Editorial Board   Guest Author

Mr. Villalon

Joel Villalon

President, Brayton Hughes

As a child, Joel Villalon discovered beauty during each of the many summer vacations he took with his parents and siblings. Whether he was hiking in the painted Grand Canyon or driving through the magnificent Centro Historico of Mexico City, his fascination with travel and the differences he noticed in space, light and architecture in different parts of the world began to take form. He still retains this sense of wonder and observation and brings that focused eye and attention to detail in each of his projects. After receiving his degree in Architecture from the University of Texas at Austin, Mr. Villalon honed his skills with Larry Speck in Austin, Rafael Vinoly Architects in New York City, and SOMA in San Francisco before he ultimately joined BraytonHughes in 1992. Since joining the firm, Mr. Villalon's hand is evident in his team's designs for the Alpine Club in Stowe, Vermont, the Fairmont in Nanjing, China, and the Overlake Golf and Country Clubhouse in Medina, Washington. He also designed several of Discovery Land's golf clubhouses: Kukio Golf Club on Hawaii's Big Island, Mirabel Golf Clubhouse in Scottsdale, Arizona, El Dorado Golf and Beach Club in Cabo San Lucas, Mexico, and the Madison Club in La Quinta, California. He is currently working on various projects for the Yellowstone Club in Big Sky, Montana, the renovation of Ventana Inn in Big Sur, California, the Grand Hyatt SFO in San Francisco, California, the Montage SilverRock in La Quinta, California, and the Montage Spanish Peaks Lodge in Big Sky, Montana. Mr. Villalon's projects have been recognized for design excellence by the AIA receiving local, regional, and national AIA Honor Awards for his work.

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

Mr. Villalon can be contacted at 415-291-8100 or jvillalon@bhdstudios.com

Coming up in June 2020...

Sales & Marketing: Technology Rules

It is impossible for any hotel to develop an effective sales and marketing plan that doesn't include a wide-ranging digital strategy. Online platforms have impacted virtually every aspect of their business, due to major changes in how Internet users research, plan, and book their hotel visits. As a result, a successful plan includes generating traffic through the use of a hotel website, social media, email and a myriad of other digital marketing technologies. One such strategy uses data collection and automation technology to create personalized content to individual customers. The goal of personalization marketing is to engage potential customers by communicating with them as individuals - to establish a more personal relationship - as a way of encouraging them to visit a property. Video marketing is also extremely important. Showing someone authentic video from a specific location is immersive and engaging, and video is still the preferred way for customers to interact with a hotel brand. Voice and Visual Search are increasingly in demand, as consumers are moving away from typing queries into a search engine. Instead, they can simply speak their request into their phone, and find and book a hotel without ever typing a word. Similarly, other platforms allow consumers to search visually for almost any image, and find out pricing information, shopping comparisons and how-to-buy - all from the app. The adoption of Artificial Intelligence is also becoming popular. The ability of chatbots to answer simple questions or fulfill requests 24/7 is undeniably appealing. In addition, A.I. seems best positioned to qualify leads that can be later nurtured and closed by a human sales expert - all at a fraction of the cost of a traditional support team. The June Hotel Business Review will examine how some sales and marketing professionals are integrating these innovative technologies into their operations.