Editorial Board   Guest Author

Ms. Plant

Morgan Plant

Vice President, Food & Beverage, Joie de Vivre Hospitality

Morgan Plant brings more than 20 years of experience in the restaurant and hotel industry to her role as vice president for food and beverage at Joie de Vivre. She first came to the company in 2004 to launch the food and beverage program at Americano Restaurant & Bar at the company's San Francisco flagship, Hotel Vitale. After a regional director of operations role, she moved into the position of Vice President in 2009 and helped launch the burgeoning Joie de Vivre restaurant collection, lending her operations savvy to implement creative, timely concepts for the brand's more than 20 boutique restaurant and lounges. Ms. Plant's background includes posts as general manager and corporate wine director of Mistral Restaurant and Avenir Restaurant Group, general manager of Blue Chalk Cafe's flagship property, and wine director for Kimpton's Red Star in Portland, Oregon. Ms. Plant also worked with the Gordon Biersch Brewing Company in both its Seattle and San Francisco locations. A trained and certified sommelier, she also oversees the beverage program at Joie de Vivre. Ms. Plant has a bachelor's of science in Biological Sciences from the University of California, Irvine; a master's degree in Biology from San Jose State University; and has completed a post baccalaureate program in Psychobiology at Stanford University.

Ms. Plant can be contacted at 415-364-5401 or mplant@jdvhotels.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.