Editorial Board   Guest Author

Ms. McDargh

Eileen McDargh

Principal, The Resiliency Group & McDargh Communications

Eileen McDargh is the founder and CEO (Chief Energy Officer) of The Resiliency Group and McDargh Communications. Ms. McDargh helps organizations and individuals energize the life of their business and the business of their life by developing skills to respond to constantly changing professional and personal demands. She draws upon practical business know-how, life's experiences and years of consulting to major national and international organizations that have ranged from global pharmaceuticals to the US Armed Forces, from health care associations to religious institutions. Ms. McDargh is the author of six books, including Gifts from the Mountain: Simple Truths for Life's Complexities, a Benjamin Franklin Gold Award winner. Her newest book, Your Resiliency GPS -A Guide for Growing Through Life & Work has been met with high acclaim as an organizational resource. As a business author and commentator, she's appeared on network news, on radio programs and in business journals and in major metropolitan newspapers.

Ms. McDargh can be contacted at 949-496-8640 or eileen@eileenmcdargh.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.