Summary
Overview
Work History
Education
Skills
Languages
Timeline
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Patricia Herrera

Woodside

Summary

Highly accomplished and results-driven Sales Director with over 20 years of progressive experience in the hospitality and tourism industry, specializing in luxury hotels and destination marketing. Proven expertise in driving international group business, managing key accounts, developing strategic sales plans, and leading high-performing teams. Adept at fostering client relationships, optimizing revenue, and navigating diverse global markets. Bilingual in English and Spanish with knowledge of Portuguese.

Overview

25
25
years of professional experience

Work History

Northeast Sales Director

Kimpton Hotels & Restaurants
10.2019 - 07.2025
  • Prospected and secured new business for EPIC Miami out of the Northeast region, specifically targeting international groups and incentives.
  • Hosted quarterly international familiarization trips (famtrips) to showcase properties and build client relationships.
  • Delivered monthly sales presentations to DMC Houses/Receptive operators, educating clients on product offerings and driving engagement.
  • Collaborated strategically with Directors of Sales and Revenue to identify and secure international corporate business while nurturing existing accounts.
  • Qualified diverse group and transient prospects, ensuring alignment with sales objectives.
  • Prepared and analyzed comprehensive month-end and production reports for multiple properties and accounts, informing strategic decisions.
  • Expedited group contracts and managed all client correspondence, ensuring timely and accurate agreements. Conducted weekly site inspections to maintain product knowledge and address client needs.
  • Coordinated, executed, and hosted client receptions for Domestic and International Road Shows, enhancing product awareness and developing special promotions/events.

Area International Sales Director

NYC & Company CVB
03.2016 - 10.2019
  • Promote New York City as a premier destination for international group business travel from LATAM, Europe, Canada, and the U.S. Southeast States.
  • Organize and coordinate CVB-led community events; manage event, convention, group tour, and sport group needs through telecommunications, in-person meetings, trade show attendance, and servicing booked groups.
  • Maintain comprehensive knowledge of New York City hotel development, attractions, and services for corporate visitors (MICE); act as a liaison between these entities and corporate clientele.

Area International Sales Director

Kimpton Hotels & Restaurants
01.2010 - 09.2019
  • Effectively prospect new business for New York, international groups, and incentives
  • Host quarterly international famtrips
  • Responsible for the completion of multiple month-end and production reports for multiple properties and accounts
  • Expedite group contracts and handle correspondence with contacts
  • Perform weekly site inspections
  • Coordinate execute and host client receptions for Domestic and International Road Shows to increase product awareness including creating and suggesting special promotions and event

Regional International Sales Director

Ian Schrager/Morgans Hotel Group
04.2000 - 12.2009
  • Managed International Leisure & Incentive market production for four NYC Hotels, guestroom hotels (1,600 total rooms). Transient revenue production exceeded $7 million with the sale of 24,000 room nights per year
  • Created the International Sales & Marketing Plan and Budgeting for the hotel to maximize exposure in the marketplace
  • Traveled both domestically and internationally to secure new business, maintain ongoing relationships and represent hotels at industry tradeshows
  • Managed a sales team of five employees (NYC), ensuring that all sales objectives, training and productivity are achieved within all market segments on property
  • Analyzed market research and industry trends to optimize sales and communicated changes in the competitive hotel markets to the Area Directors and National Sales teams
  • Developed a minimum of 50 new client relationships in the International Market and Increased individual FIT wholesale growth by 6% YOY
  • Performed all responsibilities related to accurate maintenance of records in Delphi and distribution of monthly sales reports
  • Developed the “FIT Preferred Program”, a project aimed at increasing attention on the International Traveled, including provision of specialized amenities and specific Breakfast needs

Education

Bachelor of Business Administration - Hospitality and Tourism Management, Food & Beverage Restaurant Management, Communication

Queensborough Community College
Bayside, NY
01.2002

Skills

  • Master of Relationship Cultivation (Beyond Networking):
  • Deep Rapport Builder: Moves beyond simply collecting business cards to genuinely understanding clients' personal and professional motivations, building trust and loyalty that leads to repeat business and referrals
  • Strategic Nurturer: Consistently follows up and follows through, providing value even when there's no immediate sale, positioning themselves as a trusted advisor rather than just a vendor This includes remembering client milestones and personal details
  • Active Listener (Emotional Intelligence): Possesses exceptional active listening skills to not just hear words, but to uncover underlying emotions, unstated challenges, and future needs, allowing for truly tailored solutions
  • Creative Problem-Solver: Thinks outside the box to craft customized packages and solutions that perfectly fit a client's unique requirements, even if it means adjusting standard offerings This includes anticipating potential issues and offering proactive solutionsRevenue Optimization Mindset: Yield-Driven Sales: Understands the hotel's revenue management strategy and can strategically negotiate to maximize profitability for the hotel while still meeting client needs This involves knowing when to hold firm and when to offer concessions
  • Hyper-Organized & Detail-Oriented Executor: Flawless Execution: Manages complex group contracts, intricate event details, and multiple client communications with impeccable organization and attention to detail, minimizing errors and ensuring smooth operations from inquiry to post-event
  • Time Management & Prioritization: Expertly juggles prospecting, client meetings, site inspections, and administrative tasks, prioritizing high-value activities to consistently meet and exceed sales targets Competitive Intelligence: Possesses an in-depth, current knowledge of the hotel's strengths, weaknesses, and competitive landscape, enabling them to position the property effectively against alternatives
  • Market Trend Adaptability: Stays ahead of industry trends, new technologies, and evolving guest preferences, adapting sales strategies to remain relevant and competitive
  • CVENT Fluent and Literate in English and Spanish Knowledge of Portuguese
  • Recognized for leadership, coaching and team building

Languages

Spanish
Professional Working

Timeline

Northeast Sales Director

Kimpton Hotels & Restaurants
10.2019 - 07.2025

Area International Sales Director

NYC & Company CVB
03.2016 - 10.2019

Area International Sales Director

Kimpton Hotels & Restaurants
01.2010 - 09.2019

Regional International Sales Director

Ian Schrager/Morgans Hotel Group
04.2000 - 12.2009

Bachelor of Business Administration - Hospitality and Tourism Management, Food & Beverage Restaurant Management, Communication

Queensborough Community College

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