Editorial Board   Guest Author

Mr. Inman

Gary Inman

Vice President Hospitality, Baskervill

Nationally recognized for his designs that embody innovation and the best of the past, Gary Inman, Allied ASID, has successfully merged his lifelong appreciation of beauty with a deep understanding of architecture and antiquities. As Vice President of Hospitality, Mr. Inman leads the boutique and luxury segments of Baskervill's growing Hotels + Resorts segment. He is an award-winning designer, author, and professional speaker whose work has been published in Boutique Design, Hotel Design, The Washington Post, Southern Accents, Traditional Homes, Fine Interiors, Home & Design and many others and counts eighteen ASID-IIDA awards to his name. The foundation of his design ethos comes from a dynamic interaction with and understanding of his clients. He adds to this his knowledge of historic design solutions garnered from post-graduate degrees in art history & architectural history, an appreciation of fine craftsmanship and lessons learned over more than two decades of practice. A member of The Society of Architectural Historians, The Hospitality Industry Network, and the American Society of Furniture Design, Mr. Inman is also a former High Point Market Style Spotter, editor of The Art of Fine Living, and serves on the board of Southern Innkeepers, America's first lodging association. He recently joined the board of the Bienenstock Furniture Library in High Point, North Carolina. He holds a Bachelor of Science in Textile and Interior Design from UNC Greensboro, Masters of Art History from Virginia Commonwealth University, and was a PhD Candidate in Architectural History at the University of Virginia. This fall, Mr. Inman moderates the panel discussion “Achieving the Local and Authentic in a Global Market” panel discussion at High Point Market's Hospitality at Market. Please visit http://www.baskervill.com for more information.

Mr. Inman can be contacted at 803-343-1010 or ginman@baskervill.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.