Editorial Board   Guest Author

Mr. Tufano

Phil Tufano

Partner & Chief Operating Officer, Kokua Hospitality

Phil Tufano had dedicated more than 30 years to mastering the art of adaptability in the hospitality industry. Overseeing a company with a portfolio of eight U.S. hotels of both independent and global hospitality brands, he leads Kokua Hospitality with the keyword of “open mindedness” front of mind. It's a philosophy that he has fine-tuned throughout his career in managing and repositioning hotels, which he instills in his operations teams at the Chicago-based company with offices in Los Angeles, San Francisco, St. Louis, and Jacksonville, FL. “Leadership is what distinguishes mediocre organizations from exceptional ones,” Mr. Tufano says. “People will mostly remember how you made them feel over what you said. Associates perform for managers they like, and for organizations they respect and believe in.” During his time at Kokua, Mr. Tufano has nearly quadrupled the team from an office of three people when he first came on board in 2007, while establishing Kokua as an industry-respected, third-party manager overseeing properties for Chartres Lodging Group, one of the largest hotel ownership groups in the United States. He notably oversaw the conversion of the 25-year-old Ocean Resort Hotel in Hawaii into the Hyatt Place Waikiki in 2011. In the three years that followed the reflagging, Kokua nearly tripled the net operating income to make the property one of the most successful Hyatt Place Hotels in the brand. Prior to joining Kokua, Mr. Tufano served in a senior management capacity at luxury resorts, as well as urban, convention, and all-suite properties during the 21 years he worked under the Global Hyatt Corporation umbrella. He made a significant impact on sales at properties across the United States and the Caribbean, as well as on the people around him by always bringing an enthusiasm and motivation that he fluently expresses. “In general, people want to do the right things, perform well, and be recognized so they can advance in their careers,” he says. “As a manager, you need to understand what skills your team needs to develop, openly communicate this, and give them the tools and guidance that they need to grow. From my experience, attitude equals altitude.”

Mr. Tufano can be contacted at 312-219-8050 or phil.tufano@kokuahospitality.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.