Editorial Board   Guest Author

Mr. Speranza

Frank Speranza

President, Hospitality Talent Scouts Executive Search

Frank Speranza is President of New York City based Hospitality Talent Scouts Executive Search. In 2005, Mr. Speranza, then Vice President of Operations with Interstate Hotels and Resorts, announced his plans to leave Interstate after 10 years to start Hospitality Talent Scouts, Inc. (HTS). Mr. Speranza credits his successful hospitality career with his ability to hire the right people for the right positions at the right time. His belief that there is a tremendous need for a timely, cost-effective source of talented, qualified people in the hospitality industry, and a lack of qualified people to provide this source, inspired him to launch HTS. Mr. Speranza began his 10-year career with Interstate as General Manager of the Somerset Marriott in Somerset, New Jersey. He originally joined Interstate with MeriStar Hotels & Resorts, which merged with Interstate Hotels in 2002. Mr. Speranza spent the last 5 years of his career with Interstate as an Operational Vice President, overseeing portfolios of branded and upscale independent hotels, including those in Toronto, New York City, Washington, D.C., Orlando, and other major U.S. cities. His portfolio sizes ranged from 15 to 26 hotels each. In his span of time with Interstate, he was affiliated with 70 different hotels in 30 different markets. Prior to joining Interstate Hotels & Resorts, Mr. Speranza spent 10 years directly working in New York City hotels. His positions included General Manager of The Kimberly Suites Hotel, Resident Manager of Hilton's Waldorf=Astoria Hotel, Opening Executive Assistant General Manager of The Macklowe Hotel and Conference Center, now known as The Millennium Broadway Hotel and Conference Center, and Rooms Division Manager of Hilton International's New York Vista Hotel at The World Trade Center, later known as The Marriott World Trade Center before its destruction in 2001.

Please visit http://www.hospitalitytalentscouts.com for more information.

Mr. Speranza can be contacted at 212-564-3334 or fms@hospitalitytalentscouts.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.