Editorial Board   Guest Author

Ms. Strommen

Heidi Strommen

President, ProHost USA, a division of Distinguished Programs

Heidi Strommen is President of ProHost USA, a division of Distinguished Programs, a national insurance program administrator specializing in hospitality and real estate based in New York City.  Ms. Strommen joined ProHost USA in 1990 as Vice President of Operations and in 2008 was named company president. In 2019, ProHost USA was acquired by Distinguished Programs.

ProHost provides specialty insurance programs for restaurants and related risks through independent retail insurance agents across the country. The comprehensive program offerings available through ProHost vary by state and include: property, general liability, liquor liability, auto and excess/umbrella.

Ms. Strommen is also a charter member of the Target Markets Program Administrators Association, an organization dedicated to the unique challenges of Program Specialists. In 2013, the Association recognized her as a Certified Programs Leader. She was elected to the Target Markets Advisory Board in 2011 and served a two-year term as the Association president from 2015 through 2016.

Prior to joining ProHost in 1990, Ms. Strommen served as a policy analyst for the Minnesota Department of Commerce

Ms. Strommen has authored articles about insuring restaurant exposures for various industry magazines including Risk & Insurance, Insurance Journal, Agent and Broker and Rough Notes and has participated as a panel member at numerous insurance conferences and events.

Ms. Strommen earned her Bachelor of Arts degree in government from Cornell University in Ithaca New York. She also holds a master's degree in business administration from Metropolitan State University in Saint Paul, Minnesota.

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

Linkedin Profile: https://www.linkedin.com/in/heidi-strommen-cpl-mba-0943419/

Ms. Strommen can be contacted at +1 952-924-6973 or hstrommen@prohostusa.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.