Editorial Board   Guest Author

Ms. Fyock

Cathy Fyock

Principal, Cathy Fyock

Cathy Fyock, CSP, SPHR, is an Employment Strategist, and regularly speaks on the issues of talent management for an aging and changing workforce. She is the author of seven books, including *The Truth about Hiring the Best, UnRetirement*, and her most recent, *Hallelujah! An Anthem for Purposeful Work*. Ms. Fyock has served on faculty for the Society for Human Resource Management, and is an active volunteer leader. She served as President of her local chapter and as Chair of the Human Resources Certification Institute. Currently she serves as the Immediate Past Chair for KY SHRM. She is lifetime certified as a Senior Professional in Human Resources. Most recently Ms. Fyock helps aspiring authors write their books and has authored a book on how to write a book, *On Your Mark: From First Word to First Draft in Six Weeks*. As a book coach, she helps her authors find their voice, develop their thesis and outline, and get their books written. She has recently served as editor/project manager for Greyden Press's*Thought Leadership anthology, *What's Next in Human Resources*, featuring 17 authors addressing the issues of the future of the workplace, to be released in early 2015 Please visit cathy@cathyfyock.com for more information.

Ms. Fyock can be contacted at 502-445-6539 or

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.