Editorial Board   Guest Author

Ms. Friedman

Laurie Friedman

Founder & Chief Executive Officer, Strategic Business Consulting

Laurie Friedman is founder and CEO of Strategic Business Consulting, an independent consulting firm in Bethesda, Maryland. SBC provides both strategic and tactical tools to enhance leadership development and improve organization, team, and individual performance. Ms. Friedman holds a Master's Degree in Human Resources and Organization Development from The George Washington University and she is a certified Myers Briggs Type Indicator, DISC and Action Learning facilitator.

Ms. Friedman is a certified executive coach, change strategist and business consultant with over a decade of experience working with organizations to design and develop results-focused strategies to improve business results. Her clients have included senior level executives to line managers from diverse organizations including numerous non-profits.

Ms. Friedman is a results-focused business coach, trainer and facilitator with a proven track record. She is known for effectively partnering with C-level executives to improve personal effectiveness and team alignment. She incorporates a high-touch, targeted, facilitative approach to leadership development training, business coaching, change strategies, and strategic thinking. Ms. Friedman has designed, developed and delivered dozens of high impact leadership development programs from new supervisor training to creative leadership, conflict management and team-building workshops. In 2015 Ms. Friedman was awarded the Sherpa Coach of the Year award in recognition of mastery and advancement of Sherpa Coaching. (www.sherpacoaching.com).

Her work on compassionate leadership has led her to develop tools and strategies to help leaders learn to not take things personally and have a more positive attitude at work.

Please visit http://sbcstrategy.com for more information.

Ms. Friedman can be contacted at 301-320-3960 or laurie@sbcstrategy.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.