Editorial Board   

Ms. Shaw

Stacy Shaw

President & Founder, m-k-t-g

Stacy Shaw is the president and founder of m-k-t-g, a full-service marketing communications agency focused on the hospitality industry, the agency works with companies that engage in lodging, dining, entertainment, development, tourism, recreation and gaming. Stacy brings over 20 years of marketing and hospitality experience to m-k-t-g. With a communications degree from Eastern Illinois University, Stacy began her marketing career at Foote, Cone & Belding. Her continued success within the advertising industry eventually led her to DraftWorldwide, the largest direct and promotions agency in the United States. In her role as executive vice president/managing director Stacy had oversight for key accounts such as Six Continents Hotels, General Motors Cadillac, Microsoft and Equal Sweetener. Throughout her career, Stacy continued to gravitate towards clients in the hospitality industry. Her passion for the hospitality industry resulted in her departure from the world of advertising. Stacy spent seven years at Hyatt Hotel Corporation in a variety of senior level positions. While at Hyatt, Stacy was responsible for the development and execution of brand communications, field marketing, corporate partnerships, owner relations and new hotel openings. She served on the Hyatt Diversity Council and was the winner of Hyatt's Marketing Professional of the Year in 1996. Stacy continues to leverage her passion for the industry and her extensive marketing background at m-k-t-g. She helps create innovative marketing strategies to benefit such high profile clients as Preferred Hotels and Resorts Worldwide, Westin Hotels and Resorts, Grand Teton Lodge Company, and Senior Lifestyle Corporation.

Ms. Shaw can be contacted at 312-202-6935 or sshaw@m-k-t-g.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.