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Profession: Hospitality Industry Expert
Location Main Office: City // Munich | Country // Germany
Development & operations in hospitality, Licensing, Marketing and branding, Sales and distribution, Strategic planning
Martin Waechter is a quality driven and highly motivated marketing professional. Combines and balances a creative mind with perseverance and discipline to accomplish objectives. Strong persuasive skills and ability to create enthusiasm for a common goal. A sound understanding of effective brand communication, sales networks, distribution channels and customer loyalty & relationship management. 30 years of hospitality industry experience in Europe and Asia with some of the industries leading brands. A sound understanding of financial reports with a focus on profitability. Experiences in developing and communicating emotional brands across a spectrum of media an online channels using and balancing research to gain benefits for highly demanding clients. Experienced in running successful customer loyalty programs and forming strategic alliances with industry partners and premium non hospitality brands.
Achievements: 1986 – Director of Sales of the year award, Westin Hotels & Resorts.
1994 – Developed and introduced the unique “ Value Rate “ pricing philosophy at Shangri-la Hotels & Resorts which became a hallmark product. Value Rate not only significantly increased guest loyalty, but created incremental prfits of 3-4 million USD per anum.
1997 – negotiated the partnership and participation of Shangri-la Hotels & Resorts as the first Asian hotel member in the Lufthansa “Miles & More “ frequent flyer program.
2001 – Negotiated as Chairman of the Board of SRS World Hotels the successful sale of the remaining 30 % interest in TRUST reservation technology system to Bertelsman Media Group for 14 Mil. DM. Due to a subsequent sale of TRUST by Bertelsman, within a two year period, another 2 Mil. DM was paid to SRS in accordance with a contractual clause.
2003 – Streamlines the brand family at Steigenberger Hotels & Resorts from four into two suingle minded brands Steigenberger for the 4 & 5 star hotels and the Intercity brand for all 3 star hotels.
2004 – As Chairman of the Supervisory Board at SRS Worldhotels initiated and successfully completed the separation of Steigenberger and SRS Worldhotels from a controlling interest to a single minded membership agreement, which resulted in substantial savings, risk aversion and a 1,2 Mil. Euro for the sale of the GDS code from Steigenberger to SRS Wotldhotels.
Career History :
2008 – 2009 Consulting project for Preferred Hotels & Resorts in Chicago to develop a more efficient sales and membership network for the European portfolio.
2004 – 2008 Chief Marketing Officer at Shangri-la Hotels and Resorts, Hong Kong.
2000 – 2004 Member of the Board of Managing Directors (Chairman) at Steigenberger Hotels AG, Frankfurt.
1993 – 2000 Vice President Marketing at Shangri-la Hotels & Resorts, Hong Kong.
1977 – 1993 Various positions from apprenticeship to Director of Marketing for Westin, Hilton and other Hotels in Europe and Asia.
Martin joined CBA in December 2014 as Consulting Professional for the Hospitality Industry.
Languages spoken: German, English, Spanish (basic)
Years in Advisory: 22