Editorial Board   Guest Author

Mr. Markham

Clay Markham

Global Hospitality Sector Leader, CallisonRTKL

Clay Markham leads CallisonRTKL's hospitality sector with a dynamic, comprehensive design and management approach to architecture, interior design and strategic branding. With nearly 40 years in the industry, Mr. Markham has worked on projects all over the world and is a firm believer in choreographing rich guest experiences that help brands build loyal customers. His deep market knowledge and a lifetime of traveling the globe allow him to easily transition from single-use environments to large-scale master plans to mixed-use projects that cover a variety of sectors, from hospitality to world-class entertainment venues.

Mr. Markham is a strong proponent and supporter of research and analytics, using detailed data mining, demographics and industry trends to point the way toward the future of hospitality. His design philosophy centers on the convergence between food experience, flexibility and looking to the future of what travelers will want in five, 10 or even 30 years. Mr. Markham looks at his projects holistically, working not just from a design perspective but with the operations team to understand back-of-house issues and logistics, as well as marketing to understand strategy and positioning, tying everything back to the guest.  

Mr. Markham is a frequent speaker and contributor to industry publications; he is a go-to expert for all things hospitality and travel. His compelling designs and successful project delivery skills have resulted in award-winning projects for individual developers and owners as well as top-tier brands, including Marriott International, Hyatt Hotel Corporation, and InterContinental Hotel Group, not to mention the new, super sustainable AC Hotel in South San Francisco.  

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

Mr. Markham can be contacted at +1 410-537-6000 or clay.markham@callisonrtkl.com

Coming up in February 2020...

Social Media: Social Listening Tools

The reach and influence of social media is staggering. Nearly 3 billion people use social media daily, posting a range of messages, selfies, images, and everything in-between. According to HubSpot, almost 4 million posts are uploaded to the major social networks every single minute! That's an astounding amount of content and it is crucial for hotels to skillfully use social media in order to effectively compete. From establishing a suitable brand identity and voice to creating content across all the major networks (Facebook, Twitter, Instagram, Pinterest, etc.), the goal is to actively engage consumers and to eventually convert them to customers. Some hotels are initiating online contests as a way to attract new customers, while others are rewarding customers with discounts who subscribe to the their email lists or follow their social media pages. Another recent strategy is to employ social media listening tools that track what people are posting online about their businesses. These tools allow hotels to monitor - or listen to - what's being said about a brand across the entire social web, and this can prove to be very valuable, unfiltered information. Social listening permits hotels to be aware of people's opinions about their business, industry or competitors, and some of these tools even listen beyond social media platforms. They also monitor publicly available information on blogs, forums, news outlets and websites. Some listening tools are more focused on gathering and analyzing data, while others offer more engagement-oriented features, which allow hotels to interact with people right from the platform. Often the information that is gleaned from these listening tools ends up being the most authentic, unbiased insights a business can get. The February Hotel Business Review will document what some hotels are doing to successfully integrate social media strategies into their operations.