Editorial Board   Guest Author

Mr. Greger

Ken Greger

Managing Director, AETHOS Consulting Group

A Managing Director with AETHOS Consulting Group, Ken Greger is based in Portland, OR. He has spoken multiple times at The Lodging Conference, ALIS, The Global Spa & Wellness Summit and to numerous other audiences. A frequent author, Mr. Greger's articles have appeared in The Cornell H. R. A. Quarterly, Hotel & Motel Management, Hotel News Now and other leading industry news media. Mr. Greger is a Certified Public Accountant. He began his career with Deloitte & Touche and from there he entered the world of executive search and consulting. Mr. Greger later joined KPMG's global search practice in Los Angeles, where he was also a member of the firm's Entertainment Industry Practice Group. He was later recruited to lead executive search in the Western Region for Laventhol & Horwath. Mr. Greger left to launch Greger/Peterson Associates, Inc., a highly regarded executive search firm specializing in Hospitality & Leisure. In January 2016, more than 20 years later, the firm merged with AETHOS Consulting Group. AETHOS Consulting Group is the world's largest hospitality-focused executive search and advisory firm, renowned for its hands-on, consultative and bottom-line business approach. In 2016, AETHOS merged with U.S. west-coast based Greger/Peterson Associates, Inc. to form a global powerhouse consultancy firm for clients in the lodging, restaurant, gaming and private equity sectors. Through its offices in North America, Europe and Asia, AETHOS provides reputable, experienced and superior executive search. It also specializes in compensation consulting, business strategy, and performance, risk and asset management advisory services. Please visit http://www.aethoscg.com for more information.

Mr. Greger can be contacted at 503-655-4100 or kgreger@aethoscg.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.