelWorld Network, he received the Alumni Entrepreneurship Award from Georgia State University's Robinson College of Business. Hospitality is a people-centered business and people are Mr. Cerrone's passion. He enjoys seeing Hotel Equities' associates thrive and considers himself Head Coach of the hospitality team. Before embarking on his hospitality career, he served in the USMC.

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

Mr. Cerrone can be contacted at 770-934-2170 or fcerrone@hotelequities.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.