Editorial Board   Guest Author

Mr. Worker

Sean Worker

President & CEO, Bridge Street Global Hospitality

Sean Worker is Chief Executive Officer of BridgeStreet, responsible for the overall strategic and operational direction of the company, and for overseeing the company's development, finance, sales, marketing and legal activities including support for over 500 Brand Ambassadors. Mr. Worker joined BridgeStreet in 2009. Prior to joining BridgeStreet, Mr. Worker served as Managing Director and Executive Vice President, International Operations for Wyndham Hotel Group, London, United Kingdom, where he was responsible for managing a portfolio of over 650 franchised and managed assets throughout EMEA, India and Asia Pacific and was a board member of CHI Hotels & Resorts. Previously, Mr. Worker held various senior positions, with responsibility for development, sales and operations, at Interstate Hotels and Resorts, Bristol Hotels & Resorts, Marriott and Hilton in the United States and Europe. During this period, he oversaw and operated a range of assets and global brands. Mr. Worker holds a BA in Business with a specialty in Hotel & Hospitality Management from Galway-Mayo Institute of Technology and is a patron of the school. He is a native of Galway, Ireland.

Mr. Worker can be contacted at 44-0-20-7792-2222 or emea.gsc@bridgestreet.com

Coming up in June 2018...

Sales & Marketing: Opinions Matter

Hotel Sales and Marketing Directors manage a complex mix of strategies to attract and convert customers into guests. Part of their expertise includes an awareness of customer behavior during the reservation process, so they can make sure their hotel is favorably positioned. One such trend is the growing popularity of travel review sites. According to one recent survey, 61% of prospective customers consult online reviews in order to validate information about the hotel before making a purchasing decision. Another survey found that the average hotel customer reads between 6-12 reviews across 4-10 properties before making a final decision on where to stay. Similarly, other studies have shown that consumer reviews are a more trusted source of information for prospective customers than other kinds of marketing messaging. In fact, reviews are often considered to be as influential as price regarding whether a customer decides to complete a purchase or not. Plus, travel sites with the most reviews - including recent reviews from satisfied customers and thoughtful responses from staff - were also found to be the most appealing. So having positive reviews on a travel website is essential and can help to increase a hotel's conversion rates dramatically. Of course, there are all kinds of additional marketing strategies for sales and marketing directors to consider - the importance of video and the emergence of live streaming; the implementation of voice search; the proliferation of travel bots; and the development of Instagram as an e-commerce platform. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.