Editorial Board   Guest Author

Ms. Halpern Lanz

Leora Halpern Lanz

President, LHL Communications

Leora Halpern Lanz has been an active leader and participant in the field of hospitality marketing since 1985, and has always been at the forefront of strategic marketing and communications. She was named the 2010 Hospitality Marketing Executive of the Year by the Big Apple (Greater New York) chapter of Hospitality Sales & Marketing Association International (HSMAI). And in February 2017, Leora was named among the Top 25 Extraordinary Minds of Hospitality Sales and Marketing, to be recognized at the HSMAI Adrian Awards dinner in New York City in February 2017.

Ms. Lanz is a full time faculty member of Boston University's School of Hospitality, where she teaches introduction and advanced marketing classes as well as digital marketing. In May 2017 she was named Professor of the Year. In addition to serving as full-time faculty at BU's School of Hospitality, Ms. Lanz is also Principal of LHL Communications, assisting hotels and hospitality organizations with content marketing, branding, media relations, digital and social media advisory, and on-line reputation management, including: development of internal and external position statements; content creation and story-telling for audience engagement and connections; media training, and "branding" and "solutions" sales training.

Her clients include hospitality management and ownership companies, consulting firms and advisory services, regional investment conferences around the globe as well as owners' associations.

Previously, Ms. Lanz served, for 15 years as Global Director of Marketing & Communications for HVS, a leading international hospitality consulting and services firm. She was responsible for overseeing the internal and external marketing communications for the organization's multitude of offices, services, conferences, and articles and research. She directed the firm's global business teams for Marketing and Communications, Graphic Standards, Internal Communications, Social Media, Conference Branding and the Market Connections annual event. She also managed and edited the firm's weekly newsletter, the Global Hospitality Report and was the company's primary media contact.

Simultaneously, Ms. Lanz directed HVS's Sales & Marketing division, working directly with a myriad of hotel properties and companies, hospitality related services, and other entertainment and recreational venues. Ms. Lanz and her team of experienced marketing communications specialists provided strategic planning, innovative sales training and action planning, social media marketing and publicity, and big-picture branding consultancy.

Prior to joining HVS, Ms. Lanz served for 10 years as Director of Public Relations and Advertising for the ITT Sheraton Hotels of New York and for five years as Director of Public Relations for the Greater Boston Convention & Visitors Bureau. With ITT Sheraton, she ran the public relations and advertising operations for six hotels and played a significant public relations role for the hotels during the 1992 Democratic National Convention, and for numerous hotel openings since that time.

While in Boston, she spearheaded the citywide promotion of the Monet exhibition and was invited by the Japan National Tourist Organization to teach destination marketing to tourism officials there. During her graduate studies she also handled public relations activities for the (then) new Four Seasons Hotel at the Boston Common.

Ms. Lanz is an active member of the Public Relations Society of America (www.prsa.org) , having served as chairperson of the PRSA Travel & Tourism Conferences in 1998 and 2000, and a member of the Society of American Travel Writers (www.SATW.org) and Hospitality Sales & Marketing Association International (www.HSMAI.org). She is also a board member of the Cornell Club of Long Island, where she resides. She earned a bachelor's degree from Cornell University and a master's from Boston University. She has written for dozens of industry publications and excerpts of her articles are included in the American Hotel & Lodging Educational Institute's Sales and Marketing textbook 6th edition, released in March 2014.

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

Ms. Halpern Lanz can be contacted at +1 516-680-8529 or leora@lhlcommunications.com

Coming up in January 2020...

Mobile Technology: Meeting Tech Expectations

What once seemed futuristic is now the norm, owing to the escalating developments in mobile technology, and hotels must continue to innovate in order to meet guest expectations. In a recent study from Mower, 65 percent of guests said they would gladly pay more for a hotel that provides the mobile technology they deem essential. The same study shows that 44 percent of travelers are more likely to book a smart hotel, and nearly 7 in 10 want to use smart devices provided by the hotel. And how do guests wish to use all this technology? A majority expressed a desire for mobile check-in and check-out, and mobile payment options. They also want to be able to stream content from their phone to the TV; to make service requests of the hotel staff; to control in-room lighting, temperature and sound; to order food and beverages; and to request a wake-up call - all from their mobile device. Guests also expressed preferences for robust wi-fi and convenient device charging ports throughout the hotel. They also appreciate the use of hotel branded apps which allow a guest to book a room, access loyalty programs, receive discounts and rewards, and even use the app to choose the room, floor and view they prefer. Some hotel apps also allow a customer to track their charges throughout their stay, rather than waiting to receive a bill at the end. Finally, mobile tech lounges are popping up more frequently in some hotels. These lounges offer guests the opportunity to perform tasks like airline check-ins or access to local info guides, but they also provide a place where guests can comfortably get some work done outside their room. The January Hotel Business Review will report on what some hotels are doing to meet their customers' expectations in the mobile technology space.