Editorial Board   

Ms. Pingel

Cheryle Pingel

Co-Founder and Chairman, Range Online Media

Specializing in Internet advertising and research marketing, Cheryle Pingel is the co-founder and chairman of Range Online Media. She and fellow co-founder Misty Locke successfully took Range Online Media from concept to one of the online industry's leading search marketing agencies. Cheryle has fifteen years of experience in marketing, retail, small business management, and online services. Today she directs online marketing campaigns for industry-leading online travel services and retailers such as CompUSA, Wyndham International, and other Fortune 1000 companies. Cheryle also has experience as a freelance writer, publishing articles in major magazines, including Working Woman, Self, Glamour, and Family Travel. An internationally recognized expert in the Internet marketing industry, Cheryle is a regular speaker and presenter on online advertising and search marketing topics at leading industry trade shows and conferences. She has written a number of articles on online search marketing for media and advertising publications. Cheryle is a graduate of Texas Tech University, where she received a BA in Journalism.

Ms. Pingel can be contacted at 817-509-0342 or cpingel@rangeonlinemedia.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.