McLean, VA – The Hospitality Sales and Marketing Association International (HSMAI) announces the Career Achievement Awardees, Michelle Woodley for the Albert E. Koehl Award for Hospitality Marketing and Victoria de Falco for the Winthrop W. Grice Award for Hospitality Public Relations. These awards honor individuals who have dedicated much of their careers to significantly advancing the hospitality and travel industry. Recipients will be honored at the HSMAI Adrian Awards on February 18, 2025, at the New York Marriott Marquis.

Michelle Woodley, President of Preferred Travel Group, has been a visionary leader in hospitality marketing, leveraging her expertise to drive global initiatives that strengthen the Preferred brand and elevate industry standards. Her strategic insights and commitment to innovation have significantly contributed to the growth and success of hospitality marketing. Victoria de Falco, Principal & Cofounder of Redpoint Marketing PR Inc., has dedicated her career to shaping the narrative of the hospitality industry through groundbreaking public relations strategies and trend-setting campaigns. Her creative approach and passion for storytelling have helped countless organizations thrive and adapt.

HSMAI is honored to recognize Michelle and Victoria for their remarkable achievements and lasting impact on our industry. Both have set a standard of excellence and innovation in hospitality marketing and public relations, driving transformative results and inspiring future leaders. We look forward to honoring their contributions at the upcoming Adrian Awards Celebration, where the industry will come together to recognize their impact. Brian Hicks, President and CEO of HSMAI
Michelle Woodley, President of Preferred Travel Group Albert E. Koehl Award for Hospitality Marketing — Photo by HSMAIMichelle Woodley, President of Preferred Travel Group Albert E. Koehl Award for Hospitality Marketing — Photo by HSMAI
Michelle Woodley, President of Preferred Travel Group Albert E. Koehl Award for Hospitality Marketing — Photo by HSMAI

Michelle Woodley is the President of Preferred Travel Group. In this role, she oversees multiple departments across the company, including regional management and development, commercial disciplines, information technology, people and community, the hospitality consulting division and the Historic brands business unit. She also works closely with CEO Lindsey Ueberroth on financial planning and talent management, supports the development of other strategic areas of focus within the organization, and serves as a company spokesperson.

Since joining the company in 2002, Michelle has held various leadership positions with cross-functional responsibilities. She has used her expertise to help the company successfully execute major global initiatives designed to foster the longevity of the Preferred brand, such as two comprehensive rebranding initiatives, the launch of multiple brand websites, a Revenue Management Certification Program, and the creation of the I Prefer Hotel Rewards program. In 2018, she received recognition by Hotel Management as one of the most influential women in hospitality.

Michelle is currently on the Sabre Hospitality Executive Advisory Board and the Active International Advisory Board, HSMAI Foundation Board of Directors and has served on the Americas Board of Directors of the Hospitality Sales & Marketing Association International (HSMAI) and as Chair of the HSMAI Foundation. Michelle graduated from Cornell University School of Hotel Administration and is based in Chicago.

Victoria (Vickie) de Falco, Principal & Cofounder of Redpoint Marketing PR Inc. Winthrop W. Grice Award for Public Relations — Photo by HSMAIVictoria (Vickie) de Falco, Principal & Cofounder of Redpoint Marketing PR Inc. Winthrop W. Grice Award for Public Relations — Photo by HSMAI
Victoria (Vickie) de Falco, Principal & Cofounder of Redpoint Marketing PR Inc. Winthrop W. Grice Award for Public Relations — Photo by HSMAI

With a career that spans more than 40 years, Vickie has delivered public relations and marketing success to clients in every segment of the tourism and hospitality industry. Known for spotting trends early and crafting innovative campaigns, she has set the standard for her clients and the industry at large. In 2002, she cofounded Redpoint with a vision to create a brand defined by the collective talent of its team, driven by her belief in travel's resilience and its centrality to humanity.

Over the years, Vickie has been at the helm of numerous high-profile tourism PR campaigns that earned industry recognition. She’s got a slew of Platinum Adrian Awards to her credit and was named one of the Top 25 Extraordinary Minds in Hospitality Sales & Marketing by HSMAI. Further, her advice has been featured in leading business media – from Entrepreneur to Crain’s New York Business – and even immortalized in a popular university marketing textbook – Real People, Real Choices – now in its 11th edition. Her doodling artistry also inspired Redpoint’s popular coloring book, available on Amazon.

Vickie’s early career years included roles as in-house PR for the Venice-Simplon-Orient-Express, as well as agency stints at Jessica Dee Communications and KWE Associates, where she served as President before leaving to establish Redpoint. She currently serves on the Advisory Board for Accelerate Women Leaders in Travel.

For additional information on the HSMAI Adrian Awards and the HSMAI Career Achievement Awards, visit adrianawards.hsmai.org. For interview opportunities, please contact [email protected].

About HSMAI

The Hospitality Sales & Marketing Association International (HSMAI) is committed to growing business for hotels and their partners and is the industry's leading advocate for intelligent, sustainable hotel revenue growth. The association provides hotel professionals and their partners with tools, insights, and expertise to fuel sales, inspire marketing, and optimize revenue through programs such as the Marketing Strategy Conference, Adrian Awards, Sales Leader Forum, and HSMAI ROC. Founded in 1927, HSMAI is a membership organization comprising more than 5,000 members worldwide, with 40 chapters in the Americas Region. Connect with HSMAI at hsmai.org.