Hotel Online  Special Report



 Tom Griffiths, Former Carlson Hotels Executive, Brings
New Vision, Infrastructure to SRS-WORLDHOTELS


NEW YORK – (January 16, 2004) – Energized by its new leadership’s commitment to rapidly expand throughout North and South America, SRS-WORLDHOTELS, the Americas is quickly transitioning away from being a fledgling organization of a year ago, and moving toward becoming a leader in the independent hotel sales, marketing and distribution industry.

While the early chapters of SRS-WORLDHOTELS’ rebirth continue to unfold, the newly defined infrastructure, business process and member support services created by Tom Griffiths, vice president-the Americas, are in place and serve as the basic building blocks needed to grow all aspects of the organization.

Griffiths is a former Carlson Hotels executive with more than 25 years experience in hospitality sales, marketing, franchise support services and development.  He is responsible for the overall management, operations and growth of SRS-WORLDHOTELS throughout the U.S., Canada and Latin America – and serves as the key architect in the organization’s redesign.

“When I accepted this position, I carefully audited the situation and developed a plan that was very straight forward,” says Griffiths.  “It was to create an infrastructure that could drive growth at the corporate level, increase sales, and offer our members the types of services and systems they need to generate as much revenue as possible at the property level.”

To accomplish this, Griffiths says he had to make tough decisions about how his new development, sales and membership services teams would be geographically aligned to reach their newly established goals.

“Our current portfolio includes 48 hotels in the Americas,” said Griffiths.  “Our goal is to have 150 three-, four- and five-star quality members in large markets by the end of 2006.  While this number may seem aggressive, I believe it can be done with the right people in the right markets focused on doing the right things.  We’ve added two new development offices serving the Midwest and Southeast regions of the U.S.  These locations will work in tandem with the existing offices in New York and Buenos Aires.”

Griffiths went on to say that the Americas’ sales team is also strategically located in seven offices throughout North and Latin America, and are focused on increasing customer share and revenue by selling member hotels to key corporate, group and travel management segments. 

“Our rally cry for sales is to ‘Sell More Rooms; Have More Fun,’” says Griffiths.  “While it’s important to maintain a high level of professionalism – I see no reason why we can’t have fun and keep things interesting in the process.” 

To lead the sales effort, Griffiths appointed Shirley Perezic to senior director of sales.  With more than 17 years of industry experience, she is responsible for the overall management of the North American sales team, calling on key corporate, consortia and group accounts.  In addition, Griffiths added a new sales region based in Dallas, Texas, that includes Arizona, Colorado, Missouri, Texas and nine other southwestern states.

Also redefined is the company’s membership services team.  Primarily focused on revenue consultation, training and sales and marketing program utilization, this group is responsible for helping member hotels leverage SRS-WORLDHOTELS systems to generate as much revenue as possible.

“As an organization whose reason for existence is to provide independent hoteliers with programs, systems and services to grow their businesses, it was obvious we needed to bolster our member services team, enhance our programs and systems, and provide better counsel for how members can increase room nights and revenue at their properties,” says Griffiths.  “In the coming year, our existing members will see a marked difference on a number of levels.  Specifically, in the number and quality of our marketing programs, business partnerships, opportunities for public relations and increased brand awareness, enhanced travel agent relationships, increased connectivity and reservations delivery, overall sales energy, as well as improved counsel on operational issues and employee training. 

“It’s an exciting time to be a part of SRS-WORLDHOTELS Americas’ team.  I’m looking forward to working with our existing members and welcoming new ones to charter this new course of success together,” adds Griffiths.

SRS-WORLDHOTELS is a hotel sales, marketing and distribution organizations. This progressive and steadily expanding corporation represents over 450 member properties in 65 countries spanning all continents. Unique in its approach, SRS-WORLDHOTELS meets the requirements of business travelers and vacationers alike by providing three different hotel categories: the exclusive Deluxe Collection, the First Class Collection, ideal for the discerning guest, and the Comfort Collection, renowned for offering excellent value for money. 

Steigenberger Reservation Service GmbH & Co. KG
Lyoner Str. 40, D-60528 Frankfurt am Main
Tel: +49 / 69 / 665 64 05
Fax: +49 / 69 / 665 64 412
Also See: Bertelsmann AG Secures the remaining 30% of TRUST International from SRS-WORLDHOTELS; Will Further Develop Reservation and Distribution Service Market for the Hospitality Industry / Jan 2001
SRS-WORLDHOTELS Appoints Four New Directors of Sales / Dec 2000

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