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 irene@identityhospitality.com

Coming up in September 2020...

Hotel Group Meetings: Demand vs. Supply

It is a great time for hotel group meetings. It is expected that once again this sector will grow by 5-10% in 2020, partly due to the increasing value of in-person group meetings. Because people now spend so much time in front of their screens, face-to-face interactions have become a more treasured commodity in our modern world. Plus, the use of social media reinforces the value of engagement, discussion, conversation, and networking - all areas where group meetings shine. Despite this rosy outlook, there is a concern that demand for meetings far exceeds the supply of suitable venues and hotels. There are very few "big box" properties with 500-plus rooms and extensive conference facilities being built, and this shortage of inventory could pose a serious challenge for meeting planners. In addition to location concerns, the role of the meeting planner has also evolved significantly. Planners are no longer just meeting coordinators - they are de facto travel agents. Cultural interactions, local dining, experiential travel, and team-building activities are all now a part of their meeting mix. Plus, they have to cater to evolving tastes. Millennials are insisting on healthier venues and activities, and to meet their demands, hotels are making yoga breaks, fresh-pressed juices, plant-based diets, state-of-the-art gyms, and locally-sourced menus available. Millennials are also insisting that meeting venues practice Corporate Social Responsibility, which means upholding sustainable and ethical values; investment in the local community; health and well-being of employees; and general business practices that reflect being good citizens of the planet. Finally, there is a growing trend to merge meetings with other local events, such as music festivals, sporting events, and cultural attractions. The December Hotel Business Review will report on issues relevant to group meetings and will document what some hotels are doing to support this part of their operations.