Editorial Board   Guest Author

Mr. Gatlin

Douglas Gatlin

Chief Executive Officer, Green Seal

Doug Gatlin is CEO of Green Seal, the nation's premier ecolabel and the first independent organization established to transform the economy for a healthier, greener planet. One of the world's foremost experts in the design, development and promotion of market transformation programs and environmental certifications, Mr. Gatlin came to Green Seal with two and a half decades of experience working on advances in energy efficiency and sustainability within the building industry.

Mr. Gatlin has held senior leadership positions with both the U.S. Green Building Council's (USGBC's) LEED Program and the Environmental Protection Agency's (EPA's) ENERGY STAR Program. During his tenure at USGBC, he spearheaded the development of standards for existing buildings, schools, the retail sector and hotels, and launched the LEED Volume initiative for large national and global real estate portfolios. He also served as Senior Vice President for LEED Certification and Professional Credentialing at the Green Business Certification Institute (GBCI), a USGBC sister organization.

At EPA, Mr. Gatlin helped create the ENERGY STAR Buildings program, where he launched the first national energy certification program for schools and state and local government buildings. With his extensive technical and policy expertise, he has spoken throughout the nation about leading-edge energy performance in buildings, sustainable corporate portfolios, USGBC's LEED Program, environmental certifications and green products.

Mr. Gatlin holds a B.S. in Political Science from Duke University and an M.S. in Energy and Environmental Policy from Georgetown University.

 

Please visit http://www.greenseal.org for more information.

Mr. Gatlin can be contacted at +1 202-872-6400 or dgatlin@greenseal.org

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.