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 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.