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  • Sales & Marketing

  • Five TripAdvisor All-stars Discuss the Link Between Management and Marketing

  • By Josiah MacKenzie, Founder, Gradigio Group

  • Using a slick marketing campaign to promote a poorly-managed hotel isn’t very smart. Sure, you might attract lots of guests — at first. But once they visit and have a disappointing stay, they’ll simply spread the word. And bad news always travels faster than good news, especially in these days of instant communication.

    Smart hoteliers understand how key management decisions impact marketing, for better or for worse. To explore this link, I interviewed a diverse group of five hoteliers whose properties are near the top of the TripAdvisor listings for their respective cities. With over 30 million guest reviews, TripAdvisor is the de facto benchmark of online guest opinions. Those hotels at the top are obviously making wise business decisions that positively affect their marketing and image.

    The hoteliers I spoke with are:

    1. Mariquel Waingarten of the Tailor Made Hotel in Buenos Aires, Argentina
    2. Michael Rosney of the Killeen House Hotel in Ireland
    3. David Craig of the Hotel Teatro in Denver, Colorado
    4. Adele Gutman of HKHotels in New York City
    5. Jonathan Raggett of Red Carnation Hotel Collection in London

    Interestingly — and probably not that surprisingly — the management styles of the five are quite similar. Here are their top tips.

    Start with a ...

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The economic challenges of the past four years have led many hotel companies to re-examine the ways in which they do business and how they deploy talent. In many cases, the work did not go away and fewer people were left to carry on the tasks that had previously been shared among many. As we work our way out of the recession and look forward to a healthier economic environment, there is an understanding that despite recovering business levels, we may never see the return of former staffing levels. This "new norm" of operating with leaner teams has led Human Resources professionals and people managers to look at career development and growth opportunities in a new light. The March Hotel Business Review will take a look at some of the strategies being used by successful hotel brands, and techniques human resource directors are currently exploring.
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