Sofoklis Garoufalias
London,United Kingdom
Summary
Glion Postgraduate alumnus with 8 years of revenue management experience in the London and EMEA markets, specializing in leading international brands such as Starwood, Marriott International, Fosun Tourism Group, and Goldman Sachs. Currently responsible for overseeing a portfolio of 15 hotels in the EMEA region, including Casa Cook and Cook’s Club Hotels, sponsored by Goldman Sachs Real Estate Asset Management.
Overview
9
9
years of professional experience
2016
2016
years of post-secondary education
1
1
Certification
Work History
HEAD OF REVENUE MANAGEMENT DEPARTMENT (EMEA)
Casa Cook and Cook’s Club Hotels- 15 Hotels
London
09.2020 - 10.2024
- Actively engage with stakeholders to drive discussions on business mix and strategy for Transient, Group, and Tour Operator segments, with a focus on multi-year planning.
- Provide market strategy expertise and leadership to general managers, property leadership teams, and sales & marketing leaders, ensuring alignment with overall business objectives.
- Optimize property participation in digital sales channels, evaluating their effectiveness to maximize revenue opportunities.
- Ensure that hotel strategies align with brand philosophies and corporate initiatives, providing strategic guidance to achieve these goals.
- Support hotels in pricing strategies and offer data-driven insights for business evaluation and decision-making.
- Analyze demand trends, booking pace, and market conditions to identify future opportunities and challenges, helping properties meet their revenue targets.
- Oversee Rooms Revenue forecasting, budgeting, and business planning for the portfolio, contributing to long-term growth strategies.
- Lead business development initiatives to expand revenue opportunities across the portfolio.
- Recruit, mentor, and lead the Cluster Revenue Team, fostering talent development, and ensuring the team’s alignment with business goals.
CLUSTER REVENUE MANAGER
Marriott International- London Cluster Office 21 Hotels
London
01.2019 - 08.2020
- After the successful integration of Revenue Management systems between Starwood and Marriott, I retained my role as Revenue Manager at the Marriott International Cluster Office. In this capacity, I expanded my portfolio, assuming responsibility for two additional properties: Marriott Canary Wharf, and Marriott Executive Apartments at Canary Wharf.
COMPLEX REVENUE MANAGER
London complex Office, Starwood Legacy Hotels, W Hotel, LeMeridien, Park Tower, Sheraton Grand, Aloft ExCel
01.2017 - 01.2019
- Represent the hotel/complex and contribute to the strategic revenue management vision during all regional and divisional property reviews and round table presentations, including monthly performance evaluations to key stakeholders.
- Lead weekly Revenue Management Strategy meetings, collaborating with hotel managers, Sales & Marketing, Reservations, and Finance teams to align on revenue strategies and execution.
- Develop comprehensive pricing strategies that reflect the property's strengths relative to competitors, ensuring optimized revenue across segments.
- Formulate retail pricing structures and provide expert guidance on corporate negotiated rates, wholesale pricing, and pricing acceptance.
- Establish selective guidelines for group bookings and conferences & banqueting (C&B), coordinating closely with sales and banqueting teams to manage group business effectively.
Revenue Management Executive
London Complex office, Starwood Legacy Hotels
London
01.2016 - 01.2017
- Assisted the Director of Revenue Management with essential administrative duties, reporting, and analysis tasks to support strategic decision-making.
- Monitored competitive pricing closely, assessing the impact of relative pricing decisions on property performance.
- Conducted competitor analysis and generated detailed reports to inform pricing strategies.
- Collaborated with the Director of Revenue Management (DORM) and Revenue Manager (RM) to identify soft periods and develop targeted promotions and strategies.
- Supported the effective implementation of Starwood Revenue Management Standards, Policies, and Procedures, ensuring compliance across the hotel.
- Ensured adherence to the Best Rate Guarantee (BRG) compliance and worked with the DORM to minimize or eliminate BRG claims against the hotel/complex.
- Managed relationships with OTA partners and other third parties, ensuring accurate rate loading and alignment with the Marketing Department.
- Participated in the property’s weekly Revenue Management/Strategy Meetings and contributed insights during Daily Operations Meetings.
Education
Postgraduate Diploma - Hospitality Management
Glion Institute of Higher Education
London 02.2015 - 02.2016
BSc in Business Administration - Economics
University of Macedonia
Thessaloniki/ Greece /2009 - 12.2014
Skills
- High-energy and enthusiastic leader, driving for results
- Forward-looking, quick thinker with a pragmatic, rational approach
- Articulate self-starter with a competitive mindset
- Ingenious thinker with strong long-range planning abilities
- Goal-oriented, setting precise objectives for success
- Capable of assuming both authoritative, and democratic leadership styles
- Maintains a 'tight ship' while keeping a finger on the pulse of operations
- Meeting the needs of key stakeholders
- Demonstrating leadership and industry knowledge
- Developing objectives and strategies for success
- Executing strategies effectively
Personal Skills - based on Insights Evaluation Review - Marriott
Working skills
- Communicating information in a timely manner
- Generating and delivering accurate, timely results
- Making decisions and solving problems with analytical, and critical thinking
- Strong oral comprehension and writing skills
- Proficient in mathematics
- Proficient in OneYieldv2, MARSHA, Revenue Planning, MRDW, HPP, Opera PMS, Protel PMS, Busy Rooms CRS, OTA Insight, PACE
- Holder of ECDL certification (Word, Excel, PowerPoint, Access, and Outlook)
Computer – System Skills
Language Skills
Greek: native speaker
English: Fluent (Business Proficiency)
Custom
Marriott International, Extended Stay Philosophies
Revenue Management Workshop (Paris-2018, London 2019)- Marriott International
RMA-Revenue Management Academy-Starwood EMEA
Market Segmentation Standards
Understand & Monitor the Demand
Pricing with RDP – Retail Products, Corporate Pricing, Wholesale Pricing
Effective Distribution – Opera PMS, GDS, WEB
Tasks - IPS Reports, PMS Reports, Revenue Plan Reports
Statistic using and Inventory Controling, Glion’s Ambassador & Guest Speaker
Treasurer in Glion’s Dinning Club
Founder of Academic Consulting Group (ACG)- Thessaloniki
Preparation of 30-60-90-365-day forecasts on a monthly basis. Achieved below 5% accuracy of monthly Room Revenue forecasts based on absolute variance of forecasts submitted to actual month by month.
Member of the Change Crew Team, responsible for the successful transition from SPG Platform into Marriott International.
Affiliations
- Basketball,
- Painting Miniatures
Certification
Revenue Managmenet Academy - Starwood Hotel & Resorts
Revenue Management - Extended Stay Philosofies - Marriott International
Foundations of Leadership - Marriot International
Accomplishments
Casa Collective Hotels (2021-2024)
- Successful New Hotel Openings: Led ten new hotel openings from 2021 to 2024, including:
-Casa Cook Brand: North Coast, Samos, Mykonos, Italy
-Cook’s Club Brand: Crete, Rhodes (2 locations), Corfu, Adakoy, Palma
- Online Mix Improvement: Increased online mix from 5% to 60% in 2024.
- Website B.mix Improvement: Enhanced website B.mix from 5% to 40% in 2024.
- Total Revenue Cycle Growth: Achieved a revenue increase of +750%, growing from €10M in 2021 to €85M in 2024.
Marriott - Starwood (2016-2020)
Employee of the Quarter Award 2018 Q2
Recognized as being in the top 10% across Europe for year-over-year performance growth (2019).
- Overall Forecast Accuracy: 2.5%
- Average Daily Rate (ADR): +3.5% vs Budget Target (with occupancy budget also achieved)
- Rooms Revenue: +10.4% vs Budget Target
- Market Share: Goal: -0.6% -> Actual Performance: +2.7%
Timeline
HEAD OF REVENUE MANAGEMENT DEPARTMENT (EMEA)
Casa Cook and Cook’s Club Hotels- 15 Hotels
09.2020 - 10.2024
CLUSTER REVENUE MANAGER
Marriott International- London Cluster Office 21 Hotels
01.2019 - 08.2020
COMPLEX REVENUE MANAGER
London complex Office, Starwood Legacy Hotels, W Hotel, LeMeridien, Park Tower, Sheraton Grand, Aloft ExCel
01.2017 - 01.2019
Revenue Management Executive
London Complex office, Starwood Legacy Hotels
01.2016 - 01.2017
Postgraduate Diploma - Hospitality Management
Glion Institute of Higher Education
02.2015 - 02.2016
Revenue Managmenet Academy - Starwood Hotel & Resorts
Revenue Management - Extended Stay Philosofies - Marriott International
Foundations of Leadership - Marriot International
BSc in Business Administration - Economics
University of Macedonia
/2009 - 12.2014
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