Editorial Board   Guest Author

Mr. Garrison

David Garrison

Chief Executive Officer, iBAHN

When David W. Garrison joined iBAHN in October 2002 as president and chief executive officer, he brought with him more than twenty years of successful experience in leading telecommunications and technology services companies in the wireless and Internet industries. Mr. Garrison has served as chairman and chief executive officer of Netcom, a pioneering Internet service provider. During his three-year tenure at Netcom, he successfully led NASDAQ financings, using the proceeds to expand geographically within the United States to build one of the first significant Internet networks. Additionally, he expanded the company internationally to create one of the top-rated Internet companies in the United Kingdom and Canada. Prior to joining NETCOM, he served as president of SkyTel, a division of Mobil Telecommunications Technologies, Inc. Prior to SkyTel, Mr. Garrison served successively as chief operating officer, president, chief executive officer and chairman of the board for Dial Page, Inc., a regional paging carrier based in Greenville, South Carolina. Prior to that, Mr. Garrison held the positions of vice president and general manager for the Providence Journal Company, a publishing and broadcast holding company based in Providence, Rhode Island. Mr. Garrison has served as an independent director of SonicWALL, a leading company in providing security solutions to small and medium enterprise customers worldwide. He also has served as independent director on more than a half-dozen boards of private and public companies, including election as chairman of the independent directors committee at Ameritrade. He holds a bachelor of science degree in accounting from Syracuse University and a master of business administration degree from Harvard University.

Mr. Garrison can be contacted at 303-728-6150 or dgarrison@ibahn.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.