Editorial Board   Guest Author

Mr. Hanuka

Ben Hanuka

Principal, Law Works P.C.

Ben Hanuka, J.D., LL.M., C.S. Ben practices in the areas of franchise law and business disputes. Mr. Hanuka is Board Certified in Ontario as a Specialist in Civil Litigation and is ranked in the Canadian Lexpert Directory as a leading practitioner in franchise law. Mr. Hanuka has acted as counsel in novel and leading Ontario decisions relating to franchise disputes. Mr. Hanuka represents all key players in franchising and has gained expertise over the years in complex franchise industries such as hotels, pharmaceuticals and many others. He is principal of Law Works Prof. Corp., an Ontario regional boutique law firm practicing in the area of franchise law and business disputes. Please visit www.lawworks.ca for more information.

Mr. Hanuka can be contacted at 866-716-6497 or ben@lawworks,ca

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.