James McCullough
Hospitality Consultant
jamesm@foursidesconsulting.com
Summary
Results-driven hospitality consultant with a proven 15-year track record of solving complex operational and revenue challenges for boutique hotels and small properties. Combines creative problem-solving with data-driven strategies to consistently deliver impressive results, including 5% annual revenue increases, 35% OTA fee reductions, and improved TripAdvisor rankings. Expertise spans revenue management, front office optimization, and customer service enhancement. Committed to providing tailored, comprehensive solutions that transform hotel operations and maximize property potential.
Featured Projects
SKKY Hotel, Whitehorse, Yukon (2011 – Present)
Long-term consulting engagement with a 32-room boutique hotel in a competitive market.
- Transformed the hotel from a struggling operation to a market leader, achieving record-setting performance year over year.
- Increased RevPAR by over 69% and boosted ADR by approximately 62% from 2011 to 2023, with projections for further growth in 2024.
- Secured TripAdvisor Travellers Choice awards in multiple years, including 2024 – the only hotel in Whitehorse to achieve this distinction.
- Provided comprehensive guidance in revenue management, operational efficiency, and market positioning in a dynamic economic environment.
- Demonstrated versatility by successfully managing various aspects of hotel operations, including revenue, sales, and front desk management.
Baker Hotel, Cranbrook, BC (Jan 2024 – Present)
Consulting engagement with a 24-room boutique hotel in a small market.
- Projected to increase annual revenue by 19.1%.
- Implemented revenue management strategies that increased RevPAR by 24.4%.
- Improved TripAdvisor ranking from #17 to #8 in the local market.
- Manage all aspects of rate strategy, including corporate, government, and group contracts.
- Oversee front desk operations, including training staff on procedures and assisting with guest relations.
- Lead marketing initiatives, including website updates, online channel management, and advertising campaigns.
Experience
Hospitality Consultant
Four Sides Hospitality Consulting
Jan 2011 – Present
- Support General Managers and revenue managers worldwide using various revenue analysis tools
- Manage vacation rental property and assist in setting up property management businesses
- Write and publish the successful Hotelier’s Digest newsletter, with nearly 1000 hospitality professionals subscribed worldwide
- Regularly publish articles to provide insights and support for the hospitality industry
Licensed Property Manager
Various Brokerages
Mar 2016 – Feb 2022
- Managed daily operations of rental properties
- Handled tenant relations, maintenance issues, and arbitration cases
- Created advertising listings for available rental units
Rooms Division Manager
High Country Inn / Best Western Gold Rush Inn
May 2006 – Oct 2009
- Oversaw room revenues for two properties (180 rooms total)
- Achieved 10% increase in overall room revenue in Q1-Q3 2009
- Managed two front desk teams (15-20 staff)
- Handled group contracts and maintenance of room blocks
Skills
- Revenue Management
- Front Office Operations
- Hotel Technologies
- Social Media Marketing
- Website Design
- Team Building
- Staff Training
- Customer Service
- Purchasing
- Inventory Control
Technical Proficiency
- Apple (Mac, iOS)
- Windows
- Microsoft Office
- Google Workspace
- Basecamp
- InnQuest roomMaster PMS
- SiteMinder
- Cloudbeds PMS
- LodgIQ
- Sabre GDS
- Guestfolio
- Maestro PMS
- Lodgify PMS
Education
Bachelor of Fine Arts
University of Regina, 1998 – 2004
Certificate, Broker’s Business Planning and Financial Management
UBC Sauder School of Business, Sep 2018 – Jun 2020
Rental Property Management License, Real Estate
UBC Sauder School of Business, 2014 – 2015