"We believe that hospitality is not just about the guest experience, but about the commercial excellence of the team behind it."
Michelle Dean
Founder
Revenue Coach , Trainer and Consultant
Michelle has spent 33 years working her way up through hospitality, starting in reservations and building through revenue management roles into leading commercial teams across multiple hotel types and brands. Along the way, she's seen the pressure, the gaps, and the missed opportunities that independent hotels face daily — and the transformation that happens when a team becomes genuinely confident and commercially minded.
ARC Strategy was founded to bring that experience directly to hotels who don't have access to centralised training, structured support, or in-house revenue leadership. Michelle's approach blends hands-on coaching, process improvement, and commercial strategy to build change that lasts well beyond a single engagement.
James brings a broad commercial and operational background to ARC Strategy, having built his career from front-line hospitality roles through to negotiation, contract delivery, and strategic account management across multiple industries. He supports ARC's strategic direction and commercial partnerships.
James Roberts
Founder
Principal Strategist
Our approach is rooted in a warm, sophisticated methodology that respects the unique culture of every hospitality brand. We don't just provide solutions; we transform teams into confident, consistent performers through expert coaching and data-driven strategies.
Our Story of Excellence
ARC Strategy was founded on a simple belief: hospitality thrives when the team behind it feels confident, capable, and genuinely commercial. Michelle and James share that conviction — built from decades combined across hospitality, commercial strategy, and account management — and it shapes everything ARC does, from the way engagements are designed to the results they aim to deliver.
At the heart of ARC Strategy are three values: clarity in how we work, confidence in the people we support, and consistency in the results we help build. Whether it's a single coaching session or a full transformation programme, every engagement is guided by the same commitment — practical, honest support that leaves your team stronger than we found it.
Behind the Strategy
With 33 years of industry expertise dedicated to your commercial success.
