Editorial Board   Guest Author

Ms. Melanson

Judy Melanson

Vice President Travel & Hospitality Practice Leader, Chadwick Martin Bailey

Judy Melanson's clients include the Hilton Family of Hotels, Royal Caribbean, MTV, and Avis/Budget Rent-a-Car. They frequently call upon her for the experience, insight, and focused use of market information she employs to drive strategy on their highest visibility research projects. Ms. Melanson's expertise focuses on current (and potential) high value customers and supports marketing communications and brand/product development; loyalty program benefit optimization to find the sweet spot between cost management and customer preference; and brand health monitoring to map the market's connection to brand and focus on actions to strengthen relationships. Ms. Melanson applies high-end analytics to assist clients with business-focused and action-oriented recommendations. She has been with CMB for 20 years. Prior to joining Chadwick Martin Bailey, Ms. Melanson was a Sales Executive for a Resort Hotel, sold timeshares, and was a tour guide in Scotland. She has served as the President of the Boston Chapter of the American Marketing Association and frequently speaks at industry conferences. She is frequently published in Loyalty Management, Hospitality Executive, Sales and Service Excellence, The Journal of Business Strategy, and Sales and Service Excellence. Ms. Melanson earned her B.A., magna cum laude, from Boston College and her M.B.A., cum laude, from Babson College. Clients such as the Hilton Family of Hotels, Royal Caribbean, MTV, and Avis/Budget Rent-a-Car frequently call upon Ms. Melanson for the experience, insight, and focused use of market information she employs to drive strategy on their highest visibility research projects.

Ms. Melanson can be contacted at 617-350-8922 or judym@cmbinfo.com

Coming up in May 2020...

Eco-Friendly Practices: Creative Innovation

Being eco-friendly is no longer a fad. It is an urgent planetary need and hotels are actively doing their part to reduce their carbon footprint by implementing sustainable, green practices. In addition to the goodwill derived from doing the right thing, hotels are also realizing the benefits to their business. A large percentage of Millennials expect hotels to be eco-friendly and will only patronize those properties that are proudly conforming. Consequently, more hotels are realizing that sustainability is a key element in a successful branding strategy. In addition, going green can lead to a more profitable bottom line, as savings on electricity, water and cleaning materials can add up. Also, there are other advantages that come with being an eco-friendly business, such as government subsidies and tax and loan incentives. As a result, many hotels are finding innovative ways to integrate eco-friendly practices into their business. Geo-thermal energy systems, along with energy-from-waste systems, are being used to heat and cool the property. Passive solar panels, green roofs, natural lighting and natural ventilation strategies also assist in energy conservation. Low-flow water systems and plumbing fixtures make a contribution, as does eco-friendly hardwood flooring, and energy efficient televisions and appliances throughout the property. In addition, some hotels have implemented in-room recycling programs, and only provide all-natural, personal care items. One hotel has actually constructed a bee-keeping operation on their grounds. Not only is this good for the bees but the hotel also produces products from the operation which they sell. This kind of creative innovation also holds enormous appeal to guests. The May issue of the Hotel Business Review will document what some hotels are doing to integrate sustainable practices into their operations and how they are benefiting from them.