Editorial Board   Guest Author

Ms. Macabante

Irene Macabante

Vice President Branding & Marketing, Identity Hospitality

Irene Macabante is currently the VP of Branding & Marketing at Identity Hospitality and has over 25 years of diverse experience across several industries. Previously, she was the Co-Founder and Creative Director at Chix Creative. There, she crafted marketing, social media and success strategies and was responsible for the design of websites, web applications, branding and identity assets, print pieces, trade show booths, marketing materials and campaigns for clients in spa, life & style, technology, and search industries. 

At Identity, Ms. Macabante provides high-level, highly customized concierge-style design, branding, marketing and consulting services to the luxury spa and wellness sectors.  Ms. Macabante's expertise also includes building brands on the product side. She's equally excited serving Identity's product clients and offering them that same passion and expertise for building a wellness-related business that she gives to spas. Nail art and health are two of Ms. Macabante's biggest passions, rivaled only by her strong interest in and dedication to promoting sustainable disinfecting practices that also improve the health of people and animals while reducing environmental impact.

Ms. Macabante recently acquired a Disinfection and Infection Prevention Certification in order to serve the spa and hospitality communities better in the post-pandemic world. Identity Hospitality is a luxury spa and wellness consultancy based in Southern California.

Since 2017, the company has brought beautiful looking, exceptionally organized spas to life with a unique blend of guidance and collaboration. Identity prides itself on its mixture of diverse spa leadership experience combined with its involvement in all aspects of spa development and operations for over 80 spas worldwide.  

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

Ms. Macabante can be contacted at +1 949-355-0687 or irene@identityhospitality.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.