Update: Mandarin Oriental NY adds Sales, Marketing exec
reports that Ben Sinclair has been tapped as the new director of sales and marketing for Mandarin Oriental Management’s flagship hotel in New York.
Sinclair most recently handled marketing initiatives for the St. Regis New York, the Intercontinental in Toronto, Starwood Hotels & Resorts in French Polynesia, and the St. Regis Resort Bora Bora.
“We are very pleased to welcome Benjamin to the Mandarin Oriental, New York family and we look forward to benefiting from the extensive experience he brings to us from top luxury hotels and resorts around the globe,” Tauscher said in a statement. “His fine reputation in the industry attests to the fact that he will be a significant asset to the Mandarin Oriental, New York team.”
Fusing modern design with stylish Asian flair, Mandarin Oriental, New York features 248 guestrooms and suites. The hotel is part of the San Francisco-based Mandarin Oriental Management portfolio, which manages luxury hotels and resorts throughout the world.
Sinclair told WinmoEdge that he’ll be responsible for overseeing all aspects of Mandarin Oriental
, New York’s sales and marketing reporting directly to Area Vice President and General Manager Rudy Tauscher.
“I am still in the process of developing short term strategies, but what I can tell you is that the overarching strategy is to maintain rate integrity, remain true to our core clients and to become the destination authority and the voice of luxury in the New York City market,” he said.
Sinclair believes the role of sales and marketing entails his ability to truly understand his audience, and to be able to tailor his messaging in a relevant way with offerings to that particular audience while also staying true to the brand and its voice.
“There are both subtle and extreme differences in the target audiences of the properties I’ve worked for, so my challenge now is to pinpoint the high-potential audience specific to Mandarin Oriental, New York and develop the most effective ways to reach them,” our source said.
With a background in international hospitality, Sinclair’s career experience encompasses both urban and resort properties. It’s this type of diversity that helps him to think outside the box to come up with ideas that may not be so apparent to one without a similar job history.
“Being on the pre-opening team in a remote location for the St. Regis Bora Bora taught me the importance of positioning a hotel as a destination in and of itself,” he said. “The team at Mandarin Oriental has done a good job with positioning the hotel as a destination within New York City and I plan to use my experience to help build upon this.”
Mandarin Oriental Hotel Group has quite an impressive portfolio of hotels that Sinclair plans to leverage in an effort to grow the brand’s footprint, allowing for greater synergy with its sister properties.
“There’s no need to change the existing strategy, but I will be enhancing and building upon it by focusing on targeted community and strategic brand partnerships with like-minded organizations and brands,” he said. "It is a very exciting itime, and I feel privileged to have the opportunity to be part of such an amazing property and dynamic brand."
New York-based Lou Hammond & Associates, Inc.,
currently serves as Mandarin Oriental Management’s media and public relations agency of record, The List database reports.
According to The Nielsen Company, Mandarin Oriental Management spent $5.2 million on measured media in 2009. About $3.4 million was spent on national magazine ads, about $800,000 on national newspaper ads and about $300,000 on national Sunday supplements.
Mandarin Oriental Hotel – New York
80 Columbus Circle & W 60th Street
New York, NY 10023
Director, Sales & Marketing – Mandarin Oriental Hotel New York
Area Vice President & General Manager – Mandarin Oriental Hotel New York
Mandarin Oriental Management
345 California Street
San Francisco, CA 94104
Director, Sales & Marketing
Development Director & President, Americas