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14.05.19 | ICHM Graduate Story

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Graduate Sonia Vickers is Regional Revenue Manager for TFE Hotels in Victoria and was on campus to share here expertise with students. 

According to graduate Sonia Vickers, Revenue Managers are on the go all the time, quickly addressing problems and coming up with solutions.

Sonia is Regional Revenue Manager at TFE Hotels, Victoria, responsible for driving the revenue management function for 10 hotels with two new hotels set to open later this year.

‘It’s a very exciting time to be in Revenue Management as it has come a long way in its capacity to influence decisions and strategy on a daily basis’, she says.

At 24 Sonia took stock of her career, and decided to take time out to learn more about the key drivers of the business, undertaking an MBA in Hospitality Finance at Les Roches Bluch, Switzerland.  

As well as her formal studies, Sonia has 17 years of experience across roles in Front Office, Reservations, Revenue, Sales and working across hotels with various management requirements, such as strata titles. Her work experience has taken her from remote resorts to Cairns, Adelaide, Canberra, Brisbane and Melbourne and with brands including Sheraton, Quest, Oaks, Mantra, Crowne Plaza, Sofitel, Abode Hotels and Mercure.

Now with TFE Hotels, the fourth largest hotel group in Australia, she says she gets to influence decisions and strategy on a daily basis. 

She includes among her responsibilities: directing hotels to exceed budgets, region - wide macro - strategy, annual budget preparation, forecasting, identifying trends and adjusting strategy, relationship management with online travel agencies, analysing competitors, systems training, promotional campaigns and providing hotel - specific support.

She counts among her favourite holiday destinations as Antigua in the Caribbean, Firenze in Italy and Gujo Hachiman in Japan. She is passionate about environmental conservation and animal welfare.

Sonia was a guest speaker at ICHM campus on 7th  May, 2019.