Editorial Board   Guest Author

Ms. Moon

Jennifer Moon

Manager, Greenview

Jennifer Moon is a manager with Greenview, a sustainability consulting firm specializing in the hospitality, meetings and events, travel and tourism industries at the organizational level. Greenview was founded in 2008 to play a pivotal role in advancing sustainability through increasing the prevalence of metrics, measurement and reporting across the travel and tourism industry. Ms. Moon has experience working in corporate ESG advisory & reporting, sustainable event services, destination reporting, and industry-wide research. She has expertise in GHG emissions calculations, corporate reporting frameworks (GRI, CDP, GRESB), water and biodiversity risk assessments for the corporate level. Ms. Moon has consulted for global hotel companies, REITs, hospitality vendors and event organizers. She is a member of Green Destination Orlando and the Sustainability Committee of NYC & Company. In her free time, Ms. Moon likes to write on sustainability topics for the industry, such as her article for Green Lodging News, [“Why Beekeeping is Relevant to Hotel Sustainability”][1] and Hotel Business Review, where she co-authored the article titled, [“Sustainability KPI's: Now Part of the Discussion”.][2] Ms. Moon's love of hospitality and sustainability stems from her undergraduate days as an Hotelie at Cornell learning about sustainable hotel development and eco-tourism. Her love of travel has inspired her work to continuously bridge the gap between the hospitality industry and sustainability where she has experienced climate change in places such as Australia and Iceland. She has earned a Bachelor of Science degree from the Cornell University School of Hotel Administration and a Master of Science degree from Columbia University in Sustainability Management. [1]: http://greenlodgingnews.com/why-beekeeping-is-relevant-hotel-sustainability [2]: http://hotelexecutive.com/business_review/4308/sustainability-kpis-now-part-of-the-discussion Please visit http:/www.greenview.sg for more information.

Ms. Moon can be contacted at 305-726-7658 or jenni@gviewadvisors.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.