Forty Under 40: Annette Nichols, 38

Annette Nichols’ career in hotel management began with an offer she couldn’t refuse.
Nichols was director of sales at Hyatt Place Hotel when corporate honchos — likely impressed with her handling of accounts like Tyson, Sara Lee and Cadbury — asked her to shift gears.
“I said, ‘What if I say no?’ and they said ‘That’s not an option,’” Nichols said. “They said, ‘You like bossing people around, anyway, so why not take a position in upper management?’”
Nichols became general manager in 2008, and has overseen some dramatic upticks. The hotel’s occupancy rate has risen from 55 percent to about 80 percent, and the average daily rate from $72 to $115.
Nichols worked in real estate/property management after graduating from her hometown college in Natchitoches, La., and moved when her mother retired in Eureka Springs in 2002. Nichols managed vacation rentals in Bella Vista before taking a job at AmeriSuites.
Nichols’ roots have deepened. Her son, Kyle, plays baseball for a travel team, and she likes to cook and dance.
She’s involved with several local groups, including Let’s Bring Them Home, which aids families with missing loved ones. Nichols’ reaction when she learned about LBTH might best reflect her outlook on life.
“The minute I saw it, I jumped on it,” she said.