Editorial Board   Guest Author

Mr. Bergkvist

Jan Peter Bergkvist

Owner, SleepwellAB

Jan Peter "JP" Bergkvist has been active in the field of Sustainable Business at an executive level in the hospitality in industry since the early nineties. 15 years with Scandic with the last 9 years in an executive management position including 4 years with Hilton International in the role of Director of Environmental Sustainability.

In January 2009 Mr. Bergkvist stepped back from his position as Vice President Sustainable Business at Scandic to a role of senior advisor working in his own business SleepWell AB. In 2010 he published the book Sustainability in Practice - a fast guide for business leaders.

Since 2010 SleepWell is running the secretariat of Sweden Textile Water Initiative, stwi.se one of the largest public-private partnerships in Sweden. STWI is founded by the leading actors in the Swedish textile industry and supported by the government. The mission is to create guide lines for and promote sustainable water use for textile production in developing countries.

Mr Bergkvist is a director of the board of Ecolabelling Sweden (the Nordic Swan) and SIWI, Stockholm International Water Institute. He also serves as chairman of the Stockholm Water Prize Founders Council and Swedish Artists for the Environment. He is a member of the advisory panel of International Tourism Partnership in London, ITP.

Mr Bergkvist has recently started a new sustainability project in southern France. In a recently acquired medieval house he has begun a total restoration with only sustainable techniques and materials. Once the house is fully restored it will serve as a test laboratory for a sustainable B&B with the ambition to combine the latest sustainability practices from different corners of the world. The soft opening will commence during 2017.

Mr. Bergkvist can be contacted at 46-766-33-6868 or janpeter.bergkvist@sleepwell.nu

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.