Editorial Board   Guest Author

Ms. Lopez

Laura Lopez

Senior Community Manager, Social Tables

Laura Lopez is the Senior Community Manager at Social Tables. The award-winning platform has been used to source, plan and execute over two million events since 2011. The company has 4,500 customers in 100 countries and has been recognized as one of Fast Company's Most Innovative Companies for Live Events in 2017, Best Industry Innovation from the International Live Events Association, and the People's Choice Award from Canadian Special Events. In her role, she puts the “social” in Social Tables through generating brand awareness both online and off through content, digital marketing, industry partnerships, and events. She is passionate about bringing together like-minded communities that share a common goal to make each other successful through on and offline engagement. An accomplished marketing professional, Ms. Lopez is a weekly co-host of the events industry podcast, EventIcons, was named one of BizBash's Top Event Pros to Follow on Twitter, and one of Bizzabo's Most Influential Event Professionals to Follow on Twitter. Laura currently serves as Director of Marketing Communications on the board ILEA's Greater Washington DC chapter and her writing has been featured on PCMA Convene, The Special Event, Quickmobile, EventFarm, and Catersource. Prior to joining the Social Tables Marketing team, Ms. Lopez has held numerous digital marketing, social media, and community engagement roles within the food and beverage, sports, government, and technology spaces. There, she was directly responsible for growing, engaging, and supporting customer communities through partnerships, social media, and in-person events. Please visit http://www.socialtables.com for more information.

Ms. Lopez can be contacted at 866-973-2863 or hello@socialtables.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.