Editorial Board   Guest Author

Mr. Hacker

Steven Hacker

Principal, Bravo Management

Following a distinguished 40 year long career as CEO of several non profit associations, Steven Hacker, CAE, CEM, FASAE is the Principal of Bravo Management providing strategic, leadership and event planning expertise to associations and trade show organizers around the world. He also authors a monthly column (The Association Doctor) in Association News, a magazine produced by Schneider Publishing of Los Angeles. Mr. Hacker is recognized as an authority on the leadership of non profit organizations and has earned both the prestigious Certified Association Executive designation (1974) and was named a Fellow of the American Society of Association Executives (1988). During more than two decades as CEO of the International Association of Exhibitions and Events (IAEE), headquartered in Dallas, Mr. Hacker helped build that organizations membership four-fold and established offices in Brussels, Singapore and Beijing. He designed the Certified in Exhibition Management (CEM) designation program that now operates in nine nations. He earned the CEM designation in 2012. Inducted into the Convention Industry Council's Hall of Leaders in 2007, Mr. Hacker has also been named “One of the 25 Most Influential People in the Events Industry” nine times and has been recognized by many organizations for his contributions to the industry. Mr. Hacker is also an award winning professional photographer and provides event photography services to a growing list of clientele.

Mr. Hacker can be contacted at 214-597-9791 or stevenhacker@me.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.