Editorial Board   

Ms. Dickinson

Kristi Dickinson

Director of Spa & Wellness, Rancho Valencia Resort & Spa

Kristi Dickinson brings more than two decades of luxury hospitality experience, including her current role as the Director of Spa & Wellness at the Five-Star, Five Diamond Rancho Valencia Resort and Spa (North County San Diego, CA).

Rancho Valencia was hand selected by Forbes Travel Guide as one of the finest Five-Star hotels and spas in the world (2018) and was awarded the prestigious AAA Five Diamond award (2018), both for five consecutive years. The resort has also been ranked as the #1 resort in the country by U.S. News & World Report (2015) and was listed on Conde Nast Traveler's 2016 Reader's Choice Awards List.

Prior to joining Rancho Valencia, Ms. Dickinson held key executive positions at The Mayflower Inn & Spa (Washington, CT), Spa Montage at the Montage Deer Valley Resort (Park City, UT), and the Golden Door Spa at The Peaks Resort (Telluride, CO).

Ms. Dickinson has a very diverse background in the hospitality industry ranging from event production and VIP services to housekeeping and food and beverage. She currently serves as an executive board member for the Advanced Spa Therapy Education Certification Council (ASTECC) and a mentor for the Global Wellness Institute's mentorship program.

Ms. Dickinson is a WELL Accredited Professional, through the International WELL Building Institute and a Fitwel Ambassador through the Center for Active Design. She is passionate about exemplifying and inspiring the wellness lifestyle in others and developing the future leaders of the hospitality and experience industry.

Ms. Dickinson has expertise in revenue management and profit generation, KPIs, benchmarking, financial analysis, menu engineering, concepting and innovation. She holds a Masters degree in Hospitality Management from the University of Nevada, Las Vegas and a B.A. in Marketing and Management from the University of Iowa.

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

Ms. Dickinson can be contacted at +1 858-759-6486 or kdickinson@ranchovalencia.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.