Editorial Board   Guest Author

Ms. Lopez

Patricia Lopez

Associate & Senior Interior Designer, Baskervill

Patricia Lopez, LEED AP ID+C is an associate and senior interior designer in Baskervill's award-winning hospitality studio. Born and raised in Medellín, Colombia, Ms. Lopez's engaging and happy personality lends itself well to a career in the hospitality industry, where she enjoys collaboration and creating strong relationships that extend beyond the office. Her Latin culture has had a strong influence on her personal design aesthetic, which draws heavily on her homeland, blending bright pops of color in selective, intentional ways in her work. A graduate of Virginia Commonwealth University, Ms. Lopez holds a B.F.A. in Interior Design and has been working to help clients achieve their design goals for the past ten years. Her creative sensibility and talent for innovative design has been recognized with an International Interior Design Association Virginia Chapter Honorable Mention Award and interviews with a number of leading national industry publications, including Lodging Magazine, Hotel Management, and Hospitality Design. Known for her unique and inspired artwork selections and custom carpet designs, Ms. Lopez's recent work on the conversion of the Aloft Washington National Harbor into the AC Hotel Washington DC at National Harbor—only the third AC Hotel to open in the States—garnered rave reviews. Ms. Lopez's portfolio also includes the award-winning Hyatt Dulles Executive Meeting Center, the recently completed San Francisco Marriott Airport Waterfront guestrooms renovation, The Equinox Golf Resort & Spa, and the Napa Valley Marriott Hotel & Spa, which is currently in design. Ms. Lopez lives in Richmond, Virginia with her family. Please visit www.baskervill.com for more information.

Ms. Lopez can be contacted at 804-343-1010 or plopez@baskervill.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.