Editorial Board   Guest Author

Mr. Santora

Tom Santora

Chief Marketing Officer / Senior VP Sales, Omni Hotels & Resorts

Tom Santora is chief marketing officer and senior vice president of sales for Omni Hotels & Resorts where he oversees growth initiatives for the award-winning luxury hotel brand. Through his leadership, broad knowledge base and excellent hotel expertise, Omni Hotels & Resorts has become a recognizable brand nationwide. In his position, he is responsible for establishing and driving a strategic plan across all disciplines, including advertising, public relations, e-commerce, customer loyalty, global sales, revenue management and electronic and call center distribution. Mr. Santora has more than 25 years of experience in the hotel industry. Prior to joining Omni in 2008, he was executive vice president of sales and marketing at Viceroy Hotel Group, where he built the sales and marketing organization from the ground up and established the growth initiatives for the company's two iconic boutique brands, Viceroy and The Tides. During his tenure at Viceroy Hotel Group, he expanded the companies' sales and marketing team to include e-commerce, public relations and national sales and supervised the development and integration of the company's central reservations office. As director of marketing for the Renaissance Hollywood Hotel, Mr. Santora focused on positioning the hotel as a major destination for individual and business travelers. He opened the flagship Renaissance Hollywood Hotel in the fall of 2001 and managed cooperative planning, sales and marketing for six other regional Renaissance properties. He also established centralized group sales centers in the west and facilitated national sales schools. Prior to joining Viceroy Hotel Group, Mr. Santora served in various sales and marketing positions during his 16 years with Marriott International. He joined the company as a food and beverage trainee at the Marriott's Mark Resort in Vail, Colorado and transitioned into the sales discipline in 1990 at the JW Marriott Hotel in Century City. Mr. Santora was included as “One of the Top 25 Extraordinary Minds in Sales & Marketing” by Hospitality Sales & Marketing International (HSMAI) for 2008.

Mr. Santora can be contacted at 972-871-5625 or tsantora@omnihotels.com

Coming up in July 2019...

Hotel Spa: Pursuing Distinction

The Wellness Movement continues to evolve and hotel spas continue to innovate in order to keep pace. Fueled by intense competition within the industry, hotel spas are seeking creative ways to differentiate themselves in the market. An increasing number of customers are searching for very specific, niche treatments that address their particular health concerns and, as a result, some leading spas have achieved distinction by offering only one specialized treatment. Meditation and mindfulness practices are becoming increasingly mainstream as are alternative treatments and therapies, such as Ayurvedic therapies, Reiki, energy work and salt therapy. Some spas specialize in stress management and offer lifestyle coaching sessions as part of their program.  Other spas are fully embracing new technologies as a way to differentiate themselves, such as providing wearable devices that track health and fitness biomarkers, or robots programmed with artificial intelligence to control spa environments, or virtual reality add-ons that transport guests to relaxing places around the world. Some spas have chosen to specialize in medical procedures such as liposuction, laser skin therapy, phototherapy facials, Botox and facial fillers, acupuncture and permanent hair removal, in addition to cosmetic body shaping procedures and  teeth whitening treatments. Similarly, other spas are offering comprehensive health check-ups and counseling services for those who are interested in disease prevention treatments. Finally, as hotel spas continue to become more diverse, accessible and specialized, there is a growing demand for health professionals with a specific area of expertise. There is a proliferation of top class, quality wellness practitioners who make a name for themselves by offering their services around the globe, including athletes, chefs, doctors, physical trainers and weight loss specialists. The July issue of the Hotel Business Review will report on these trends and developments and examine how some hotel spas are integrating them into their operations.