Mr. Seddon

Tom Seddon

Chief Marketing Officer

Extended Stay America

Tom Seddon currently serves as the chief marketing officer for Extended Stay America – a category leader with the largest distribution of owned and operated extended-stay hotels in the country. Appointed in April 2012, Seddon’s responsibilities include sales, marketing, E-commerce and revenue management for the 629-property portfolio.

Prior to joining Extended Stay America, Mr. Seddon spent nearly 15 years with Intercontinental Hotels Group (IHG), whose $19 billion global portfolio includes the Intercontinental®, Crowne Plaza®, Holiday Inn®, Holiday Inn Express®, Staybridge Suites®, Candlewood Suites® and Hotel Indigo® brands. Quickly rising in the company, he served most recently as chief marketing officer from 2007-11, managing a $1 billion expense budget.

During his tenure, Mr. Seddon had a track record of improving operational efficiency and effectiveness, including leading part of IHG’s restructuring in 2003, reducing operating costs 30 percent as well as many other initiatives such as cutting call center operating costs in half. He has a consistent record of driving outperformance versus the competitor set for brands he’s managed. He is recognized throughout the lodging industry for successfully re-launching the Holiday Inn® brand globally with improved facilities and service levels, developing the Holiday Inn Express® “Stay Smart” campaign and doubling the size of the company’s loyalty program.

From 2004-2007 Mr. Seddon was chief executive officer of the Subway Franchisee Advertising Fund Trust, an autonomous organization created to provide marketing and advertising globally for the $8 billion business. Reporting directly to a 14-member board of elected franchisees, he oversaw all worldwide marketing activity designed to build sales and revenue, and sustain performance. In this role, he developed “Fresh Fit,” the first ever AHA-endorsed QSR meal.

In addition to Mr. Seddon’s hospitality marketing and general management experience, he has also participated extensively in government affairs activity such as the AHLA Legislative Action Summit, White House Obesity Summit, and serving as a panelist on the FTC Panel on Best Practices in Data Privacy.

Mr. Seddon received his Bachelor’s Degree in Electrical and Electronic Engineering with honors, and a Masters of Engineering from the University of Bath, UK. He currently lives in Charlotte, N.C., with his wife and two children.

Mr. Seddon can be contacted at 980-345-1621 or tseddon@extendedstay.com

Coming Up In The August Online Hotel Business Review




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Feature Focus
Food & Beverage: Multiplicity and Diversity are Key
The challenge for hotel food and beverage operations is to serve the personal tastes and needs of an increasingly diverse population and, at the same time, to keep up with ever-evolving industry trends. In order to accomplish this, restaurateurs and hoteliers have to flex their creative muscles and pull out all the stops to satisfy their various audiences. One way to achieve this is to utilize existing food spaces in multiple ways at different times of the day. Lunch can be casual and fast, while dinnertime can be more formal and slower paced. The same restaurant can offer counter service by day but provide table service by night, with a completely different menu and atmosphere. Changes in music, lighting, uniforms and tabletop design contribute to its transformation. This multi- purpose approach seeks to meet the dining needs of guests as they change throughout the day. Today’s restaurants also have to go to great lengths to fulfill all the diverse dietary preferences of their guests. The popularity of plant-based, paleo, vegan, and gluten and allergen-free diets means that traditional menus must evolve from protein-heavy, carb-loaded offerings to those featuring more vegetables and legumes. Chefs are doing creative things with vegetables, such as experimenting with global cuisines or incorporating new vegetable hybrids into their dishes. Another trend is an emphasis on bold and creative flavors. From chili oil to sriracha to spicy maple syrup, entrees, desserts and beverages are all being enhanced with spice and heat. The August issue of the Hotel Business Review will document the trends and challenges in the food and beverage sector, and report on what some leading hotels are doing to enhance this area of their business.