Editorial Board   Guest Author

Mr. Lannan

Robert Lannan

Principal, Lannan Legal PLLC

Robert W. Lannan is the Principal of Lannan Legal PLLC.  Mr. Lannan has practiced law for 22 years, 12 of them in the hospitality industry.  He represents owners and operators of hotels, restaurants, private clubs and other hospitality businesses in a variety of transactions, including sales, financings, joint venture agreements, management agreements, franchise agreements, and general commercial transactions matters related to operations of hospitality businesses.  Before beginning his private practice, Mr. Lannan was a Vice President and Senior Counsel at Hilton Worldwide, Inc., where he led a group of attorneys responsible for advising the company on operation of all of its owned and managed hotels worldwide.

Earlier, he was a Vice President and Senior Counsel at Marriott International, Inc., where he represented that company in transactions involving hotels in the United States as well as the United Kingdom, the Middle East and Africa.  Mr. Lannan is a Founding Co-Chair of the Hotel & Lodging Legal Summit, an annual continuing legal education conference at Georgetown University Law Center.  He also serves on the faculty of Georgetown University's Global Hospitality Leadership graduate program.  He has served as the Chair of the American Bar Association Hotels, Resorts and Tourism Committee.  Before joining the hospitality industry, Mr. Lannan practiced in two international law firms and as a Captain in the U.S. Army Judge Advocate General's Corps.

He received his J.D. from Georgetown University Law Center and his B.A., magna cum laude, from Georgetown University.  He also holds an LL.M., with highest honors, from The George Washington University.

 

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

Mr. Lannan can be contacted at 202-223-8901 or robert.lannan@lannanlegal.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.