News for the Hospitality Executive
Veteran Hospitality Executive Forms Hotel Wise Man
Unveils New Product Designed to Bolster Sales, Marketing Efforts
NEWPORT BEACH, Calif. -- November 8, 2007 - Michael R. Donahue, a seasoned hospitality industry professional with three decades of senior level experience, has launched Hotel Wise Man (HotelWiseMan.com), rolling out the new firm's first product - a web delivered sales performance audit which examines the overall health and effectiveness of a hotel's sales and marketing department.
Donahue -- who has overseen sales and marketing programs at some of the nation's top resorts, including the La Costa Resort, the Arizona Biltmore and the Grand Wailea Resort -- was most recently vice president of sales and marketing for The Irvine Company's Resort Properties Division, a luxury resort and country club developer and manager headquartered in Newport Beach, Calif. During his tenure at The Irvine Company, he helped develop positioning strategies for The Resort at Pelican Hill, a luxury hotel development in Newport Beach, and also successfully repositioned The Island Hotel, Newport Beach, following its transition from a Four Seasons property to an independently managed brand.
Called The PAR (Performance Assessment Review) Report, Hotel Wise Man's new product is a comprehensive sales performance assessment which “gives hoteliers and asset managers a benchmark standard to determine precisely what's transpiring in their sales and marketing department,” Donahue explains. Designed to isolate and assess performance in key result areas of a hotel, the product will “help implement the focus needed to achieve long term long-term sales and marketing goals,” something Donahue says is not always an easy feat.
“There is not a simple answer to the question 'what is going on in my sales department?” he says. “Beyond direct sales, hotel marketing is not easily understood and is fast paced, multi-faceted and highly competitive. For anyone hoping to jump start their sales outreach - which includes banquets, group sales and convention services -- Hotel Wise Man is a comprehensive resource center to get started.”
Simple and easy to employ, the report takes two to three hours to complete and consists of 40 key result areas - such as overall rooms sales, revenue management and ancillary markets including weddings and local catering -- with 261 line items that address specific details that should be found in the sales department. The report is also available in a select service edition, for properties with smaller food/beverage and meeting/event facilities, yet with all of the features, benefits and functionality of the full service version.
The completed assessment results in a concise and simple score for each category - Hotel Wise Man will calculate the math, and translate the results in an easy to read format. In addition, a more comprehensive follow up process includes an evaluation and expert guidance on “what to do next.”
This comprehensive, step-by-step assessment took Donahue months of meticulous research and planning to complete. Not surprisingly, hotel executives have already reaped its many benefits. Eric Prevette, CEO of Unique Hotels and Resorts says, “the Hotel Wise Man approach to hotel and resort marketing is terrific. The advice and guidelines are right on the money.”
According to Donahue, in addition to offering The PAR Report, his company will serve as a helpful resource -- offering specific strategic tools and advice in challenging areas including marketing plan consultation/development, brand strategy and research, technology evaluation and revenue management -- for hotel executives and asset managers at the property, regional and corporate levels. With a focus on providing the tools that work, Hotel Wise Man services individual properties, management companies, independents and multi-national chains. The bottom line? “It's a challenge to find reliable, competent help in the sales and marketing arena,” says Donahue. “We offer tangible results, along with a solid, proven track record.”
With more than 30 years of successful senior executive hospitality management experience in strategic sales, marketing, electronic distribution, branding, development and e-commerce initiatives, Donahue has also served as vice president of marketing for KSL Resorts; as senior vice president and as chief marketing officer for Pegasus Solutions, the industry leader in electronic distribution services and as vice president of marketing and development for Chicago-based Lane Hospitality.
He has served on the board of directors of the Hospitality Sales and Marketing Association International (HSMAI) as well as on the marketing steering committee of the American Hospitality and Lodging Association (AH&LA).
In addition to Donahue's expertise, Hotel Wise Man has an advisory board
comprised of industry leaders and veteran hoteliers, among them Terry Petty,
former executive vice president of operations of North American lodging
for Marriott Hotels & Resorts; Chad Bustos, senior director of marketing
technology for The Irvine Company; Tom Kempton, CEO, the Kempton Group
and Eric Prevette: CEO, Unique Hotels & Resorts.
For more information, please visit www.hotelwiseman.com or call 949-679-9709.
Hotel Wise Man
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