Editorial Board   Guest Author

Ms. Dreyfus

Stacy Dreyfus

President, Orchid Resorts & Escapes

With more than 14 years of experience in sales at companies such as Le Parker Meridian, Ian Schrager Hotels, and Hotel Gansevoort, Stacy Dreyfus has been able to build and expand her own company, Orchid Resorts & Escapes, into one of the most respected marketing and sales groups in the World, with a portfolio of properties that reads like a hot list from Conde Nast Traveler. While working for Ian Schrager, she was dedicated to the opening of the stylish Hudson Hotel, and subsequently launched the New York Global Sales Office for Ian Schrager Hotels. Ms. Dreyfus then held the position of Director of Sales & Marketing at Hotel Gansevoort in Manhattan. Ms. Dreyfus founded Orchid Resorts & Escapes in late 2007 as a boutique sales, marketing and partnership agency that based its mission on the ideals of superior customer service and excellent industry relationships. It's her specialty of strategic market positioning and love of connecting her clients with the perfect escape that has kept clients coming back - not to mention her unbelievable portfolio of 22 exquisite properties, that continues to grow. Currently the company is marketing some of the most unique and exclusive resorts and destinations in the world, including Winvian, The Pitcher Inn, Soho House New York, Soho House Berlin, Soho Beach House, Deer Valley Chalet, Tides Beach Club, Tribe Hotel in Nairobi, Villa Feltrinelli in Italy, Caleton Villas in the Dominican Republic and Kauai Island Villas. Ms. Dreyfus holds a B.A. in Travel and Tourism from Clemson University. Ms. Dreyfus is currently a member for Dress for Success, which assists economically disadvantaged women transitioning from unemployment to self-sufficiency by providing clothing, confidence boosts and career development. Orchid Resorts & Escapes are whimsical, refreshing and extraordinary properties and destinations that ultimately create a unique place for a romantic hideaway, a corporate meeting, a special gathering, a refuge, an executive retreat or simply a place to breathe and relax. Our properties are independently owned and operated. Orchid services our clients by providing specific sales strategies and targeted marketing and by creating awareness along with specialized public relations agencies and multiple partners. Through packaging these ideas, visions and relationships together, Orchid's true goal is to produce room nights, buzz and revenue for our clients.

Ms. Dreyfus can be contacted at 646-861-1658 or stacy@orchidworldwide.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.