Editorial Board   Guest Author

Ms. Asch

Sandy Asch

Principal, Alliance for Organizational Excellence LLC

Sandy Asch is an internationally recognized speaker, consultant and best selling author of ROAR: How to Build a Resilient Organization the World-Famous San Diego Zoo Way and Excellence at Work: The Six Keys to Inspire Passion in the Workplace. Ms. Asch partners with companies globally to create great places to work that improve bottom line results and generate exponential value for stakeholders. More than 30,000 leaders in 350+ companies in 50 countries and 6 languages have implemented her strategies with sustainable results. In partnership with Ms. Asch and Alliance for Organizational Excellence LLC: A defense contractor won the grand prize for workplace excellence by demonstrating an 18% increase in revenue, 78% improvement in profitability, 60% reduction in turnover and 14% improvement in quality in only 24 months. A global oil and gas company successfully navigated a merger and acquisition by establishing a consistent culture and expectations. In 2014, the Latin America division recorded its highest growth in history despite plummeting oil prices. The world famous San Diego Zoo won multiple workplace excellence awards including Healthiest Company of the Year, demonstrating a 10% increase in employee engagement and customer satisfaction and 23% increase in revenue. Clients include global brands such as Pepsi, Ecolab, San Diego Zoo, Harrah's, LPL Financial, Universal Studios, Qualcomm, General Atomics, Morley Builders, Del Monte Foods, La Costa Resort, E&J Gallo Wineries and others. Ms. Asch's presentations are uniquely high-content and high-participation, engaging CEO, HR and leadership audiences around the world in practical discussions, interactive applications and creative exploration to ensure immediate and meaningful application. She holds a masters degree in Organizational Management and has taught graduate classes in Management, Organizational Behavior and Human Resources.

Ms. Asch can be contacted at 832-491-1738 or sandy@Uexcel.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.