Crestline Appoints Jeff Makhlouf GM

Hilton Garden Inn Arlington Courthouse Plaza

. October 14, 2008

SEPTEMBER 26, 2006. Crestline Hotels & Resorts was appointed as the management company for the property after its recent acquisition by Northridge Capital, LLC.

The hotel includes 189 guest rooms and 1,400 square feet of meeting space. It is less than two miles from Washington, DC and only five miles from Reagan International Airport. The hotel is one block to the METRO with direct links to The Smithsonian, Arlington National Cemetery and the Pentagon.

Mr. Makhlouf joins Crestline Hotels & Resorts from the Hilton Garden Inn Columbia, MD where he was general manager. He began his hospitality management career in 1993 and has held management positions at various Holiday Inn Hotels as well as with the Remington Hotel Corporation. His experience includes a strong emphasis in operations as well as sales and marketing.

Dave Durbin, President and CEO of Crestline Hotels & Resorts, says, "Jeff brings regional experience in managing quality hotels and will be an asset to the team as we strengthen this hotel's market position and service."

Mr. Makhlouf graduated Cum Laude from Towson University and is active in the hospitality industry. Mr. Makhlouf can be reached at: jeff.makhlouf@crestlinehotels.com.

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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.