Editorial Board   Guest Author

Ms. Shallcross

Juliana Shallcross

Founder, Trips and Giggles

Juliana Shallcross was previously the managing editor and founder of HotelChatter, Jaunted, and VegasChatter, a trio of daily websites owned by Conde Nast which chronicled the travel industry. Recently, she's been keeping tabs on the hospitality industry for several publications including Conde Nast Traveler, Frommers.com, and Tnooz.com. She's also creating daily website content for LE Miami, a contemporary travel collective which highlights global trends and shifts in high-end travel. With more than 10 years of reporting and writing experience related to hotels and travel, Ms. Shallcross has contributed her insights to several other travel publications including the New York Times, Wall Street Journal, Miami Herald, Inc., CNN, BBC, and National Geographic Traveler. Additionally, Ms. Shallcross has appeared on the Conde Nast Traveler Snapchat channel, which is proving to be a fun and engaging way to show off new hotels and dynamic cities. Recognizing the surge in family travel, Ms. Shallcross created her own family travel site, Trips + Giggles, in 2013 which details travel tips, ideas, and inspiration for parents. The site also includes a useful babysitter directory for parents in need of a night off while on vacation. This directory lists babysitting agencies in more than 20 cities, all of which are licensed and certified. The directory was featured in the March 2015 issue of Redbook Magazine. A native of New Jersey, Ms. Shallcross relocated to Los Angeles in 2002 after two years in New York as a creative marketing coordinator for Random House. She earned a Master's degree in Journalism from the University of Southern California in 2004. She's still based in Los Angeles and when not traveling, writing, or editing, she's out exploring her hometown.

Please visit http://www.tripsandgiggles.com for more information.

Ms. Shallcross can be contacted at 310-721-7356 or lovetrips&giggles@gmail.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.