Benchmark Appoints Karin Seavey Director of National Accounts

. October 14, 2008

HOUSTON, TX, September 22, 2006. Benchmark Hospitality International has appointed Karin Seavey to the position of director of national accounts. Jack Schmidt, chief marketing officer, made the announcement. Ms. Seavey is based in the Philadelphia area.

"Karin is a seasoned professional in national sales with a vast network of contacts," said Mr. Schmidt. "We look forward to her active participation in Benchmark's new business development programming."

Ms. Seavey was previously senior account executive with Marriott International in the Territory Sales Division. While there she was responsible for generating new group business opportunities for all Marriott brands, including Marriott, Renaissance and Ritz Carlton Hotels and Resorts globally. She has served as director of national accounts for Boca Raton Resort & Club and director of strategic accounts for LXR Luxury Resorts.

Prior to this she was senior sales manager for The Caribe Royale Resort and Convention Center in Orlando, Florida, where she received the President' Award for Sales Achievement.

When Seavey was employed in sales for Interstate Hotels at the Orlando Airport Marriott, she achieved Marriott's prestigious Chairman's Award and several Golden Eagle Awards within Interstate Hotels.

Karin Seavey attended Western State College of Gunnison, Colorado. She has also studied at the Estudio International Sampere, located in Madrid, Spain. She is an active member of Meeting Professionals International.

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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.