Editorial Board   Guest Author

Ms. Terry

Susan Terry

Vice President, Culinary Operations, Hyatt Hotels & Resorts

As vice president of culinary operations for Hyatt Hotels & Resorts, Susan Terry is responsible for strategic development of food and beverage concepts for full service and specialty restaurants in North America. She is also responsible for the development of catering event materials and menus. Most recently, Ms. Terry served as director of culinary operations for Hyatt Hotels & Resorts, responsible for national programming, training, goals, procurement, food and beverage standards and franchise support. Prior to that, Ms. Terry was the senior executive chef at Grand Hyatt Washington in Washington D.C. In that role, she oversaw all food and beverage operations for the 900-room hotel, including five food and beverage outlets, 24-hour in-room dining and the hotel's Kosher kitchen. Ms. Terry began her career at Hyatt in 1990 at the former Hyatt Regency Suites on Michigan Avenue in Chicago as an executive sous chef. She then went on to hold executive chef positions at Hyatt Regency Harborside in Boston and the former Park Hyatt Los Angeles. She was awarded Hyatt's most prestigious honor, the Donald N. Pritzker Award of Excellence for Operations, in 2003.

Ms. Terry can be contacted at 312-780-5709 or susan.terry@hyatt.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.