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 February 2019...

Social Media: Getting Personal

There Social media platforms have revolutionized the hotel industry. Popular sites such as Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and Tumblr now account for 2.3 billion active users, and this phenomenon has forever transformed how businesses interact with consumers. Given that social media allows for two-way communication between businesses and consumers, the emphasis of any marketing strategy must be to positively and personally engage the customer, and there are innumerable ways to accomplish that goal. One popular strategy is to encourage hotel guests to create their own personal content - typically videos and photos -which can be shared via their personal social media networks, reaching a sizeable audience. In addition, geo-locational tags and brand hashtags can be embedded in such posts which allow them to be found via metadata searches, substantially enlarging their scope. Influencer marketing is another prevalent social media strategy. Some hotels are paying popular social media stars and bloggers to endorse their brand on social media platforms. These kinds of endorsements generally elicit a strong response because the influencers are perceived as being trustworthy by their followers, and because an influencer's followers are likely to share similar psychographic and demographic traits. Travel review sites have also become vitally important in reputation management. Travelers consistently use social media to express pleasure or frustration about their guest experiences, so it is essential that every review be attended to personally. Assuming the responsibility to address and correct customer service concerns quickly is a way to mitigate complaints and to build brand loyalty. Plus, whether reviews are favorable or unfavorable, they are a vital source of information to managers about a hotel's operational performance.  The February Hotel Business Review will document what some hotels are doing to effectively incorporate social media strategies into their businesses.