Editorial Board   Guest Author

Ms. Ferguson

Allison Ferguson

Senior Strategist, Merkle Inc.

Allison Ferguson is an accomplished and results actualized strategist known for leading the design and execution of data- and analytics-driven CRM, Loyalty and Digital Marketing strategies for leading brands with proven results that grow market share and customer engagement with designed programs and experiences.

Ms. Ferguson is currently a Senior Strategist and thought leader with 500friends, a Merkle-owned loyalty solutions company. There, she works with clients to lead loyalty program design and organizational transformation across industry, business model and level of market maturity.

Ms. Ferguson helps clients primarily in hospitality, retail and financial services companies shape, evolve, deliver and measure customer loyalty strategies and programs and experiences.

Ms. Ferguson has 20 years of loyalty marketing, CRM and analytics experience including 10 years of brand-side experience with IHG and Leading Hotels of the World, and 10 in loyalty consulting, most recently with Accenture. At Leading Hotels of the World, she led a global team to redesign the brand's Leaders Club program, serving the world's most experiential travelers in 500+ of the world's most aspirational hotels.

Ms. Ferguson has a unique perspective that loyalty has evolved into a true marketing science that enables authentic and value-driven connections between brands and customers, brands and brands, and between customers and one another. She is deeply passionate about facilitating and shaping the best ideas from her client organizations in order to create a genuine value exchange with customers.

Ms. Ferguson considers herself a value creator and problem solver and takes great pride in the many brands she has served.

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

Ms. Ferguson can be contacted at 443-542-4200 or aferguson@merkleinc.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.