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 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.