Editorial Board   Guest Author

Ms. Fruend

Melissa Fruend

Partner, Global Solutions, LoyaltyOne

Melissa Fruend has over 20 years of expertise in leading the development of consumer loyalty and CRM strategy solutions with specific emphasis on the research and strategies for Millennials. As a Partner at Global Solutions, she is responsible for the Loyalty and CRM Strategic Consulting focus in our practice. She manages a team of consultants and business analysts who offer innovative loyalty strategies to improve customer engagement through increased customer identification that impacts revenues for brands. Industry expertise includes High Frequency Retail, Specialty Retail, Quick Service Restaurant, Grocery, Travel and Hospitality, Entertainment and Financial Services. Recent client relationships include Domino's Pizza, Abercrombie & Fitch, Caribou Coffee, Darden Giant Eagle, E-Bay, PetSmart, Alaska Airlines, Four Seasons Hotels and Resorts, Tim Horton's, and Darden Restaurants. Ms. Fruend has held leadership positions with other marketing leaders such as Maritz Loyalty Marketing, DDB and CrowdTwist, in addition to her five + years at LoyaltyOne. Her extensive loyalty background coupled with comprehensive client relationship skills insures brands are delivered quality loyalty expertise based in analytics. In addition to her LoyaltyOne clientele, Ms. Fruend has had the pleasure of working on both consumer and business to business projects with many Fortune 500 companies including Wells Fargo, JPMorgan Chase, Kimberly Clark, Village Roadshow and Walgreens. A frequent contributor on the topics of loyalty and CRM, Ms. Fruend can be found most recently in publications such as The Chicago Tribune, London Times via Raconteur, Direct Marketing News, and Colloquy. Her next speaking engagement will be at the CRMC 2017 conference in Chicago this June.

Please visit http://www.loyalty.com for more information.

Ms. Fruend can be contacted at 416-552-4513 or mfruend@loyalty.com

Coming up in November 2019...

Architecture & Design: Biophilic Design

The hospitality industry is constantly evolving to meet and exceed guest expectations. As a result, hotels are always on the lookout for new ways to improve the guest experience, and architecture and design is an essential part of this equation. Bold design is often the most effective way to make an exceptional first impression - an impression guests use to distinguish between brands. One design trend that is being embraced worldwide has become known as “Biophilic Design.” Biophilic design is based on the concept of biophilia, which is the theory that human beings have an innate tendency to seek out nature, natural elements, and natural forms. Biophilic design is more than hotels simply adding a surplus of plants; it involves incorporating specific design elements into a hotel in order to imbue it with a sense of wellness and well-being. Some of those elements include exposure to natural lighting; views of nature and rooms with a view; natural architectural patterns; salvaged or reclaimed woods of all types; reclaimed metals; sustainably sourced stone; living green walls and vertical gardens; and direct and indirect exposure to nature. Hotels that have incorporated biophilic design into their properties are reaping the benefits associated with this trend including reduced stress responses, better air quality, lower energy costs, and more positive guest reviews. Biophilic design has also been shown to improve guest moods and to satisfy consumer demand for environmental responsibility. Savvy hotel owners and managers are aware that nature-inspired elements enhance their guests' comfort and well-being, which is why this trend is becoming so prevalent. Biophilic design is just one topic in the fields of hotel architecture and design that will be examined in the November issue of the Hotel Business Review.