Newsmaker: Armitage To Meld Hilton Forces

<B> Newsmaker: Armitage To Meld Hilton Forces</B>

By Maria P. Vallejo

After splitting up its gaming and lodging divisions, Hilton Hotels Corp. has named G. Steven Armitage vice president and managing director of sales and marketing of its hotel division.

In a new position that for the first time combines international and domestic sales into a single force, the 22-year Hilton veteran will manage sales and marketing of Hilton properties in the United States as well as Conrad International properties abroad. Armitage previously managed only international sales and marketing, while Brian Stevens covered domestic sales and marketing. Stevens recently left Hilton to start a meetings consulting company.

Armitage said his new position at the helm of both organizations will allow Hilton to "truly align all areas of sales. It's much easier to have one point of contact for the sales organization, and we've brought it back together under one person."

In one of his first orders of business, Armitage has appointed four regional vice presidents of sales operations who will work with the national sales office on corporate contracts. This setup "will allow that single point of contact to have more direct interaction, coordination and alignment with the needs of our corporate clients," he said.

In the past year, Armitage worked to consolidate Hilton Hotels and Hilton International sales and marketing divisions. He now will oversee international offices in Asia, Australia, Europe and South America.

"He's very well equipped on the international front and the domestic front to fill Brian Stevens' position," said Bob Dirks, senior vice president of marketing, to whom Armitage now will report. "He, Brian and I all have the same strategic direction. The alliance and affiliation with Hilton International just makes it easier for him at this job because he has the groundwork on the international basis--and that's good for growth"

On the global front, Armitage plans to create one global account management team, a single point of contact for the global organization and a worldwide sales information system. Global sales representatives are undergoing training to prepare for the worldwide sales program.