Editorial Board   Guest Author

Ms. Fredeen

Allyson Fredeen

Communications Manager, Ritz Carlton - Denver

Allyson Fredeen has over 12 years of Public Relations and Marketing experience. She began her career as a Public Relations intern for Bloomingdale's in downtown Chicago; she then worked for the Miami area stores as Assistant Public Relations Manager for two years where she planned and executed in-store events, worked with local media to garner publicity and was responsible for day-to-day internal and external communication activities. In 2007, Ms. Fredeen moved back to her hometown of Denver, CO where she began her hospitality career at The Ritz-Carlton, Denver in the pre-opening phase. Over the last nine years, she has spearheaded Public Relations, Marketing and Communications tactics for the hotel while also overseeing these efforts for a period of time at The Ritz-Carlton, Bachelor Gulch, the sister hotel to The Ritz-Carlton, Denver, located in the Vail Valley area. In her current position as Communications Manager, Ms. Fredeen crafts and implements communications strategies and generates ongoing publicity for The Ritz-Carlton, Denver to ensure presence through various media channels in both the local community and in regional, national and international key feeder markets. She is responsible for the strategy and execution of media plans through traditional channels, digital and social platforms and key influencers who can tell a story to their highly-engaged audiences. In her role, Ms. Fredeen also delivers on the digital strategies for the Ritz-Carlton and ELWAY'S restaurant website, OTA's and other third party sites. She also executes against social media plans, acts as the hotels spokesperson often hosting local radio shows and making live TV appearances, oversees all photo and video shoots, and is heavily involved in various Community Footprints initiatives which is the Corporate Responsibly program of The Ritz-Carlton Hotel Company, L.L.C. Ms. Fredeen has earned the following accolades during her time with Ritz-Carlton: Award: 2016 - Five Star Leader of Q4. Award: 2015 Chairman's Circle Achiever for Public Relations at The Ritz-Carlton Hotel Company, L.L.C. Award: 2014 Employee of the Year, by the Colorado Hotel and Lodging Association for The Ritz-Carlton, Denver Award: Ritz-Carlton, Denver: 2010 Public Relations & Marketing Hotel of the Year, Western Region, The Ritz-Carlton Hotel Company

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

Ms. Fredeen can be contacted at 303-312-3826 or allyson.fredeen@ritzcarlton.com

Coming up in June 2020...

Sales & Marketing: Technology Rules

It is impossible for any hotel to develop an effective sales and marketing plan that doesn't include a wide-ranging digital strategy. Online platforms have impacted virtually every aspect of their business, due to major changes in how Internet users research, plan, and book their hotel visits. As a result, a successful plan includes generating traffic through the use of a hotel website, social media, email and a myriad of other digital marketing technologies. One such strategy uses data collection and automation technology to create personalized content to individual customers. The goal of personalization marketing is to engage potential customers by communicating with them as individuals - to establish a more personal relationship - as a way of encouraging them to visit a property. Video marketing is also extremely important. Showing someone authentic video from a specific location is immersive and engaging, and video is still the preferred way for customers to interact with a hotel brand. Voice and Visual Search are increasingly in demand, as consumers are moving away from typing queries into a search engine. Instead, they can simply speak their request into their phone, and find and book a hotel without ever typing a word. Similarly, other platforms allow consumers to search visually for almost any image, and find out pricing information, shopping comparisons and how-to-buy - all from the app. The adoption of Artificial Intelligence is also becoming popular. The ability of chatbots to answer simple questions or fulfill requests 24/7 is undeniably appealing. In addition, A.I. seems best positioned to qualify leads that can be later nurtured and closed by a human sales expert - all at a fraction of the cost of a traditional support team. The June Hotel Business Review will examine how some sales and marketing professionals are integrating these innovative technologies into their operations.