Editorial Board   Guest Author

Ms. Brett

Beth Brett

Co-founder and Principal, Blink Creative Group

Beth Brett and her business partner, Emma Haber, are the co-founders and principals of Blink Creative Group, a full-service communications enterprise with a focus on hospitality and lifestyle brands. As strategic storytellers—who can implement all facets of communications from branding and PR to partnerships and events as well as creative writing and social media support—clients seek out their firm for thoughtful and thought-provoking brand experiences. As industry veterans—each with more than 15 years of extensive media and marketing expertise working with world-renowned brands—their agency offers authentic and unparalleled communications solutions. Before founding Blink Creative Group with Ms. Haber, Mrs. Brett served as the communications director for the Los Angeles Tourism and Convention Board. For eight years, Mrs. Brett was a lead publicist for The Getty, where she forged strategic partnerships and managed PR for every major program at the world-renowned arts institution. Prior to her Getty post, she was a communications specialist for Hospital Special Surgery, one of the nation's top hospitals. After graduating from Princeton University, Mrs. Brett began her career in New York at SERINO/COYNE, where she worked on creative campaigns for live entertainment brands. With a master's degree from Stanford's Journalism School, Mrs. Brett has also written feature stories for The New York Times, Newsday, The San Francisco Chronicle and ESPN the Magazine.

Please visit www.blinkcreativegroup.com for more information.

Ms. Brett can be contacted at 310-850-2701 or beth@blinkcreativegroup.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.