Editorial Board   

Ms. Raleigh

Lori Raleigh

Executive Director, International Society of Hospitality Consultants

Lori E. Raleigh is currently serving as the Executive Director of the International Society of Hospitality Consultants. The International Society of Hospitality Consultants (ISHC) is a professional society with 175 members in 16 countries. Membership is by invitation only and members are all owners, principals, directors and/or officers in their firms and are leaders in the industry in their respective areas of expertise. There currently are over forty areas of expertise represented within ISHC. Ms. Raleigh is co-author and editor of "Hotel Investments:Issues & Perspectives", published by the Educational Institute of the American Hotel & Lodging Association. She is frequently a guest speaker at industry conferences and events and she has written numerous articles on hotel investments, asset management and evaluating brand and franchise affiliation programs. Lori currently serves on the board of directors of the American Hotel & Lodging Association, the New York University Preston Robert Tisch Center for Hospitality, Tourism and Sports Management Advisory Board, Florida Gulf Coast University's Resort & Hospitality Management Advisory Board, the New England Real Estate Journal Advisory Board, Real Estate Forum's Hotel Industry Advisory Board and Hotelexecutive.com's Finance Editorial Advisory Board. She is a member of IREFAC and is also a member and past president of the Hotel Asset Managers Association. Other memberships include the Urban Land Institute and the Association of Hospitality Financial Management Educators. Ms. Raleigh is a graduate of Emmanuel College and has a Master's degree in Business Administration from Boston College. And she is listed among Who's Who in American Colleges & Universities.

Ms. Raleigh can be contacted at 239-436-3915 or lraleighishc@aol.com

Coming up in June 2020...

Sales & Marketing: Technology Rules

It is impossible for any hotel to develop an effective sales and marketing plan that doesn't include a wide-ranging digital strategy. Online platforms have impacted virtually every aspect of their business, due to major changes in how Internet users research, plan, and book their hotel visits. As a result, a successful plan includes generating traffic through the use of a hotel website, social media, email and a myriad of other digital marketing technologies. One such strategy uses data collection and automation technology to create personalized content to individual customers. The goal of personalization marketing is to engage potential customers by communicating with them as individuals - to establish a more personal relationship - as a way of encouraging them to visit a property. Video marketing is also extremely important. Showing someone authentic video from a specific location is immersive and engaging, and video is still the preferred way for customers to interact with a hotel brand. Voice and Visual Search are increasingly in demand, as consumers are moving away from typing queries into a search engine. Instead, they can simply speak their request into their phone, and find and book a hotel without ever typing a word. Similarly, other platforms allow consumers to search visually for almost any image, and find out pricing information, shopping comparisons and how-to-buy - all from the app. The adoption of Artificial Intelligence is also becoming popular. The ability of chatbots to answer simple questions or fulfill requests 24/7 is undeniably appealing. In addition, A.I. seems best positioned to qualify leads that can be later nurtured and closed by a human sales expert - all at a fraction of the cost of a traditional support team. The June Hotel Business Review will examine how some sales and marketing professionals are integrating these innovative technologies into their operations.