Editorial Board   

Mr. Spieser

Alain Spieser

Professor, Hotel Management School of Geneva (EHG)

After completing a 3 years course at Ecole Hotelière Strasbourg (France) Alain Spieser started his career in home town Luxembourg as receptionist at the Holiday Inn Luxembourg. After 6 months he was promoted to the group department followed one year later by another promotion as sales representative.

In 1987 Mr. Spieser joined the beautiful shores of Lake Geneva at the prestigious Royal Evian, a Leading Hotels of the World member. He spent a big bulk of his career (17 years) in the resort. First as manager for groups, then as Front Office Manager and finally as Director of Sales and Marketing. He created the Communication department which handled all the media relations worldwide.

In 2005 Mr. Spieser had the opportunity to join the opening team of Four Seasons Hotels and Resorts in Geneva as Director of Sales and Marketing. A wonderful and rich experience. The hotel opening was a repositioning after one year of closing and renovation. Working for Four Seasons was rewarding and very insightful. Four Seasons Hotel des Bergues became a leading hotel in Geneva in terms of prestige, occupancy and room revenue.

Six years later Mr. Spieser joined Hotel Management School of Geneva teaching Marketing and Communication.

All the teachers come from the "field" and have held top-level positions within the hospitality industry. They have made it both a personal and professional mission to ensure that each student is able to contribute to our motto "Making excellence a profession".

Please visit http://www.ehg.ch for more information.

Mr. Spieser can be contacted at +41 076-573-7524 or a.spieser@ehg.ch

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.