Editorial Board   Guest Author

Mr. Mills

Scott A. Mills

General Manager, The Beverly Garland

Scott A. Mills is a second-generation hotelier with more than 25 years of hospitality experience. Mr. Mills brings a vast resume of hotel and restaurant management and deep roots in the Los Angeles area to The Beverly Garland. In this role, Mr. Mills leads the re-brand to The Garland and $20 million dollar renovation of the iconic North Hollywood hotel, which is set to debut summer 2014. Mr. Mills' impressive resume in the hospitality industry makes him an asset to The Beverly Garland team. Throughout his experience in the industry, from directing food and beverage concepts to managing general operations and guest experiences, Mr. Mills has successfully overseen numerous hotel and restaurant launches, re-openings, renovations and complete rebrands. Mr. Mills' career began shortly after he graduated with a Bachelor of Science Degree in Hotel Administration from the William F. Harrah College at University of Nevada, Las Vegas. His first hotel management position was at the marquee Four Seasons Hotel Los Angeles at Beverly Hills, where he held numerous leadership roles that lead to nearly eleven years of promotions at four properties in the Four Seasons brand. Since then, Mr. Mills has been at the forefront of several hospitality operations including his role as assistant director of food and beverage at the Four Seasons Resort and Club in Dallas and at the The Beverly Wilshire, a Four Seasons Hotel, where he re-launched the property's signature restaurant, THEBlvd. As opening director of food and beverage at the Four Seasons Hotel Silicon Valley, the brand's first boutique-styled property launch, Mr. Mills was responsible for the launch of local favorite Quattro Restaurant and Bar. Later, Mr. Mills worked as general manager at the iconic boutique Avalon Beverly Hills, a Viceroy Hotel, where he was responsible for the re-concept and launch of the property's Oliverio restaurant, which replaced the former blue on blue concept. Mr. Mills also spearheaded the complete renovation and re-positioning of the Chamberlain West Hollywood, a Viceroy Hotel, in Los Angeles and was most recently vice president of hospitality operations for The Siegel Group in Las Vegas, which included managing all aspects of the group's portfolio of four hotels and the corporate office.

Mr. Mills can be contacted at 818-980-8000 or smills@beverlygarland.com

Coming up in June 2018...

Sales & Marketing: Opinions Matter

Hotel Sales and Marketing Directors manage a complex mix of strategies to attract and convert customers into guests. Part of their expertise includes an awareness of customer behavior during the reservation process, so they can make sure their hotel is favorably positioned. One such trend is the growing popularity of travel review sites. According to one recent survey, 61% of prospective customers consult online reviews in order to validate information about the hotel before making a purchasing decision. Another survey found that the average hotel customer reads between 6-12 reviews across 4-10 properties before making a final decision on where to stay. Similarly, other studies have shown that consumer reviews are a more trusted source of information for prospective customers than other kinds of marketing messaging. In fact, reviews are often considered to be as influential as price regarding whether a customer decides to complete a purchase or not. Plus, travel sites with the most reviews - including recent reviews from satisfied customers and thoughtful responses from staff - were also found to be the most appealing. So having positive reviews on a travel website is essential and can help to increase a hotel's conversion rates dramatically. Of course, there are all kinds of additional marketing strategies for sales and marketing directors to consider - the importance of video and the emergence of live streaming; the implementation of voice search; the proliferation of travel bots; and the development of Instagram as an e-commerce platform. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.