Editorial Board   Guest Author

Mr. Samuels, Esq.

David M. Samuels, Esq.

Senior Partner and Chair of the Hospitality Industry Group, Michelman & Robinson, LLP

David M. Samuels, Esq., a senior partner and Chair of the Hospitality Industry Group at Michelman & Robinson, LLP, a national law firm, provides legal counsel and guidance to hotels, resorts, and private clubs in a variety of matters. He is a recognized authority in every facet of litigation related to personal and catastrophic injury, as well as premises liability and administrative law. He has significant expertise across an array of hospitality industry issues, including: guest safety; privacy; ADA accessibility; hotel security; common carrier liability; and property losses. Over the past 25 years, Mr. Samuels has successfully tried, mediated and arbitrated numerous complex disputes on behalf of hospitality industry clients in Southern California and across the country. Additionally, Mr. Samuels serves as Outside General Counsel to numerous hotel companies and regularly provides day-to-day guidance regarding hotel operations. He also assists numerous clients and hotel industry associations by providing operational training for management and staff. Beyond his dedication to the hospitality industry, Mr. Samuels is routinely sought by excess insurance carriers to serve as “monitoring” counsel in high exposure/catastrophic injury cases. He also represents general contractors in personal injury matters in the construction industry, and counsels government agencies and municipalities in cases arising from alleged dangerous conditions of public property. Mr. Samuels is regularly named to the list of Southern California Super Lawyers, and was honored as one of the Top Attorneys in Southern California by Super Lawyers Magazine. He is also recognized by Martindale-Hubbell as an AV (Preeminent) peer-rated attorney. Please visit http://www.mrllp.com for more information.

Mr. Samuels, Esq. can be contacted at 310-564-2670 or dsamuels@mrllp.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.