LARA M. LICATA
Florida, NY ***21
Accomplished operations and sales veteran with over 10 years of hospitality, sales and marketing experience.
Result driven and resourceful with a clear understanding of how to implement operational procedures, sales
strategies and marketing programs geared toward the overall success of the property, product or service.
Highly organized with success in capturing and closing sales in various markets.
• Hotel Sales & Operations
• International Trade Show experience
• Leisure and Corporate Travel Sales
• SABRE and Apollo experience
• Outside sales experience
• Revenue Management
• Account Management
• Innovative sales and marketing skills
• Group Sales
• Relationship Cultivation
• Public relations, corporate communication
• Transient Hospitality Business
• Organized and developed communication skills
• Team leader
• Highly – developed Work Ethic
MICROTEL INN & SUITES, Middletown, NY 2009 Present
Successfully manage and run 80 room Wyndham brand property. Originally hired as the hotel’s Director of
Sales and quickly promoted to General Manager to encompass both Sales and Operational roles at the
property. Establish news sales and marketing strategies to raise revenue and increase repeat business at the
property. Actively prospect, qualify and close new business. Train front desk staff in sales and
capturing/retaining business at the front desk. Design and implement quarterly sales and marketing plans
for hotel with action steps and room night goals to capture new business. Recruit and evaluate staff of 25+.
Have increased bottom line revenue year over year since 2009. Have been successful meeting and exceeding
AMERICAN EXPRESS, Ridgewood, NJ 2008 2009
Travel Consultant Leisure Sales, FIT, Groups
Responsible for developing and growing book of business ranging from FIT’s, tours, and groups. Relying on
my expertise and destination knowledge as well as using strong consultative selling skills to close the sale.
Continually exceeding sales quotas set monthly and quarterly. Completing weekly reports to keep team
leader as well as corporate leaders informed of local sales activities. Continuous on the job training to keep
up to date on ever changing destinations, specifically focused on South America, Australia and Europe.
KALLMAN WORLDWIDE, Waldwick, NJ 2006 2008
Event and Marketing Coordinator
Developed and implemented B2B, social and networking events for U.S. exhibitors traveling overseas to
attend trade shows in Europe in the Aerospace and Defense market. Successfully arranged various events in
London, Paris, Poland and Singapore so that U.S. exhibitors benefited from real time face to face meetings
during their trade show experience. Meetings included U.S. Department of Commerce Consultants, buyers
from both American and foreign entities, foreign diplomats and decision makers. Sponsorship development,
corporate communications to exhibitors, public relations.
TSI/ TZELL TRAVEL, Teaneck, NJ 1998 2002
Travel Consultant Corporate travel, Leisure Sales, FIT, Groups
Successfully grew solid book of repeat clients selling FIT’s, groups, tours and cruises. Worked directly with
many hotel operators, cruise lines and tour operators to increase sales year over year while providing clients
with exceptional products. Consistently met and exceeded sales goals. Trained on SABRE, APPOLO and
WORLDSPAN. Mastered consultative selling skills. Hosted various “in house” events to boost sales such as
cruise nights, destination events, etc.
EDUCATION AND PROFESSIONAL DEVELOPMENT
AUSTIN PEAY STATE UNIVERSITY, Clarksville, TN
O’BRIENS TRAVEL SCHOOL, Mahwah, NJ
Certificate, Travel Agent Sales
Certified Hotel Administrator, CHA