Editorial Board   

Mr. Holzberg

Mark Holzberg

Chairman & Chief Executive Officer, Hotel Technology Solutions, Inc.

Mark Holzberg founded Hotel Technology Solutions, Inc. (HTS) in 2006 with a vision to acquire and build a platform company to provide a holistic solution to the technology needs of the hospitality industry. In December, 2007 HTS acquired Lorica Solutions after an extensive diligence process, seeing in Lorica just the platform it was looking for - a combination of leading technology, an in-depth understanding of the hotel industry and exceptional NOC and Help Desk support. Mr. Holzberg has more than twenty years' experience running and building profitable companies and business units, through a combination of organic growth and acquisitions. He has held CEO and other senior executive positions with companies in the travel and hotel technology vendor space for over fifteen years. As President and CEO of AlphaNet Hospitality Systems, Holzberg introduced InnFax to the hospitality industry in the early 1990's, built and managed its organization, and led the company through its IPO and later diversification. Subsequently, Holzberg served as Chief Financial Officer of TravelCLICK, Inc., where he was instrumental in helping to build the Company from its start-up phase to a profitable $140 million firm with more than 10,000 hotel customers world-wide. Among other achievements at TravelCLICK, Holzberg led the Company's successful fundraising efforts, managed its relationship with Bain Capital, and executed several acquisitions, including that of iHotelier, which served as a core business component fueling much of TravelCLICK's growth. Later, Holzberg as President of Bartech the Americas, re-engineered the sales force and business process of this international supplier of automated hotel minibar systems. Holzberg has also served as President of Travel Development at Western Union Corporation and as a senior consultant with The Graycon Group. Earlier, Holzberg acquired and served as CEO of a ground and air courier company after beginning his career working for a merchant banking and buyout firm. He is also a former U.S. Army intelligence officer. Mr. Holzberg is a Phi Beta Kappa graduate of George Washington University, where he was an Alternate Truman Scholar.

Mr. Holzberg can be contacted at 410-757-0586 or mholzberg@loricasolutions.com

Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. 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.