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 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.