Editorial Board   Guest Author

Mr. Kish

Carl Kish

Co-Founder, STOKE Certified

After four years of research and development with Co-Founder Dr. Jess Ponting, Carl Kish created STOKE Certified — the world's first sustainable tourism certification program for surf and ski tourism operators. Equipped with the sector-specific knowledge and tools to empower businesses who want to embrace sustainability, he is committed to progressing the riding culture with a future-proof perspective.

Mr. Kish has developed sustainability management systems for Tavarua Island Resort, Fiji; Casa Tucan Hotel, Costa Rica; Turtle Bay Resort, Hawaii; and Mt Ashland Ski Area, Oregon. Currently he is the Project Manager for the development of Olas Verdes Resort in Nosara, Costa Rica — a LEED Certified project.

Having completed the Global Reporting Initiative Certified Sustainability Reporting Course (G4), as well as the Green Globe Certified Auditor Course, Mr. Kish is well-versed in the benchmarking, certification, and sustainability reporting processes.

As the former Content Strategist for a web and graphic design firm, Made by Grizzly, Mr. Kish also possesses the creative skills to design beautiful print and online sustainability reports that are engaging and easily digestible for the public. 

Mr. Kish graduated with honors from San Diego State University with a Bachelors of Science in Sustainable Recreation and Tourism Management.

Mr. Kish can be contacted at 925-260-6369 or carl@stokecertified.com

Coming up in June 2020...

Sales & Marketing: Technology Rules

It is impossible for any hotel to develop an effective sales and marketing plan that doesn't include a wide-ranging digital strategy. Online platforms have impacted virtually every aspect of their business, due to major changes in how Internet users research, plan, and book their hotel visits. As a result, a successful plan includes generating traffic through the use of a hotel website, social media, email and a myriad of other digital marketing technologies. One such strategy uses data collection and automation technology to create personalized content to individual customers. The goal of personalization marketing is to engage potential customers by communicating with them as individuals - to establish a more personal relationship - as a way of encouraging them to visit a property. Video marketing is also extremely important. Showing someone authentic video from a specific location is immersive and engaging, and video is still the preferred way for customers to interact with a hotel brand. Voice and Visual Search are increasingly in demand, as consumers are moving away from typing queries into a search engine. Instead, they can simply speak their request into their phone, and find and book a hotel without ever typing a word. Similarly, other platforms allow consumers to search visually for almost any image, and find out pricing information, shopping comparisons and how-to-buy - all from the app. The adoption of Artificial Intelligence is also becoming popular. The ability of chatbots to answer simple questions or fulfill requests 24/7 is undeniably appealing. In addition, A.I. seems best positioned to qualify leads that can be later nurtured and closed by a human sales expert - all at a fraction of the cost of a traditional support team. The June Hotel Business Review will examine how some sales and marketing professionals are integrating these innovative technologies into their operations.