Editorial Board   Guest Author

Mr. Croghan

Jim Croghan

Chief Executive Officer, Identity Hospitality

Jim Croghan's hospitality management and spa career spans 22 years. He has a proven success record of resort and spa openings as a spa consultant and trainer, former Spa Director, vendor, writer and conference speaker.

Mr. Croghan's role is all-encompassing: from the initial feasibility and financial stages to the pre-opening stages and support of the ongoing development of each spa project. He is also responsible for ensuring that the highest standards are adhered to and that guest experience exceeds expectations. He works closely with all client head offices, owners, Hotel General Managers and Spa Directors as he develops and maintains key objectives, operating criteria, programming, budgeting, staff relations, marketing and training.

Mr. Croghan is a recognized and sought after speaker at hospitality events, including: University of California, Irvine - Spa & Hospitality Program, Global Spa & Wellness Mentorship Program and International Spa Association (ISPA) contributing best industry practices and tools for the spa industry.

Mr. Croghan is also one of I-Connection Founders, which provides event hosting, philanthropic efforts and continued support to the Spa and Wellness industry.

Identity Hospitality is founded on the guiding principal that success within the spa industry cannot be solely measured by its vision or by its profitability alone. Sustainability today and in the future economic cycles requires strong guidance and direction that Identity Hospitality provides.  Identity has extensive experience in the wellness, spa, fitness industries and retirement facilities, including distinctive design, operation, business analysis, treatment development, product designation and training. Identity has been recognized for capturing authentic and marketable qualities from the local culture, and for delivering distinctive facilities and guest experiences.

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

Mr. Croghan can be contacted at +1 760-916-5882 or jim@identityhospitality.com

Coming up in September 2020...

Hotel Group Meetings: Demand vs. Supply

It is a great time for hotel group meetings. It is expected that once again this sector will grow by 5-10% in 2020, partly due to the increasing value of in-person group meetings. Because people now spend so much time in front of their screens, face-to-face interactions have become a more treasured commodity in our modern world. Plus, the use of social media reinforces the value of engagement, discussion, conversation, and networking - all areas where group meetings shine. Despite this rosy outlook, there is a concern that demand for meetings far exceeds the supply of suitable venues and hotels. There are very few "big box" properties with 500-plus rooms and extensive conference facilities being built, and this shortage of inventory could pose a serious challenge for meeting planners. In addition to location concerns, the role of the meeting planner has also evolved significantly. Planners are no longer just meeting coordinators - they are de facto travel agents. Cultural interactions, local dining, experiential travel, and team-building activities are all now a part of their meeting mix. Plus, they have to cater to evolving tastes. Millennials are insisting on healthier venues and activities, and to meet their demands, hotels are making yoga breaks, fresh-pressed juices, plant-based diets, state-of-the-art gyms, and locally-sourced menus available. Millennials are also insisting that meeting venues practice Corporate Social Responsibility, which means upholding sustainable and ethical values; investment in the local community; health and well-being of employees; and general business practices that reflect being good citizens of the planet. Finally, there is a growing trend to merge meetings with other local events, such as music festivals, sporting events, and cultural attractions. The December Hotel Business Review will report on issues relevant to group meetings and will document what some hotels are doing to support this part of their operations.