Marketing Review - Spring 2008 - (Page 2)

›› GUEST EDITORIAL ROBERT A. GILBERT, CHME, CHA Publisher JASON SMITH Associate Publisher ILSA WHITTEMORE Editor The Digital World We Live In oday HSMAI chapter leaders will view photos of their recent Leadership Conference on the HSMAI page of the photo sharing site Flickr, industry professionals will watch and listen to a webinar from HSMAI University, visitors to HSMAI’s Affordable Meetings Web site will view testimonial videos from show exhibitors, and prospective attendees will access an electronic brochure with details of the 8th Annual Resort Conference. Those are just a few examples of how HSMAI members and industry professionals are coming in contact with the organization’s programs and resources. There is no doubt that we are in a digital world. While the world of hospitality sales and marketing will always be one of handshakes, digital communication has become ingrained in our everyday lives, personally and professionally. It is against that backdrop that we have introduced a digital version of the HSMAI Marketing Review. With the fall 2007 issue, HSMAI, in partnership with Nxtbook Media, debuted an e-dition of the magazine. This virtual version of the publication is an exact replica of the printed version, with several enhancements. The e-dition can be read on screen or printed, and is accessible 24 hours a day from any location, exclusively for HSMAI members. In addition, it also contains live links to resources mentioned in articles, columns and ads. The HSMAI Marketing Review celebrated its 25th anniversary in 2007, and is always ranked by members as one of the top benefits of membership. While there is something to be said for being able to pick up the magazine, read it, pass it along to a colleague, and save it for future reference, HSMAI believes that it is time to present an e-dition as an additional member benefit and resource. The magazine will continue to be printed and distributed to HSMAI members and subscribers. We would like your feedback, though, on what you think of the e-dition and whether you would like to have the option of continuing to receive the printed version in addition to the digital version. If you have not had a chance to view the e-dition of the fall issue, please go to the HSMAI Marketing Review page in the Resources section at www.hsmai.org and take a look. And keep an eye on your email for notification of when each new issue e-dition is available. KATHLEEN TINDELL Associate Editor THE ART DEPARTMENT DESIGN STUDIO www.theartdepartment.us Art Direction & Design T www.hsmai.org The HSMAI Marketing Review (USPS 677-730) (ISSN 0746-9985) is published quarterly by the Hospitality Sales & Marketing Association International, 8201 Greensboro Dr., Suite 300, McLean, VA 22102. The magazine reaches more than 4,000 hospitality sales executives. ©2008 by the Hospitality Sales & Marketing Association International. All rights reserved. Reproduction in whole or in part without written permission from the publisher is prohibited. Editorial Offices: 8201 Greensboro Dr., Suite 300, McLean, VA 22102; Phone: (703) 610-9024. Address all manuscripts to this address. The Hospitality Sales & Marketing Association International is a non-profit educational organization devoted to upgrading the professionalism of those engaged in hospitality industry sales, marketing, and servicing. Annual membership dues include the annual subscription price of $95 for the HSMAI Marketing Review. Additional single copies $17.00. Periodicals postage paid in McLean, Virginia and additional mailing offices. Members: Please send all change of address information to the McLean, VA office; address above. Postmaster: Send address changes to the HSMAI Marketing Review, 8201 Greensboro Dr., Suite 300, McLean, VA 22102. The material in this publication reflects the opinions and philosophies of the individual contributors—and does not necessarily represent or reflect any position (official or otherwise) of the Hospitality Sales & Marketing Association International (HSMAI), its staff, officers, or officials. These articles are provided for the interest of the readers—and HSMAI does not certify any of the data or statistics in these articles. Jason Smith, Vice President of Communications Associate Publisher, HSMAI Marketing Review SELECTED PHOTOGRAPHY PROVIDED BY GETTY IMAGES COVER ILLUSTRATION: CHRIS CHILCOAT 2 http://www.theartdepartment.us http://www.hsmai.org http://www.hsmai.org

Table of Contents Feed for the Digital Edition of Marketing Review - Spring 2008

HSMAI Marketing Review - Spring 2008 Contents COLUMN: The Online Marketer COLUMN: Success Stories COLUMN: Guest Column Ten Trends Now Shaping the Future of Hospitality Turning the 2008 Consumer Tax Rebates into Hospitality and Travel Sales 25 Extraordinary Minds in Hospitality and Travel Sales and Marketing The Lure of Lore: Connecting with Customers Through a Unique Brand Story A Careful Balancing Act A Meaningful Relationship: How Technology Affects the Connection Between Hospitality Marketers and Meeting Planners SPECIAL SECTION: The 2007 HSMAI Adrian Awards Building Five Star Imagery

Marketing Review - Spring 2008

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