Editorial Board   Guest Author

Ms. Strommen

Heidi Strommen

President, ProHost USA, a division of Distinguished Programs

Heidi Strommen is President of ProHost USA, a division of Distinguished Programs, a national insurance program administrator specializing in hospitality and real estate based in New York City.  Ms. Strommen joined ProHost USA in 1990 as Vice President of Operations and in 2008 was named company president. In 2019, ProHost USA was acquired by Distinguished Programs.

ProHost provides specialty insurance programs for restaurants and related risks through independent retail insurance agents across the country. The comprehensive program offerings available through ProHost vary by state and include: property, general liability, liquor liability, auto and excess/umbrella.

Ms. Strommen is also a charter member of the Target Markets Program Administrators Association, an organization dedicated to the unique challenges of Program Specialists. In 2013, the Association recognized her as a Certified Programs Leader. She was elected to the Target Markets Advisory Board in 2011 and served a two-year term as the Association president from 2015 through 2016.

Prior to joining ProHost in 1990, Ms. Strommen served as a policy analyst for the Minnesota Department of Commerce

Ms. Strommen has authored articles about insuring restaurant exposures for various industry magazines including Risk & Insurance, Insurance Journal, Agent and Broker and Rough Notes and has participated as a panel member at numerous insurance conferences and events.

Ms. Strommen earned her Bachelor of Arts degree in government from Cornell University in Ithaca New York. She also holds a master's degree in business administration from Metropolitan State University in Saint Paul, Minnesota.

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

Linkedin Profile: https://www.linkedin.com/in/heidi-strommen-cpl-mba-0943419/

Ms. Strommen can be contacted at +1 952-924-6973 or hstrommen@prohostusa.com

Coming up in August 2020...

Food & Beverage: New Technological Innovations

In the past few years, hotel food and beverage departments have experienced significant growth. Managers are realizing just how much revenue potential this sector holds, both in terms of additional revenue and as a means to enhance the guest experience. As a result, substantial investments are being made in F&B operations as a way to satisfy hotel guests but also to keep pace with the competition. Though it has been a trend for many years, the Farm-to-Table movement shows no signs of abating. Hotel chains are abandoning corporate restaurants and are instead partnering with local chefs to create locally-influenced dining options. Local, farm-sourced ingredients paired with specialty beverages or local wine also satisfies the increasing demand from Millennial travelers who are eager to travel sustainably and contribute to a positive impact. A farm-to-table F&B program also helps to support the local economy, which builds community goodwill. Also popular are "Self-Serv" and "Grab & Go" options. These concepts stem from an awareness that a guest's time is limited and if a hotel can supply them with fast, fresh, food and beverage choices, then so much the better for them. Plus, by placing these specialty kiosks in areas that might be traditionally under-utilized (the lobby, for instance), they can become popular destination locations. Of course, there are new technological innovations as well. In-room, on-screen menus allow guests to order from any restaurant on the property, and some hotels are partnering with delivery companies that make it possible for guests to order food from any restaurant in the area. Also, many hotels are implementing in-room, voice-activated devices, so ordering food via an AI-powered assistant will soon become mainstream as well. The August issue of the Hotel Business Review will report on these developments and document what some leading hotels are doing to expand this area of their business.