Editorial Board   Guest Author

Ms. Le Quesne

Katharine Le Quesne

Senior Director, HoCoSo

Katharine is a Senior Director at HoCoSo - an advisory firm specialising in creating unique hospitality experiences and destinations. Our services cover: concept (re)development & portfolio creation; project scoping and execution; asset management; and education.

Ms. Le Quesne has spent over 20 years working all over the world with private investors, public companies, Governments and operators in the hospitality and leisure industries, advising on an eclectic mix of investments, particularly luxury hotels, resorts, destinations and theme parks. She is also a valued advisor to C-suite teams and boards, facilitating strategic workshops and providing an external industry perspective.

Ms. Le Quesne began her career with Jones Lang Wootton (now JLL) in China, when the country was undergoing its first real estate boom, working on real estate investment, agency and development consultancy. She subsequently worked in Asia and Europe for Arthur Andersen and Deloitte, within their specialist hotel advisory practices. She launched and ran the first monthly hotel benchmark survey for Asia Pacific and travelled extensively across EMEA and Asia, working on M&A, strategy and development feasibility assignments.

Ms. Le Quesne is Head of Resorts at the Glion Institute of Higher Education, Switzerland, and is a Visiting Lecturer at world class hospitality and real estate institutions, including the University of Zurich and previously the Ecole Hotelière de Lausanne. She has been an industry advisor on the World Economic Forum Travel & Tourism Competitiveness Report and is a regular speaker at industry events.

Ms. Le Quesne has lived in Hong Kong, China, Singapore, Taiwan and France and is currently based in the UK. She speaks French and rusty Mandarin (her undergraduate degree); and has an MBA from INSEAD, France.

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

Ms. Le Quesne can be contacted at +44 7979 703444 or katharine@hocoso.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.