Editorial Board   

Ms. Kelley

Jacki Kelley

Yahoo! Category Development Officer, Travel

Jacki Kelley currently serves as the Category Development Officer for Travel, responsible for developing and leading online marketing strategies for Yahoo!'s travel clients. Ms. Kelley works with Yahoo!'s world-class marketing solutions to create integrated programs that increase brand association and purchase intent/sales. Ms. Kelley is a member of the AAF Hall of Achievement for advertising executives who have achieved significant results before the age of 40. Prior to joining Yahoo!, she was Senior Vice President of Advertising for USA TODAY, responsible for the publication's worldwide advertising operations. She has held several positions with USA TODAY including Vice President of Advertising for the travel section, Director of National Circulation Sales and Manager of Sales Development. Today, Ms. Kelley remains active in the travel category as a member of the Marketing Committee of the American Hotel and Lodging Foundation, a board member of the Travel Industry Association and a board member of the Travel Business Roundtable. She also serves on the national board of the American Advertising Federation. Ms. Kelley is a graduate of Pepperdine University.

Ms. Kelley can be contacted at 212-381-6860 or jkelley@yahoo-inc.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.