Editorial Board   Guest Author

Ms. Griffin

Nancy Griffin

Founder, Contento Marketing

Nancy Griffin is a recognized leader in the spa industry. Known as a trendsetter in spa and wellness for more than 20 years, Ms. Griffin completed Graduate Management studies at the prestigious Cornell University School of Hotel Administration, where she performed research for the International Spa Association. After graduating in 1995, she founded her first marketing firm, The Wellness Resource.

Ms. Griffin's specialty is the creation of marketing and networking platforms that bring together the fragmented spa industry. In 2000, she founded SpaTrade.com—the spa first online community. In 2007, she founded SpaExec, boutique regional trade events for spa executives. Questex Media Group acquired SpaTrade and SpaExec in August 2008. Ms. Griffin continued on as Executive Director of SpaTrade and SpaExec for 2 years. During that time she also directed the educational programs for the International Esthetics, Cosmetics & Spa Conferences (IECSC). She currently manages the annual ISPA Media event in New York City, curating sponsors, journalists and influencers in travel, spa and beauty.

In October 2010, Ms. Griffin founded her current marketing and PR consulting firm, Contento Marketing. Contento has been helping brands successfully penetrate the spa market through creative marketing, PR and sales strategies. Uncovering an unmet need for retail support in spas, Contento has partnered with long-time client TouchAmerica on a new venture—BESPOKE Artful Retail Display Solutions.

A sought-after speaker, Ms. Griffin has spoken at dozens of industry events, including the ISPA Conference, Luxury Travel Expo, Professional Spa London and Cosmoprof Bologna.


Please visit http:\www.contentomarketing.com for more information.

Ms. Griffin can be contacted at 415-987-0012 or nancy@contentomarketing.com

Coming up in October 2020...

Revenue Management: Maximizing Profit

Hotel Revenue Management continues to evolve at a blistering pace. Driven by technological innovation and new distribution channels, there are some dynamic opportunities for expansion in this fast-growing field. The technology is primarily designed to help revenue managers further refine their operations and pricing models to maximize hotel profit. For example, hotels can't be all things to all people, so a key strategy is to precisely identify their target audience. By employing geo-targeting techniques and analyzing behavior such as previous bookings, on-property purchases and online shopping practices, there is an increased capability to define guest demographics. By segmenting customers in more specific ways, hotels are able to create more personalized experiences which, in turn, allow managers to optimize their room rates. It is also an effective way to fulfill the unique needs and preferences of the individual. Another methodology is to consistently monitor the competition's pricing strategies. There are software tools that analyze a competitor's current rates, and then allow a hotel to make its own pricing adjustments. It is also a useful means to conduct forecasting models. Other technologies that are being integrated into a revenue manager's toolkit include Artificial Intelligence in the form of automated algorithms, and Voice Recognition (VR) for data inquiries, rate changes, and booking behavior. Predictive and analytic software programs are also being leveraged to provide more forward-looking data, instead of the usual reliance on historical performance. These metrics allow managers to be more proactive - rather than reactive - with their revenue strategy. The October issue of the Hotel Business Review will examine these developments and report on how some leading hotels are executing their revenue management strategies.