Editorial Board   Guest Author

Mr. Martin

Ken Martin

Hospitality Expert, DLR Group

Ken Martin, Hospitality Expert with DLR Group, draws on his 25 year experience in design, planning, and management to provide leadership on a wide range of complex large scale hotel projects. Mr. Martin combines his passion for design and his collaborative style and approach to ensure that all user groups and members of the project team, beginning with the owner's representatives, will have input on the total facility design and functionality. He enjoys integrating changing technologies and guest travel trends into projects to stay on the edge of hospitality innovation. His passion and focus to deliver the best guest experience has led him to be successful in developing numerous world-class memorable experiences to owners, developers, brands and guests to bring new hospitality venues to communities across the country. Mr. Martin is DLR Group's national hospitality design expert. In this role he is a frequent traveler, which he parlays into research for his next hotel design. This opportunity to be the end user has helped shape Mr. Martin's definition of the definitive guest experience. Mr. Martin has worked with municipalities, owners, hotel flags and development groups to bring new hospitality venues to communities across the country. He ensures all user groups have input on the facility design and functionality. Mr. Martin led the planning and design of the Overland Park Convention Center and Sheraton Hotel, an award-winning facility that has earned both regional and national recognition for its design excellence and continues to be a staple of revenue generation for this suburban community. His projects include the Tucson Hotel and Convention Center design, HYATT House in San Jose, and the Overton Hotel & Conference Center in Lubbock, Texas. Please visit http://www.dlrgroup.com for more information.

Mr. Martin can be contacted at 913-897-7811 or kmartin@dlrgroup.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.