Editorial Board   Guest Author

Mr. Giglio

Gianluca Giglio

Managing Director, Ragosta Hotels Collection

Gianluca Giglio is managing director of Ragosta Hotels Collection headquartered on the Amalfi Coast of Italy. Mr. Giglio is credited with creating the three year-old luxury hotel collection and oversees the operations, branding, and development, sales and marketing for the collection. At present, the collection consists of three luxury boutique properties; the 77-room Hotel Raito situated above the villages of Vietri sul Mare and Raito and overlooking the Bay of Salerno; the boutique 22-room Relais Paradiso a private resort housing spectacular suites, private pool and personalize service; and the new 61-room resort, La Plage Resort located in Taormina-Sicily. Under Mr. Giglio's direction, Ragosta Hotels Collection will expand to include a fourth hotel in the center of Rome. Perhaps Mr. Giglio's crowning achievement has been the successful creation and launch of the company's personalize guest service program. The Define Your Lifestyle guest program enables guests of Ragosta Hotels the opportunity to customize their hotel stay. The program extends beyond the traditional guest loyalty programs featuring in room design, culinary offerings, wellness facilities, therapies and treatments and public spaces. Mr. Giglio' goal is to target a new generation of traveler desiring a hospitality experience that is exceptional, mirrors their lifestyle in unique destinations. Ragosta Hotels guests have specific tastes and needs and it is important for the organization to ensure it exceeds their exceptations in terms of hospitality during their holiday or business stay. To make this experience work and seem seamless to the guest, Ragosta Hotels combines multiple hotel story elements together such as the architecture, design and service aspects. In addition, Mr. Giglio also has launched a successful innovative social networking marketing program for Ragosta Hotels Collection. This web-based program allows the company to gain a greater understanding of guests' needs and communicates directly with past and future clients. Because of the interactive component, the program closely monitors guest feedback and provided a true sense in how the properties are in terms of service. Mr. Giglio began his hospitality career in 1989 at the U.K.-based De Vere Hotels and Resorts. In 2000, he served as the executive director of the Giglio Group Hotels, which features four and five-star hotels located throughout Italy. While at Giglio Group he held several operations and management positions eventually overseeing hotel operations including food and beverage and revenue management. In addition, Mr. Giglio oversaw operations and held management positions at properties at luxury properties throughout Europe and Italy. Born and raised in Sorrento, Italy, Mr. Giglio received a diploma in contemporary studies at F. Severi Liceo Scientifico, Castellammare di Stabia, Italy. He received an Executive Master's degree in Tourism and Management from St. Patrick's College, London, U.K. and studied German at the University of Wien in Austria. He is fluent in English, German and Italian. Mr. Giglio often attends executive hospitality professional development courses to ensure he remains well-versed in the latest industry trends and issues. In January 2010, Mr. Giglio was honored as one of “The Finest Hoteliers Worldwide” by the American Academy of Hospitality Science. In addition, Mr. Giglio serves on several expert panels for organizations such as Forrester Research and the Gerson Lehrman Group (GLG).

Mr. Giglio can be contacted at gianluca@hotelierlife.com

Coming up in June 2018...

Sales & Marketing: Opinions Matter

Hotel Sales and Marketing Directors manage a complex mix of strategies to attract and convert customers into guests. Part of their expertise includes an awareness of customer behavior during the reservation process, so they can make sure their hotel is favorably positioned. One such trend is the growing popularity of travel review sites. According to one recent survey, 61% of prospective customers consult online reviews in order to validate information about the hotel before making a purchasing decision. Another survey found that the average hotel customer reads between 6-12 reviews across 4-10 properties before making a final decision on where to stay. Similarly, other studies have shown that consumer reviews are a more trusted source of information for prospective customers than other kinds of marketing messaging. In fact, reviews are often considered to be as influential as price regarding whether a customer decides to complete a purchase or not. Plus, travel sites with the most reviews - including recent reviews from satisfied customers and thoughtful responses from staff - were also found to be the most appealing. So having positive reviews on a travel website is essential and can help to increase a hotel's conversion rates dramatically. Of course, there are all kinds of additional marketing strategies for sales and marketing directors to consider - the importance of video and the emergence of live streaming; the implementation of voice search; the proliferation of travel bots; and the development of Instagram as an e-commerce platform. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.