Resort Conference webinar session Recap: The Case for Innovating Now
Scott Anderson, president of hospitality & real estate at Kohler Company, used travel data and case studies to recommend innovative business practices for resorts to implement today during the second Resort Conference webinar session, “The Case for Innovating Now.”
The virtual conference webinars are being offered free to the first 100 qualified hotel sales & marketing professionals registered for each session thanks to the generous support of a coalition of industry partners, including American Express, Fareed Zapala Koepke, Cendyn, ClickSquared, Dana Communications, E-proDirect, ICE Portal, Incite Response and PAR Springer-Miller Systems. Additional registrants can attend the webinars for a nominal charge.
In the 90-minute session moderated by Robert A. Gilbert, HSMAI president & CEO, Anderson stated that “since August 2008, luxury consumption has seen a steep decline” yet in this marketplace there are opportunities for resorts to succeed if professionals “take the right approach, the motivator approach.” He also advocated creating a revenue culture and balancing attention between ownership, guests and employees equally.
Anderson led attendees through opportunities to engage past or current guests, including how resorts can use online travel company’s (OTC’s) to their advantage to find loyal customers.
The latter part of the session focused on finding new customers. “Hoteliers first need to understand the desires of generation X and Y and look at what you’re offering to appeal to this demographic,” said Anderson. “We also need to look at source and segment together, not separately, to see what areas can be targeted.”
At the close of the session, Anderson stressed the importance of open communication with the sales team to encourage and motivate. He also encouraged attendees to not be afraid of making mistakes.
The Resort Conference, which is co-produced by HSMAI and the School of Hotel, Restaurant & Tourism Management at the University of Denver, continues with Emerging Lifestyles and Travel Trends: Implications for Resort Marketing, from 2-3:15 p.m. EST May 11. Attendees will hear highlights from the 2009 National Leisure Travel Monitor, now in its 17th year. A few complimentary spots remain for this session as well as:
Managing Group Sales Contracts in a World Gone Mad
May 13, 2009; 2-3:15 p.m. EST
Panelists: Steve Kinsley, Kinsley and Associates; Steve Rudner, Rudner and Associates; Mike Dominguez, Vice President of Global Sales, Loews Hotels
Visit for more information and registration.
