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 2020...

Hotel Design: Home Away From Home

With the rise of the sharing economy and the peer-to-peer marketplace for lodging options, hoteliers are re-thinking the look, feel and appeal of their locations. There is an emphasis on re-creating a feeling of homeyness - a comfortable, cozy and inviting space that feels like home. 'This is accomplished through the careful selection of furniture design, paint colors, lighting design, artwork, bathroom fixtures and textile accessories. In addition, some hotels are providing their guests with upscale amenities, such as a book and movie library, home-style kitchenettes, a coffee machine with locally-sourced beans and tea, or even a batch of fresh-baked cookies. Similarly, there is a growing design trend based on the concept of place-making. Travelers are searching for experiences that are unique and authentic to the locale in which they find themselves, and so hotel designers are integrating a sense of place into their work. This is partially achieved by incorporating traditional artisanal crafts and other local artwork into hotel rooms and communal spaces. Another design trend includes the creation of full-service, co-working environments within the hotel. Guests don't like to stay alone in their room when they need to work, so now they can go downstairs to the lobby-or up to the roof-to work among others. These areas encourage guests - and non-guests alike - to stay as long as they like and to partake of hotel amenities. Finally, recognizing the importance of the Wellness Movement, some designers are exploring how room design can increase the likelihood of deep and restorative sleep. Creating dark and quiet spaces, blocking excessive light, providing guests with a selection of different kinds of pillows, and the ability to control room temperature, are a few of the best practices in this area. These are some of the architecture and design topics that will be covered in the November issue of the Hotel Business Review.