Editorial Board   Guest Author

Ms. Ippolito-Craven

Francesca A. Ippolito-Craven

Shareholder, Kubicki Draper

Francesca A. Ippolito-Craven is a Shareholder and Hospitality Practice Group Co-Chair in the Miami, Florida office of Kubicki Draper, a full service law firm which provides representation to its clients throughout the State of Florida and the Southern parts of Georgia, Alabama and Mississippi.

Ms. Ippolito-Craven's practice involves representing owners, operators, developers, contractors and franchisees of hotels, resorts, vacation clubs, restaurants, health clubs and spas, and bars and night clubs in hospitality and associated retail and vendor related operational and management issues, transactional matters and litigation. Throughout her career, she has drafted, negotiated and litigated various operational, vendor, event and artist agreements. Additionally, she has handled lawsuits involving liquor liability, event sponsorship, sexual assault, security, premises liability, products liability, toxic and hazardous substances, foodborne illnesses and construction. Ms. Ippolito-Craven has written numerous articles and lectured to hotel executives, operators, managers, general counsel and security personnel, and their insurers, on a variety of hospitality related legal issues. Since 2010, she has co-authored the Florida section of the nationally published Tort Law Desk Reference: A Fifty-State Compendium (Aspen Publishers).

She is actively involved in, and a member of, international and national hospitality associations and organizations, including the Miami-Dade Chapter of the Florida Restaurant & Lodging Association and the Global Alliance of Travel, Tourism & Hospitality. Ms. Ippolito-Craven is member of, and on the Board of Directors for, the Academy of Hospitality Industry Attorneys.

She is licensed to practice law in the State of Florida and in the U.S. District Courts for the Southern, Northern and Middle Districts of Florida.

Please visit http://www.kubickidraper.com for more information.

Ms. Ippolito-Craven can be contacted at 305-982-6604 or fic@kubickidraper.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.