Editorial Board   

Mr. Dahm

Richard Dahm

Senior Risk Consultant, National Hospitality Division, Wells Fargo Insurance Services

Richard Dahm, Jr. is senior risk consultant for the National Hospitality Division of Wells Fargo Insurance Services in Clearwater, Florida. As a hospitality specialist, his expertise includes property, restaurant/hotel facilities, and risk management. He holds a BA in management from Eckerd College and an MBA from DeVry University. He is a native Floridian and a member of the Florida Restaurant and Lodging Association. Mr. Dahm's knowledge, experience, and determination have proven unequalled in Florida's hospitality industry. His high energy level, resourcefulness, and high caliber risk management experience, coupled with his professional staff of claims, safety, and marketing professionals enables him to provide hospitality executives with the type of consultation that reduces insurance risks and premiums. The Clearwater, Florida office (formerly Acordia Insurance) has served the insurance needs of Florida businesses for over 100 years and now adds the 150 years of experience and global reach of their new parent, Wells Fargo Company. Wells Fargo Insurance Services, is a Wells Fargo Company headquartered in Chicago, Ill. They provide insurance brokerage, administrative services, as well as a wide range of financial and consulting services to thousands of clients from over 150 local offices across the nation. Today, their 4,500 associates place more than 8.5 billion in risk premium making Wells Fargo Insurance Services the fifth largest insurance brokerage firm in the world and the largest bank-affiliated insurance brokerage firm in the U.S.

Mr. Dahm can be contacted at 800-282-3343 Ext: 5436 or Richard.Dahm@wellsfargo.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.