Editorial Board   Guest Author

Mr. Elvin

Rob Elvin

Managing Partner, Squire Patton Boggs

Rob Elvin is the Managing Partner of the Squire Patton Boggs Manchester office. His particular expertise covers health, safety and environment (including nuisance, noise abatement, pollution, permit appeals and environmental warranty and civil claims), judicial review, corporate defense (including bribery and corruption, investigations and corporate manslaughter), inquest law, food hygiene and safety, transport law, including public inquiries in front of traffic commissioners, product safety, liability and recall and he is a solicitor-advocate. Mr. Elvin has particular sector expertise in the nuclear, gas and electricity generation and distribution, wind energy, chemicals, engineering and construction industries. Mr. Elvin also lectures on issues such as corporate manslaughter, product safety and defending all manner of regulatory prosecutions. Please visit www.squirepb.com for more information.

Mr. Elvin can be contacted at 44-161-830-5257 or rob.elvin@squirepb.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.