Laurence BARREAU

An ultra-exclusive private estate in France featuring luxury villas, cottages and world-class golf facilities. The domain offers a highly personalized lifestyle experience within a preserved natural environment, serving an international clientele. Key Responsibilities & Achievements • Led commercial strategy to enhance international visibility, member acquisition and luxury villa sales within one of Europe’s most exclusive private clubs. • Identified, cultivated and converted UHNW prospects through bespoke discovery experiences, transforming qualified leads into club members and property owners. • Structured recurring revenue streams across memberships, country club access and villa rentals, reinforcing long-term asset value. • Extended mandate to operational leadership, restructuring the end-to-end guest journey to align service delivery with ultra-premium brand positioning. • Built and led the reservations and guest experience function to optimize high-stakes discovery stays and conversion performance.

• Led a strategic transition assignment focused on top-line audit and commercial repositioning following the hotel’s 5-star relaunch. • Conducted an in-depth Top Line Revenue Audit to identify growth opportunities. • Developed a robust Top-Line Revenue Vision 2028 encompassing Sales, Distribution, Revenue Management, Marketing, and Web Strategy. • Collaborated with the team to formulate an impactful Sales and Marketing Plan

Led an international a global sales organization of 30+ professionals, defining and executing the international commercial strategy for Barrière Hotels. Strengthened brand awareness across luxury hospitality networks and accelerated post-Covid recovery by shifting the business mix from agencies to direct corporate accounts. Key achievements: • Co-created and deployed a new CRM and group sales solution (Thynk) across all hotels and global teams, including training and adoption strategy • Redesigned the MICE commercial approach, transitioning from standardized packages to bespoke, high-value offers • Developed and delivered a global sales training program for 80 sales professionals across the group • Launched the Suites marketing strategy, enhancing digital visibility and creating luxury-focused sales collateral • Implemented new sales support tools to improve collaboration, content management, and performance tracking • Led the repositioning and marketing strategy of Barrière’s MICE offering, strengthening visibility and elevating the meetings and events experience • Drove the international commercial launch of Fouquet’s New York, shaping global go-to-market strategy and sales activation to establish the property as a flagship within the group’s global growth roadmap.

Led the deployment of Sofitel’s sales strategy across the EMEA region, driving revenue growth and brand visibility across 32 hotels. Ensured alignment between regional, global, and multi-brand sales teams while fostering strong collaboration across key markets. Key responsibilities: • Coordinated and led the Sofitel EMEA sales network, including budget planning, business reviews, and performance management • Recruited, mentored, and coached Hotel Directors of Sales, supporting talent development and career progression • Designed and implemented strategic sales initiatives across priority international markets • Strengthened Sofitel’s brand presence and business development in key regions including Russia, Brazil, India, China, USA, and the Middle East • Drove revenue performance and commercial results across the regional portfolio

Created and structured the Sales organization, including the Director of Sales role and a team of 10 professionals, integrating the Reservations function. Led the commercialisation and distribution strategy across all hotel segments. Key achievements: • Defined and implemented pricing strategy in collaboration with General Management • Developed and managed the sales budget and commercial action plan • Drove international business development across key markets including the US, UK, Japan, and Europe • Led the commercial and operational transition during the rebranding from Sofitel to Pullman • Founded the “Paris Bercy Events” association to strengthen local business partnerships and drive MICE opportunities • Created new strategic roles, including Distribution Manager and Tourism Manager, to support growth • Implemented a new MICE sales process, contributing to increased ADR and revenue performance