Editorial Board   Guest Author

Ms. Cooper

Caroline Cooper

President, Zeal Coaching

Caroline Cooper is a business and leadership coach working with hospitality business leaders and owners to enhance business, personal and team performance and effectiveness, with a strong emphasis on the bottom line results. She founded Zeal Coaching in 2004, and now works with a cross section of hospitality businesses. Ms. Cooper is a published author of the 'Hotel Success Handbook', on practical sales and marketing for small hotels. During her career Ms. Cooper has provided leadership development and consultancy to a broad range of industries, ranging from FTSE 100 corporate clients, charities, local government and small businesses. She now primarily focuses on hospitality businesses, where she has over 25 years' experience, including Learning and Development Director for a global contract catering organization, where she headed a team providing leadership and skills development to all parts of the business. Ms. Cooper works traditionally in one to one and in group sessions and workshops, but more recently has been making better use of the internet in her programs and offers a range of online programs including her Foundations in Leadership online leadership program for hospitality managers, bringing a brand new approach to hospitality leadership development.

Ms. Cooper can be contacted at +44 (0)7887 540914 or caroline@zealcoaching.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.