Editorial Board   Guest Author

Mr. Bashaw

Curtis Bashaw

Co-Managing Partner, Cape Advisors and Cape Resorts Group

Curtis Bashaw is the co-founder and co-managing partner of Cape Advisors, a high-profile real estate development firm operating out of New York and New Jersey, as well as Cape Resorts Group, a division of Cape Advisors and hotel operating group focusing on classic American resort properties. Mr. Bashaw is widely known for his expertise in creatively repositioning underutilized and abandoned properties. His credentials include the restoration of the landmark 1816 Congress Hall hotel and award-winning Virginia Hotel and Cottages in Cape May, N.J. Other properties include The Star Inn, Sandpiper Beach Club, and Beach Shack/Rusty Nail Bar and Restaurant in Cape May, and The Chelsea in Atlantic City. His organization expanded to the Hamptons in 2015, opening two new properties in Sag Harbor: Baron's Cove and the Bulova Watchcase Factory. Since entering the real estate/hospitality industry in 1982, Bashaw has preserved and developed dozens of hotel, restaurant, residential, retail, office and mixed-use properties. His emphasis remains on adaptive reuse, historic preservation and economic development. The developer/hotelier took time off in 2004-2005 to serve as New Jersey's executive director of the Casino Reinvestment Development Authority, a job that entailed overseeing the investment of more than $250 million of gaming tax revenues in economic development projects statewide. Currently, Mr. Bashaw serves on the Board of Trustees at the New York Academy of Art and is the founder and president of The Fund for Cape May. He is also a member of the board of Cape May Stage and is a member of the Cape May City Mayor's Advisory Committee and N.J. First Legislative District Economic Development Task Force. Previously, he served on the Board of Trustees for Stockton College, including a term as president of the board; and sat on the Cape May County Planning Board, New Jersey Governor's Tourism Advisory Council, and New Jersey Cultural Trust. His work in the public and private sector has earned him many accolades, including commendations from the Cape May Jazz Festival, Cape May County Planning Board, N.J. State Assembly, N.J. State Senate and U.S. House of Representatives; as well as numerous honors from community organizations. Please visit http://www.caperesorts.com for more information.

Mr. Bashaw can be contacted at 609-884-9300 or cbashaw@capeadvisors.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.