Editorial Board   Guest Author

Ms. d'Elsa

Laura d'Elsa

Regional Director USA / Canada, German Convention Bureau

Laura d'Elsa is the Regional Director USA/Canada for the German Convention Bureau (GCB). Based in New York City, she represents the GCB in the North American markets and promotes Germany as a leading meetings destination. Ms. d'Elsa serves as the main point of contact for U.S. and Canadian companies, associations and organizations interested in hosting events, meetings, and incentive programs in Germany. She also oversees all operations for the NYC office. Ms. d'Elsa is focused on educating clients and prospects on the benefits of hosting meetings in Germany, which include excellent value for money, a world class transportation system, exciting and historic cities, and many green venues and convention centers. A major theme she is responsible for driving in North America is Germany's expertise in key sectors such as automotive, pharmaceutical, biotechnology, finance and economics, logistics management, technology and more. In leveraging these expertise clusters the GCB and its German partners are able to create memorable and strategy-focused experiences that have made the country the #1 association meetings destination in Europe and #2 in the World. Ms. d'Elsa joined the GCB in 2011 from Sydney, Australia, where she worked for event agency DKC International. At that agency, which focuses on events in the government, non-profit, and association sectors, she was responsible for the public relations and marketing for all events, including strategy development and implementation, sponsorship management, collateral production, and media planning. Among other projects, Ms. d'Elsa managed and coordinated all media relations for the Australian lecture tour of Nobel Laureate in Economics Joseph Stiglitz, which was extensively covered in national and international media outlets. Ms. d'Elsa's previous professional experience spans all areas of integrated communications. She started her career at the Coca-Cola Company in Vienna, Austria, working first in the company's public affairs and communications department and then for the Coca-Cola UEFA Euro 2008 project team, where she managed the company's Austrian hospitality activities surrounding the 2008 European Soccer Championships. Ms. d'Elsa has also worked as a freelance editor and translator in the fashion and media industry and as a public relations consultant in the non-profit sector and now serves as a source on the meetings industry and business travel in Germany in leading MICE publications.

Ms. d'Elsa can be contacted at 212-661-4582 or gcbny@gcb.de

Coming up in May 2020...

Eco-Friendly Practices: Creative Innovation

Being eco-friendly is no longer a fad. It is an urgent planetary need and hotels are actively doing their part to reduce their carbon footprint by implementing sustainable, green practices. In addition to the goodwill derived from doing the right thing, hotels are also realizing the benefits to their business. A large percentage of Millennials expect hotels to be eco-friendly and will only patronize those properties that are proudly conforming. Consequently, more hotels are realizing that sustainability is a key element in a successful branding strategy. In addition, going green can lead to a more profitable bottom line, as savings on electricity, water and cleaning materials can add up. Also, there are other advantages that come with being an eco-friendly business, such as government subsidies and tax and loan incentives. As a result, many hotels are finding innovative ways to integrate eco-friendly practices into their business. Geo-thermal energy systems, along with energy-from-waste systems, are being used to heat and cool the property. Passive solar panels, green roofs, natural lighting and natural ventilation strategies also assist in energy conservation. Low-flow water systems and plumbing fixtures make a contribution, as does eco-friendly hardwood flooring, and energy efficient televisions and appliances throughout the property. In addition, some hotels have implemented in-room recycling programs, and only provide all-natural, personal care items. One hotel has actually constructed a bee-keeping operation on their grounds. Not only is this good for the bees but the hotel also produces products from the operation which they sell. This kind of creative innovation also holds enormous appeal to guests. The May issue of the Hotel Business Review will document what some hotels are doing to integrate sustainable practices into their operations and how they are benefiting from them.