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 January 2020...

Mobile Technology: Meeting Tech Expectations

What once seemed futuristic is now the norm, owing to the escalating developments in mobile technology, and hotels must continue to innovate in order to meet guest expectations. In a recent study from Mower, 65 percent of guests said they would gladly pay more for a hotel that provides the mobile technology they deem essential. The same study shows that 44 percent of travelers are more likely to book a smart hotel, and nearly 7 in 10 want to use smart devices provided by the hotel. And how do guests wish to use all this technology? A majority expressed a desire for mobile check-in and check-out, and mobile payment options. They also want to be able to stream content from their phone to the TV; to make service requests of the hotel staff; to control in-room lighting, temperature and sound; to order food and beverages; and to request a wake-up call - all from their mobile device. Guests also expressed preferences for robust wi-fi and convenient device charging ports throughout the hotel. They also appreciate the use of hotel branded apps which allow a guest to book a room, access loyalty programs, receive discounts and rewards, and even use the app to choose the room, floor and view they prefer. Some hotel apps also allow a customer to track their charges throughout their stay, rather than waiting to receive a bill at the end. Finally, mobile tech lounges are popping up more frequently in some hotels. These lounges offer guests the opportunity to perform tasks like airline check-ins or access to local info guides, but they also provide a place where guests can comfortably get some work done outside their room. The January Hotel Business Review will report on what some hotels are doing to meet their customers' expectations in the mobile technology space.