Editorial Board   Guest Author

Ms. Adair

Nicole Adair

Area Director of Revenue Management, SHR

Nicole Adair joined SHR in 2015 after working in corporate revenue management for a diverse portfolio of hotels across the mainland United States and Hawaii. As a Certified Revenue Management Executive, she has extensive experience in directing connectivity and channel interfacing initiatives for multiple CRS, PMS, and channel management platforms. Her effective room inventory and channel management strategies have resulted in double-digit revenue growth and positive RevPAR index percent change across a large portfolio of properties. Ms. Adair has widespread experience working with several independent properties and brands in varying markets from urban hotels to beach resorts, and she draws on this experience when directing revenue strategy initiatives for SHR clients. Ms. Adair holds a Bachelor of Arts in Russian and is currently pursuing her Master of Science in Hospitality Management. Please visit www.shr.global for more information.

Ms. Adair can be contacted at 800-252-0533 or nadair@shr.global

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.