I am proud of the team we have built at Dragonfly. Though we are a boutique firm, we have access to a network of industry experts who have real-life experience and have been in the industry forging revenue management, distribution, guest experience, sales & marketing and IT forward. We have a breadth and depth of experience that delivers excellence to our clients daily.  Caryl Helsel, Founder & CEO

Caryl Helsel, Founder & CEO

Caryl brings over 30 years of experience in her leadership role at Dragonfly Strategists. Previous executive roles include heading revenue management, distribution, sales & marketing, IT, guest experience and reservations for boutique and luxury hotel companies. She co-authored the original HSMAI revenue management publications that serve as the basis for the CRME industry certification. She served on the board of HEDNA for six years and as president for two. She also served on the board of HSMAI for two years and currently is a member of the Digital and Innovation Advisory Council for St. Jude Children's Research Hospital. She resides in Brooklyn with her husband, son and two dogs.

Alise Deeb, VP of Revenue Strategy

Alise joined Dragonfly nearly two years ago to lead our revenue management services practice. With experience from Omni Hotels, Starwood Hotels and LQ Management LLC, she has developed innovative revenue management services, programs, training and operational standards increasing revenues for both franchised and owned hotels. She was invited to be part of HSMAI's Chief Revenue Officer round table and is a frequent industry speaker at events such as STR Data Conference. An industry thought leader in revenue management and operations, Alise is well-respected throughout the industry. She resides in Dallas with her husband and two dogs.

Nicole Tomasso, Director of Revenue

As a revenue management consultant, Nicole brings diverse experience in revenue management, analytics, integrations, digital marketing and sales. She has implemented and optimized revenue strategies across US and Canadian markets. She has a variety of experience with PMS, RMS, CRS and CRM technologies including Opera, Ideas, Duetto, Cendyn, Visual One, WebRes Pro, Vertical Booking, Sabre Synxis, Siteminder, Innroad and InfusionSoft. She has worked with luxury brands such as Hotel Del Coronado & Beach Village implementing strategies that drove website revenues up 23% and RevPar up 12%, making 2015 the most successful year in its 120 year history. She resides in New Jersey with her husband. 

Erica Penley, VP of Distribution & Operations

Erica is an industry veteran who began her hospitality career at Kimpton Hotels & Restaurants. After a few years on property and in the contact center, she was promoted to Director of Distribution. She also has held leadership positions on property and with Loews Hotels. Her strength as a specialist in distribution include being known as a super-user in systems such as Oracle's Opera, Sabre Synxis, Travelclick's iHotelier and Pegasus Solutions. She is considered a subject matter expert in CRS, GDS and OTA connectivity and content. She has served on the board of HEDNA and on the local Nashville board for HSMAI. She resides in Nashville enjoying the local music scene and time on the lake with friends. 

Niklas Lindquist, Revenue & Technology Consultant

Niklas has several years of experience in the fast-paced Las Vegas market, beginning in operational roles and migrating to distribution and contact center management. While working at SLS Las Vegas, he was selected for a position in distribution at the brand level. He quickly became responsible to implement Ideas RMS, integrating it with Synxis and Opera. Additionally, he had responsibility to maintain content in Synxis and Opera. With a keen eye for quality and detail, he is a specialist in distribution and technology, property systems and technology integration. He resides in Las Vegas with his wife and dog. 

Chuck Coveleski, VP of Sales & Sales Systems

Chuck started his career at the Hotel Washington in Washington, DC. He has over 25 years of business leadership skills applied to both large and small businesses in various industries. He has created and led teams from 5 to 50 in achieving both financial and project success. Chuck specializes in Sales & Marketing strategy consultations and project execution.  He has had hands-on experience conducting organizational assessments focused on finding efficiency and productivity; process design and improvement using PMBOK and CMMI tactics; service delivery; organizing and managing complex system migrations, specifically with respect to data conversion, business process reengineering, and customer engagement; training; customer relationship management; reporting optimization and performance measurement; and program management.