Editorial Board   

Mr. Hefler

Lawrence Hefler

Principal, Hefler International

Lawrence Hefler, principal of Hefler International and founder of BrandShares, is an accomplished marketer, whose vision and expertise in consumer marketing have driven results in the travel, leisure, and hospitality sectors. His depth of experience and understanding of shared and fractional ownership, residence clubs, and the evolving leisure real estate industry are the driving force behind BrandShares. The Hefler expertise in branding and marketing helps companies find, understand, keep, and grow customers - thereby building the value of their brand share. His mantra is that more than marketing, branding and sales training are critical in to compete in the marketplace. Mr. Hefler is the former Vice President, Brand Marketing at Hilton Grand Vacations Company. At Hilton, he led global advertising, branding, marketing, e Business and strategic alliances. Before his five years at Hilton, he was senior manager at Walt Disney where he led the transformation of Disney Vacation Development and other Parks and Resorts niche business units into e-business organizations. Prior to entering the hospitality industry, he held senior marketing management roles with Fortune 500 brands including American Express, BellSouth, and Boise Cascade.

Mr. Hefler can be contacted at 407-644-7840 or hefler@cfl.rr.com

Coming up in May 2019...

Eco-Friendly Practices: Corporate Social Responsibility

The hotel industry has undertaken a long-term effort to build more responsible and socially conscious businesses. What began with small efforts to reduce waste - such as paperless checkouts and refillable soap dispensers - has evolved into an international movement toward implementing sustainable development practices. In addition to establishing themselves as good corporate citizens, adopting eco-friendly practices is sound business for hotels. According to a recent report from Deloitte, 95% of business travelers believe the hotel industry should be undertaking “green” initiatives, and Millennials are twice as likely to support brands with strong management of environmental and social issues. Given these conclusions, hotels are continuing to innovate in the areas of environmental sustainability. For example, one leading hotel chain has designed special elevators that collect kinetic energy from the moving lift and in the process, they have reduced their energy consumption by 50%  over conventional elevators. Also, they installed an advanced air conditioning system which employs a magnetic mechanical system that makes them more energy efficient. Other hotels are installing Intelligent Building Systems which monitor and control temperatures in rooms, common areas and swimming pools, as well as ventilation and cold water systems. Some hotels are installing Electric Vehicle charging stations, planting rooftop gardens, implementing stringent recycling programs, and insisting on the use of biodegradable materials. Another trend is the creation of Green Teams within a hotel's operation that are tasked to implement earth-friendly practices and manage budgets for green projects. Some hotels have even gone so far as to curtail or eliminate room service, believing that keeping the kitchen open 24/7 isn't terribly sustainable. The May issue of the Hotel Business Review will document what some hotels are doing to integrate sustainable practices into their operations and how they are benefiting from them.