Editorial Board   Guest Author

Mr. Sloan

Kell Sloan

General Manager, Best Western Plus Saskatchewan

At an early age, Kell Sloan was told he wanted to become a concert pianist but with a tin ear, a rebellious streak and a Beach Boys album, Mr. Sloan soon fell in with the wrong crowd and took up professional surfing. At age six, permanently grounded and with no money to buy a surf board, Mr. Sloan sold chocolate bars door to door and found that by developing a compelling unique value proposition and dividing his home town into segments, he was able to focus on neighborhoods where people were most likely to buy his chocolate bars. And buy they did.

Hiring other kids to sell for him, teaching them the fundamentals of chocolate bar sales, and coaching them to success, Mr. Sloan soon found himself once again grounded but with a surf board and a love of entrepreneurship, marketing and revenue management.

With over 25 + years of hospitality leadership in casinos, restaurants and hotels, if you took an MRI scan of that beautiful brain of his, it would show a large area devoted to thinking of nothing else but strategic planning, demand generation and profit optimization.

Mr. Sloan is currently the General Manager of the Best Western Plus in Estevan, Saskatchewan and leads an exceptional team of customer-orientated professionals dedicated to ensuring that every stay is exceptional. Celebrating more than 70 years of hospitality, Best Western Hotels & Resorts is an award-winning global family of hotels located in over 100 countries and territories that offers accommodations for all types of travelers.


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

Mr. Sloan can be contacted at 306.209.0981 or kell@kellsloan.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.