We serve you answers, not just reports.

Lynchburg, Virginia

Our Products

Go to Data Valet

Data Valet

We mine your hotel’s group customer data to find the right customers to fill your need times and maximize profits.

Go to Custom Applications

Custom Applications

We design and build web-based, custom applications.

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Our Background Story

The Story of Serge and Topline Group

Managing Director
Lynchburg, Virginia
Serge was born in Argentina but grew up in the USA. His family’s travel business spurred his interest in the airline and lodging industries. Serge graduated from Cornell University’s School of Hotel Administration in 1981. He then went to work for Pannell Kerr Forster (PKF) doing hotel feasibility studies. In 1985, he joined the Feasibility Department at Marriott International. Before he retired from Marriott, Serge was Vice President of Sales Planning and Analysis. In this role, he helped Marriott to answer three questions : 1) How many sales people should we have?; 2) Where should they be located?; 3) Who should they be calling on?

Serge made the decision to retire from Marriott in 1998. He relocated to Lynchburg, Virginia so he could take his “big city, big company” hotel industry expertise and offer it to clients at small town prices.

He was a pioneer in assembling a "virtual team" of hotel industry experts and technology heavyweights. The virtual team generates low overhead, and allows Topline Group to pass the savings along to clients.


Michael Donahue

Vice President, Business Development
Costa Mesa, California
Michael is responsible for developing and securing new clients for Topline’s products and services. He works with hospitality brands, management companies, representation companies, and independent hotels and resorts.

Michael brings over 30 years of successful senior executive hospitality management experience. Prior to joining Topline, he held senior executive level roles with Hilton Worldwide, The Irvine Company, Pegasus Solutions, KSL Resorts, and was President and Co-Founder of Clairvoyix. Michael has served on the Board of Directors for HSMAI as well as on the Marketing Steering Committee for AH&LA. Michael lives in Costa Mesa, California.

Chad Daniels

Director, Client Services
Lynchburg, Virginia
Chad’s duties at Topline Group include pulling custom reports for our clients, as well as coding and automation for our internal processing. He also assists in creating and researching new products/services that help benefit Topline Group’s existing clients.

Prior to his employment at Topline Group, Chad was a Data Analyst in the Business Intelligence Office at Liberty University specializing in automation and data integrity. Chad holds a B.S. in Mathematics from Liberty University. Chad lives in Lynchburg, Virginia.

Tegan Fahey

Director, Client Services
Golden, Colorado
In addition to leading Client Services, Tegan juggles a range of responsibilities. From initial contact and beyond, she serves as a main point of contact for our clients regardless of their needs. She is responsible for internal processing, ad-hoc analysis, deployment analysis, custom solicitation lists, training for new and existing clients, and client retention.   Prior to Topline, Tegan worked on property for both independent and branded hotels (including Ritz- Carlton hotels) in group sales analysis and revenue management. Tegan lives in Golden, Colorado.

Becky Harrison

Manager, Billing
Lynchburg, Virginia
In addition to billing and accounts, Becky also leads the new client enrollment process.

Prior to joining Topline Group, Becky earned her bachelor’s degree in business administration from Geneva College and was an office manager for a non-profit organization for 10 years. She lives in Lynchburg, Virginia.

Mark Heddaeus

Vice President, Technology
Greensboro, North Carolina
Mark is the “man behind the curtain” responsible for all of the systems, applications and databases that support Topline Group’s Data Valet and related products. He is an expert SQL Server developer, and develops custom applications to client specifications.

Prior to joining Topline Group, Mark was an application developer for International Operations MIS at American Express. He lives in Greensboro, North Carolina.

Gabby Lisanti

Manager, Client Services
Buenos Aires, Argentina
Gabby provides monthly reports and support for ad hoc requests from clients. If you are having a problem accessing your reports from our website, Gabby can help with that. Prior to joining Topline, Gabby worked for HBO as well as in Public Relations for Tourism Toronto. She lives in Buenos Aires, Argentina and speaks fluent English and Spanish.

Kait Robertson

Manager, Client Services
Norfolk, Virginia
Kait assists our clients by providing data analysis, reporting, solicitation lists and one- on-one (or group) webinar training sessions. Before joining TopLine, Kait was an on- site Revenue Manager for a Starwood branded hotel. She has over 15 years of hotel experience, including hotel operations experience. Kait holds a degree in Business Management from the University of Phoenix and she lives in Virginia Beach, Virginia.

Diane Siebert

Vice President, Applications & Development
Seattle, Washington
Diane builds and maintains web-based, custom SQL Server applications for Topline’s clients. She is a ninja programmer and developer extraordinaire! She might even be a magician. Prior to joining Topline, Diane spent 8 years with Kraft Foods as a Lead System/Business Analyst and 9 years with McDonald Corporation as a Lead Application Analyst. Diane lives in Seattle, Washington.

Joe Fiori

Systems Analyst
Kettering, Ohio
Joe’s role at Topline Group is to improve existing systems wherever possible and to help with the development of new applications. He works with data processing, web solutions, and reports.

Prior to joining Topline Group, Joe worked as a Software Developer at Avesis, with a focus on automating customer communication. Joe has a B.S. in Mathematics from Liberty University. He currently lives in Kettering, Ohio, and likes to travel to National Parks.

Carol Brooks

SVP, Business & Product Development
Chantilly, Virginia
Carol is responsible for developing relationships with new clients, and creating new products to meet the changing needs of existing clients. She is also an Instructor in Georgetown University’s Masters in Global Hospitality Leadership.

Prior to joining TopLine, Carol was SVP of Revenue Management at Marriott International. Her early career was in Corporate Finance and she holds an MBA from UVA’s Darden School of Business. She lives in North Potomac, Maryland.

Customer service

Email and phone numbers by function

Data Valet Customer Support:

Tegan Fahey     
Kait Robertson     
Serge Asensio     
Gabby Lisanti     
Chad Daniels     


Becky Harrison     

Trouble Logging In

Gabby Lisanti     
Mark Heddaeus     

New Business & Product Development

Carol Brooks     

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