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Michele Olivier

Hospitality-Tourism Sales & Marketing

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Michele Olivier, MBA, CHSC, CCHT

Achieving brand success in today’s competitive environment takes creativity, innovation and persistence.


As a seasoned marketer of vacation destinations, Michele has built a career helping boutique and global companies increase annual sales and capture market share through developing teams, programs and systems that work. Using innovative approaches to relationship contracting and market savvy, she has positioned resorts and regions as leaders in their markets.

Key to Michele’s success is her endless capacity to leverage relationships and negotiate solutions to a true win-win position. From buying media with an immediate ROI to constructing multi-million dollar wholesale contracts, she builds and maintains strategic relationships. As one executive put it, “She is highly respected by customers as witnessed at trade events, customer interaction and via achieved results. She understands and anticipates customers' needs, takes action to address, and always balances well the need to review customer needs concurrent with the needs of the hotel.”


As Regional Vice President for Jewel Resorts by Aimbridge Hospitality, Olivier oversees the areas of sales and marketing with the goal of growing the brand.   The Jewel Dunn's River Beach Resort & Spa opening September 2010 establishes Jewel Resorts presence in the Caribbean market. 

Olivier comes to Jewel from Sunset Resorts Group in Jamaica where as vice president she oversaw the areas of sales, marketing, public relations, revenue management and channel distribution for 1,225 rooms and 40,000 square feet of conference space at three properties in the most popular destinations in Jamaica: Sunset Beach Resort & Spa in Montego Bay, Sunset Jamaica Grande Resort in Ocho Rios and Spa and Sunset at the Palms in Negril.


Prior to joining Sunset Resorts, Olivier held the position of vice president of sales and marketing for Elegant Hotels Group, the leading hotel collection in Barbados with five boutique, upscale resorts.  She led a comprehensive sales team based in the US, Canada, Europe and the UK, driving RevPar and market share through strategic contracting, creative marketing and public relations. In 2008, she and her team opened a full-service international sales and reservations office in Fort Lauderdale.  This half-year project included the background work of locating and negotiating long-term office space and vendor contracts, dealing with licensure and regulatory bodies and purchasing and installing office equipment, telephone and computer network systems.  All HR functions of recruiting, hiring and training sales and support staff; ensuring compliance with state and federal statutes in personnel practices were done in house.  Ms Olivier then instituted systems for cost control and communication with a worldwide sales force

A successful seven years with InterContinental Hotels Group Caribbean Resorts began in 1998, when Ms. Olivier joined the then Holiday Inn Worldwide family of hotels at the Holiday Inn Aruba Resort & Casino in the capacity of Revenue Manager. She achieved exceptional results for the property in occupancy, revenue and customer service. Promoted to Director of Sales in Aruba, she led the marketing effort when Holiday Inn re-branded this property to a SunSpree Resort. A motivated, exceptional sales team was developed and took the property to its highest revenue levels in a decade.

After becoming a two-time Recipient of the InterContinental Hotels Group NHUSS (Nothing Happens Until Someone Sells Something) Award, honored for Creativity in booking business and bottom-line Impact, she was offered the additional responsibility for the Holiday Inn SunSpree Resort in Montego Bay Jamaica. This led to the opening of an International Sales Office, headquartered in Miami.

An inherent love for computers and the advent of internet room sales led to research, development and partnerships built in the expanding business of e-commerce in travel and tourism. InterContinental Hotels Group again recognized Ms Olivier for revenue growth in this sector with their 2004 Award for Creativity in

E-commerce deliverables at its Global Conference.


Recruited to the Dominican Republic as the vice president of sales, marketing and revenue management for Coral Hotels & Resorts, Olivier oversaw the Coral by Hilton brand, an upscale franchise of all-inclusive resorts with 2,000+ rooms.  Under her leadership, a team of 30 globally placed professionals deployed strategies in sales, public relations, advertising, trade presence, and interactive marketing, successfully growing worldwide market share.  She she influenced a wide variety of tourism products including International Vacation Club Time Share and the multi-use Guavaberry Golf & Country Club featuring a par-72 Gary Player signature course, dining and conference facilities, Equestrian Center, private villas and apartments, and served a key role in the creation and branding of inSense Spas. Coral became the first hospitality resort chain to deploy Microsoft’s dynamic CRM (Customer Relationship Management) software.  The team's unique and thorough customizations of Customer Service, Sales and Marketing modules for the hospitality industry were recommended as a case study for Microsoft.

Michele is a versatile salesperson with a passion for motivating those around her. Endorsed as a Certified Caribbean Hospitality Trainer, her impactful training programs have benefited dozens of professionals around the world in a variety of cultures. (More on Training & Teambuilding)

An extensive background within the tourism industry allows for a greater understanding of customers and constituents. She holds a Masters degree in Hospitality Management and Tourism Marketing from Johnson & Wales University, with Cum Laude distinctions. While completing her thesis, she began her career in the trade as a Travel Agent for the Automobile Association of America (AAA Travel). She then moved into tour sales and operations at Celtic Tours in upstate New York and subsequently worked for a major US charter operator, TNT Vacations in Boston, Massachusetts. This assignment began in Aruba and involved developing a grassroots destination operation for VIP guests of TNT in Aruba and the sales of an innovative repeat traveler program. She transitioned to the hotel industry as the General Manager of the Best Western Manchebo Beach Resort in Aruba, responsible for all operations and sales for this European-style 70-room, 14-acre beachfront resort. The property saw consecutive high occupancies during the next four years and received the Director’s Quality Award from Best Western.

A resident of South Florida and the Caribbean for 15 years, Michele has held Chair positions with various Tourism Associations and worked with local governments promoting islands and regions with such pioneer initiatives as driving airlift, cooperative advertising and island-wide sporting and music events. She also served  on the boards of the Aruba Gastronomic Association, and HSMAI (Hospitality Sales & Marketing Association International) supporting the educational growth of tourism professionals in the region. She has guest lectured at Johnson and Wales and is endorsed as a CCHT (Certified Caribbean Hospitality Trainer), and CHSC (Certified in Hospitality Sales Competencies).


Brand Pillars: innovation, insightfulness, independence, resourcefulness, honesty, efficiency, vision, drive
Values: achieving excellence, maintaining integrity, being flexible, growing knowledge
Passions: Mentoring, learning, technology 

Michele Olivier