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 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.