Editorial Board   Guest Author

Ms. Lucas

Sarah Lucas

CEO & Founder, Action for Dolphins

In 2012 Sarah Lucas made a life-altering trip to Japan to volunteer as a monitor of the dolphin hunts in Taiji. This prompted her to create Action for Dolphins (AFD) with the mission of protecting dolphins from the cruelty of dolphin hunting and captivity. Action for Dolphins uses strategic litigation and legislative reform in an effort to protect cetaceans (dolphins and small whales), which do not receive any international legal protection and are killed in their thousands in inhumane hunts. In 2015 AFD took global legal action which resulted in 63 Japanese aquariums being prohibited from purchasing dolphins captured in the world's largest dolphin hunts in Taiji, Japan and this was a major contribution to the growing preservation of dolphins. In 2016, AFD launched a national campaign to abolish dolphin captivity in Australia. The campaign is spearheaded by former NSW Premier the Hon Bob Carr, and aims to introduce new legislation banning dolphin captivity in Australia. The longer-term aim of the campaign is to establish a world-first sea sanctuary in Australia where captive dolphins can be retired and injured dolphins can be rehabilitated. Prior to founding AFD Ms. Lucas worked in the communications department of the International Finance Corporation in Paris and completed a professional fellowship at the United Nations in New York. She graduated with a Master's in International Relations from the University of Cambridge in 2010. In her spare time Sarah is a freelance writer, and has contributed articles to publications such as The Australian. Ms. Lucas is passionate about animal welfare and is involved in several organizations, including Lola ya Bonobo, the world's only bonobo sanctuary in the Democratic Republic of Congo.

Please visit http//:www.afd.org.au for more information.

Ms. Lucas can be contacted at +44 7475 873 050 or sarah@afd.org.au

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.