PHG Consulting is equipped with a team of experts who
possess deep experience and broad international connections
in the tourism and hospitality industries providing comprehensive services across all sectors.
Chief Operating Officer
Michelle Woodley is President of Preferred Hotels & Resorts. In this role, she oversees multiple departments across the company including sales, marketing, IT, revenue management, and customer relations. She also works closely with CEO Lindsey Ueberroth on financial planning and talent management, supports the development of other strategic areas of focus within the organization, and serves as a company spokesperson.
During her 15 years with the company, Michelle has held various leadership positions with cross-functional responsibilities including Senior Vice President of Global Marketing Strategy, Senior Vice President of Distribution & Revenue Management, and Executive Vice President, the role she held prior to her promotion to President in January 2018. She has used her expertise to help the company successfully execute on major global initiatives designed to foster longevity of the Preferred brand such as two comprehensive rebranding initiatives, the launch of multiple brand websites, the introduction and institutionalization of a Revenue Management Certification Program, the technology conversion of the company’s global central reservation system and call center services, and the creation of the I Prefer Hotel Rewards program.
Before joining Preferred Hotels & Resorts in 2002, Michelle spent five years as Vice President of Distribution for Swissôtel and Raffles Hotels & Resorts, charged with overseeing the strategic direction and operations of the company’s electronic distribution and database solutions. She held various senior positions in operations, marketing, and distribution with Swissôtel from 1990 to 1997.
Michelle has been an active board member in industry organizations. She is currently on the Americas Board of Directors of the Hospitality Sales & Marketing Association International (HSMAI). She served two terms as president and two terms as vice president of the Hotel Electronic Distribution Network Association (HEDNA), and she was a founding member of the Open Travel Alliance (OTA) and served two terms on their board of directors as treasurer.
Chief Marketing Officer
Kristie Goshow brings 20 years of sales, marketing, and distribution across multiple travel disciplines to her position as Chief Marketing Officer of Preferred Hotels & Resorts. In this role, she leads the company’s global marketing strategy, responsible for driving revenue, brand awareness, and engagement through the I Prefer Hotel Rewards program, all brand and cooperative marketing efforts, and e-commerce and digital marketing initiatives.
Over the course of her career, Kristie has led teams across the airline, hospitality, and travel technology spaces with a strong focus on increasing convergence among sales, marketing, revenue, and e-commerce to ensure that efforts resonate with consumers and drive engagement and bookings. She started her career in the travel industry working with Scandinavian Airlines and Virgin Atlantic and from there, transitioned to Pegasus, where she implemented one of the industry’s first affiliate marketing programs and oversaw account management for Utell in UK, Ireland, and Scandinavia upon the company’s merger. In the early 2000s, she pivoted into the lodging side of the travel industry to oversee distribution and e-commerce efforts for hotel brands including Le Meridien, based in London, and Jumeirah, working out of Dubai. Most recently, following a two-year period as Vice President of Marketing for Sabre Hospitality, she worked with Viceroy Hotel Group as Senior Vice President of Commercial from 2013 to January 2018, responsible for managing the company’s sales, marketing, digital, distribution, loyalty, public relations, and technology strategies.
Chief Communications Officer
Caroline Klein is Chief Communications Officer for Preferred Hospitality Group. In this role, she is responsible for creating and directing the company’s global integrated media relations strategy, which spans traditional public relations and social media efforts; optimizing coverage of Preferred Hospitality Group’s entities in media outlets worldwide; and managing both an internal team of media relations professionals based in key global markets and a network of external agencies.
Since joining Preferred Hospitality Group in 2012, she has orchestrated extensive global media campaigns to elevate the company's industry profile, driving the March 2015 rebranding of Preferred Hotel Group to Preferred Hotels & Resorts, the 2013 launch of the points-based I Prefer Hotel Rewards program, and the 2012 introduction of PHG Consulting. She was recognized as a “Thirty Under 30” by Hotel Management’s 2014 ranking of the hotel industry’s top rising talent.
Previously, Caroline worked at several progressive hospitality-focused public relations agencies in New York City and Chicago with a focus on cruise lines, luxury hotels and resorts, and food and wine. She is a graduate of Boston University’s College of Communication.
Executive Vice President
Richard White has led a distinguished career in the hospitality industry with more than 30 years experience. In 1978, he began his career with Western International Hotel at the Century Plaza Hotel in Los Angeles. He quickly became Director of Sales & Marketing of two Houston-based properties – the Westin Galleria and Houston Oaks. He then moved back to Southern California to join Stouffer Hotels and Resorts where he opened the Los Angeles property as Director of Marketing. Soon thereafter, he was promoted to Assistant General Manager at the Los Angeles Stouffer Concourse Hotel.
In 1989, Richard joined Hyatt International as Director of Marketing for the Grand Hyatt in Taipei. In 1991, he served as Director of Sales - North America in Los Angeles. He then was based in Tokyo and served as Director of Marketing for North Asia for five years. During this time, Richard opened the Grand Hyatt in Fukuoka, the Hyatt Regency in Osaka and the Park Hyatt in Tokyo. Mr. White also assisted in the opening of Hyatt International Hotels such as the Grand Hyatt in Sao Paulo, Brazil; the Hyatt Regency - Madeleine in Paris, the Park Hyatt Paris - Vendome, and the Grand Hyatt Tokyo. From 2001 - 2004, he served as Vice President of Global Sales based in Hyatt International’s corporate office in Chicago and oversaw 15 global sales offices.
Senior Vice President
Kathleen Cullen brings more than 25 years of diverse experience in the hospitality industry. Previously, her responsibilities ranged from holding strategic senior leadership positions in the corporate offices of dynamic, fast-paced, global hotel companies and owning her own consulting firm to authoring professional publications and working in varied operational departments on the property level.
Prior to joining PHG Consulting, Kathleen was Senior Vice President of Revenue & Distribution for Two Roads Hospitality. In that role, she was responsible for the overall revenue strategies and increasing hotel market share for a portfolio of more than 75 hotels, as well as optimizing the company’s revenue management foundation for all brands, including organizational set up, expert human resources and deployment, technology platform, tools, and connectivity. During her tenure Two Roads Hospitality, she was a key leader and held cross-discipline responsibilities for all new hotel openings and transitions.
Kathleen has been an active member of HSMAI since 2005, serving as the Chair for the Revenue Management Advisory Board in 2014 and 2015. She is also the author of the first best-selling industry revenue management publication, “Defining Revenue Management: Top Line to Bottom Line,” published by HSMAI in 2006, as well as three editions of “Evolving Dynamics of Revenue Management,” published in 2010, 2015, and 2019. These publications serve as the official study guide for the industry recognized revenue management certification offered by HSMAI – CRME, and are also used as the curriculum in Universities such as Cornell University, NYU, and Michigan State University.
Santiago González Abreu
Vice President, Development and Marketing
Strategic Account Director
Gerardo Llanes is Strategic Account Director for PHG Consulting, responsible for new business development and account management of global destination clients, possessing a strong background and proven global success in marketing, general management, and consulting with leading multi-national companies.
Prior to joining PHG Consulting, Gerardo’s roles include consulting for two mega projects being developed in the Kingdom of Saudi Arabia; Chief Marketing Officer of the Mexico Tourism Board where he positioned Mexico to become the 6th most visited country in the world; Executive Director of Destination Management for Yas Island, where he served as the architect of destination strategies and marketing plans for this popular leisure island and one of the top tourism projects in Abu Dhabi; and Chief Sales and Marketing Officer for VISIT FLORIDA. In 2013, Gerardo was named as one of the top marketers in the world by The Internationalist. He holds a Masters degree from Thunderbird School of Global Management.
Operations & Administration
Jennifer Johnston is Vice President of Operations and Administration for PHG Consulting, providing structure and overall vision on projects, interfacing with marketing, ecommerce, sales, and executive management to assure that solutions are understood and delivered to meet the client’s business requirements. Her past experience includes management of complex projects to deliver solutions to hotels and travel agents across global markets.
Michael Sherwood, CRME
Revenue Management Services
Michael J. Sherwood is Vice President, Revenue Management Services for PHG Consulting, where he is responsible for Revenue Management & Distribution Consulting Services and Training for the company. Michael leads our Hotel Revenue Management Workshops, Training and Certification Program, Fundamentals of SynXis Training, and also conducts Revenue Management Consulting Services.
With over 33 years’ experience in the hospitality industry, Michael has devoted over 2/3 of his career to Revenue Management. Prior to joining Preferred Hotels & Resorts in 2012, Michael spent almost 10 years with Larkspur Hotels and Restaurants as Vice President of Revenue Management for 23 hotels, which encompassed 3 independent hotel brands. In addition Michael has spent several years of his career working as a development analyst for Bristol Hotels and Resorts, where he was responsible for completing market studies and development pro forma’s for new hotel acquisitions.
In 2010, Michael received his Revenue Management Certification through Cornell University. In addition Michael has been a Certified Revenue Management Executive (CRME) through HSAMI since 2013.
Director Revenue Management Services
Marissa B. Thiele is Director, PHG Consulting, and responsible for helping with the execution of projects relating to Revenue Management and Distribution. Marissa has a very strong background with independent hotels, beginning her hospitality career over 10 years ago at The Sebastian – Vail, a Preferred Hotels & Resorts property.
With experience in many different departments, from Food & Beverage to Front Office, Reservations to Revenue and Distribution, she has extensive knowledge of independent hotel strategies and operations. Additionally, she brings with her pre-opening experience; bringing the ART, a hotel into the Denver market as part of a team that launched the hotel into the number 1 TripAdvisor spot for all of Denver within six months of opening, and maintaining that placement for three years running. In her role as Director of Revenue, she was asked to be on an Expedia market forum panel, as well as provide application feedback to Sabre developers for a custom analytics tool. From there, Marissa came on board with Sage Hospitality, where she was responsible for creating a contact center from the ground up, fully supporting five outperforming independent hotels in three markets, and exceeding all industry-standard KPIs. In this multi-property leadership role, she also collaborated very closely with the Revenue, Marketing and Operations teams, involved directly in overall strategic and operational decisions.
Ashley Norman is Executive Director of Marketing Communications. In this role, Ms. Norman is responsible for crafting integrated media relations campaigns for the company’s clients that reach their target audiences and niche market segments, resulting in consistent coverage across consumer, trade, and industry media. Prior to joining PHG Consulting, Ms. Norman spent 10 years working at top public relations and integrated marketing communications agencies in New York City and Miami, where she represented various CVBs and tourism boards such as the German National Tourist Office, Travel Portland (Oregon), and Visit Telluride (Colorado), as well as several hotels.
Sasha VanDenBosch brings more than six years of travel- and hospitality-focused experience to her role as Account Director for PHG Consulting. In this position, she is responsible for managing the day-to-day relations and account operations for the company’s efforts in North America, with an ultimate goal of solving problems respective to each client, identifying strategic solutions, and generating results. Her daily activities include conducting market research, producing client reports, and executing a variety of crucial travel trade initiatives such as training seminars, FAM trips, sales calls, industry conferences, and marketing events, ultimately serving as the key interface between the company, its clients based across Africa, Latin America, and China, and North American travel industry audiences.
Prior to joining Preferred Hospitality Group in 2015, Sasha was Travel Director for ITA Group, Inc., a meetings and incentives company, for whom she executed incentive trips, corporate meetings, and product launches on behalf of Fortune 500 companies. Currently based in Chicago, she graduated with a B.A. in Communication Studies from the University of Iowa.
Sharon Jin is Account Director of China for PHG Consulting, bringing years of marketing communications and public relations experience with international hotel groups to her role. With a strong commercial marketing sense and knowledge of e-commerce, mass communications, creative graphic design, innovative copy writing, and editing, she is responsible for managing the company’s accounts in China and is part of the management team in the Beijing office.
Catherine Mei is Sales Director of China for PHG Consulting, bringing more than 10 years of hospitality experience to her role. Previously, Ms. Mei served as Senior Account Manager of South China for Booking.com and has also held business development roles at Mandarin Oriental Hotel Group and The Ritz-Carlton. Ms. Mei earned her Bachelor of Arts from Guangdong University where she studied English and International Finance and also has a Master’s Degree in Finance from Jinan University. Ms. Mei is based out of Guangzhou and speaks three languages: Cantonese, Mandarin, and English.
Director, Public Relations
Silvia Meng is Director of Public Relations of China with 10 years of experience in the travel and hospitality industry focusing on PR and Social Media. Previously, Ms. Meng worked for individual hotel properties, PR agencies, and hotel groups and provided professional PR and social media services through brand exposure, social media campaigns, promotions, event organizing, and marketing campaign execution for Canada Tourism Bureau, New Zealand Wine, Resort World Sentosa, Preferred Hotels & Resorts, Raffles Hotels & Resorts, Fairmont Hotels & Resorts, The Opposite House, Beijing Four Seasons Hotel, and Tianjin Ritz-Carlton Hotel.
Director of Marketing
Kevin Zhao is Director of Marketing, China for PHG Consulting, with extensive experience in the travel and hospitality industries. His experience includes oversight of sales and marketing teams to establish and grow business in the region, and execute marketing plans to grow revenue across leisure, MICE, and corporate tourism verticals. His past roles include management roles at Swire Hotels and Ritz-Carlton hotels. Mr. Zhao is based in the Beijing office.