Editorial Board   Guest Author

Mr. Reid

Frank Reid

Executive Vice President, Kolbe Corporation

Frank Reid is executive vice president of Kolbe Corp in Phoenix, AZ, where he is responsible for managing business development efforts and human resources consulting with large corporate accounts. An accomplished HR executive with domestic and international experience in the insurance, financial services, information services and software industries, Mr. Reid has expertise in building highly effective teams and transforming the HR function to streamline and develop consistent practices across businesses. Throughout his career, Mr. Reid has developed a reputation as a strong business partner with senior management and a trusted advisor to CEO's on business and human capital strategies. Serving as a senior human resources executive for such companies as Ceridian Corporation, Jostens Corporation, Elsevier Corporation, Thomson Corporation, and Dialog Corporation, Mr. Reid led a variety of HR initiatives ranging from the creation of a learning and development function to the establishment of a “Line of Sight” process to promote understanding of corporate goals and individual responsibilities. At Ceridian Corporation, where he served as vice president of HR, Mr. Reid led the effort to consolidate all HR practices, processes and systems. He worked as a member of both the acquisition and integration team and the pension committee. Additionally, he led the company's diversity initiative and led the team that selected and implemented Ceridian's new payroll/HR system. As an independent consultant, Mr. Reid has sold HR services within the government and private sectors, provided recruiting services for senior management positions, introduced assessment tools for building highly productive teams, and facilitated the implementation of leadership development programs. Finally, Mr. Reid is a thought leader in such areas as recruitment, diversity, organizational transformation, and leadership development. He is an experienced and effective public speaker in areas related to HR and organizational development. Mr. Reid has a bachelor's degree in Economics from Morehouse College. Please visit http://www.kolbe.com for more information.

Mr. Reid can be contacted at 602-778-7902 or freid@kolbe.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.