Ms. Flax Mars

Sharon Flax Mars

Director of Tourism

British Virgin Islands Tourist Board

Veteran tourism professional Sharon Flax-Mars is the Director of Tourism for the British Virgin Islands Tourist Board, a statutory body serving as the guiding unit for the development, marketing and promotion of the destination’s image and tourism product.

Sharon Flax-Mars’ confirmation to one of the Government’s top economic pillars is characteristic of her 30 plus years of experience garnered from working in diversified posts within the tourism industry in the British Virgin Islands, the Caribbean region and the United States.

Over the course of the past three decades she has utilized her knowledge and verve to successfully navigate her career path to the most pivotal of positions within the hospitality and tourism sector.

Ms. Mars has achieved notable accomplishments as the Director of Tourism that have been instrumental in strengthening and developing partnerships within the tourism sector regionally and internationally. Her portfolio includes sustainable and economic development initiatives along with the teaching and implementation of green practices for the accommodations sector; industry training and varied interactive tourism education programes for youth interested in hospitality, culinary and tourism careers; BVI membership in the International Institute for Peace; the negotiation of an Air Services Agreement with VI Airlink for direct air service between BVI and Antigua; the successful launch of Anegada Lobster Festival, a major food event on Anegada, which brought an influx of 1000 plus visitors to Anegada over a three-day period; the establishment of guest service greeter kiosks in St. Thomas Cyril E. King Airport and Wymoth L. Blyden Marine Terminal to assist travelers heading to the BVI; the formation of the Territory’s first public relations representation in Latin America was to lure the growing market of travelers from Brazil, Argentina and Chile; as well as other inroads through the Tourist Board.

Ms. Mars’ foundation in tourism began at an early age under the tutelage of her parents who owned Fischer’s Cove, one of the first indigenously owned hotel properties in the British Virgin Islands. Coupled with her posts at the infamous Windows of the World, American Eagle, and Rosewood Little Dix Bay, these experiences provided great insight into the functions and operations of the vivid hospitality and tourism for which she would eventually be at the helm. Her affable demeanor, and her ability to identify with the numerous roles that are pivotal to motivating a team of varied professionals is evident in collective manner by which she leads.

Ms. Mars holds a bachelor of science (B.S.) in hotel administration with a concentration in tourism development from the University of Nevada, Las Vegas. She obtained management training from luxury hoteliers in Mexico, the United States and London, U.K.

Ms. Flax Mars can be contacted at 284-494-4482 Ext 227 or sflax-mars@bvitourism.com

Coming Up In The October Online Hotel Business Review




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Feature Focus
Revenue Management: Technology and Big Data
Like most businesses, hotels are relying on technology and data to drive almost every area of their operations, but perhaps this is especially true for hotel Revenue Managers. There has been an explosion of technology tools which generate a mountain of data – all in an effort to generate profitable pricing strategies. It falls to Revenue Managers to determine which tools best support their operations and then to integrate them efficiently into their existing systems. Customer Relationship Management, Enterprise Resource Planning, and Online Reputation Management software are basic tools; others include channel managers, benchmark reports, rate shopping tools and review systems, to name a few. The benefits of technology tools which automate large segments of a Revenue Manager’s business are enormous. Freed from the time-consuming process of manual data entry, and having more accurate data available, allows Revenue Managers to focus on analysis, strategies and longer-term decision-making. Still, for most hotels, the amount of data that these tools generate can be overwhelming and so another challenge is to figure out how to effectively utilize it. Not surprisingly, there are some new tech tools that can help to do exactly that. There are cloud-based analytics tools that provide a comprehensive overview of hotel data on powerful, intuitive dashboards. The goal is to generate a clear picture, at any moment in time, of where your hotel is at in terms of the essentials – from benchmarking to pricing to performance – bringing all the disparate streams of data into one collated dashboard. Another goal is to eliminate any data discrepancies between finance systems, PMS, CRM and forecasting systems. The October issue of the Hotel Business Review will address all these important developments and document how some leading hotels are executing their revenue management strategies.