Editorial Board   Guest Author

Mr. Lowe

Bob Lowe

Vice President of POS Intergrations, Heartland Payment Systems

Bob Lowe has been in the software space for more than 30 years. Initially working in software development, he wrote solutions for many customer types before specializing in hotel software. He was involved in CRS, property management, point of sale and spa, golf and event management systems that were sold globally. He oversaw the integration of hotel and restaurant systems to credit card gateways, switches and processors in many parts of the world, including the U.S., UK, Europe, India, China and South Africa. He became closely involved in credit card security when Visa released its CISP guidelines in 2000 and implemented strategies to address the card security standards beginning with CISP and carrying on through PABP, PCI DSS and PA-DSS. For the past eight years he has held senior business development and integration management roles in the payment card acquiring area - holding senior roles in both gateway and processors that connect to all industry types including hotel software companies. He has been an industry representative on the board of the Open Travel Alliance and has been involved in HTNG workgroups. He speaks frequently at events and industry forums. MR. Lowe is vice president of POS integration with Heartland Payment Systems, now part of Global Payments, and resides in Northern California. He is currently working to simplify the way systems integrate while also improving card security. He plans to attend the Electronic Transaction Association event in Las Vegas, the National Restaurant Association event in Chicago and HITEC in Toronto over the next few months. Please visit https://www.heartlandpaymentsystems.com for more information.

Mr. Lowe can be contacted at 530-274-2329 or Robert.Lowe@e-hps.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.