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 April 2019...

Guest Service: A Culture of YES

In a recent global consumers report, 97% of the participants said that customer service is a major factor in their loyalty to a brand, and 76% said they view customer service as the true test of how much a company values them. And since there is no industry more reliant on customer satisfaction than the hotel industry, managers must be unrelenting in their determination to hire, train and empower the very best people, and to create a culture of exceptional customer service within their organization. Of course, this begins with hiring the right people. There are people who are naturally service-oriented; people who are warm, empathetic, enthusiastic, pleasant, thoughtful and optimistic; people who take pride in their ability to solve problems for the hotel guests they are serving. Then, those same employees must be empowered to solve problems using their own judgment, without having to track down a manager to do it. This is how seamless problem solving and conflict resolution are achieved in guest service. This willingness to empower employees is part of creating a Culture of Yes within an organization.  The goal is to create an environment in which everyone is striving to say “Yes”, rather than figuring out ways to say, “No”. It is essential that this attitude be instilled in all frontline, customer-facing, employees. Finally, in order to ensure that the hotel can generate a consistent level of performance across a wide variety of situations, management must also put in place well-defined systems and standards, and then educate their employees about them. Every employee must be aware of and responsible for every standard that applies in their department. The April issue of the Hotel Business Review will document what some leading hotels are doing to cultivate and manage guest satisfaction in their operations.