Editorial Board   

Mr. Collins

William Collins

Executive Director Vertical Market Strategy, Heartland Payment Systems

William Collins, executive director of vertical market strategy for Heartland Payment Systems has over 20 years experience leading successful sales, marketing and business development efforts for organizations within the technology, telecommunications and financial services arena. Mr. Collins's career includes tenures at both Fortune 500 and entrepreneurial start-ups, including companies such as Harris Corporation, Preferred Networks, Verizon Communications, Atrana Solutions, Alliance Data and Heartland Payment Systems. With each company, Mr. Collins had the opportunity to lead and develop product marketing, business development and sales distribution strategies. Mr. Collins also was involved in preparing Preferred Networks to go public and preparing Atrana Solutions and the NWS division of Alliance Data for acquisition, both of which are now part of Heartland Payment Systems. Mr. Collins and his team are responsible for developing and implementing the Hotel and Lodging strategy at Heartland. Within this role, the team is determining ways that Heartland can better serve the Hotel and Lodging industry, whether that be in developing new technology solutions to better secure credit card data or to develop sales and marketing programs that deliver value added products and services to operators across the country, enabling them to improve their bottom line and provide a higher level of service to their guests. Mr. Collins's team works with other departments within Heartland, other solution partners within the hotel and lodging space as well as with the primary trade and member associations to enhance the value that Heartland brings to our stakeholders. Mr. Collins has published several articles regarding industry trends and best practices and is a regular guest speaker at conferences, association meetings and training seminars. Mr. Collins served in the U.S. Army-Signal Corp, stationed at Fort Bragg, NC, and has a Bachelors degree in marketing from Montana State University-Bozeman. He received an Executive MBA from Baylor University Hankamer School of Business.

Mr. Collins can be contacted at 972-295-8677 or William.Collins@e-hps.com

Coming up in November 2019...

Architecture & Design: Biophilic Design

The hospitality industry is constantly evolving to meet and exceed guest expectations. As a result, hotels are always on the lookout for new ways to improve the guest experience, and architecture and design is an essential part of this equation. Bold design is often the most effective way to make an exceptional first impression - an impression guests use to distinguish between brands. One design trend that is being embraced worldwide has become known as “Biophilic Design.” Biophilic design is based on the concept of biophilia, which is the theory that human beings have an innate tendency to seek out nature, natural elements, and natural forms. Biophilic design is more than hotels simply adding a surplus of plants; it involves incorporating specific design elements into a hotel in order to imbue it with a sense of wellness and well-being. Some of those elements include exposure to natural lighting; views of nature and rooms with a view; natural architectural patterns; salvaged or reclaimed woods of all types; reclaimed metals; sustainably sourced stone; living green walls and vertical gardens; and direct and indirect exposure to nature. Hotels that have incorporated biophilic design into their properties are reaping the benefits associated with this trend including reduced stress responses, better air quality, lower energy costs, and more positive guest reviews. Biophilic design has also been shown to improve guest moods and to satisfy consumer demand for environmental responsibility. Savvy hotel owners and managers are aware that nature-inspired elements enhance their guests' comfort and well-being, which is why this trend is becoming so prevalent. Biophilic design is just one topic in the fields of hotel architecture and design that will be examined in the November issue of the Hotel Business Review.