View What are your top priorities that target increasing stability and managing risk?

Marketing MIndset at Work for Risk Management.

Stability comes from building an organization that can weather the storm of disruption....with a Marketing Mindset at work: critical thinking to read the signals, strategic thinking to prepare options, and hospitality to keep trust intact:

Leora Halpern Lanz
View by Leora Halpern Lanz, Professor of the Practice, Boston University School of Hospitality Administration
  • Own your guest. Businesses that weather disruption know their guests directly rather than "renting" access through OTAs and intermediaries. That means investing in first-party data, CRM, direct booking, and loyalty or community programs, and shifting budget from acquisition toward retention.
  • Consider replacing the single annual plan with a base case plus "if this, then that." Hold a flexible budget reserve, shorten planning cycles, and have messaging and offers approved before a disruption, not drafted during one.
  • Treat trust as a core brand asset. Measure it. In uncertain times, guests choose the brands that reassure them. Honest communication, flexible policies, and value-adds protect brand equity. Trust should be tracked like any other KPI, through indicators such as guest sentiment, repeat and direct-booking rates.
  • Invest in people. Cross-training, retention, and internal marketing reduce operational fragility. Employees who believe in the brand are the most credible ambassadors when guest confidence is at risk.
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Leora Halpern Lanz
Leora Halpern Lanz
Professor of the Practice, Boston University School of Hospitality Administration

As author of Developing Your Marketing Mindset and Marketing Mindset in Motion, I share how hospitality equals connection and marketing. And if we market with meaning through wellness, sustainability and community, we build more brand loyalty and people are willing to spend more when they know about our offerings. The offerings must be authentic and genuine. Doing good is good for business.

Boston University School of Hospitality Administration
School-University

Established in 1981 and now celebrating 40 years of Innovating the Business of Hospitality, Boston University’s School of Hospitality Administration (SHA) offers students a combination of rigorous academics, liberal arts curriculum, and international experiences for the pursuit of success in lodging, restaurants, food service, and other avenues of the hospitality industry.

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