Hilton Garden Inn(R) Announces Promotions

Vice Presidents and Senior Directors of Hotel Performance Support

. October 14, 2008

BEVERLY HILLS, CA, September 25, 2006. Hilton Garden Inn(R), the award-winning mid-priced brand that is part of the Hilton Family of Hotels has announced the promotions of:

o Mark Nogal, vice president of hotel performance and sales support

o Jim Cone, vice president of marketing

o Alan Roberts, senior director of hotel performance support (Eastern US/Europe)

o Chris Wilroy, senior director of hotel performance support (Central and Western US/Asia)

"Hilton Garden Inn has established itself as a preferred hotel brand in the mid-priced segment that offers consistent services and amenities that both business and leisure travelers look for when away from home, like complimentary high speed Internet access and remote printing to the 24-hour business center," said Adrian Kurre, senior vice president - brand management, Hilton Garden Inn. "Mark Nogal, Jim Cone, Alan Roberts and Chris Wilroy bring extensive hospitality experience and leadership to the brand as we continue our rapid growth in North America and begin our expansion in Europe."

A 30-year veteran of the hospitality industry, Nogal was most recently the vice president of marketing and sales for Hilton Garden Inn and has been involved in the Hilton Garden Inn brand since it's re-launch in 1996. He started his career with Hilton Hotels Corporation at the Hilton New Orleans Airport in New Orleans, La., and then worked for Hyatt in various positions. He rejoined Hilton in 1987 as rooms division director for the Hilton hotels in Philadelphia, Pa., and Albany, NY and in 1989, Nogal became the regional director of marketing for the northeast regional office. He later served as director of franchise and product line marketing for Hilton Hotels Corporation from 1995 through 2000 and has since held the senior director of marketing position for the Hilton Garden Inn brand. Nogal's educational background includes hotel restaurant and tourism from the University of New Orleans and architecture from Louisiana State University in Baton Rouge, La.

Joining Hilton Hotels Corporation in May 2005 as the director of marketing for Hilton Garden Inn, Cone helped to increase brand awareness by developing marketing and advertising strategies and executing promotions and national advertising to drive and increase bookings and revenue. Prior to joining Hilton, Cone was the director of business development for Equity Marketing and an account director for Disc Marketing. In 1998, he served as the senior consultant for Ernst & Young LLP. Cone gained his hospitality experience, from 1988 to 1993, as the director of convention services for the Grand Hyatt New York in which he managed and ensured the execution of all group business. Cone held a variety of positions at the hotel that included: front office assistant manager, assistant executive housekeeper and hotel assistant manager. He graduated with a degree in hotel administration from Cornell University and holds an MBA in finance and marketing from the University of Southern California.

With more than 20 years of hospitality experience, Roberts was most recently the director of hotel performance support for Hilton Garden Inn overseeing the Mid-Atlantic Region since 2004. Prior to joining Hilton, Roberts worked for the Panos Hotel Group beginning in 2001 as the general manager of the Hilton Garden Inn Charlotte Uptown in NC, and ultimately held the position of Director of Operations where he was responsible for their 12 hotel portfolio. From 1994 to 2001, he held a variety of positions in hotels throughout Charlotte, NC that include: front office manager for the Omni Charlotte Hotel, director of sales for the Holiday Inn Executive Park and the front desk supervisor for the Radisson Plaza Hotel. Other hospitality experience includes the position of assistant general manager for the Embassy Suites Hotel in Williamsburg, Va., and serving as the front desk manager and sales manager for Comfort Suites in Ashville, NC. Roberts holds a degree in hospitality management from Appalachian State University in Boone, NC.

An eight-year Hilton employee, Wilroy was most recently the director of hotel performance support for the Central Southern Region for Hilton Garden Inn, a position held since 2005. He entered the hospitality industry in 1998 as the revenue strategy analyst for the Fontainebleau Hilton in Miami, Fla., and held a variety of positions with Hilton that include the director of revenue management position for the Hilton Charlotte & Towers and Doubletree Charlotte in Charlotte, NC. He was promoted in 2001 to the regional director of revenue management position for Hilton and Doubletree Hotels in the Southeast Region playing a key role in the development of the first revenue management program for full service franchised hotels. He joined the Hilton Garden Inn brand in 2003 as the director of revenue management. Wilroy graduated Cum Laude with a finance degree from Kennesaw State University, GA. He has completed a negotiation and decision making strategies course through the University of Chicago Graduate School of Business and is a graduate of the Hilton Revenue Management University.

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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.