NEW FREEDOM, PA —Hotel sales and marketing veteran Lovell Casiero has formed FLC Business Consulting, Inc. (FLC), which will focus on hotel revenue enhancement. The company will provide strategic and senior-level hotel sales and marketing expertise to hotel owners, REITs, private investment firms and management companies.
“Typically, only the very largest hotel owners, investors, management companies and asset management firms have the cost structure and scale to have an on-staff, C-level executive to provide the strategic input for revenue enhancement and these organizations often seek an outside expert’s fresh perspective. Most midsize and smaller firms require that expertise only at particular times during the hotel ownership cycle,” said Casiero, who will take on the role of president. “There are numerous firms involved in revenue management, or putting ‘heads in beds,’ but less than a handful that specialize in all things revenue related—the sales and marketing strategy, positioning, market analysis and planning required to capture and maximize the right mix of business. Our firm is structured to supply the critical analysis, planning and experience required either on a short-term or retainer basis.”
According to FLC, it will provide a full array of revenue analysis services, including due diligence for acquisition, troubleshooting, positioning, oversight of brand conversion, business plan preparation, market analysis, sales and marketing staff evaluation, sales training and other critical services related to improving hotel profitability by driving the top line. In addition, the firm has a network of experienced suppliers, ranging from website design to revenue management programs, branding and public relations. FLC has in-depth relations with all the premier brand families including Hilton, Starwood, Marriott, IHG and Choice.
Casiero’s 25-plus years of hospitality sales and marketing background includes oversight of all aspects of revenue enhancement, direct sales, marketing, PR, revenue management, digital marketing and global sales. She previously was EVP of sales & marketing for Crescent Hotels & Resorts.
Casiero also held senior-level sales and marketing positions with Interstate Hotels & Resorts and HEI Hotels & Resorts. Prior to entering the hotel industry, she was president of the Christian Correspondence Church and was founder of Caribbean Missions, a philanthropic organization providing aid to Haiti, Jamaica and other Caribbean Islands.
Casiero is a member of the advisory boards of Starwood Hotels & Resorts Sales & Marketing and HSMAI Sales & Marketing. She is a former member of the Interstate Hotels & Resorts Food & Beverage Board, the Hellenic Center Board, the Benice Agency and the Lovejoy Agency.