Vera Caron
Vera Caron is the Dual Director of Sales and Marketing at Western States Lodging Management and Development, overseeing operations for two Utah properties: Hampton Inn Draper and Tru by Hilton Lehi. With over a decade of experience in the hospitality industry, Vera has built a reputation as a results-driven leader, combining expertise in sales, marketing, and operations management to deliver exceptional guest experiences. She is known for her ability to adapt to dynamic market conditions, leveraging data-driven insights to drive revenue growth and enhance team performance.
Throughout her career, Vera has consistently demonstrated a talent for identifying new opportunities and implementing innovative solutions. From spearheading market analyses and launching targeted campaigns to expanding corporate client bases, she has a proven track record of increasing revenue and fostering client loyalty. Her prior roles include Area Sales Manager at Aimbridge Hospitality and Hotel Sales Manager at Crystal Inn Hotel & Suites, where she earned recognition for growing new clientele, improving hotel revenue, and receiving the Salesman of the Year Award in 2019.
Beyond her professional achievements, Vera serves as Secretary for the Utah Business Travel Association (UBTA), ensuring seamless operations for leadership and managing critical communications and events. A forward-thinking leader, she remains committed to continuous improvement, team collaboration, and delivering value-adding solutions that exceed organizational and client expectations. Mentored by industry leaders such as Jody Blaney and Carl Wolgram, Vera is passionate about connecting hotels with guests through innovative sales and marketing strategies, driving success for both her team and the broader hospitality community.
• Delphi Select Property Administrator Certificate of Completion of Ready, Set, Sell training by Marriott Master Connection Level 1
• Salesman of the Year Award
What do you attribute your success to?
I attribute my success to the guidance of supportive mentors—particularly Jody Blaney and Carl Wolgram—along with the strong professional relationships I’ve cultivated throughout my career. The hospitality industry’s emphasis on human connection has also been a driving force for me. My passion for hotels began early in my career and has only grown through consistent community involvement and a steadfast commitment to revenue-focused sales leadership.
What’s the best career advice you’ve ever received?
The best career advice I’ve ever received is to stay connected, build strong relationships, and always leverage mentorship. This guidance shaped my early growth in the industry and has been instrumental in my advancement from a front office agent to Director of Sales.
What advice would you give to young women entering your industry?
My advice to young women entering the industry is to prioritize relationship-building, actively seek out mentors, and embrace opportunities for cold prospecting or face-to-face conversations. Hospitality rewards confidence, consistency, and the ability to forge authentic human connections.
What are the biggest challenges or opportunities in your field right now?
One of the biggest challenges in my field today is the post-COVID decline in transient travel, along with the industry-wide shift toward virtual meetings. At the same time, I see a significant opportunity in delivering exceptional in-person hotel experiences—ensuring smooth operations, creating memorable stays, and rebuilding trust with business clients who value personalized service.
What values are most important to you in your work and personal life?
The values most important to me in both my work and personal life are love and teamwork. I embrace these principles personally and within my organization, believing that true success in hospitality comes from genuine care for people, collaboration, and leading with empathy.