Editorial Board   Guest Author

Ms. Griffin

Patricia Griffin

President & Founder, Green Hotels Association

Patricia Griffin is an avid traveler, and a self-appointed cheerleader for all “green” hotels. She has worked for a Howard Johnson Hotel in the back office, and for a Hilton Hotel at the front desk. She is enthusiastic about protecting our environment through simple, good practice methods. She is interested in encouraging the greening of the hospitality industry by informing not only hoteliers, but also travel agents, meeting planners, tour guides, business and pleasure travelers and government agencies. Ms. Griffin is a native Texan, owns a farm in Central Texas where she has wild horses and gentle cows. She is a graduate of The University of Texas at Austin with a Business degree. "Green" Hotels Association is the proud winner of the 2001 American Society of Travel Agents' Environmental Award. The Association is an Endorser Member of the US EPA's WAVE and WasteWi$e. Ms. Griffin is a Partner Member of Green Seal, Inc., Co-Op America, the Green Builder Program and Professional Association of Innkeepers International. She was active for 5 years as a coach for the Women Business Owners Roundtable program at Houston's SBDC (Small Business Development Center.) She's been a docent at a local nature sanctuary for at least 5 years. “Green” Hotels Association brings together hoteliers interested in saving water and energy, reducing solid waste in order to protect the beautiful destinations we all love to visit. Ms. Griffin and “Green” Hotels Association have been featured on a CNN telecast, and a number of national and international radio broadcasts. Newspaper and print media attention have been exceptional. Ms. Griffin is a frequent speaker, and has a very important message to share with hoteliers, meeting planners and environmental groups in particular. Among other destinations, she has traveled to Florida, Washington, the Dominican Republic, Hawaii, Minnesota, New Jersey, Florida, Delaware and Wisconsin to speak on conserving and saving within the hospitality industry. “Green” Hotels Association, founded in 1993, is committed to encouraging, promoting and supporting ecological consciousness in the hospitality industry. The association urges hoteliers to “green up” with small measures such as serving drinking water on request only as well as with major renovations to all-fluorescent lighting and by every measure in between. “Green” Hotels Association has devoted itself to the task of seeking out and researching ideas and techniques that hoteliers can use to conserve water and energy and reduce solid waste.

Ms. Griffin can be contacted at 713-789-8889 or green@greenhotels.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.