Mr. Scott

Lester Scott

Managing Director

Carillon Miami Beach

International hotelier Lester Scott refuses to settle for anything less than extraordinary. Which is perfect, because that’s exactly what Carillon Miami Beach needs – a leader who can extract every ounce of potential from an untapped North Beach property and create an unexpectedly exceptional product that rivals any on Miami Beach.

Before arriving in Miami, a place that he says truly feels like home to him, Mr. Scott spent the last 10 years with Capella Hotel Group, the luxury hotel management group founded by Mr. Scott’s mentor and dear friend, Mr. Hortz Schulze (the former President and CEO of Ritz-Carlton). Most recently, he oversaw $1 billion in hotel assets across five properties in China, while simultaneously assisting in the opening and development of new projects.

Now, as Managing Director of the 110 all-suite Carillon Miami Beach hotel and its 580 residences, Mr. Scott has taken the reigns to rebrand and reignite the fire underneath an iconic landmark that has populated Miami’s sands since 1958. He’s ready to re-define the meaning of “luxury,” a word that to him, has become ubiquitous with false exaggerations or sterile atmospheres. “Luxury,” he says, “should be intuitive, personalized and whatever the customer wants it to be. Anything else is not true luxury.”

Mr. Scott says that he was always destined for the hospitality business. Even as an inner-city kid from Missouri starting out in the housekeeping department at the Hyatt Regency, Kansas City, MO, he knew that this was his calling. Now, with a championed belt of Five-Star, Four-Diamond, top-rated properties on his resume, there’s no sign of slowing him down. Maybe only to catch a game of golf or to watch The Royals or Chiefs play. Otherwise, it’s full speed ahead as he carefully crafts his poised, emotion-evoking Carillon brand that, in due time, he’ll be replicating globally. Never a dull moment for Lester Scott.

Please visit http://www.carillon.com for more information.

Mr. Scott can be contacted at 866-800-3858 or lester.scott@carillon.com

Coming Up In The June Online Hotel Business Review




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Feature Focus
Sales & Marketing: Who Owns the Guest?
Hotels and OTAs are, by necessity, joined at the hip and locked in a symbiotic relationship that is uneasy at best. Hotels require the marketing presence that OTAs offer and of course, OTAs guest’s email when it sends guest information to a hotel, effectively allowing OTAs to maintain “ownership” of the guest. Without ready access to guest need hotel product to offer their online customers. But recently, several OTAs have decided to no longer share a data, hotels are severely constrained from marketing directly to a guest which allows them to capture repeat business – the lowest cost and highest value travelers. Hotels also require this data to effectively market to previous guests, so ownership of this data will be a significant factor as hotels and OTAs move forward. Another issue is the increasing shift to mobile travel bookings. Mobile will account for more than half of all online travel bookings next year, and 78.6% of them will use their smartphone to make those reservations. As a result, hotels must have a robust mobile marketing plan in place, which means responsive design, one-click booking, and location technology. Another important mobile marketing element is a “Click-to-Call” feature. According to a recent Google survey, 68% of hotel guests report that it is extremely/very important to be able to call a hotel during the purchase phase, and 58% are very likely to call a hotel if the capability is available in a smartphone search. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.