Editorial Board   Guest Author

Ms. Dickinson

Kristi Dickinson

Director of Spa & Wellness, Rancho Valencia Resort & Spa

Kristi Dickinson brings more than two decades of luxury hospitality experience, including her current role as the Director of Spa & Wellness at the Five-Star, Five Diamond Rancho Valencia Resort and Spa (North County San Diego, CA). Rancho Valencia was hand selected by Forbes Travel Guide as one of the finest Five-Star hotels and spas in the world (2018) and was awarded the prestigious AAA Five Diamond award (2018), both for five consecutive years. The resort has also been ranked as the #1 resort in the country by U.S. News & World Report (2015) and was listed on Conde Nast Traveler's 2016 Reader's Choice Awards List.Prior to joining Rancho Valencia, she held key executive positions at The Mayflower Inn & Spa (Washington, CT), Spa Montage at the Montage Deer Valley Resort (Park City, UT), and the Golden Door Spa at The Peaks Resort (Telluride, CO).

Ms. Dickinson has a very diverse background in the hospitality industry ranging from event production and VIP services to housekeeping and food and beverage. She currently serves as an executive board member for the Advanced Spa Therapy Education Certification Council (ASTECC) and a mentor for the Global Wellness Institute's mentorship program.

Ms. Dickinson is a WELL Accredited Professional, through the International WELL Building Institute and a Fitwel Ambassador through the Center for Active Design. She is passionate about exemplifying and inspiring the wellness lifestyle in others and developing the future leaders of the hospitality and experience industry.

Ms. Dickinson has expertise in revenue management and profit generation, KPIs, benchmarking, financial analysis, menu engineering, concepting and innovation.

Ms. Dickinson holds a Masters degree in Hospitality Management from the University of Nevada, Las Vegas and a B.A. in Marketing and Management from the University of Iowa.


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

Ms. Dickinson can be contacted at 858-759-6486 or kdickinson@ranchovalencia.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.