Editorial Board   Guest Author

Mr. Horner

Russ Horner

Co-founder, Water Management, Inc.

Passionate about saving water and a longtime advocate for the environment, Russ Horner co-founded Water Management, Inc. (WMI) in 1980. As a water practitioner, Mr. Horner provides hands-on technical assistance and advisory services to domestic and international clients in the areas of water conservation, water demand management, water policy, and best management practices. He has been responsible for auditing, pricing, designing and implementing many of WMI's thousands of guaranteed savings programs over the past 30 years. In addition, Mr. Horner has assisted residential, commercial and industrial clients in developing strategies, analyzing and forecasting end use data to determine consumption patterns and forecasts for their specific geographical regions. Mr. Horner has also trained municipalities in developing capacity in water audits, leak detection, conservation techniques, and best management practices. Mr. Horner often consults with and advises fixture manufacturers regarding new government regulations and technologies. As President of WMI, Mr. Horner has been active in promoting public-private partnerships in water demand management activities for many years. Mr. Horner is also a Trustee for the AWWA's Standards and Codes Committee focusing on Water Conservation.

Mr. Horner can be contacted at 703-370-9070 or russ_horner@watermgt.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.