What ’ s hot :
From the evolution oF oeh to Fast-tracking scandic , these global leaders must exhibit a knack For transForming their organizations .
by JEff WEinSTEin , EdiTOr in cHiEf
Ralph aRuzza chief sales and marketing officer , orient-express hotels , london
The man charged with implementing a new brand strategy after the luxury player ended its license agreement to use the Orient-Express umbrella will focus on building luxury hotel brand Belmond via new website platforms , re-engineered customer relationship management tools and the company ’ s first largescale print and online media advertising campaign .
The big goal is to help consumers connect the dots between individual properties , stimulate increased stays and grow revenue . A cohesive brand strategy also is expected to drive development and third-party management opportunities .
“ The travel trade , in particular , has been asking us to take a stronger brand approach , as it makes it much easier for them to sell our products , and our guests appreciate the fact that they will be recognized by the brand for their loyalty ,” Aruzza says . lionel Benjamin director of hotels , topland group , london
After acquiring the 12-hotel Menzies portfolio from administration for £ 85 million ( US $ 141 million ) cash , Benjamin was brought in to grow Topland ’ s portfolio , with some reports suggesting it could reach £ 1 billion ( US $ 1.7 billion ) in value .
The growth will remain U . K . -centric , but the group has been looking at deals in locales such as New York , Miami and Paris . With the acquisition of the Royal Crescent , the group is considering creating a collection of luxury assets , perhaps by acquiring and converting commercial space .
“ The strategy is very doable within the organization ,” Benjamin says . “ There is a good dynamic here — forward-thinking with fast decision-making .”
24 HOTELS June 2014 www . hotelsmag . com