Ms. Riesenhuber

Darci Riesenhuber

Director of Brand Culture & Internal Communications

Embassy Suites Hotels

Darci Riesenhuber joined Hilton Worldwide in August, 2011, assuming the role of director, brand culture and communication, for the Embassy Suites Hotels brand. In this capacity, she ensures that all components of the Embassy Suites brand’s hotel-level training and communications effectively deliver and instill the brand’s key philosophies, values and the Embassy Make A Difference culture. She leads development and implementation of all brand communication to hotels, reward & recognition efforts and manages all brand conferences.

Ms. Riesenhuber’s current focus is on developing an interactive, online community for hotel-level employees to share ideas and best practices. She is also working on a new team member orientation training program and developing a leadership mentoring program.

Ms. Riesenhuber has provided consulting and coaching to leaders in a variety of industries including hospitality, healthcare, financial, legal and manufacturing. Her past clients include UPS, where she brought a renewed sense of ownership, passion and creativity to a company-wide, internal sales initiative that generated a return on investment in excess of $3.7 million within one year as a result of a grassroots employee engagement effort.

Ms. Riesenhuber was also an organizational performance consultant and trainer for InterContinental Hotels Group (IHG). While there, she partnered with brand managers to design training and human resources strategies that ensured adoption and execution of their unique brand promises and personalities. She was also instrumental in creating the culture and customer service model for the launch of Hotel indigo, IHG’s first lifestyle hotel brand.

As a facilitator, she has engaged, inspired and guided leaders of profit and non-profit organizations to develop & communicate business strategies that give their stakeholders meaning and purpose. As a coach, she has helped individuals maximize their potential by clarifying their aspirations, discovering their passion and realizing their goals, both professionally and personally.

From an early age Ms. Riesenhuber learned to understand and appreciate different cultures. As a Navy “Brat” who was uprooted often during childhood, she gained a knack for adapting quickly to new situations. She is drawn to understanding what makes people “tick” and believes that while we are all unique, we share a fundamental need to belong, feel appreciated and to do work that matters. This philosophy informs her work.

Ms. Riesenhuber earned her BS at University of North Carolina and holds an MA in Organziational Management from the University of Phoenix. She also holds various training certifications, including Achieve Global, and is a Certified Corporate Coach. She loves animals, the outdoors and singing aloud while driving her Mini Cooper convertible.

Ms. Riesenhuber can be contacted at 703-883-5490 or darci.riesenhuber@hilton.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.