TORONTO — Michael Singer, area general manager for Vrancor Hospitality Group, is celebrating 30 years working with Accor and the Novotel brand.

Singer began his journey in 1988 when he became the opening general manager of Novotel Ipswich and, later, Novotel London Heathrow in the U.K. His career brought him to Toronto, where he held senior-level positions, including general manager of the Novotel Toronto North York, Novotel Mississauga and Novotel Toronto Centre.

In 2014, Singer was promoted to area general manager of all Toronto Novotel hotels, in addition to his role as general manager of Novotel North York. In this position, he created a strategic plan for market growth in Toronto by implementing cohesive sales, PR and marketing activities among all properties, while also overseeing food-and-beverage profitability and conceptual culinary developments.

In late 2015, Novotel Toronto Hotels moved to franchised ownership, leading Singer to take on his current position with Hamilton-based Vrancor Hospitality Group, where he oversees Novotel Toronto North York, Novotel Mississauga, Staybridge & Holiday Inn Oakville and Sheraton Hamilton, Ont.

Singer’s sharp business acumen is credited with playing a significant role in the development and implementation of key strategies that have paved the way for the success of the Novotel brand.

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