Marketing Review - Spring 2008 - (Page 41)

Praised for their ideas, innovation, leadership and enviable results, 25 individuals were named the “Most Extraordinary Minds in Hospitality and Travel Sales and Marketing” by HSMAI. For the fifth consecutive year, outstanding sales and marketing executives were chosen by their peers for how they impacted the industry and inspired their profession. To learn what makes this talent pool tick, they were asked for their thoughts about what matters most, from customer relationships to the online space, branding, and the power of partnerships. Here is what a dozen of those “extraordinary minds” had to say. Courting the Customer In an age of consumer savvy and sophistication, the rules of engagement have considerably changed. It is an era to be personal, relevant, deliver value, and pursue that emotional connection. “2008 is the year of the customer relationship,” says Dr. Lalia Rach, divisional dean and HVS International chair, Preston Robert Tisch Center for Hospitality, Tourism and Sports Management, New York University. She believes it’s not about customer satisfaction but about loyalty, something that is not easily won and a challenge to keep. “It’s not about points, but knowing what the customer wants on an emotional level. That requires a culture that is steeped in the meaning of a multi-varied relationship that consistently tells the client they are valued. The hospitality industry falls in love with a new client but then forgets to nurture that love. Those companies with deep, abiding connections to their most valuable clients will win,” explains Rach. “Our core tenet to building campaigns is to start with the ‘zealots,’” offers Michael Tyre, managing partner, Guest Relations Marketing. “Who loves you, why, and what can we do to build more business through these guests and others of similar mindset. This inside-out approach can be played out nicely in directed means and reduce the traditional dependency on paid advertising and price-driven promotions.” He adds that building and nurturing relationships are paramount, as is having respect for guests, knowing what is valuable to them and personalizing in new ways. “Data is available now on virtually all aspects of a guest’s behavior, which should be aggregated into more personal services and not merely as a revenue/transaction model. Imagine a personal Web site for guests that completely customizes their experience?” “The cornerstone of maintaining strong relationships with customers is offering them relevant products and services,” states Randy Garfield, president, The Walt Disney Travel Company. “At Disney, our ability to stay connected with guests is the direct result of asking them about their experiences and acting on their feedback to improve our overall operation.” Brenda Fields, founder, Fields and Company points out, “In many ways, technology has created an impersonal way of doing business. But it is wise for owners and operators to evaluate the areas of guest interaction and measure the impact of technology. The personal touch of interacting with guests is a powerful tool that fosters goodwill and guest loyalty, which translates to market share and revenues.” Karmela Gaffney, managing director, eCommerce & advertising, Best Western International, says you need to find the right balance between the offline and online world, and then find the perfect integration between the mediums to speak to the customer with a consistent message, voice, and experience. “The differences in buyer profiles can be both dramatic and subtle when considering the generational layers that are prevalent in today’s marketplace,” says Mike Hampton, Ed. D., dean, Lynn University, College of Hospitality Management. “As life spans become extended, and seniors remain more mobile, the millennials and subsequent youth markets will pose unprecedented challenges for providing products and services that yield the desired experiences of a spectrum of age groups. Product segmentation only begins to scratch the surface in appealing to the demands of these varied groups, so marketers must identify the most appropriate ways in which to create the blend of offerings that will satisfy the array of needs, wants, and expectations that are posed by multigenerational audiences.” He sees one of the most significant phenomena impacting the industry in the coming decade will be the proliferation of inexperienced global travelers entering the marketplace. From more mainstream Chinese travelers to the U.S. to an increasingly mobile middle-class Indian population, there will be new opportunities for reaching out to audiences that have never been exposed to consuming the hospitality products and services available in the U.S. “It will require a much different approach to marketing…simply translating messages into different languages won’t work as marketers will need to gain a unique understanding of each audience and the motivators that stimulate them to action.” Joel Carver, senior vice president-sales and marketing, VIZERGY, predicts more of the generational shift as baby boomers retire with greater wealth and better health, allowing them to reclaim a new travel dynamic. “This generational shift will lead to new management techniques, marketing strategies, and ultimately corporate philosophies than have been experienced in earlier generations.” SB10065571A-001/PETER DAZELEY/GETTY IMAGES All About the Brand With branding being a major focus of most hospitality and travel operators, the spotlight is on individualism and differentiation, promise, and delivery. A high-voltage current that connects a customer’s emotions to your products and your company is how Garfield defines ones brand. “Branding and ‘reputation management’ are critical elements of your prod41

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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