Highgate

Scott Perlmutter

Scott Perlmutter is the VP of Operations at Highgate, where he has excelled since 2023. Through nearly 14 years at Atlantic Hotels Group, he held various roles, including director of operations and area GM. His career in hospitality began with TownePlace Suites by Marriott, where he was recognized as Marriott’s GM of the Year in 2011. Perlmutter’s commitment to exceptional guest service and operational excellence drives his leadership in the industry.

Climbing the Hospitality Ladder

I started my career in the hotel industry in 1999, joining Marriott while still in college. Eager to learn the ropes, I took on an audit role at the front desk. From there, I advanced through various positions, including leadership roles in front desk operations, food and beverage and sales, eventually stepping into general management.

Over the years, I had the privilege of managing multiple brands under the Marriott umbrella, as well as IHG. A highlight of my career came in 2011 when I was honored as Marriott’s GM of the Year for the TownePlace Suites brand—a recognition given to only one GM among all Marriott hotels. This accolade was a significant milestone for me and a source of great pride.

After that achievement, I transitioned into dual roles as a general manager and area general manager, eventually advancing to a director of operations and then a vice president position. Currently, I am with Highgate, overseeing a diverse portfolio of 17 properties across five states, representing brands from IHG, Hilton and Marriott. In this role, I support on-site teams and remote operations, driving success for Highgate's ventures.

Crafting Memorable Stays

The hotel industry is witnessing a significant shift toward contactless guest interactions, with travelers increasingly favoring seamless experiences through mobile check-in, requests and ordering via brand-specific apps. While this trend enhances convenience, it challenges hotels to maintain personalized service without direct interactions. Recognizing loyal members and understanding their preferences is crucial for meeting expectations.

Brands gather data from loyalty program members to tailor experiences, but guests booking through third-party sites may miss out on personalized services, as hotels lack essential information about them. The key challenge remains how to deliver exceptional guest experiences without access to this data.

Personalizing Stays with Data

We are using brand technology to enhance the experience for loyal guests by leveraging arrival reports that provide insights into their preferences and past issues. This allows us to fulfill special requests and anticipate potential concerns. Additionally, we use Hilton’s connectivity system, which sends automated texts to guests after check-in, checking in on their stay and addressing any issues proactively. Since many guests are reluctant to voice complaints in person, this approach helps us resolve problems before they escalate, finally improving their overall experience and the hotel’s performance.

“My advice is to prioritize enhancing team members' communication skills as a key element of effective leadership strategy.”

Upgrading to Cloud-Based Efficiency

Expedia is now providing us with valuable customer data, allowing us to access arrival reports that detail special requests and stay patterns. This marks a significant improvement, as we previously lacked this information. With this data, we can better serve third-party customers who may not be brand loyal.

Hotel brands are investing in new technologies. Marriott, for instance, is set to launch a new property management system that will replace its current four different platforms. By 2025, they plan to unify these into a single, cloud-based system. This upgrade will enhance staff efficiency with a more modern, tablet-driven interface for guest check-ins, moving away from their outdated analog systems. This transition represents a major advancement for Marriott.

Building Your Future

My advice is to prioritize enhancing team members' communication skills as a key element of effective leadership strategy. We offer training programs designed to help them craft thoughtful responses to guests, especially as younger employees often use a more casual, slang-driven style. Our goal is to elevate their communication to a more professional level.

For those looking to advance in the industry, flexibility is crucial. Being open to relocation can significantly expand your opportunities, particularly with larger companies that prioritize internal growth. I recommend seeking organizations that provide advanced training platforms to develop leadership skills.

It is important not to rush through tasks just to move on to the next opportunity. I have noticed that some employees jump to new positions after only six months for a marginal pay increase, but this can hinder their career trajectory. Frequent job changes can negatively impact how potential employers view their tenure, making them less attractive candidates. While rapid advancement might seem appealing, it often backfires, as employers typically prefer candidates with a stable, longer-term employment history.