Editorial Board   Guest Author

Mr. Robinson

Bernard Robinson

Director of Security Services, St. Regis Atlanta

Bernard Robinson is currently the Director of Security Services at the St. Regis Atlanta-Buckhead. He has extensive industry knowledge encompassing Safety, Security, Asset Protection, and Risk Management. He has spearheaded operations on property-level oversight of security and loss prevention operations, regional program responsibility for multiple accounts and/or locations, as well, instrumental regarding corporate level program conceptualization, planning, training and implementation. Mr. Robinson is a dynamic, results-oriented executive possessing 25 years of security and safety industry knowledge. Mr. Robinson has 15 years in hospitality in luxury brands including The Ritz Carlton and The St. Regis. His expertise also includes 10 years in law enforcement including investigation and emergency response team (SWAT) specialty. Additionally, Mr. Robinson has broad knowledge of OSHA regulations as well as Six Sigma Green Belt training and certification. Mr. Robinson contributes to the security industry through consulting/advising small businesses and communities through safety training and media dialogue promoting proactive security measures. He is consistently working with industry, local, state and federal agencies in situational awareness, emergency preparedness and technological advancements in security tools (e.g. key access and biometric systems). Mr. Robinson believes in staying informed with newest and latest security technologies and how its application can help daily operations in asset protection, physical security and crime prevention. Mr. Robinson holds a Bachelor's degree in Journalism concentration in Public Relations and Criminal Justice as well as an MBA in Global Business with focus in applications of Human Resources and cultural adaptation in Trans-National corporations.

Mr. Robinson can be contacted at 404-563-7901 or bernard.robinson@stregis.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.