Editorial Board   Guest Author

Mr. Hale

Scott Hale

Chief Experience Officer, Brand New Stay

Scott Hale is the founder and Chief Experience Officer of Brand New Stay®; a company specializing in redefining, reimagining and reinventing hospitality venues and the guest experience. Mr. Hale began his career in hospitality overseeing resorts in Kissimmee and Long Key, FL for the Company Operated Properties division of the largest camping brand in the business. Mr. Hale also served as the Director of Inns and Resorts for a prominent Northwest management company, overseeing exceptional properties in breathtaking locations. At Brand New Stay®, the passion is new. New projects, new ideas, new interpretations, new ways to enhance the guest experience and new ways to get things done. From unique outdoor lodgings to distinctive boutique hotels, Brand New Stay® creates authentic, effortless and inspiring experiences that are: local, socially responsible, eco-sensitive and historically mindful.

Currently, Mr. Hale and Brand New Stay® support an iconic waterfront Inn in Friday Harbor, WA. Mr. Hale also founded LEANTO® which helps adventurous guests enjoy unique Luxury Camping experiences in the Northwest. LEANTO® glamping on Orcas Island launched in 2015 and, in addition to receiving wonderful guest feedback, has received plenty of attention from the press. LEANTO® has been mentioned or featured in The Seattle Times, The Wall Street Journal, Sunset Magazine, and Yahoo! Travel.

Mr. Hale holds a Bachelor of Business Administration from the State University of New York and a Certificate in Strategic Hospitality Management from Cornell University. A tireless outdoor enthusiast, Mr. Hale enjoys glamping, hiking, biking, kayaking, fishing, camping, and, of course, exploring new places.  Please visit http://www.brandnewstay.com for more information.

Mr. Hale can be contacted at 877-589-3226 or hello@brandnewstay.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.