Editorial Board   Guest Author

Mr. Hickey

Mark Hickey

Senior Vice President of U.S. Hotel Operations, Destination Hotels & Resorts

Mark Hickey is senior vice president of U.S. hotel operations for Destination Hotels & Resorts, the third largest hospitality management company in the United States. Mr. Hickey is responsible for the overall operating performance of Destination Hotels & Resorts' portfolio of more than 35 independent and branded, luxury and upscale hotels, resorts and golf clubs. He also provides oversight and coordinates portfolio-wide initiatives in the areas of organizational development and associate training, customer service, and risk management. Mr. Hickey is primarily responsible for the vision, the goals, the implementation and the leadership of the Destination Earth sustainability program on a corporate level. The Destination Earth program was launched in 2008 and represents the portfolio-wide commitment to implement sustainability practices at each Destination property across the country. Mr. Hickey has worked in close partnership with an environmental consultant and leaders of the hospitality group to accomplish the mission to introduce uniform environmental standards company-wide while encouraging individual property adoption of specific initiatives through property “Green Teams”, which has become a significant and defining element of the program. Mr. Hickey is the steward for the company's commitment to unique, authentic culinary experiences at each hotel and resort. He oversees the corporate food and beverage efforts to develop, define and execute innovative and memorable food and beverage offerings across the country, in conjunction with a vice president of food and beverage and culinary director of food and beverage operations. A father of two young girls, Mr. Hickey is also the catalyst behind the company's commitment to healthy and delicious children friendly offerings, the Destination Kids Cafe™, at all Destination restaurants and dining outlets. Mark Hickey joined Destination Hotels & Resorts in 1995, as vice president and general manager of Destination's Inverness Hotel and Conference Center near Denver, Colorado. An industry leader in conference center management, he has provided oversight and support of the integration of over seven IACC-certified conference centers into the Destination Conference Collection. In 1997, he assumed the position of senior vice president of operations for the western United States and his role expanded to include oversight for all North American operations of the company in 2002. Further, he developed a core leadership team of managing directors to continue to support the portfolio. Prior to joining Destination, Mr. Hickey held various positions in the hospitality industry, including property positions of general manager, regional manager of management services for AIRCOA (now Richfield) and vice president of operations for Metro Hotels in Dallas, TX.

Mr. Hickey can be contacted at 303-268-6868 or mhickey@destinationhotels.com

Coming up in October 2020...

Revenue Management: Maximizing Profit

Hotel Revenue Management continues to evolve at a blistering pace. Driven by technological innovation and new distribution channels, there are some dynamic opportunities for expansion in this fast-growing field. The technology is primarily designed to help revenue managers further refine their operations and pricing models to maximize hotel profit. For example, hotels can't be all things to all people, so a key strategy is to precisely identify their target audience. By employing geo-targeting techniques and analyzing behavior such as previous bookings, on-property purchases and online shopping practices, there is an increased capability to define guest demographics. By segmenting customers in more specific ways, hotels are able to create more personalized experiences which, in turn, allow managers to optimize their room rates. It is also an effective way to fulfill the unique needs and preferences of the individual. Another methodology is to consistently monitor the competition's pricing strategies. There are software tools that analyze a competitor's current rates, and then allow a hotel to make its own pricing adjustments. It is also a useful means to conduct forecasting models. Other technologies that are being integrated into a revenue manager's toolkit include Artificial Intelligence in the form of automated algorithms, and Voice Recognition (VR) for data inquiries, rate changes, and booking behavior. Predictive and analytic software programs are also being leveraged to provide more forward-looking data, instead of the usual reliance on historical performance. These metrics allow managers to be more proactive - rather than reactive - with their revenue strategy. The October issue of the Hotel Business Review will examine these developments and report on how some leading hotels are executing their revenue management strategies.