Editorial Board   Guest Author

Ms. Kaiser

Jessica Kaiser

Owner & CEO, Hawthorn Creative

Jessica Kaiser is the owner and CEO of Hawthorn Creative, a full-service hospitality marketing agency in Portsmouth, New Hampshire. She has a proven track record of rolling up her sleeves and helping resorts, event venues, and destinations spark connections with their guests through award-winning design, forward-thinking content, and targeted brand strategy.

From hospitality industry giants like Four Seasons and Fairmont to boutique hotels and independent venues, Ms. Kaiser is known for building authentic connections that drive results.

Armed with a dual degree in fine art and English from the University of New Hampshire, Ms. Kaiser took a sales position with a technology company in Massachusetts, where she developed an understanding of business and strategy. Seeking a better balance between creativity and business, she left the tech industry in 2001 and launched what was then known as Hawthorn Publications - a marketing agency focused on delivering print solutions for the hospitality industry, largely for wedding venues that were looking for memorable collateral to put into the hands of prospective brides and grooms.

In 2005, Hawthorn launched its first custom magazine for longtime client Ocean Properties. The addition of in-room magazines to Hawthorn's service offerings eventually positioned the company as a print marketing agency with a full suite of services encompassing a range of brand collateral, from hotel key cards and pocket folders to business cards, menus, and more - even coffee table books.

Hawthorn rebranded in 2012 as Hawthorn Creative and launched a full suite of digital marketing solutions. Their offerings quickly grew to encompass web and blog design, social media strategy, email marketing, SEO, and paid digital strategies. This shift was more than just a new family of products and services: It was a new way of thinking and interacting with clients, beginning with a thorough examination of their brand and marketing goals to identify pain points before deploying intentional, impactful solutions.

Today, the Hawthorn Creative team of digital strategists, designers, writers, photo editors, and account managers produce as many as 550 unique projects for more than 300 different clients each year. Their client base ranges from multi-property hotel management companies to boutique resorts, destination management companies, wineries, and historic and cultural venues.

As the Hawthorn brand continues to evolve, it stays true to its mission of inspiring individuals to create the most memorable moments of travel, exploration, and celebration with the venues and destinations of the clients they serve.

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

Linkedin Profile: https://www.linkedin.com/company/hawthorn-creative/

Ms. Kaiser can be contacted at +1 603-610-4300 or jkaiser@hawthorncreative.com

Coming up in November 2020...

Hotel Design: Home Away From Home

With the rise of the sharing economy and the peer-to-peer marketplace for lodging options, hoteliers are re-thinking the look, feel and appeal of their locations. There is an emphasis on re-creating a feeling of homeyness - a comfortable, cozy and inviting space that feels like home. 'This is accomplished through the careful selection of furniture design, paint colors, lighting design, artwork, bathroom fixtures and textile accessories. In addition, some hotels are providing their guests with upscale amenities, such as a book and movie library, home-style kitchenettes, a coffee machine with locally-sourced beans and tea, or even a batch of fresh-baked cookies. Similarly, there is a growing design trend based on the concept of place-making. Travelers are searching for experiences that are unique and authentic to the locale in which they find themselves, and so hotel designers are integrating a sense of place into their work. This is partially achieved by incorporating traditional artisanal crafts and other local artwork into hotel rooms and communal spaces. Another design trend includes the creation of full-service, co-working environments within the hotel. Guests don't like to stay alone in their room when they need to work, so now they can go downstairs to the lobby-or up to the roof-to work among others. These areas encourage guests - and non-guests alike - to stay as long as they like and to partake of hotel amenities. Finally, recognizing the importance of the Wellness Movement, some designers are exploring how room design can increase the likelihood of deep and restorative sleep. Creating dark and quiet spaces, blocking excessive light, providing guests with a selection of different kinds of pillows, and the ability to control room temperature, are a few of the best practices in this area. These are some of the architecture and design topics that will be covered in the November issue of the Hotel Business Review.