Editorial Board   Guest Author

Ms. Farley

Jill Farley

Director of Sales & Marketing, Kinzie Hotel

Jill Farley is the Director of Sales & Marketing at Kinzie Hotel located in the heart of Chicago's bustling River North neighborhood. The 215-room independent, which is named after Chicago's first citizen, John Kinzie, features a Chicago-centric identity and an art-forward, contemporary design. A native of the Chicago/NW Indiana area, Ms. Farley brings 10 plus years of hospitality experience to the Kinzie Hotel. Having begun in the hospitality industry as a server with the Four Seasons Chicago, Ms. Farley had an opportunity to continue with Four Seasons San Francisco in their catering department. As the foundation, the Four Seasons taught her the importance of guest experience and expectations. After three years with Four Seasons, Ms. Farley joined the Westin San Francisco team as catering manager and later, group sales manager. With a concentration in the Northern California market, her focus was on the technology, pharmaceutical, and finance segments. Working with top meeting professionals, she gained the knowledge and importance of relationships and negotiations. We all like to work with people we enjoy to be around. If it's fun, it's not work at all. After six years in San Francisco, it was time to come home to Chicago. Ms. Farley joined White Lodging management company in Chicago overseeing a campus of ten hotels. Managing five brands of both full and select service hotels, this is where she fine-tuned her business strategy while leading a team of ten to success. Now as Director of Sales & Marketing at the Kinzie Hotel, Ms. Farley is able to maximize her creative side. Not having the limitation of brand restrictions, she has the flexibility to offer guests endless opportunities and authentic Chicago experiences - reinforcing Kinzie's Chicago Starts Here mantra. Please visit http://www.kinziehotel.com for more information.

Ms. Farley can be contacted at 312-395-9000 or info@kinziehotel.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.