Marites Araneta

Starcrown Hotels is a family-run business with two London properties: Blakemore Hyde Park and Norfolk Towers Paddington. Both were fully refurbished, and I was brought in to support their transition from 3-star to 4-star status.

• Targeted local corporate clients and grew direct bookings, reducing reliance on OTAs from 80% of revenue.

Main Objectives:

• Reduce OTA business
• Grow direct bookings
• Increase Average Room Rate (ARR)
• Expand corporate account base
• Improve digital marketing strategy
• Support revenue management
• Develop restaurant marketing strategies to boost covers and local awareness
• Increase revenue from meetings and events

Key Responsibilities:

• Create marketing partnerships with online platforms and brands
• Develop online marketing and social media strategies
• Manage OTA partnerships, restructure rate plans and design sales strategies to improve ARR
• Work with digital marketing agencies to deliver effective PPC campaigns and increase direct business
• Collaborate with booking engine providers to optimise the booking process
• Source and manage corporate accounts
• Work with GDS providers to maximise consortia business and create strategies to drive bookings
• Attend sales trips and host familiarisation (FAM) trips
• Generate and convert enquiries for meetings and events
• Redesign hotel websites
• Support the F&B team in promoting menus via direct and third-party channels
• Use revenue management tools and support the Reservations Manager in setting rate strategies
• Delivered monthly performance reports to Managing Director and Owner, highlighting trends across all sales and marketing areas.

Key Achievements:

• Reduced OTA business by ~20%
• Doubled GDS revenue across both properties
• Grew website-generated revenue by ~70%
• Boosted income from meetings and events through focused marketing strategies.

I joined 6 months prior to launch as part of the pre-opening team.

The hotel opened in August 2012 with 111 bedrooms, 3 event spaces and a 60-seat restaurant.

• My role included advising on GDS and luxury brand partnerships, setting up OTA and FIT contracts, building a corporate client base and recruiting the sales team.
• Developed sales and marketing plan, advised on budget allocation, and oversaw departmental operations to ensure alignment with strategic goals.
• I reported monthly to the General Manager and Managing Director on performance and activity.
• Focused on growing international sales by travelling globally for at least 2 weeks each month during first 2 years, targeting key markets to drive revenue growth.

Responsibilities:

Executed tasks necessary for pre-opening preparations.

• Research and select suitable GDS and representation partners
• Negotiate and establish OTA contracts
• Collaborate with branding agencies to define brand identity
• Appoint and work with PR agencies to set pre- and post-launch objectives
• Develop social media content and strategy alongside PR partners
• Oversee website and blog design
• Create the sales and marketing plan
• Manage relationships with digital marketing agencies; plan PPC, seasonal campaigns and budget allocation
• Work with Revenue Managers to develop rate structures and strategies
• Support recruitment of key staff
• Build partnerships with luxury brands and design cross-marketing opportunities
• Attend industry networking events

After Opening:

• Responded to customer queries to provide information regarding product specifications and uses, delivering smooth and positive communication.
• Implement the sales and marketing plan
• Recruit and develop the sales team
• Prepare and manage corporate contracts
• Attend local and international sales trips
• Grow business from target international markets
• Coordinate sales support from JG Collection and collaborate on sales trips and FAM events
• Compile monthly performance reports
• Oversee team performance against targets and budgets
• Monitor PR and social media activity delivered by external agencies
• Guide digital marketing activity
• Source new business opportunities
• Manage corporate and travel agent accounts

Key Achievements:

• Consistently met or exceeded annual budget targets
• Secured corporate accounts generating over £400k per year
• Increased US leisure business by 22%, contributing significantly to overall revenue.
• Reduced OTA share by ~15%, shifting volume to direct channels

This was a new luxury boutique hotel in London’s SW1 area, officially opening on 8 August 2011.

Collaborated with pre-opening team to drive PR, online marketing, and local brand awareness initiatives.

Responsibilities:

Conducted activities prior to opening:

• Create and implement a social media plan
• Organise PR activity
• Research and select GDS partners
• Oversee website and blog design
• Developed long-term marketing strategy to position hotel effectively within luxury market.
• Assisted in recruitment of staff members.
• Identify potential representation partners
• Attend networking events
• Design rate structures and strategies
• Identified and sourced potential suppliers for operations.

Managed tasks after opening:

• Implement the sales and marketing plan
• Secure OTA contracts
• Recruit and manage the sales and marketing team
• Coordinate PR activity
• Liaise with representation partners on a monthly basis
• Prepare and submit monthly reports to owners
• Oversee PPC campaigns and monitor SEO performance
• Source new business
• Manage corporate accounts

Achieved key milestones, including building corporate business to 15% of total revenue and securing ~40% of bookings directly via website.

• Built corporate business to 15% of total revenue
• Achieved ~40% of bookings directly via the website
• Established a strong presence across all major social media channels

Reason for leaving: Offered the Director of Sales & Marketing role for the pre-opening of The Ampersand Hotel.

Assisted in launching Elect Club Classic for members aged 40+.

Developed quarterly marketing plans to promote new division.

• Organised PR activities to enhance brand visibility.
• Increased membership sales through targeted strategies.
• Supported in building strategic partnerships to drive growth.
• Updated website to improve user experience.
• Created newsletters and communications for members.
• Conducted research to identify business development opportunities.

Planeat World Food was a newly launched corporate and residential catering company.

I was responsible for building its brand and commercial presence.

Responsibilities:

• Brand development
• Established partnerships with corporate clients to expand business opportunities.
• Manage third-party digital partnerships
• Design marketing materials
• Build online presence
• Increase revenue from local corporate clients
• Reason for leaving: Contract completion.
• Planeat World Food was a newly launched corporate and residential catering company.

The Hemple was one of the first design led hotels in London.

Led team of 4 executives (2 in hotel sales, 2 in event sales) to drive revenue, manage strategy, and enhance hotel profile.

Responsibilities:

• Analyse market data and trends to optimise yield and revenue
• Prepare annual budgets for revenue-generating areas in collaboration with the Revenue Manager and MD
• Identify and develop new national and international business opportunities
• Set and negotiate rates, and ensure efficient management of the GDS
• Monitor competitor activity to maintain market advantage
• Promoted hotel through networking, PR events, and FAM trips, increasing visibility and engagement with potential clients.
• Managed key accounts to maximise revenue opportunities and strengthen client relationships.
• Oversee website development and performance

Key Achievements:

• Grew direct corporate business from 6% to 22% of total revenue
• Increased occupancy from ~60% to ~88%
• Secured contracts for major events including London Fashion Week and VMA after-parties
• Grew US market business by ~20%

References available from Mr Michael McBride, Managing Director.

Developed commercial strategy, established partnerships, and increased revenue across two properties.

Responsibilities:

• Designed and implemented a new sales strategy, approved by the Board of Directors
• Led the introduction of the Goldmine sales management system
• Built corporate and FIT wholesaler partnerships – prior to this, the business relied almost entirely on individual guests, walk-ins and just 5 wholesalers
• Developed a rate matrix for all market segments
• Created and promoted targeted special offers, collaborating with Revenue Manager to drive customer engagement.
• Managed communication campaigns, including bi-weekly emails to corporate clients and regular updates to trade partners
• Launched a quarterly newsletter
• Identified and pursued new leads across all market segments, negotiating competitive rates to expand client base.
• Implemented initiatives to generate new enquiries (e.g. business card prize draws)
• Conducted market research and outreach
• Attended trade shows, hosted client events and FAM trips
• Maintained contact with key accounts every 2 months
• Delivered presentations to corporate clients and travel agents
• Attended bi-weekly meetings with the Board

Key Achievements:

• Recruited and led a sales team of 3
• Increased revenue from key accounts by 8–12% year‑on‑year
• Expanded wholesaler network.
• Secured 30+ new corporate accounts with major organisations