Michelle Petersen

Commercial Sales Consultant | Ennismore (part of Accor Group)
Focus: Key London Lifestyle Hotels

Provided strategic commercial consulting across Ennismore’s flagship London lifestyle hotels, operating under the Accor umbrella.

Morgans Originals – Sanderson & St Martins Lane:

Led the development of integrated commercial strategies encompassing Revenue Management, Sales, and Marketing.

Restructured commercial teams: defined new team structures, led recruitment, and implemented targeted training programs.

Oversaw the transition to Accor’s TARS platform, aligning systems and teams with the global Accor sales framework.

KPI's for Q1 2025 achieved - the only properties within the region to exceed targets. in key segments.

Mondrian Shoreditch:

Successfully integrated the property into a multi-property regional sales and events structure.

Defined and executed hotel strategy, achieving key performance indicators (KPIs).

Managed operational closure and oversaw the transition of ownership.

Hyde London City:

Acted as mentor to the Head of Sales during the pre-opening phase and initial four months of operations.

Guided strategic planning to meet ownership expectations, including budget development and presentation processes.

• A member of the Commercial team overseeing The Kensington, The Marylebone and The Bloomsbury hotels in London, responsible for driving revenues exceeding £60 million.
• Successfully built a multi-property Sales and Events team, following a complete re-structure of the commercial units.
• Set standards and established structure for the teams under my purview.
• Developed a sales and marketing plan to support the strategic change in segment mix for each of the three properties.
• Collaborated closely with the marketing team, actively developing collateral and digital assets, as well as engage with B2B and B2C audiences on a regular basis, ensuring that our messaging and materials effectively target our desired customer segments and ultimately drive revenue growth.
• Manage and coordinate the performance of third-party representation companies on behalf of the organisation.
• Identified potential partnership opportunities. Once agreed, took ownership of these partnerships, ensuring that we generate maximum exposure and revenue potential ensuring the relationships benefit both our partners and our business.
• Under my leadership, the Meeting and Events team underwent significant changes, including a redesigned team structure, improved processes, agreed upon standards and implemented revenue incentives.
• Proposed and implemented system solutions within the Sales and Events teams.
• Highest ever revenues and ADR attained in 2023 across all three properties.
• Achieved 2022 KPIs

• Managed a diverse portfolio of 20 hotels, including Luxury, Lifestyle, and Select Service properties, with revenues exceeding £450 million, utilising advanced leadership, strategic planning, and financial management skills to achieve outstanding results.
• Led the London Sales Office handling 22000 leads, generating £26 million (2019) in group and catering revenue.
• Led the management of key owner relationships, driving effective collaboration and partnership across diverse stakeholder groups to achieve shared business goals and enhance overall property performance.

Achievements:

• Consolidated activities and partnerships across the hotel portfolio, driving significant cost reductions and increasing property visibility through targeted marketing and brand awareness initiatives.
• Led the strategic initiative "Destination London", successfully driving a 20% year-over-year increase in market share of key inbound markets, such as China and the Middle East, through effective cross-functional collaboration and innovative thinking.
• Collaborated with a specialist training company to develop and implement a targeted training program for the Event and Group teams across all properties, leveraging strong project management and stakeholder engagement skills to achieve exceptional results.
• Led successful project delivery across multiple initiatives, including brand transformation and post-renovation repositioning, driving effective cross-functional collaboration and stakeholder engagement to achieve business objectives and enhance overall property performance.
• Played a pivotal role in leading the London Sales team to achieve multiple awards for outstanding performance and exceed 2019 KPIs, driving effective collaboration and cross-functional communication to ensure a cohesive and aligned approach to sales and marketing.

• Led sales, reservations, marketing, and events departments across five dynamic Lifestyle brands, driving revenue exceeding £100 million. Strategically developed and executed sales and marketing budgets while managing and mentoring a high-performing team of 42, fostering growth and success.
• Assumed a key role in revenue management, partnering with the revenue lead to design and implement revenue strategies, including the creation of sales plans, that drove significant revenue growth and consistently met or exceeded budgeted revenue targets.
• Led the development and management of critical international inbound markets, executing a comprehensive market-entry strategy that resulted in increased market share, strengthened brand awareness, and sustained revenue growth.
• Served as a key champion of Operation Innovation initiatives and projects across all properties, leveraging advanced analytical skills, industry expertise, and stakeholder engagement to drive continuous improvement and operational excellence.

Achievements:

• Spearheaded the successful amalgamation of the sales, events, and reservations departments across the hotel portfolio, utilising effective change management strategies and stakeholder engagement to streamline operations, reduce costs, and enhance overall output.
• Successfully led the launch of two distinct Lifestyle properties - W London and Aloft London Excel - in 2011, playing a key role in all aspects of sales, marketing, and brand activation to drive strong market penetration and brand awareness.
• Repositioned the Sheraton Grand London post-renovation, driving effective stakeholder engagement and implementing strategic planning initiatives to exceed KPIs and deliver outstanding business results.
• Improved Group and Event revenues by $ 1.7 million through 18 months, post a complete reorganisation and process improvement project.
• Awarded numerous awards for performance, including Sales Team of the Year, Best Communications Campaign and the President's Award, among others.
• Met and exceeded KPIs.