Editorial Board   Guest Author

Ms. Bridges

Cerise Bridges

Certification Specialist, Green Seal

Cerise Bridges is a Chicago native with fifteen years of work at the intersection of hospitality and environmental protection. Currently a Certification Specialist for the nation's premier environmental standard developer and certifier, Green Seal®, her specialty for the last eight years has been assisting hotels, restaurants and cleaning services with implementing comprehensive sustainability improvements and evaluating their progress towards earning certification.

Since graduating from Howard University with a B.B.A in Hospitality Management and from American University with a M.A. in Environmental Policy, Ms. Bridges has served environmental organizations, large and small, in many capacities.  Her initiatives have included protecting city parks across the U.S. with The Trust for Public Land; conserving land and water in the Caribbean and Central America for The Nature Conservancy; training future environmental leaders at the Environmental Leadership Program; and now driving sustainability in the hospitality industry by facilitating Green Seal's hotel certification program. Ms. Bridges got her start in the hospitality industry working in the front of the house as a Concierge and Front Desk Associate at hotels in Washington, D.C. and Chicago, and has served as part of a management team for Aramark at a university food service operation in Washington, D.C. 

Ms. Bridges believes the hospitality industry is a microcosm of the greater community.  Given the sheer volume of daily purchases and resources used, it has the ability and -- more importantly -- the responsibility to reduce waste, increase energy efficiency, and limit water usage.  The implementation of even the most basic initiatives can benefit both our environment and the hotel's bottom line. 

Please visit http://www.greenseal.org for more information.

Ms. Bridges can be contacted at 202-872-6400 or cbridges@greenseal.org

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.