Editorial Board   Guest Author

Ms. Heydt

Sandy Heydt

Director of Sales & Marketing, The Logan, Philadelphia's Hotel

Sandy Heydt is Director of Sales and Marketing at The Logan, Philadelphia's Hotel. Ms. Heydt has 25 years experience in luxury hotel sales and marketing, for both resorts and city hotels. Ms. Heydt's passion for building brands, strategic marketing, team empowerment and collaboration supports the owner's vision and goals as The Logan strives to be the most exciting and successful hotel in the marketplace. Ms. Heydt's knack for introducing and engaging new brands to a targeted customer base and working with operations teams to deliver the brand promise is essential to her success at The Logan Hotel. Prior to joining the team at The Logan Hotel, Ms. Heydt was Vice President of Sales at the AAA Five Star/Mobile Five Diamond Eau Palm Beach Resort and Spa, and was instrumental in transitioning this former Ritz Carlton to an Independent resort. Prior to that, Ms. Heydt founded and owned Panetiere Marketing Advisors for 10 years, a company that provided sales and marketing consulting and temporary staffing to a variety of hotels ownership groups and management companies. Ms. Heydt personally worked on projects with Destination Hotels & Resorts, Noble House Hotels & Resorts, Leading Hotels of the World, Preferred Hotels & Resorts and many private owners and investors. She has also provided marketing support to non-profit arts and educational organizations. Prior to opening Panetiere, Ms. Heydt had the pleasure of working at The Brown Palace Hotel in Denver; Resort Semiahmoo in Blaine, WA; The Rittenhouse Hotel in Philadelphia; and the Don Ce Sar Beach Resort in St. Petersburg Beach, FL. Ms. Heydt's earlier career experiences included working as a family counselor and an Executive Director for non-profit organizations. Ms. Heydt attended Temple University in Philadelphia and earned a Masters' degree in Counseling Psychology.

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

Ms. Heydt can be contacted at 215-963-1500 or sandra.heydt@theloganhotel.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.