Editorial Board   Guest Author

Mr. Sprigg

Jim Sprigg

Director of Database Marketing & Analytics, Intercontinental Hotel Group

Jim Sprigg is an innovative database marketer with broad quantitative background and focus on integrated multi-channel promotional marketing. In his current role as director of Database Marketing & Analytics at InterContinental Hotels Group, he built, and now leads, a center-of-excellence for targeted marketing composed of 75 individuals located in Atlanta, Manila, and Bangalore who support regional stakeholders throughout the Americas, Europe, Asia and Middle East. This team supports both the science and the execution of marketing. On the strategic side, Sprigg introduces science to inform customer strategy, including lifetime modeling, enterprise segmentation, high-value guest methodology, lifecycle scoring, conjoint and share-of-wallet estimation. On the execution side, his team delivers personalized content and promotional marketing through email, web and mobile channels via customer segmentation, propensity/response scores, advanced test-and-learn, content arbitration, tailored digital experience and unbiased ROI measures. Sprigg also leads efforts to improve speed and efficiency of marketing processes. As an innovator in his current role, Sprigg piloted, championed and institutionalized the first-ever use of bundled tailored offers in travel industry campaigns, which more than doubled the impact of these campaigns on incremental spend, engagement, share shift, brand trial and retention of guests. In previous roles with UPS, Lockheed and joint military commands, Sprigg made advances in cost-based pricing, actuary/underwriting, effects-based military planning and economic simulation. Although working as an applied industry practitioner, Sprigg is an expert in consumer choice and has co-authored scholarly pieces in Computational Economics, Journal of Consumer Marketing and Marketing Science. He is a frequent speaker and panelist at conferences such as the Direct Marketing Association and Eye-For-Travel. Please visit http://www.ihgplc.com for more information.

Mr. Sprigg can be contacted at 770-604-2788 or Jim.Sprigg@ihg.com

Coming up in July 2018...

Hotel Spa: Oasis Unplugged

The driving force in current hotel spa trends is the effort to manage unprecedented levels of stress experienced by their clients. Feeling increasingly overwhelmed by demanding careers and technology overload, people are craving places where they can go to momentarily escape the rigors of their daily lives. As a result, spas are positioning themselves as oases of unplugged human connection, where mindfulness and contemplation activities are becoming increasingly important. One leading hotel spa offers their clients the option to experience their treatments in total silence - no music, no talking, and no advice from the therapist - just pure unadulterated silence. Another leading hotel spa is working with a reputable medical clinic to develop a “digital detox” initiative, in which clients will be encouraged to unplug from their devices and engage in mindfulness activities to alleviate the stresses of excessive technology use. Similarly, other spas are counseling clients to resist allowing technology to monopolize their lives, and to engage in meditation and gratitude exercises in its place. The goal is to provide clients with a warm, inviting and tranquil sanctuary from the outside world, in addition to also providing genuine solutions for better sleep, proper nutrition, stress management and natural self-care. To accomplish this, some spas are incorporating a variety of new approaches - cryotherapy, Himalayan salt therapy and ayurveda treatments are becoming increasingly popular. Other spas are growing their own herbs and performing their treatments in lush outdoor gardens. Some spa therapists are being trained to assess a client's individual movement patterns to determine the most beneficial treatment specifically for them. The July issue of the Hotel Business Review will report on these trends and developments and examine how some hotel spas are integrating them into their operations.