Editorial Board   Guest Author

Mr. Burke

Patrick Burke

Principal, Michael Graves Architecture & Design

Patrick Burke, AIA is a Principal with Michael Graves & Architecture & Design (MGA&D) and was the Principal-in-Charge and Lead Designer for the planning, architectural design and interior design of Resorts World Sentosa. Since joining the firm in 1982, he has led design teams for well over 50 projects, including the majority of MGA&D's work in the hospitality sector. Mr. Burke has also designed numerous, award winning cultural facilities such as museums and theaters, office buildings and training centers, courthouses, university buildings and residences. Mr. Burke instills in each of his projects a distinctive architectural character that reflects the context and the audience. Fond of saying that he does not want his hotels to look as though they could be located just anywhere in the world, he creates designs that feel rooted in their sites. Even when creating worldwide brand standards for several tiers of Wyndham hotels, he devised art programs and interiors options that reflect regional differences. Throughout Burke's extensive hospitality projects, he has integrated planning, architecture, interior design and the design of furniture, furnishings, signage and artwork, resulting in unique custom designs for light fixtures, carpets, furniture and accessories. A representative listing of Mr. Burke's hospitality portfolio includes Resorts World Sentosa featuring over 1,834 guest rooms in 6 hotels, a casino, and ESPA Spa; the 2,300-room Walt Disney World Swan and Dolphin Hotels in Orlando, FL which contain 16 distinct restaurants and extensive convention and entertainment facilities; the Hotel New York at EuroDisneyland Paris; five resort hotels in Egypt, one of which includes extensive golf facilities and a spa; a business hotel in Antwerp, Belgium; a master plan for a resort for up to 16,000 guests in the Canary Islands; and an eco-tourist golf resort on the Pacific Coast of Costa Rica. A native of Chicago, Illinois, Mr. Burke received his architectural education at the University of Illinois, Chicago and at Princeton University, where he studied under Michael Graves.

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

Mr. Burke can be contacted at 609-924-6409 or pburke@michaelgraves.com

Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. 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.