Editorial Board   Guest Author

Mr. Scypinski

Rob Scypinski

Senior Vice President of Industry Relations and Events, Hilton Worldwide

Rob Scypinski is Senior Vice President of Industry Relations and Events, the Americas, for Hilton Worldwide. Rob is a key figure in spearheading and strategizing how Hilton's portfolio of hotels engage with customers and plays a crucial role in deepening sales relationships with key stakeholders in the industry. He constantly keeps his finger on the pulse of the industry for innovative ways to evolve Hilton's meeting and events offerings and take the friction out of business and group travel. Mr. Scypinski is a 40-year veteran of the hospitality industry and began his career at Hilton Atlanta in 1984. Prior to his current role, Mr. Scypinski was Senior Vice President of Hotel Sales in The Americas. He also served as Regional Vice President of Sales and Marketing Western Region, West, overseeing the Sales Operations for 40 hotels from Alaska to Mexico, and was Director of Marketing & Sales at Hilton San Francisco for nearly 15 years. Mr. Scypinski is a long standing member of several hospitality industry organizations. Mr. Scypinski was a founding member of the Northern California Professional Convention Management Association (PCMA) chapter. He is currently on the MPI and Meetings Mean Business Coalition boards and has was previously on both the PCMA Foundation and Meeting Professionals International Foundation boards. He has served as faculty for many sessions on contracts and legal language, revenue management, sales, customer engagement, and partnerships. Mr. Scypinski's multiple industry recognitions include the honor of being named a 2016 Changemaker by MeetingsNet and his induction into Hilton's prestigious Circle of Excellence Award in 2000. He holds a Bachelor of Science degree in Hotel and Restaurant Management from Pennsylvania State University. Please visit http://meetings.hilton.com for more information.

Mr. Scypinski can be contacted at 703-883-1000 or Rob.Scypinski@Hilton.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.