Editorial Board   

Mr. Waddell

Michael Waddell

Managing Director, INTEGRITYOne Partners

Michael Waddell began his career preparation by excelling at George Mason University, where he earned his Bachelor of Science in Computer Science. While working on his degree, he envisioned a professional services firm that would deliver superior business and IT solutions to clients in key industries with unparalleled integrity. A key differentiator of this organization would be providing consulting professionals challenging work as well as support to successfully pursue their own professional, family, and community goals. INTEGRITYOne Partners is the realization of this vision. Understanding that first-hand experience was vital to his success, Waddell spent five years with Ideas Commercial Systems, a high-tech software development and support company. As a key contributor to the organization, he gained deep functional experience in system architecture, software development lifecycles, testing, and quality assurance. Waddell was selected to spend several months with a high-profile customer, Microsoft, to institute program management standards, solution delivery processes and service level agreements to create "true" performance standards. Waddell was later recruited to join a consulting firm specializing in telecommunications. His responsibilities included the design, implementation, and management of multi-tiered applications, including budgetary and timeline development responsibilities, as well as performance refinement and flow analysis. Working with MCI and other telecommunication leaders, Waddell enhanced the programmatic, budgetary, and business disciplines he developed earlier in his career. In 1995, Waddell founded Prizum, an IT solutions provider. Initially focused solely on the hospitality and leisure industry, Waddell applied his first-hand knowledge of how systems enable operations and, ultimately, a rich guest experience to the development and integration of hospitality enterprise architectures. He also met customers' needs in the areas of software product evaluation, automation of functional testing, and through the development of a simplified workflow system created to more efficiently manage and track system rollouts at the enterprise level. In 2000, Waddell partnered with Michael Stabolepszy to found INTEGRITYOne Partners, expanding on Prizum's focus areas and building the company to reflect these changes. This expansion includes strategically building trusted relationships and delivering an integrated set of business consulting, technology solutions, and innovation research and development services to hospitality, government, and financial services enterprises. Waddell^aEURTMs rich and varied experience allows him to ensure that clients' technical and business requirements are met, while also providing manageable work-life balance for the INTEGRITYOne team, which is enjoying its sixth year in operation. For more information, visit www.ionep.com. Waddell lives in Falls Church, Va., just outside Washington, D.C. He is active in professional and community organizations, including Hotel Technology Next Generation (HTNG), Hotel Financial & Technology Professionals (HFTP), Open Travel Alliance (OTA), the Starlight Starbright Children's Foundation, and Toys for Tots.

Mr. Waddell can be contacted at michael.waddell@ionep.com

Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. 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.