Editorial Board   Guest Author

Mr. Gonzalez

Luis J. Gonzalez

Attorney Litigation Practice & Alcohol Beverage Team, Holland & Knight

Luis J. Gonzalez is an attorney in the Litigation Practice and Alcohol Beverage Team in Holland & Knight's Orlando office. From providing representation in employment matters and contract disputes to advising how to obtain a distributor or restaurant liquor license and AB&T regulatory compliance, Mr. Gonzalez offers clients an in-depth understanding of a broad subject matter. Mr. Gonzalez helps clients enforce restrictive covenants, protect trade secrets, conduct internal investigations, and resolve contract disputes and business torts. In addition, he represents employers in litigation involving a broad range of employment-related matters, including claims of discrimination, wage and hour violations, the Family and Medical Leave Act (FMLA), whistleblower/retaliation and sexual harassment. He represents clients before federal and state courts and in arbitration. Mr. Gonzalez counsels companies on handling performance evaluations and employee terminations, as well as other related issues such as implementing and enforcing effective policies and procedures to avoid litigation. Previously, Mr. Gonzalez was in law enforcement as a uniformed and undercover investigator, SWAT team member and K-9 handler. He also served as a special agent and special agent supervisor with the Florida Division of Alcoholic Beverages and Tobacco. This unique background offers clients a valuable perspective on navigating the heavily regulated alcohol beverage industry. Mr. Gonzalez counsels all segments of the alcohol industry - including brand owners, wholesale distributors, restaurants, hotels, bars, non-profits, and clubs - in regulatory compliance, liquor licenses, distribution, retail sales, promotions, marketing and administrative enforcement actions. Additionally, he assists with land use matters and mergers and acquisitions involving liquor licensing. Please visit http://www.hklaw.com for more information.

Mr. Gonzalez can be contacted at 407-244-1163 or luis.gonzalez@hklaw.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.