Preferred Invests in a Chief Revenue Officer
Cheryl Williams, formerly with Highgate, will drive revenue to Preferred hotels globally as they recover from the pandemic setback. Photo: Preferred Hotels & Resorts
February 4, 2022
Preferred Hotels & Resorts has hired a chief revenue officer for the first time as part of its management team.
Cheryl Williams, formerly regional vice president of sales & marketing in Hawaii for Highgate, will work with department and regional leaders to drive revenue to Preferred hotels globally as they recover from the pandemic setback.
Reporting to the company’s president, Michelle Woodley, Williams will oversee and fine-tune the group’s sales, revenue optimization, marketing, e-commerce, loyalty, distribution, events and customer relations teams.
Woodley told Hotels-Asia that these teams have been championing and executing initiatives that drive revenue to members, but the newly created position is needed to enhance those efforts and ensure that teams are “rowing in the same direction”.
“As the industry moves forward, we continue to see the convergence of all revenue generating areas, and so an alignment of our sales, marketing and revenue optimization teams is critical for maximum revenue generation,” Woodley said.
Preferred has more than 700 hotels, resorts and residences across 80 countries in its portfolio.
Williams isn’t a stranger to Preferred. One of Highgate’s properties in Hawaii, the Alohilani Resort Waikiki Beach, is a member of the Preferred’s Lifestyle Collection.
She has also held sales and marketing leadership positions at Starwood Hotels & Resorts Worldwide, including leading new business efforts in Brazil, Russia, India and China.