The Garden Court Hotel Palo Alto Appoints Connie Villeta as New Director of Sales and Marketing

USA, Palo Alto, California. June 05, 2019

The Garden Court Hotel in downtown Palo Alto introduces Connie Villeta, an established sales and management professional, as the new Director of Sales and Marketing. Villeta, a 15 year veteran of California's hospitality industry, will use her experience to raise the hotel's awareness regionally and nationally. In her new role, Villeta will guide the property's day-to-day and long term sales and marketing goals along with overseeing the public relations and social media efforts.

"We know Connie Villeta will be a key player in achieving strong sales and marketing growth at the Garden Court," said Jan Henningsen, representative of the HotelCrafters, the management company operating the hotel. "Her industry and management experience, along with her willingness to work as a team with our employees will further our hotel's success in the region," said Henningsen.

Villeta brings strong West Coast and Northern California based hospitality knowledge with her to the Garden Court. Most recently she was the Western Regional Sales Manager with Hilton Worldwide where she cross-sold for 20 hotels with in the area and helped to maximize revenue for those properties. Prior, she was the Director of Business Travel Sales at the Crowne Plaza San Francisco Airport. She has also worked in director of sales positions for Larkspur Hotels and Restaurants in Milpitas and the Hilton Garden Inn in South San Francisco.

"I'm thrilled to have the opportunity to join the only luxury hotel in downtown Palo Alto known for its impeccable service," said Villeta. "I know this hotel is truly the best of the best and I am looking forward to building on its outstanding reputation."

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Revenue Management: Focus On Profit

Revenue Management is still a relatively new profession within hotel operations and as such, it continues to evolve. One significant trend in this area is a shift away from using revenue as the foundation to generate key performance indicators (KPIs) and to instead place the emphasis on profit. Traditionally, revenue managers have relied on total revenue per available room (TrevPAR) and revenue per available room (RevPAR) as the basis of their KPIs. Now, some revenue managers are using gross operating profit per available room (GOPPAR) as their primary KPI. This puts profit at the center of revenue management strategy, and managers are increasingly searching for new ways to increase the profitability of their hotels. Return on Investment is the objective of any hotel investment, so it is only logical that profitability and ROI will be emphasized going forward. Another trend is an expanded focus on direct hotel bookings. Revenue managers know that one way to increase profitability is to steer guests away from online travel agencies (OTAs) and book directly with the hotel. This tactic also reinforces brand identity and loyalty, and encourages repeat business. In addition, it provides a valuable platform to market the hotel directly to the customer, and to upsell room upgrades or other services to them. Another trend for revenue managers involves automation in their software programs. Revenue management systems with automation are far more desirable than those without it. Automating data entry and logistics increases efficiency, allowing managers to spend more time on formulating strategy. As a bonus, an automated system helps with aggregating and interpreting data. The October issue of the Hotel Business Review will address these developments and document how some leading hotels are executing their revenue management strategies.