Editorial Board   Guest Author

Mr. Salisbury

Ralph Salisbury

Senior Vice President, Impact Enterprises, Inc.

Supporting and participating in socially conscious endeavors is an important part of Mr. Salisbury's personal and professional life. He believes a stronger sense of balance in life can be achieved through some participation in activities that focus on 'giving-back'. “Success should be shared, not divided or apportioned as some fear, just shared through a contribution of time, and funds if possible. Time can be the most personally rewarding of contributions due to a physical connection, however, watching a financial contribution make a difference in someone, some family, and some group's life can be equally rewarding.” Mr. Salisbury's professional successes has enabled him to be an active supporter in several areas of giving-back, and now as Senior Vice President of Impact Enterprises, Inc., has established a corporate responsibility program for the company that includes a 'staff-championed-causes' initiative that allows Impact's staff to be active participants in meaningful 'giving-back'. A degree in business from Syracuse University lead Mr. Salisbury to Wall Street, then onto his own business, and finally to Impact Enterprises, Inc. His professional experiences include credit oriented real estate investment for state and municipal pension funds, wind energy development, communications, and marketing and advertising. Volunteer activities have included the Yellow Ribbon Fund at Walter Reed Army Hospital in Washington, DC, Children's Medical Center in Dallas, TX, Nelson-Tebedo Research Clinic in Dallas, TX, Veterans Village of San Diego, and VA Medical Centers in Portland, OR and Bend, OR. He is the proud father of two sons and two grandchildren, and enjoys being physically active by participating in a variety of outdoor activities that include rock climbing, mountain biking, road biking, hiking, fishing, skiing, and paddle boarding. Yes, he does it all, and when possible with recipients of his 'giving-back'.

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

Mr. Salisbury can be contacted at 845-988-1900 or rsalisbury@impactenterprises.com

Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. 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.