Editorial Board   Guest Author

Ms. Beltran

Sandra Beltran

VP of Sales & Marketing, Prohotel International

Sandra Beltran joined Prohotel International in 1998, bringing with her over ten years of experience in the hospitality industry. As Vice President, Ms. Beltran is responsible for the marketing and sales of Prohotel’s International clients. She was integral in the concept creation and implementation at luxury boutique properties including La Pleta in Baqueira, Spain and Esencia and Ikal del Mar in Mexico’s Riviera Maya. Ms. Beltran was also charged with the creation of guest recognition and appreciation programs, which to date have increased the repeat guest factor from 50% to 70%. Ms. Beltran’s other duties include conducting market research, as well as concept and feasibility studies to market clients to the luxury niche, heading up the public relations department, ensuring all Prohotel properties meet or exceed luxury standards and coordinating with advertising agencies to develop marketing materials. Using her vast knowledge of internet marketing, Ms. Beltran creates and implements online marketing campaigns and promotions in conjunction with partner websites which have thus far resulted in a 15% increase in annual revenues. Ms. Beltran is also a principal in a vineyard in Tupongato, Argentina by the name of Ikal1150. Her duties include promotion of the brand and distribution in the United States. Her passion for nature and all things natural has aided her in this venture. The vines are drip irrigated with the snow melt water from the neighboring Andes Mountains and no chemicals or pesticides are used during the bottling. For her, the wine and the hotels go hand in hand as they are both commodities that people can indulge in without the guilt. Ms. Beltran received her Bachelors Degree in Business Administration from the University of Houston. She is fluent in Spanish and English.

Ms. Beltran can be contacted at 713-528-7862 or sbeltran@prohotels.com

Coming up in March 2019...

Human Resources: An Era of Transition

Traditionally, the human resource department administers five key areas within a hotel operation - compliance, compensation and benefits, organizational dynamics, selection and retention, and training and development. However, HR professionals are also presently involved in culture-building activities, as well as implementing new employee on-boarding practices and engagement initiatives. As a result, HR professionals have been elevated to senior leadership status, creating value and profit within their organization. Still, they continue to face some intractable issues, including a shrinking talent pool and the need to recruit top-notch employees who are empowered to provide outstanding customer service. In order to attract top-tier talent, one option is to take advantage of recruitment opportunities offered through colleges and universities, especially if they have a hospitality major. This pool of prospective employees is likely to be better educated and more enthusiastic than walk-in hires. Also, once hired, there could be additional training and development opportunities that stem from an association with a college or university. Continuing education courses, business conferences, seminars and online instruction - all can be a valuable source of employee development opportunities. In addition to meeting recruitment demands in the present, HR professionals must also be forward-thinking, anticipating the skills that will be needed in the future to meet guest expectations. One such skill that is becoming increasingly valued is “resilience”, the ability to “go with the flow” and not become overwhelmed by the disruptive influences  of change and reinvention. In an era of transition—new technologies, expanding markets, consolidation of brands and businesses, and modifications in people's values and lifestyles - the capacity to remain flexible, nimble and resilient is a valuable skill to possess. The March Hotel Business Review will examine some of the strategies that HR professionals are employing to ensure that their hotel operations continue to thrive.