Editorial Board   Guest Author

Ms. Le Quesne

Katharine Le Quesne

Senior Director, HoCoSo

Katharine is a Senior Director at HoCoSo - an advisory firm specialising in creating unique hospitality experiences and destinations. Our services cover: concept (re)development & portfolio creation; project scoping and execution; asset management; and education.

Ms. Le Quesne has spent over 20 years working all over the world with private investors, public companies, Governments and operators in the hospitality and leisure industries, advising on an eclectic mix of investments, particularly luxury hotels, resorts, destinations and theme parks. She is also a valued advisor to C-suite teams and boards, facilitating strategic workshops and providing an external industry perspective.

Ms. Le Quesne began her career with Jones Lang Wootton (now JLL) in China, when the country was undergoing its first real estate boom, working on real estate investment, agency and development consultancy. She subsequently worked in Asia and Europe for Arthur Andersen and Deloitte, within their specialist hotel advisory practices. She launched and ran the first monthly hotel benchmark survey for Asia Pacific and travelled extensively across EMEA and Asia, working on M&A, strategy and development feasibility assignments.

Ms. Le Quesne is Head of Resorts at the Glion Institute of Higher Education, Switzerland, and is a Visiting Lecturer at world class hospitality and real estate institutions, including the University of Zurich and previously the Ecole Hotelière de Lausanne. She has been an industry advisor on the World Economic Forum Travel & Tourism Competitiveness Report and is a regular speaker at industry events.

Ms. Le Quesne has lived in Hong Kong, China, Singapore, Taiwan and France and is currently based in the UK. She speaks French and rusty Mandarin (her undergraduate degree); and has an MBA from INSEAD, France.

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

Ms. Le Quesne can be contacted at +44 797-970-3444 or katharine@hocoso.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.