Editorial Board   Guest Author

Mr. Gieselman

James Gieselman

Principal, Emeritus Consulting, LLC

James ‘Jim' Gieselman's broad experience of over 40 plus years enables him to understand the intricacies of hotel HVAC and lighting system operations, because understanding is the key to delivering true energy opportunities to hotel clients. His areas of expertise center on his systems knowledge of hotel infrastructure, especially HVAC, and how they should operate. Through building energy assessments (audits) and retro-commissioning, Jim identifies and quantifies energy inefficiencies and delivers practical solutions. Mr. Gieselman began his career with The Trane Company as a sales engineer, rising to an account executive position then manager of existing building sales and engineering. During his time at Trane, he also began to do technical training, a passion that he still enjoys today. Mr. Gieselman's next endeavor after a 20-year stint at Trane, he founded an engineering and manufacturing company devoted to the customization of HVAC equipment - the first of its kind in the industry. After more than doubling the size of the business, he sold his interest and moved to Servidyne, a multi-faceted energy engineering company, where he was Vice President of Engineering Operations. He and his engineering team provided energy audits, retro-commissioning services and sustainability consulting to a broad base of hospitality clients. During his tenure, Jim also served as corporate energy manager for The Ritz-Carlton Hotel Company. Mr. Gielsman offers no-nonsense answers to the many challenges facing hotel owners and operators today. Too often energy auditors lack the skills and knowledge base to properly assess the complex HVAC systems in today's full-service hotels. He brings a long history of successful building assessments and is a certified Building Energy Assessor by the American Society of Heating Refrigerating and Air Conditioning Engineers. Please visit www.emeritusllc.com for more information.

Mr. Gieselman can be contacted at 770-367-6096 or jim@emeritusllc.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.