Dario Gomez Named Director of Sales & Marketing at The Westin SouthCoast Plaza in Costa Mesa, California

USA, Costa Mesa, California. September 09, 2019

The Westin South Coast Plaza announces it has hired hospitality industry veteran Dario Gomez as Director of Sales and Marketing. Conveniently situated in Orange County's vibrant commercial and cultural center, The Westin South Coast Plaza has long been one of the area's most popular hotels for business and leisure travelers.

In his new role, Mr. Gomez will be responsible for the strategy and implementation of all sales and marketing initiatives for the iconic hotel, while overseeing a talented team of sales professionals.

Mr. Gomez brings over 30 years of experience with Marriott International to his new post, including serving as a Group Sales Leader in the Southwest Group Sales Office, and directly on property in various sales and operations roles at the Anaheim Marriott, Newport Beach Marriott Hotel and Spa, the New York Marriott Downtown and New York Marriott World Trade Center. Mr. Gomez is well acquainted with the Orange County market, as he was most recently Area Sales Leader for Orange County.

"We are delighted to welcome Dario aboard and are confident that his experience and leadership skills will assure the success of sales and marketing activities for our hotel," said Mike Hall, general manager of the Westin South Coast Plaza.

Understanding how important exercise, eating nutritious food and quality sleep are, The Westin has built the experience of its guests around six pillars of well-being. These are "feel well," "work well," "move well," "eat well," "sleep well" and "play well." They essentially tap into everything done inside the hotel, such as offering healthy eating options, the popular workout gear lending program and more. "At The Westin, our mission is to be a partner in our guest's well-being before, during and after their stay," said Mr. Hall.

The Westin South Coast Plaza is considered to be Orange County's landmark hotel and is the only premiere Westin property in the county and features 393 spacious guestrooms and 35,000 square feet of unique indoor and outdoor meeting space that can accommodate up to 600 participants banquet style. The unique Terrace Level offers a relaxing outdoor space ideal for wedding and gala events, plus an outdoor gazebo specifically designed for wedding ceremonies and themed events.

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Coming up in October 2019...

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.