Editorial Board   Guest Author

Ms. Criaris

Marissa Criaris

Executive Vice President of Business Development, EmpireCLS

Marissa Criaris in the Executive Vice President of Business Development for EmpireCLS, the leader in luxury ground transportation. With over 22 years of experience in the industry, Ms. Criaris is one of the most recognized women in the ground transportation sector. A part of EmpireCLS' Senior Management team, she reports directly to David Seelinger, Chairman and CEO.

She began her career at EmpireCLS as a reservationist in high school and gradually worked her way up for over two decades. During her career at EmpireCLS, Ms. Criaris was an integral part of two of EmpireCLS' mergers - one with Empire's largest competitor in 2005 and most recently with Wilshire imousine, a Los Angeles-based limousine company. During her tenure she had overall responsibility of the global call center and also designed the implementation of various dedicated industry and corporate teams (aviation private jet companies as well as an Ultra team to run global artist tours and CEO travel). She has been in charge of the global events team, sales, and during her tenure as the head of the customer care team, Ms. Criaris implemented an initiative to extend customer care hours 24/7 with a strict policy to call customers every time there was an issue in real time.

Ms. Criaris is currently responsible for the global sales and marketing team and works to streamline company-wide operations as they impact the overall customer experience and guest touch points. Additionally, she manages many of EmpireCLS' top corporate and entertainment accounts to ensure these VIP clients receive the discreet, professional,and premium-quality service for which the company is renowned. She is in charge of managing the second highest book of business with long-standing relationships with Fortune 500 companies, entertainment companies, and tour managers.

Ms. Criaris is a graduate of Pace University with a Bachelor of Science degree in Business, Management, and Marketing.

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

Ms. Criaris can be contacted at +1 800-451-5466 or executiveteam@empirecls.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.