Editorial Board   Guest Author

Ms. O'Brien

Sara O'Brien

Associate Director of Marketing, HeBS Digital

Sara O'Brien is Associate Director of Marketing at HeBS Digital. She manages the development and execution of all HeBS Digital advertising, marketing and public relations. Starting with a position in client services, Sara has a solid understanding of hotelier's business needs and objectives, including how to help them generate the highest ROIs from their most cost effective channel - their own website. Ms. O'Brien's professional experience includes over eight years of advertising marketing experience; prior to joining HeBS Digital she managed development, production and strategic direction for Weight Watchers and MasterCard accounts at McCann Erickson. Ms. O'Brien has a Master's Degree in Global Marketing from Emerson College in Boston and a Bachelor's Degree from University of Wisconsin - Eau Claire. HeBS Digital has pioneered many of the best practices in hotel Internet marketing, social and mobile marketing, and direct online channel distribution. The firm has won over 250 prestigious industry awards for its digital marketing and website design services, including numerous Adrian Awards, Davey Awards, W3 Awards, WebAwards, Magellan Awards, Summit International Awards, Interactive Media Awards, IAC Awards, etc. A diverse client portfolio of top-tier major hotel brands, luxury and boutique hotel brands, resorts and casinos, hotel management companies, franchisees and independents, and CVBs are benefiting from HeBS Digital's direct online channel strategy and digital marketing expertise. Contact HeBS Digital's consultants at (212) 752-8186 or success@hebsdigital.com.

Ms. O'Brien can be contacted at 917-546-0830 or Sara@hebsdigital.com

Coming up in September 2019...

Hotel Group Meetings: Uncommon Destinations

The last few years have been good to the Hotel Group Meetings industry and that trend is expected to continue into 2019. Planners are brimming with confidence due to an expanding economy and increased job creation, which typically results in a boost in corporate meetings. Given this promising outlook, planners are trying to outdo themselves to satisfy the high expectations of their clients. One notable trend is to integrate unusual settings into the meeting experience, hosting groups at local zoos, aquariums, museums, event centers, or other outdoor facilities. The goal is to embrace uncommon destinations, rather than a typical hotel conference room, so that meetings can be memorable, unique and stimulating. This is also part of another trend which is to support all things local - from hosting events at landmark city venues; to catering through local restaurants, food trucks and microbreweries; to hosting off-site excursions like agri-tours, athletic events or scenic 5k routes. However, though the setting might be spectacular, there are still some bedrock components that must be provided to ensure a successful meeting. Free, high-speed Wi-Fi is still one of the most requested services. Planners have to make sure that a comprehensive communication infrastructure is in place so clients can easily connect - and stay connected - to the network throughout the entire meeting experience. Also, technology tools can be used to streamline the booking, registration, and check-in process, and Radio Frequency Identification (RFID) materials can be utilized to ensure seamless access to conference events. There are also numerous software tools that encourage audience participation, as well as integrating polls, Q&A, surveys and games into speakers' presentations. The September Hotel Business Review will examine issues relevant to group meetings and will report on what some hotels are doing to promote this sector of their operations.