Editorial Board   Guest Author

Mr. Padwick

John Padwick

Vice President, Travel, Merkle

John is a seasoned Travel Industry executive with 15 years global experience in integrated brand marketing and technology systems. His background includes building and managing integrated brand marketing teams and initiatives across the travel industry. He's been responsible for developing digital platforms (including CRM and loyalty programs) for major global travel brands, including: Hilton Hotels, Marriott Hotels & Resorts, and Wyndham Hotels & Resorts. He brings a unique blend of industry knowledge regarding pertinent KPIs, CRM, and modern consumer new media consumption patterns. Immediately prior to joining Merkle, John's role centered on delivering CRM consulting, integrated marketing, and marketing automation solutions.
 At Merkle, John spearheads the growth efforts for Merkle's specialty Travel practice. The practice provides expertise in bringing innovative data, analytic, and technical marketing solutions to top travel and hospitality clients. He is passionate about helping Merkle industry partners understand and leverage our customer-centric approach, delivering targeted experiences to customers and prospects across online and offline media.


Please visit http://www.merkleinc.com for more information.

Mr. Padwick can be contacted at 415-410-6303 or jpadwick@merkleinc.com

Coming up in April 2020...

Guest Service: First Impressions Matter

Hotels spend large amounts of money on marketing their operation and brand, but sometimes they fail to remember that guest service is the lifeblood of their business. It is outstanding guest service that allows a hotel to create an amazing and lasting impression, one that will remain with guests far beyond the duration of their stay. In pre-internet days, first impressions were formed the moment a guest walked through a hotel's front door. These days, first impressions are created long before a guest arrives at a hotel property. They begin when a customer visits a hotel's website or social media pages for the first time. When a guest connects with a property online, they immediately form an opinion of the hotel. First impressions matter and because of that, a hotel website should be mobile-friendly with blistering fast speed; it should be graphically appealing; and it should provide visual representation of the kind of experience a guest can expect. It is also vital to engage the customer; to actively solicit and respond to guest feedback. When a hotel personally engages with someone, it is demonstrating to other customers that guest opinions matter, and that management is willing to go the extra mile to provide superior guest service. Similarly, when a hotel sends out personalized emails with satisfaction surveys attached, it demonstrates that management values guest feedback, so that service can be improved at every level. Additionally, social media messages can be sent out prior to a guest's arrival to learn more about them, so their visit can be personalized. It's the small touches and details that are most remembered and appreciated. The April issue of the Hotel Business Review will examine what some leading hotels are doing to cultivate excellent guest service in their operations.