Editorial Board   Guest Author

Ms. Childs

Carolyn Childs

Principal, Mytravelresearch.com

Carolyn Childs has spent more than 25 years' helping businesses achieve their goals by using research and other evidence to guide strategy and planning - mainly in the aviation, travel and tourism fields. She has worked in more than 35 countries on every inhabited continent and brings a detailed understanding of customers and how to connect with them. As well as running her own businesses, Ms. Childs has worked for organizations such as the International Air Transport Association, TNS (the world's largest custom research company) and ran the Travel Research Centre for 8 years. Her clients include blue chip names across the industry including Aer Rianta, Tourism Australia, TurEspana (Spanish national tourism organisation), Air New Zealand, Qantas and Emirates. Ms. Childs' passion is making a difference and she does this by making research accessible and business focused. With Bronwyn White, she co-created Domesticate™ (now owned by TNS) - one of the industry's most respected sources of strategic direction for the Australian domestic tourism market. Ms. Childs set up MyTravelResearch.com with Ms. White in 2011 to help fulfill this passion by making the tools, approaches and insights accessible to everyone. Ms. Chiilds is a regular speaker at conferences and writes blogs for Sparksheet (on behalf of TNS) and MyTravelResearch.com. She has written an e-book “Same, same but different: Connecting with Consumers in Emerging Markets” She is a Full Member of the (UK) Market Research Society), contributes to the UNWTO panel of world tourism experts and is a founding board member of the TTRA Asia Pacific Chapter

Ms. Childs can be contacted at 61-0-416-213962 or carolyn@mytravelresearch.com

Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. 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.