Editorial Board   Guest Author

Ms. Woodley

Michelle Woodley

President, Preferred Hotels & Resorts

Michelle Woodley is President of Preferred Hotels & Resorts. In this role, she oversees multiple departments across the company including sales, marketing, IT, revenue management, and customer relations. She also works closely with CEO Lindsey Ueberroth on financial planning and talent management, supports the development of other strategic areas of focus within the organization, and serves as a company spokesperson.

During her 15 years with the company, Ms. Woodley has held various leadership positions with cross-functional responsibilities including Senior Vice President of Global Marketing Strategy, Senior Vice President of Distribution & Revenue Management, and Executive Vice President, the role she held prior to her promotion to President in January 2018.

Ms. Woodley has used her expertise to help the company successfully execute on major global initiatives designed to foster longevity of the Preferred brand such as two comprehensive rebranding initiatives, the launch of multiple brand websites, the introduction and institutionalization of a Revenue Management Certification Program, the technology conversion of the company's global central reservation system and call center services, and the creation of the I Prefer Hotel Rewards program.

In 2018, several months after she was named President, Ms. Woodley received recognition by Hotel Management as one of the most influential women in hospitality.

Before joining Preferred Hotels & Resorts in 2002, Ms. Woodley spent five years as Vice President of Distribution for Swissotel and Raffles Hotels & Resorts, charged with overseeing the strategic direction and operations of the company's electronic distribution and database solutions. She held various senior positions in operations, marketing, and distribution with Swissotel from 1990 to 1997.

Ms. Woodley has been an active board member in industry organizations throughout her career. She is currently on the Americas Board of Directors of the Hospitality Sales & Marketing Association International (HSMAI), and also serves on the Board of the HSMAI Foundation. She served two terms as president and two terms as vice president of the Hotel Electronic Distribution Network Association (HEDNA), and she was a founding member of the Open Travel Alliance (OTA) and served two terms on their board of directors as treasurer.

Ms. Woodley is a graduate of the Cornell University School of Hotel Administration.

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

Ms. Woodley can be contacted at +1 312-238-9880 or MWoodley@preferredhotels.com

Coming up in June 2020...

Sales & Marketing: Technology Rules

It is impossible for any hotel to develop an effective sales and marketing plan that doesn't include a wide-ranging digital strategy. Online platforms have impacted virtually every aspect of their business, due to major changes in how Internet users research, plan, and book their hotel visits. As a result, a successful plan includes generating traffic through the use of a hotel website, social media, email and a myriad of other digital marketing technologies. One such strategy uses data collection and automation technology to create personalized content to individual customers. The goal of personalization marketing is to engage potential customers by communicating with them as individuals - to establish a more personal relationship - as a way of encouraging them to visit a property. Video marketing is also extremely important. Showing someone authentic video from a specific location is immersive and engaging, and video is still the preferred way for customers to interact with a hotel brand. Voice and Visual Search are increasingly in demand, as consumers are moving away from typing queries into a search engine. Instead, they can simply speak their request into their phone, and find and book a hotel without ever typing a word. Similarly, other platforms allow consumers to search visually for almost any image, and find out pricing information, shopping comparisons and how-to-buy - all from the app. The adoption of Artificial Intelligence is also becoming popular. The ability of chatbots to answer simple questions or fulfill requests 24/7 is undeniably appealing. In addition, A.I. seems best positioned to qualify leads that can be later nurtured and closed by a human sales expert - all at a fraction of the cost of a traditional support team. The June Hotel Business Review will examine how some sales and marketing professionals are integrating these innovative technologies into their operations.