Editorial Board   Guest Author

Mr. Fuller

Ed Fuller

President, Laguna Strategic Advisors

Ed Fuller is a hospitality industry leader, educator, and author of the international Top 20 bestselling business book, You Can't Lead with Your Feet on the Desk, published by Wiley. He is president of the Irvine, California-based Laguna Strategic Advisors, a global consortium that provides business consulting services to corporations and governments.

Mr. Fuller is a director of the Federal Bureau of Investigators National Academy Associates Foundation (FBINAA). He has served as a Board Executive of several Charity Boards and Three University Boards.

Mr. Fuller's 40-year career with Marriott included serving as CMO and several regional operational positions which was capped by his role as president and managing director of Marriott International for 22 years. His results included the creation of 80,000 new jobs worldwide, the formation and operation of 555 hotels in 73 countries, $8 billion in annual sales, and the implementation of multiple environmental, philanthropic and educational initiatives.

During that time, he oversaw the creation of Marriott International's Global Security Strategy. His experience included chief sales and marketing officer, global leadership as President of Marriott International, Inc., as executive in charge of crisis management, future business assessment, top-level customer relationship management, sales and marketing leadership and long-term strategy development that applied corporate philosophies, delivered on brand promise and enabled ethical decisions.

An active alumnus of Boston University, Mr. Fuller is former Vice Chairman of its Board of Overseers, former President of the University's Alumni Association and a former Trustee. In 1998, he received the Alumni Award, the University's highest honor.

Mr. Fuller served as a Captain in the U.S. Army and was awarded the Bronze Star and Army Commendation Medal for service during missions in Vietnam and Germany. His new international spy thriller, RED HOTEL, will be in bookstores nationwide on March 19, 2019.

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

Mr. Fuller can be contacted at +1 949-333-1380 or ed.fuller@lagunastrategicadvisors.com

Coming up in April 2020...

Guest Service: First Impressions Matter

Hotels spend large amounts of money on marketing their operation and brand, but sometimes they fail to remember that guest service is the lifeblood of their business. It is outstanding guest service that allows a hotel to create an amazing and lasting impression, one that will remain with guests far beyond the duration of their stay. In pre-internet days, first impressions were formed the moment a guest walked through a hotel's front door. These days, first impressions are created long before a guest arrives at a hotel property. They begin when a customer visits a hotel's website or social media pages for the first time. When a guest connects with a property online, they immediately form an opinion of the hotel. First impressions matter and because of that, a hotel website should be mobile-friendly with blistering fast speed; it should be graphically appealing; and it should provide visual representation of the kind of experience a guest can expect. It is also vital to engage the customer; to actively solicit and respond to guest feedback. When a hotel personally engages with someone, it is demonstrating to other customers that guest opinions matter, and that management is willing to go the extra mile to provide superior guest service. Similarly, when a hotel sends out personalized emails with satisfaction surveys attached, it demonstrates that management values guest feedback, so that service can be improved at every level. Additionally, social media messages can be sent out prior to a guest's arrival to learn more about them, so their visit can be personalized. It's the small touches and details that are most remembered and appreciated. The April issue of the Hotel Business Review will examine what some leading hotels are doing to cultivate excellent guest service in their operations.