Editorial Board   Guest Author

Ms. Sova

Kristine Sova

Attorney, Law Office of Kristine A. Sova

Kristine Sova, formerly an attorney with Venable LLP, launched the Law Office of Kristine A. Sova after a decade of success practicing labor and employment law at some of NYC's premiere law firms. In her practice, Ms. Sova defends employers against allegations of federal, state and local equal employment opportunity, reasonable accommodation, leave, and wage-and-hour law violations. Ms. Sova also devotes a substantial portion of her practice to counseling employers on ways to avoid litigation through business decisions, such as advising on issues pertaining to employee relations, policy and practice development and implementation, employment contracts and separation agreements, termination of employment, and reductions in force, and regularly training managerial and rank-and-file employees on harassment, discrimination and retaliation prevention. Ms. Sova's practice also includes the representation of management in union negotiations as well as in collective bargaining and related disputes before the National Labor Relations Board and in arbitral forums. In addition, Ms. Sova represents clients in audits and investigations conducted by the U.S. Department of Labor and other governmental agencies on issues such as I-9s and employment eligibility as well as misclassification of employees as independent contractors.

Ms. Sova can be contacted at 646-558-2296 or kristine@sovalaw.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.