Sarah Williams has worked in hospitality for over 20 years, working first in operations, then marketing & sales and then moving finally into Revenue Management.

Having worked in the USA, in both the Hamptons and Walt Disney World, Florida, Sarah then moved to working with Marriott in the UK. Here she started in Sales & Marketing and was intrigued with the concept of revenue management and how this could drive revenue and profitability forward. Sarah was based on the southcoast for a number of years and then moved to the Midlands region, where she revenue managed a variety of properties including the flagship Golf resort Forest of Arden.

Needing a new challenge Sarah moved to LRG, and under the IHG brand became the Revenue Manager for the Crown Plaza NEC and Birmingham International Airport. Following this role she moved into a Regional role at Accor, managing the Midlands region for Mecure.

A national role was then presented by BDL Management, where Sarah supported properties in Northern Ireland, Scotland and England. Here she supported a variety of Brands including Wyndham and Best Western, and spearheaded a number of projects including the roll out of national market segmentation and Synxis. During her time there she completed a number of feasibility studies and carried out a take-over of a number of hotels in Southern Ireland.

Sarah was then approached to join Sanguine Hospitality, heading up Revenue management for 17 sites. During her time here she implemented a full Revenue management culture and structure. Sarah worked closely with a number of brands including Hilton, IHG and Wyndham, opening a number of key sites throughout the UK.

Following the merge of Sanguine Hospitality and Interstate Hotels, Sarah looked for a new challenge, and set up a revenue management consultancy. In addition to providing Revenue management services, Sarah has spent time developing her talents by working with Brookfield Digital Marketing, and partnering with Black & White Hospitality & Bookatable. This has enabled Sarah to provide a one stop shop for hotels and restaurants, supporting hotels to drive direct traffic and therefore increase direct bookings as well as driving total revenue, with a key focus on a hotel restaurants. Sarah is therefore renowned for driving total revenue and driving the optimal EBITDA.

In addition to this Sarah is now working with a number of independent hotels, utilising the years of experience with Brands. Here Sarah is able to support these unique and individual hotels with the by providing the insight into these brands best practices as well as embracing the individuality these hotels have and utilising a number of tools that larger brands no longer have the flexibility to embrace.

The combination of Sarah’s unique background makes her well placed to work on any type of project, and her love of hospitality ensures she will be a true asset to all businesses.