NEW FREEDOM, PA—Hotel sales and marketing veteran Lovell Casiero is forming a consultancy towill focus on hotel revenue enhancement. FLC Business Consulting will provide strategic and senior-level hotel sales and marketing expertise to hotel owners, REITS, private investment firms and management companies.

“Typically, only the very largest hotel owners, investors, management companies and asset management firms have the cost structure and scale to have an on-staff, C-level executive to provide the strategic input for revenue enhancement and these organizations often seek an outside expert's fresh perspective. Most mid-size and smaller firms require that expertise only at particular times during the hotel ownership cycle,” says Casiero. “There are numerous firms involved in revenue management, or putting 'heads in beds,' but less than a handful that specialize in 'all' things revenue related—the sales and marketing strategy, positioning, market analysis and planning required to capture and maximize the right mix of business. Our firm is structured to supply the critical analysis, planning and experience required either on a short-term or retainer basis.”

FLC, with Casiero as president, will provide a full array of revenue analysis services, including due diligence for acquisition, troubleshooting, positioning, oversight of brand conversion, business plan preparation, market analysis, sales and marketing staff evaluation, sales training and other critical services related to improving hotel profitability by driving the top line. In addition, the firm has a network of experienced suppliers, ranging from website design to revenue management programs, branding, and public relations. FLC has in-depth relations with all the premier brand families including Hilton, Starwood, Marriott, IHG and Choice.