Meet The Team

Hospitality expertise transforming strategy to revenue
I am proud of the team we have built at Dragonfly. Though we are a boutique firm, we have a network of industry experts who have real-life experience and have been in the industry, forging revenue management, distribution, sales & marketing and IT forward. We have a breadth and depth of experience that delivers excellence to our clients every day.  
  1. Caryl Helsel, President & CEO
    Dragonfly Hospitality Resources is led by industry veteran Caryl Helsel. As President & CEO, she brings over 25 years of experience to her leadership at Dragonfly. Previous executive roles include directing revenue, distribution, sales & marketing and/or IT teams at Heritage Hotels & Resorts, TravelClick, Kimpton Hotel & Restaurant Group, ARAMARK Parks & Destinations and Mandarin Oriental Hotel Group. This is her second time leading a consulting firm. Previously, she was the co-founder and partner in the successful consulting firm, Inspire Resources. She co-authored two best-selling revenue management publications for the Hospitality Sales and Marketing Association International (HSMAI). These publications serve as the foundation of the HSMAI Certified Revenue Management Executive (CRME) industry certification and are used by many universities as the basis of their revenue management curriculum. Active in the industry, she is a past president of HEDNA (Hotel Electronic Distribution Network Association) and currently sits on the Americas Board of HSMAI. She resides with her husband, son and two dogs in Brooklyn, New York.
  2. Alise Munns-Deeb, Vice President and Executive Consultant
    Alise Munns-Deeb is an experienced hospitality executive with a background in revenue management, distribution, reservations sales, operations and IT. She has held both on-property and corporate executive positions with Omni Hotels, Starwood Hotels and LQ Management LLC. During her tenured career, she has developed innovative revenue management services, programs, education and teams that increased revenues for both franchised and owned hotels. She balances large projects while creating and executing strategy that leads to optimal performance. As she is process-oriented, she leads projects that range from documenting best practices and processes to developing revenue and distribution strategies that transform to successful growth. Focused and experienced, Alise is a valued member of every project she leads. She was invited to participate in HSMAI's Chief Revenue Officer round tables and is a frequent industry speaker at conferences such as STR Data Conference. An industry thought leader in revenue management, Alise is well-respected throughout the hospitality industry. She currently resides in Dallas, Texas, with her husband, daughter and her rescued dogs.
  3. Erica Penley, CRME, Lead Consultant - Distribution
    Erica Penley is an industry veteran who began her hospitality career at Kimpton Hotels & Restaurants. Her first position at Kimpton was a call center agent but she quickly was promoted and a few years later, became Director of Distribution. She has worked with luxury and boutique brands such as Kimpton Hotels & Restaurants, Loews Hotels & Resorts, as well as Forbes Five Star Hotels, The Hermitage Hotel and Keswick Hall & Golf Club generating multi-million dollar revenues through revenue management, digital distribution, supplier relations, system implementations and product development for the hospitality industry. Erica has become a reliable subject matter expert in the GDS’s, CRS’s and PMS’s. She has also served on the Board of Directors for HEDNA (Hotel Electronic Distribution Network Association) with a primary focus on education. She is currently on the Board of Directors of HSMAI (Hospitality Sales & Marketing Association International) local chapter in Nashville. She currently resides in Nashville, Tennessee enjoying the local music scene and spending time on the lake.
  4. Niklas Lindquist, Distribution and Technology Integration Consultant
    Niklas Lindquist has several years of experience in the fast-paced Las Vegas market, beginning in operational roles and migrating to distribution and revenue management. While working for SLS in Las Vegas, he was selected to become involved in distribution at the brand level. He quickly became responsible to implement new hotels on the Ideas revenue management system and to manage data content including rates and inventory in Sabre's Synxis system as well as Opera. With a keen eye for quality and detail, he is a specialist in distribution and revenue management technology, property systems and technology integration. Niklas holds an MBA in International Hospitality Management from École Hôtelière de Lausanne. He resides with his wife in Las Vegas, Nevada.
  5. Nicole Tomasso, Revenue Management Consultant
    As a revenue management consultant, Nicole brings diverse experience in revenue management, analytics, integrations, digital marketing, and sales. Nicole has implemented and optimized revenue strategies across US and Canadian markets for top-producing hospitality brands of all sizes. She has a variety of experience with PMS, RMS, CRS, CRM system including Opera, InnRoad, Duetto, Synxis, Siteminder, Cendyn and InfusionSoft. She has worked with luxury brands such as Historic Hotel Del Coronado & Beach Village. There she implemented an annual Revenue & Marketing plan that drove website revenue +23% and RevPAR up +12% - making 2015 the most successful year for the hotel’s 120+ year history. Over the past decade, Nicole has also managed international inventory for multiple properties at Wyndham Worldwide, Grand Pacific Resorts, Strato Worldwide and Dharma Suites, propelling growth in occupancy and revenue through collaborative marketing, pricing and forecasting with multi-million dollar budgets.