Editorial Board

Mr. Sprigg

Jim Sprigg

Director of Database Marketing & Analytics, Intercontinental Hotel Group

Jim Sprigg is an innovative database marketer with broad quantitative background and focus on integrated multi-channel promotional marketing. In his current role as director of Database Marketing & Analytics at InterContinental Hotels Group, he built, and now leads, a center-of-excellence for targeted marketing composed of 75 individuals located in Atlanta, Manila, and Bangalore who support regional stakeholders throughout the Americas, Europe, Asia and Middle East. This team supports both the science and the execution of marketing. On the strategic side, Sprigg introduces science to inform customer strategy, including lifetime modeling, enterprise segmentation, high-value guest methodology, lifecycle scoring, conjoint and share-of-wallet estimation. On the execution side, his team delivers personalized content and promotional marketing through email, web and mobile channels via customer segmentation, propensity/response scores, advanced test-and-learn, content arbitration, tailored digital experience and unbiased ROI measures. Sprigg also leads efforts to improve speed and efficiency of marketing processes. As an innovator in his current role, Sprigg piloted, championed and institutionalized the first-ever use of bundled tailored offers in travel industry campaigns, which more than doubled the impact of these campaigns on incremental spend, engagement, share shift, brand trial and retention of guests. In previous roles with UPS, Lockheed and joint military commands, Sprigg made advances in cost-based pricing, actuary/underwriting, effects-based military planning and economic simulation. Although working as an applied industry practitioner, Sprigg is an expert in consumer choice and has co-authored scholarly pieces in Computational Economics, Journal of Consumer Marketing and Marketing Science. He is a frequent speaker and panelist at conferences such as the Direct Marketing Association and Eye-For-Travel. Please visit http://www.ihgplc.com for more information.

Mr. Sprigg can be contacted at 770-604-2788 or Jim.Sprigg@ihg.com

Coming up in January 2018...

Mobile Technology: Relentless Innovation

Technology has become a crucial component in attracting and retaining hotel guests, and the need to enhance a guest’s technology experience is driving a relentless pace of innovation. To meet and exceed guest expectations, 54% of hotels will spend more on technology in 2018, and mobile solutions in particular will top the list of capital investments. Many hotels are integrating mobile booking, mobile keys, mobile payments and mobile check-in into their operations. Other hotels are emphasizing the in-room experience, boosting bandwidth and upgrading flat screen TVs to more easily interface with guest mobile devices. And though not yet mainstream, there are many exciting technology developments on the near horizon. The Internet of Things (loT) is taking form in some places, and can be found in guest room control systems, voice activation systems, and in wearable sensors that can be used for access and payment options. Virtual reality headsets are available at some hotels so guests can enjoy virtual trips to exotic locations or if off-property, preview conference facilities and guest rooms. How long will it be before a hotel employs a fleet of robots for room service, or utilizes a hologram as a concierge, or installs gesture-controlled walls that feature interactive digital displays? Some hotels are already using augmented reality for translation services, or interactive wall maps, or even virtual décor. This pace of innovation is challenging property owners and brands to stay on top of the latest technology trends while still addressing current projects. The January Hotel Business Review will explore what some hotels are doing to maximize their opportunities in the mobile technology space.