Editorial Board   Guest Author

Mr. Gelfand

James Gelfand

Director of Sales & Marketing, Turnberry Isle Miami

James Gelfand is Director of Sales & Marketing for Turnberry Isle Miami, with over 30 years of industry experience; he is responsible for overseeing the strategic direction of sales for the 408-room resort. As Director of Sales & Marketing he is involved in developing new business opportunities and working directly with all revenue generating departments. He has been instrumental in driving innovative programming and tasked with upholding and enhancing the property's longstanding legacy in southern Florida. Prior to assuming his new role with Turnberry Isle Miami, Mr. Gelfand held the Director of Sales & Marketing position at The Westin Copley Place, where he was influential in the property's transition to becoming part of Starwood Hotels of Boston's Metro Market Sales Force. He guided and directed revenue management and hotel performance at the property to achieve a dramatic increase in sales and stable revenue growth. Mr. Gelfand's 11-year career with Starwood Resorts and Hotels also includes serving as Director of Sales at both The Westin Diplomat Resort and Spa in Hollywood, Fla., and The Walt Disney World Swan and Dolphin Resort in Orlando, Fla. He also served as Vice President of Sales, Marketing and Revenue Development at the prestigious PGA National Resort & Spa. During his time at the resort he was the key architect in rebranding and reintroducing the resort to both local and national markets through integrated marketing and advertising initiatives. Mr. Gelfand assisted with creating new sales deployment territories and enhanced sales across multiple facets of the resort. Mr. Gelfand graduated from Georgia State University with a degree in Hotel/Restaurant and Travel Management.

Mr. Gelfand can be contacted at 786-279-6521 or jgelfand@turnberryislemiami.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.