Our Founder and CEO, Caryl Helsel, left a long and successful career in the hotel industry to begin Dragonfly. Driven by excellence, integrity, honesty and experience, Caryl created Dragonfly Strategists to provide leadership and strategic direction combined with the expertise for efficient execution of agreed upon strategies.
Some of the best minds in the hospitality industry are on the Dragonfly team. Our team creates actionable strategies and transforms them into higher revenues and improved performance for a range of clients throughout the world.
Our team is composed of tenured individuals with revenue management, distribution, guest experience, sales and marketing, information technology, and operations experience. Our team has experience working with luxury hotel brands such as Mandarin Oriental and SLS to lifestyle boutique hotel groups such as Kimpton and Journal Hotels to midscale La Quinta Hotels and independents such as Hotel Del Coronado.
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.
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 several professional certifications including Certified Revenue Management Executive (CRME), StarDORM certified, and Synxis Certified Property Manager. 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.
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.
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.
Maresa Thompson, Executive Marketing Consultant
Maresa began her award-winning hospitality marketing career at the Albuquerque Convention & Visitors Bureau where she created their digital and interactive marketing, advertising and promotions. She then worked for Heritage Hotels & Resorts as the Senior Communications & Creative Director (aka Corporate Cowgirl) creating award-winning omni-channel campaigns, websites and public relations under Caryl’s leadership. In her 20+ year career she has won numerous awards including several HSMAI Adrian Awards including Best in Show. An expert in her field, she frequently speaks at advertising industry events. She is passionate about producing significant revenue and customer engagement growth through data-driven strategic marketing initiatives. She resides in her beloved hometown of Albuquerque, New Mexico where she is active in the vibrant arts community.
Maresa wrote, edited, updated and designed this Dragonfly Strategists website and welcomes feedback.
Jack Lindemuth, Executive Commercial Strategist
Jack Lindemuth has over eleven years of progressive revenue, sales, and marketing strategy leadership experience ranging from major urban markets to remote destination resorts. A large majority of his experience is within upper-upscale and luxury independent + branded hotels and resorts, including multiple repositioning’s and new openings. Prior to consulting, Jack gained valuable experience at Kimpton Hotels & Restaurants, Four Seasons Hotels & Resorts, Denihan Hospitality, and Benchmark Global Hospitality. Additionally, Jack has strong ownership relations experience with prominent lodging REITs. He also completed his master’s degree from Georgetown University in 2017, which focused on Asset Management and Development within the school of global hospitality. Jack holds his bachelors degree from Penn State University's hotel school and has been a supportive alumni for ten years.
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.
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 revenue management, 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 revenue management, distribution and technology, property systems and technology integration. He manages projects in both distribution & revenue management for many Dragonfly clients. He resides in Las Vegas with his wife and dog.
See how our collective senior-level experience can help you increase your profit margins.