Editorial Board   Guest Author

Mr. Chitlik

David Chitlik

Vice President - Hospitality Tax, Altus Group

David J. Chitlik, CAE, has extensive experience in all facets of the property tax assessment and appeal industry. Prior to joining Altus Group, he spent 18 years as the Director, then Senior Director, of the Property Tax Department at Marriott International. Initially he oversaw a staff of more than 20 associates working on both sales and property tax compliance, appeals and audits.

Mr. Chitlik has many years of property tax consulting experience, as well: first with Tenenbaum Hill & Associates, Inc. and then Marvin F. Poer & Company. He was the Managing Director for the Mid-Atlantic Regional Office for both companies with a combined 11 years with both firms.

His career in the industry began as a staff appraiser with the city of Alexandria, Virginia Assessor's Office. Within two years he was promoted to Director, Real Estate Assessments, which at that time made him the youngest Assessor in the United States. He spent a total of 14 years with the city of Alexandria in the Assessor's Office - 12 as director.

Mr. Chitlik has served as the Chairman of the Apartment & Office Building Association (AOBA) Tax Policy Committee for over 18 years and the Chair of the Alexandria Board of Equalization for 8 years. Additionally, he has served on the Council on State Taxation (COST) Property Tax Committee and the International Property Tax Institute (IPTI) Corporate Advisory Board.

Mr. Chitlik is a frequent speaker at various tax conferences, workshops and seminars both domestically and internationally. Lastly, he testifies in front of State and Local Legislators advocating for real estate tax reforms; such as lessening the burden of proof on appeals and achieving interest payments on refunds.

Mr. Chitlik is the Past President of the Virginia Association of Assessing Officers (VAAO), has a Certified Assessment Evaluator (CAE) Designation from International Association of Assessing Officers (IAAO) and is a member of Lambda Alpha International (the Honorary Land Economics Society). He is widely acknowledged as one of the foremost property tax experts in the U.S. Education University of Virginia, College of Arts and Sciences, B.A. in Economics

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

Mr. Chitlik can be contacted at 416-641-9500 or david.chitlik@altusgroup.com

Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. 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.