Editorial Board   Guest Author

Ms. Repass

Claire Repass

Manager of Communications, Social Tables

Claire A. Repass, CMP is the Manager of Communications at Social Tables. In this role, she is responsible for increasing brand awareness through content curation, industry relations, community partnerships and event marketing. Prior to working at Social Tables, she worked on multi-million dollar international events with a prominent lobby, and directed events and fundraising for a U.S. Congressman. Educated in event management at the University of Illinois, George Washington University & the Smithsonian Institution, Claire is a certified meeting professional (CMP) whose devotion to the hospitality industry has seen her work with NPO's, federal & local governments, political organizations, startups and corporations to develop dynamic and memorable events and campaigns. She serves as committee chair for the MPI Rocky Mountain chapter and Women In Travel (WINiT), and is actively involved in the IAEE and PCMA communities. Claire's writing has been featured in PCMA Convene, BizBash, Event Solutions, Hotel Business Review, Hotel Executive, The Special Event and MPI.

Ms. Repass can be contacted at 877-973-2863 or claire@socialtables.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.