Editorial Board   Guest Author

Mr. Robinette

Del Robinette

Vice President Sales & Marketing, Hospitality Management Corporation

Del Robinette is Vice President of Sales & Marketing for Hospitality Management Corporation (HMC). Founded in 1971, HMC is a privately owned independent management company and one of the oldest and most well established in the lodging industry. His main responsibilities include supervision of the sales and marketing revenue generation goals of the company, talent development, marketing and promotional opportunities, brand relationships and ownership expectations across HMC’s portfolio. Throughout his career, he has spent a majority of his focus in the sales discipline, from grass roots and pre-opening experience to revitalization and sales efforts in distressed hotel environments. Under Mr. Robinette’s leadership his teams have won several awards including Sales Team of the Year for the Crowne Plaza brand in 2008 and in 2010, and Del was recognized as Crowne Plaza Hotels and Resorts, Director of Sales and Marketing of the Year in 2011. Mr. Robinette’s extensive experience in the hospitality industry has led to developing the best possible mutli-layered sales approaches to ensure there is comprehensive coverage of all facets of sales and revenue generation. He is also expert in leveraging brand tools and understanding brand metrics, focusing on key and target account penetration and repositioning post-brand migration and renovation. Some additional key areas of focus in his role are driving positive RevPar and market share results across the entire HMC portfolio. Training and developing sales leaders in the field are also a top priority along with implementing and executing strategic sales plans to enhance profitability for each of the hotels. Lastly, Mr. Robinette oversees setting strategic direction for the various properties through annual budgeting processes and creating reliable and result-focused annual marketing plans. Please visit http://www.hospitalitymgt.com for more information.

Mr. Robinette can be contacted at 972-934-2040 or drobinette@hospitalitymgt.com

Coming up in February 2018...

Social Media: Engagement is Key

There are currently 2.3 billion active users of social media networks and savvy hotel operators have incorporated social media into their marketing mix. There are a few Goliath channels on which one must have a presence (Facebook & Twitter) but there are also several newer upstart channels (Instagram, Snapchat &WeChat, for example) that merit consideration. With its 1.86 billion users, Facebook is a dominant platform where operators can drive brand awareness, facilitate bookings, offer incentives and collect sought-after reviews. Twitter's 284 million users generate 500 million tweets per day, and operators can use its platform for lead generation, building loyalty, and guest interaction. Instagram was originally a small photo-sharing site but it has blown up into a massive photo and video channel. The site can be used to post photos of the hotel property, as well as creating Instagram Stories - personal videos that disappear from the channel after 24 hours. In this regard, Instagram and Snapchat are now in direct competition. WeChat is a Chinese company whose aim is to be the App for Everything - instant messaging, social media, shopping and payment services - all in a single platform. In addition to these channels, blogging continues to be a popular method to establish leadership, enhance reputations, and engage with customers in a direct and personal way. The key to effective use of all social media is to find out where your customers are and then, to the fullest extent possible, engage with them on a personal level. This engagement is what creates a personal connection and sustains brand loyalty. The February Hotel Business Review will explore these issues and examine how some hotels are successfully integrating social media into their operations.