We serve you answers, not just reports.

Lynchburg, Virginia

Data Valet Features

Go to Target Existing Customers

Target Existing Customers

GROUP DEMAND REPORT: Our flagship service provides an easy-to-use tool showing 5 years of historical sales data along with all future meetings in your database. Our team provides unlimited support, ad-hoc analysis, and trainings to help you better understand your business mix.

Go to Discover New Prospects

Discover New Prospects

MEETMARKET: An innovative new prospecting tool that looks to the future for upcoming events within multiple markets. Take a peek into what hotels and other venues have on the books and see whether those events have considered or booked your property in the past.

Go to See Around Corners

See Around Corners

PASS REPORT: A sophisticated and powerful pace tool designed to pinpoint peaks and valleys in your group business. When we spot weak periods, we produce solicitation lists for you targeting those periods. With the PASS report we anticipate your needs and then help you meet them.

Schedule a demonstration to learn more about our products

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.


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.

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.

Joe Fiori

Systems Analyst
Dayton, 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 Dayton, 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.

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.

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.

Customer service

Email and phone numbers by function

Data Valet Customer Support

Tegan Fahey
Serge Asensio
Katie Hacker
Chad Daniels


Becky Harrison

Trouble Logging In

Cheryl Bryan
Mark Heddaeus
Joe Fiori

New Business & Product Development


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