Editorial Board   Guest Author

Mr. Minett

Dean Minett

Founder/Director, Minett Consulting

Dean Minett has been a part of the Australian hotel landscape for nearly 40 years when he first started as a teenager at Melbourne's prestigious Southern Cross Hotel.

After a rapid rise in the hotel Mr. Minett became the youngest ever GM of a five star hotel in Australia, opening the Southern Cross Sydney. Since that time Mr. Minett has managed, led or consulted to hotels, restaurants, resorts and casinos throughout Australia including many years as Country General Manager, Australia, for the world's largest owner/operator of serviced apartments.

Mr. Minett's experience gives him an unparalleled perspective in the industry, with a range and depth not seen elsewhere. Since 2012, this experience has been utilized by owners, developers, managers and investors who have all drawn on his expertise to develop, manage or improve their properties, whether hotels, casinos, resorts, or serviced apartments. Mr. Minett now supports clients at every stage of hotel development, from site assessment and property design through to operator selection and ongoing asset management.

Mr. Minett is a graduate of the Australian Institute of Company Directors and in addition to his commercial work has served on numerous boards and committees including William Angliss Institute, Victoria University, Australian Hotels Association and the Hotel Motel and Accommodation Association. Mr. Minett has judged for both state and national awards and was recognized as a Legend of Tourism by Tourism Training Australia. He is the co-author of two best-selling industry texts and is a regular blogger/author and a proud husband, father and grandfather.

 


Please visit http://www.minettconsulting.com.au for more information.

Mr. Minett can be contacted at 614-030-52090 or dean@minettconsulting.com.au

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.