How a Sales & Marketing Nerd Got a Little Hotel in Santa Fe To Own Their Luxury and in the Process, Get Into the Most Elite Luxury Stay Program in the World: American Express Fine Hotels & Resorts Program

Executive Summary

Pain points

  1. Hotel wanted to drive its average daily rate which was too low
  2. Hotel's guest service was inconsistent
  3. Hotel needed more revenue and guest spend, particularly from Amex customers
  4. Hotel's reputation with high-end travel industry practically non-existent


The Inn and Spa at Loretto was managed by a hotel management company that didn't quite "get" the Santa Fe market, nor did they understand how to position this incredibly unique hotel within their own collection. As a result, it was not reaching its fullest potential.

Having a clear understanding of the market and target audiences, I was able to crystallize a vision, property position and sell this gem of a property. As a result we unlocked a key market and get the hotel admitted into the American Express Fine Hotels & Resorts program.


Characteristics of target audiences: Luxury travel advisors and their clients with a special focus on Amex

Featured company overview video

Short video I produced highlighting the hotel