Editorial Board   

Ms. Furbay

Susan Furbay

Vice President of Business Development, HVS

Susan Furbay is Vice President of Business Development for HVS, working with hotel investors, brokers, owners, operators, and other clients seeking HVS expertise in markets around the world. Ms. Furbat formerly served as Vice President of Acquisitions and Business Development at Sage Hospitality and as Director of North America Lending in GE Real Estate's Hospitality division, where she originated and closed hotel loans totaling nearly $500 million. Based in Washington, DC, Ms. Furbay joined HVS as Vice President of Business Development. In this role she is responsible of developing new business for all of the HVS offices and divisions throughout the world. Ms. Furbay brings over 14 years of expertise in hospitality investment through her experience as a broker, lender and manager at her most recent position as VP of Acquisitions and Business Development at Sage Hospitality. Prior to joining Sage, Ms. Furbay spent five years as Director of North America Lending in GE Real Estate's Hospitality division. During her tenure, she was instrumental in growing GE Real Estate's hospitality lending platform which included both CMBS and balance sheet lending. While she was at GE, Ms. Furbay originated and closed 18 hotel loan transactions totaling nearly half billion dollars in volume. Prior to GE, Ms. Furbay worked as a broker at Eastdil and Molinaro Koger where she was responsible for sourcing and marketing new listings for luxury, full-service and mid-market hotels to prospective investors. Ms. Furby is a graduate of Cornell University, School of Hotel Administration. Please visit http://hvs.com for more information.

Ms. Furbay can be contacted at 516-248-8828 ext. 275 or sfurbay@hvs.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.