Editorial Board   

Mr. Jordan

Parris Jordan

Managing Director, HVS - Caribbean

Parris Eric Jordan is the Chairman of the Caribbean Hotel Investment Conference & Operations Summit (CHICOS) and the Managing Director of HVS in the Caribbean, where he overseas hospitality consulting and valuation assignments in the Caribbean, the United States, Central America and Mexico. CHICOS, which was founded by Mr. Jordan in 2011, is an annual event which brings together international investors and operators as well as leading hotel investment decision makers, including governmental representatives and international industry and opinion leaders, to discuss the markets, developments and opportunities for hotel growth in the Caribbean region. Mr. Jordan's passion for the successful hospitality development in the region is contagious and his leadership of the CHICOS conferences has garnered increasing attendances each year. During his 15 plus years at hospitality consulting giant HVS, Mr. Jordan has performed hundreds of complex hotel consulting and valuation assignments in at least 25 U.S. states and more than 25 countries around the world. His areas of expertise include hotel market and feasibility studies, appraisals, valuations, operator searches, target market and global expansion strategy development for prominent international hotel brands. Owners, operators and developers repeatedly return to Mr. Jordan for his insight, knowledge, responsiveness and trustworthiness, regarding him as one of the leading industry experts on the Caribbean region. A native of Trinidad, and now residing in New Jersey, Mr. Jordan earned his masters degree from the prestigious Preston Robert Tisch Center for Hospitality and Tourism at New York University where he also lectured for several years as an adjunct professor on lodging development. He is also a member of the Board of Directors at the NYU Tisch Center Alumni Society.

Mr. Jordan can be contacted at 917-902-2314 or pjordan@hvs.com

Coming up in June 2020...

Sales & Marketing: Technology Rules

It is impossible for any hotel to develop an effective sales and marketing plan that doesn't include a wide-ranging digital strategy. Online platforms have impacted virtually every aspect of their business, due to major changes in how Internet users research, plan, and book their hotel visits. As a result, a successful plan includes generating traffic through the use of a hotel website, social media, email and a myriad of other digital marketing technologies. One such strategy uses data collection and automation technology to create personalized content to individual customers. The goal of personalization marketing is to engage potential customers by communicating with them as individuals - to establish a more personal relationship - as a way of encouraging them to visit a property. Video marketing is also extremely important. Showing someone authentic video from a specific location is immersive and engaging, and video is still the preferred way for customers to interact with a hotel brand. Voice and Visual Search are increasingly in demand, as consumers are moving away from typing queries into a search engine. Instead, they can simply speak their request into their phone, and find and book a hotel without ever typing a word. Similarly, other platforms allow consumers to search visually for almost any image, and find out pricing information, shopping comparisons and how-to-buy - all from the app. The adoption of Artificial Intelligence is also becoming popular. The ability of chatbots to answer simple questions or fulfill requests 24/7 is undeniably appealing. In addition, A.I. seems best positioned to qualify leads that can be later nurtured and closed by a human sales expert - all at a fraction of the cost of a traditional support team. The June Hotel Business Review will examine how some sales and marketing professionals are integrating these innovative technologies into their operations.