Editorial Board   Guest Author

Mr. Koethner

Michael Koethner

Wellness & Healing Consultant, Spa Transition

Michael Koethner is a Graduate of the “Heidelberg Hotel Management School” in Germany holding a government accredited Trade Masters in Hotel Kitchenmanagement, a Train the Trainer Certificate from the Berlin Chamber of Commerce. He is also a Graduate from the “Australian College of Natural Therapies (ACNT) in Sydney, Australia, holding 5 diplomas in Integrated Body-Work Therapies. Mr. Koethner started his Career as a Hotel and Chef Trainee at the Hotel Hohenzollern in Osnabrueck - Germany. Shortly after his successful Apprenticeship, he travelled to various Countries around the world and worked for renowned international hotel companies as well as for various private businesses. With more than 30 years experience Mr. Koethner has a comprehensive understanding of a Hotel and Wellness Enterprise Operation with Knowledge and Expertise of most of the Divisions and Departments. Michael currently works as a Senior Consultant with 1421 Consulting Group in Beijing on a comprehensive Marketing & Research Project incorporating a detailed Business Scan about the future Hospitality and Wellness Industry in China. Please visit http://www.1421consulting.com for more information.

Mr. Koethner can be contacted at +86 186 1224 5038 or mkoethner@yahoo.com.au

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.