Editorial Board   

Mr. Adams

Lawrence Adams

Principal, ForrestPerkins

Lawrence Adams, AIA, Principal of ForrestPerkins, is a global authority on hotel and resort design. Mr. Adams co-authored Hotel Design, Planning and Development with Richard Penner and Stephani Robson. It followed the original 422-page edition of Hotel Design, Planning and Development, often referred to as the “bible” of the hotel industry, which Mr. Adams co-authored with Walter Rutes and Richard Penner and which was published in 2001. Both tomes were written for architects, designers, developers and hotel executives as comprehensive and professional guides for hotel and resort design and development.

Mr. Adams has managed and directed the design of large-scale development projects at major architectural and planning firms for the past 35 (thirty-five) years. With a specialty in hotel design, Mr. Adams served as adjunct faculty at New York University for nine years teaching Master's Degree courses on Hotel Design and Development. His most significant projects include the New York Four Seasons Hotel, on which Mr. Adams collaborated with I.M. Pei; the Chambers Hotel, which he partnered with the Rockwell Group to design; and the RIGHA Royal Hotel, which is now called The London.

Over the last several years, Mr. Adams became interested in the intersection of luxury hospitality and luxury senior living. He has been involved in the design of a number of senior living properties and sees the two specialties as interrelated, given the affluent and large population of baby boomers. So, in addition to Mr. Adam's direction of some of Forrest Perkins' important hotel and resort projects, he leads the firm's new focus on this growing segment.

Mr. Adams is based in ForrestPerkins' Dallas office, is certified by NCARB, and is a registered architect in New York, Massachusetts, Kansas, Mississippi, Louisiana, Texas and the District of Columbia.

Please visit http://www.forrestperkins.com for more information.

Mr. Adams can be contacted at 214-953-2210 Ext 1115 or ladams@forrestperkins.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.