Editorial Board   Guest Author

Ms. Orlando

Dana Orlando

General Manager, Hotel Ivy

Dana Orlando, a hospitality professional with over 19 years of hotel experience, is the current General Manager at Hotel Ivy in Minneapolis, a historic and award-winning property. With an extensive career in the hospitality industry, Michigan native Dana Orlando joins the Hotel Ivy team from previous executive roles at hotels including Director of Sales Group and Catering at The Ritz-Carlton in Philadelphia, Pennsylvania and Hotel Manager at the Waldorf Astoria in Park City, Utah, where she started as the Director of Sales and Marketing. Ms. Orlando has a successful record of applying a strategic perspective and proven expertise to develop, implement, and drive execution of initiatives that maximize operational effectiveness and profitability. A passion for building highly successful teams driving KPI growth as well as adapting to and execution against new and evolving strategies. Ms. Orlando is spearheading the operation of the historic 136-room downtown Minneapolis property. Located next to the Convention Center and just steps away from key retail areas and downtown offices, Hotel Ivy is a destination of choice for those traveling to the Twin Cities. The iconic property, which features 136 rooms, 21 luxurious suites, and a full Day Spa, also incorporates the historic Ivy Tower, which was completed in 1930 and added to the National Register of Historic Places in 1986. Ms. Orlando has received numerous distinctions in her performance, including Circle of Excellence recipient for Director of Sales and Marketing of the Year with Hilton Luxury Brands in 2013, 2015 and 2016. Ms. Orlando and her team were awarded 2013 Most Improved RevPAR Growth for Hilton Luxury Brands. She received her Master of Business Administration from University of Utah, David Eccles School of Business in Salt Lake City, Utah. Please visit http://www.thehotelivy.com for more information.

Ms. Orlando can be contacted at 612-746-4600 or dana.orlando@thehotelivy.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.