Editorial Board   Guest Author

Ms. Fields

Brenda Fields

Founder, Fields & Company

Fields & Company was founded by Brenda Fields, a strategist and sales and marketing expert, to apply the formulas for success she developed over the years to assist owners and operators in achieving target revenues through cost effective, well-founded strategic plans and through creating and sustaining strong brands.

Ms. Fields brings a unique perspective and an ability to fully understand each client's challenges, honed from over a two decade-long record of unparalleled success in the hospitality industry. Industry leaders and innovators ranging from Ian Schrager to real estate developer Harry Macklowe have benefited from her distinctive combination of strengths: to analyze and manage every detail of an assignment while never taking her eye off the bigger picture.

Every marketing initiative With a "who's who" roster of clients, Ms. Fields has worked with a number of industry leaders and real estate investment companies including Starwood Lodging Corporation, Vornado Realty Trust and Planet Hollywood, Choice Hotels International, John Hancock Mutual Life Insurance Company, Olympus Real Estate Corporation, Pew Charitable Trust Foundation and Apple Core Hotels among others.

Ms. Field's consulting practice for independent properties has included a wide range of clients such as The Kitano Hotel, New York; Woodlands Resort and Inn, Summerville, South Carolina; The American Club, Kohler, WI; Founders Inn and Conference Center in Virginia Beach, VA; The Addison, Boca Raton, FL; Bel Age Hotel, Los Angeles, CA; Mondrian Hotel, West Hollywood, CA; and as well as clients in international locations, i.e. Costa Rica, England, and Germany.

Ms. Fields, an industry leader and spokesperson, is a member of the prestigious International Society of Hospitality Consultants; served on the Americas Board of Directors for HSMAI; is Immediate Past President of the Hospitality Sales & Marketing Association International in NYC; was named one of "The Top 25 Most Extraordinary Minds in Sales and Marketing" by HSMAI and the "Leadership Development Award"; is a member of the Editorial Board of HotelExecutive contributes regularly to international publications Hotel News Now, Hotels Online, Hotel Resource Weekly Network News, and eHoteliers.

Please visit http://www.fieldsandcompany.net for more information.

Ms. Fields can be contacted at +1 518-789-0117 or brenda@fieldsandcompany.net

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.