Editorial Board   Guest Author

Mr. Spelts

Larry Spelts

President, Lodging & Lifestyle Adventures, Indigo Road Hospitality Group

Larry Spelts has spent his career in the development and management of hotels, restaurants, spas, co-work, and social and fitness clubs with a focus on value creation through creating unique, new lifestyle concepts. He serves investors by conducting the strategic analysis of investment opportunities and guiding the development or acquisition process including market analysis, creation of brand identity and business strategy.

On the acquisition side, Mr. Spelts has led the repositioning of underperforming assets to create value for asset owners and partners, particularly for independent hotels.

Mr. Spelts has had the opportunity to establish three successful hospitality companies, including the Texas-based Village Hospitality, which spearheaded the programming for a $500 million, 500,000 square-foot, mixed-use development project - now operated by the group. His recent work includes time at The Carlyle luxury hotel in New York and serving as president and chief development officer at Expotel Hospitality Services, preceded by time as vice president of business development with Charlestowne Hotels.

As of 2020, Mr. Spelts has secured hotel development and management deals for over forty hotels, including a period from 2009 until 2017 during which he led business development for Charlestowne Hotels, and played a lead role in the growth of their portfolio of managed hotels from 12 to 50 properties.

Among Mr. Spelts's strengths are organization design, branding, and strategic analysis. This combination enables him as a leader in the hospitality space to synthesize business performance and market data to think creatively and strategically about concept positioning and optimizing market opportunities while providing effective leadership for a multi-functional organization. The skills he gained through his work experiences were further refined through earning an MBA from NYU's Stern School of Business which he completed in 2009.

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

Linkedin Profile: https://www.linkedin.com/in/larry-j-spelts-53437a3/

Mr. Spelts can be contacted at +1 843-297-8385 or lspelts@theindigoroad.com

Coming up in June 2020...

Sales & Marketing: Technology Rules

It is impossible for any hotel to develop an effective sales and marketing plan that doesn't include a wide-ranging digital strategy. Online platforms have impacted virtually every aspect of their business, due to major changes in how Internet users research, plan, and book their hotel visits. As a result, a successful plan includes generating traffic through the use of a hotel website, social media, email and a myriad of other digital marketing technologies. One such strategy uses data collection and automation technology to create personalized content to individual customers. The goal of personalization marketing is to engage potential customers by communicating with them as individuals - to establish a more personal relationship - as a way of encouraging them to visit a property. Video marketing is also extremely important. Showing someone authentic video from a specific location is immersive and engaging, and video is still the preferred way for customers to interact with a hotel brand. Voice and Visual Search are increasingly in demand, as consumers are moving away from typing queries into a search engine. Instead, they can simply speak their request into their phone, and find and book a hotel without ever typing a word. Similarly, other platforms allow consumers to search visually for almost any image, and find out pricing information, shopping comparisons and how-to-buy - all from the app. The adoption of Artificial Intelligence is also becoming popular. The ability of chatbots to answer simple questions or fulfill requests 24/7 is undeniably appealing. In addition, A.I. seems best positioned to qualify leads that can be later nurtured and closed by a human sales expert - all at a fraction of the cost of a traditional support team. The June Hotel Business Review will examine how some sales and marketing professionals are integrating these innovative technologies into their operations.