Editorial Board   Guest Author

Mr. Vogt

Barry J. Vogt

Senior Vice President, Chief Claims Officer , EMPLOYERS

Barry J. Vogt is an insurance industry expert with more than 29 years of experience. In his role as senior vice president and chief claims officer for specialty workers' compensation insurance carrier EMPLOYERS®, Mr. Vogt leads the organization's claim operations group and is responsible for claims strategy, medical management/managed care strategy, catastrophic claim management, fraud investigations, claim controls, regulatory compliance and subrogation effectiveness. He has helped many hotels and other small businesses with effective claims management. Mr. Vogt holds a Bachelor of Science degree in Business Administration from the University of Nebraska and holds a CPCU Professional Designation.

Mr. Vogt can be contacted at 888-682-6671 or BVogt@employers.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.