Editorial Board   

Mr. Bernstein

Laurence Bernstein

Managing Partner, Protean Strategies

During a highly successful 20 year career, Laurence Bernstein launched and nurtured numerous global hospitality, foodservice and financial service brands, on behalf of global advertising and brand marketing firms.

Prior to working in advertising, Mr. Bernstein cut his teeth in sales and marketing with Westin Hotels. In 1998, in response to the rapidly changing marketing environment, he founded the boutique strategy and research agency that he now runs, Protean Strategies.

From its inception, the firm has led the way in experiential branding -- converting attributes, features and benefits into relevant and differentiating experiences that form the underpinning of real brand-centric growth. This led to the seminal idea of "modern luxury", first posited in a 1999 white paper published in the Cornell Quarterly, which now underpins the entire boutique category.

In 2012 Mr. Bernstein started Protean Hospitality Partnerships, a marketing advisory consultancy focusing on the hotel and resort business. Recently, the firm published a widely quoted study of how consumers engage on an emotional level with hotel brands.

In the consumer research field, Mr. Bernstein developed the first psychoanalytic approach to market research, Inner Directives Archetype Studies, that has been used by more than 20 automotive brands to understand the underlying relationships between people and their vehicles. Inner directives has also been used by hotel companies and travel organizations to better understand and cater to their guests and visitors.

The Protean Guest Experience Audit system is an inexpensive methodology to help hotels understand what guests actually experience at the property level, using an interactive, real time methodology. In addition, Protean is recognized by Forrester Research as a leader in the exciting new field of Predictive Market based consumer research.

Mr. Bernstein attended the University of the Witwatersrand in Johannesburg and Cornell University School of Hotel Administration. He has published numerous articles on hospitality brand and guest experience design and has been invited to lecture at Cornell University, University of Toronto, and many associations including the inaugural Leadership Seminar presented by the Boutique and Lifestyle Hotel Association.

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

Mr. Bernstein can be contacted at +1 416-967-3337 x101 or bernstein@proteanstrategies.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.