Editorial Board   Guest Author

Mr. Swinburn

John Swinburn

Executive Director, Mystery Shopping Providers Association

John Swinburn is Executive Director of the Mystery Shopping Providers Association (MSPA), a position he has held for eleven years. In this role, he has developed a keen understanding of the crucial importance to a company's image, and to its bottom line, of regularly measuring and successfully managing the customer experience. Several of the association's member companies specialize in hospitality industry customer experience measurement and management, giving him the opportunity to learn about industry-specific issues related to hotels' customer experience. That access, coupled with a career in association management spanning more than thirty years—many of which have been spent in various components of the hospitality industry—has given him a unique perspective on the ways in which both organizations and individuals perceive and respond to hotel brands. During his tenure with MSPA, Mr. Swinburn was instrumental in launching an annual industry operating ratio survey, the results of which member companies can use as benchmarks for their own financial and operational performance. "I am a firm believer in the concept that 'what gets measured gets done' and it just makes sense that the mystery shopping industry, which is all about measurement, should have its own internal measures to ensure good performance," he says. Mr. Swinburn was involved in the process which transformed MSPA from what had been a primarily North American association into a global organization with four distinct and largely autonomous geographic regions serving the North American, European, Asia-Pacific, and Latin American markets. Prior to forming his own association management company, Challenge Management, Inc. (which includes MSPA as a client), he served as executive director of what is now the International Association of Venue Managers and as senior vice president and chief operating officer of what is now the International Association of Exhibitions and Events. Earlier in his career, while employed by two Chicago-based association management companies, he served as executive director of several trade associations and professional societies. Mr. Swinburn graduated from the University of Texas at Austin with a bachelor of arts degree. He took graduate level courses at Sam Houston State University.

Mr. Swinburn can be contacted at 972-406-1104 or info@mysteryshop.org

Coming up in November 2019...

Architecture & Design: Biophilic Design

The hospitality industry is constantly evolving to meet and exceed guest expectations. As a result, hotels are always on the lookout for new ways to improve the guest experience, and architecture and design is an essential part of this equation. Bold design is often the most effective way to make an exceptional first impression - an impression guests use to distinguish between brands. One design trend that is being embraced worldwide has become known as “Biophilic Design.” Biophilic design is based on the concept of biophilia, which is the theory that human beings have an innate tendency to seek out nature, natural elements, and natural forms. Biophilic design is more than hotels simply adding a surplus of plants; it involves incorporating specific design elements into a hotel in order to imbue it with a sense of wellness and well-being. Some of those elements include exposure to natural lighting; views of nature and rooms with a view; natural architectural patterns; salvaged or reclaimed woods of all types; reclaimed metals; sustainably sourced stone; living green walls and vertical gardens; and direct and indirect exposure to nature. Hotels that have incorporated biophilic design into their properties are reaping the benefits associated with this trend including reduced stress responses, better air quality, lower energy costs, and more positive guest reviews. Biophilic design has also been shown to improve guest moods and to satisfy consumer demand for environmental responsibility. Savvy hotel owners and managers are aware that nature-inspired elements enhance their guests' comfort and well-being, which is why this trend is becoming so prevalent. Biophilic design is just one topic in the fields of hotel architecture and design that will be examined in the November issue of the Hotel Business Review.