Editorial Board   

Mr. Poimiroo

John Poimiroo

Principal, Poimiroo & Partners

John Poimiroo has had a 30-year career in travel and tourism marketing and public policy, having directed marketing and public relations programs at ski areas, attractions, national and state parks, hotel companies and destinations. Mr. Poimiroo was California's state tourism director in the 1990s, during which time he is credited for having conceived the California Tourism Marketing Act and helping shape the law that authorized California Welcome Centers. Most recently, he assisted the chair of the President's Advisory Council on Historic Preservation in facilitating the establishment of the California Cultural Heritage Tourism Council and continues as an advisor to the council. Mr. Poimiroo has won numerous awards in Journalism, photography, marketing and public relations, including the Society of American Travel Writer's Western Chapter Photo Shootout Gold Prize and its Frank Riley Award for travel writing. Among his many honors, John was a member of teams that won two national and state "Take Pride in America" awards and two national tourism industry "Odyssey" awards. In 1998, he was selected as the United States' best State Tourism Director, was inducted to the California Tourism Hall of Fame and received the University of Colorado's first Chancellor's Tourism Award. He is principal of Poimiroo & Partners, an El Dorado Hills, Calif. marketing communications consultancy.

Mr. Poimiroo can be contacted at 916-933-8860 or john@poimiroo.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.