Editorial Board   Guest Author

Mr. Cairns

J.Thomas Cairns

Attorney, Steckbauer Weinhart, LLP

J. Thomas Cairns advises and represents real estate developers, investors, lenders, brokers, landlords and tenants in sophisticated transactions and high stakes litigation. In over 30 years of practice, he has been developers' counsel on more than 50 major projects, including shopping centers, office and industrial parks, mixed use projects, hotels, condominiums and apartments, handling all aspects of property acquisitions, financing, entitlements, subdivisions, construction, sales and leasing. He has represented both borrowers and lenders in dozens of multimillion dollar financing transactions and has negotiated and documented hundreds of commercial leases. He became a licensed California Real Estate Broker in 1979. In addition, Mr. Cairns represents hotels, restaurants, travel agencies and tour operators. For more than a decade, he acted as outside General Counsel to the world's largest chain of student travel agencies. In 1997, he was inducted into the Academy of Hospitality Industry Attorneys and has served two terms on that organization's Board of Directors. Mr. Cairns' approach to litigation is to seek early, practical and economical resolutions for his clients. Where early resolution cannot be achieved, however, Mr. Cairns can call upon his skills as a veteran trial lawyer, having acted as lead counsel in over 60 bench trials and 14 jury trials to verdict in state, federal and bankruptcy courts. Mr. Cairns believes that his transactional and litigation practices complement one another and that his deep understanding of substantive real estate law gives his clients an advantage in the courtroom against generic litigators, while his experience with how things actually shake out in court helps him to better advise transactional clients on how to avoid pitfalls that may lead them into trouble.

Mr. Cairns can be contacted at 213-229-2868 or jcairns@swesq.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.