Editorial Board   Guest Author

Ms. Hawksworth

Cheryl Hawksworth

Regional Sales Manager, IDeaS, a SAS Company

Cheryl Hawksworth is a Regional Sales Manager for IDeaS - the premier provider of Pricing, Forecasting and Optimization solutions and services for the Hospitality, Travel & Transportation Industries. Ms. Hawksworth has a wealth of regional industry knowledge and leadership experience and she joined IDeaS following a successful tenure as the Head of Revenue for Grosvenor House, London. Prior to that, Ms. Hawksworth served as Group Commercial Manager at Champneys, a UK-based luxury Spa and Resort Group. Ms. Hawksworth regularly consults with individual hoteliers and hotel groups alike, to implement strong revenue management cultures across portfolios, supported by a strong commitment to her client's ongoing financial success. Ms. Hawksworth is also a founding member of the Association of Professional Revenue Management and the BAHA Hospitality Revenue Management Community.

Ms. Hawksworth can be contacted at 4407887486181 or Cheryl.Hawksworth@ideas.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.